What metrics would you use to evaluate United Airlines's Economy Plus seating option?

Introduction

Evaluating United Airlines's Economy Plus seating option requires a comprehensive approach to product success metrics. To address this challenge effectively, I'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders. This approach will allow us to gain a holistic view of the product's performance and identify areas for improvement.

Step 1

Product Context

United Airlines's Economy Plus is a premium economy seating option that offers passengers extra legroom and other amenities for an additional fee. This product sits between standard economy and business class, targeting price-sensitive travelers who desire more comfort without the full cost of a business class ticket.

Key stakeholders include:

1. Passengers: Seeking improved comfort at a reasonable price
2. United Airlines: Aiming to increase revenue and customer satisfaction
3. Flight crew: Responsible for service delivery and passenger experience
4. Competitors: Other airlines offering similar premium economy products

The user flow typically involves:

1. Booking: Passengers select Economy Plus during ticket purchase or as an upgrade
2. Check-in: Confirmation of Economy Plus seating and any additional benefits
3. Boarding: Priority boarding for Economy Plus passengers
4. In-flight experience: Enjoying extra legroom and enhanced services
5. Post-flight: Providing feedback and considering future bookings

Economy Plus fits into United's broader strategy of segmenting their product offerings to cater to different customer needs and willingness to pay. It allows the airline to capture additional revenue from passengers who value extra comfort but aren't willing to pay for business class.

Compared to competitors like American Airlines' Main Cabin Extra or Delta's Comfort+, United's Economy Plus focuses primarily on extra legroom, with fewer additional perks. This positions it as a more straightforward upgrade option.

In terms of product lifecycle, Economy Plus is in the maturity stage. It's a well-established offering that has been refined over time, but still faces competition and the need for ongoing optimization.