A BRANDED EXPERIENCE
After a year-long pitch process, we won Virgin Atlantic’s global website redesign, a 4-year Agile end-to-end design project. The airline was in the midst of a rebrand and a new digital expression coincided with the complete overhaul of their livery and in-flight experiences.
I led the UX and content strategy streams, working closely with a team of visual designers and front-end developers. Particular challenges included the vast amounts of data and interactions involved in flight search, pricing, and online check-in. Integrating with systems like ITA alone took over 9 months.
A USER-CENTRED APPROACH
Virgin were very keen to follow a strict UCD process and the extent of user research and testing we completed was impressive: 24 diary studies, over 300 card sorts, and almost 500 task-based lab sessions. We also used extensive optimisation testing on the live site to continually improve the experience.
A TRULY BRANDED EXPERIENCE
It was very important that we captured the essence of the brand throughout the experience: this was the first time I used experience principles as a tool for expressing Virgin’s unique positioning and tone of voice. They helped to create a site that was undeniably Virgin, and along with innumerable improvements to the experience, we saw a 3% increase in flight purchase conversion after the launch of the new site.
EVOLVING FLIGHT SEARCH
The flight purchase funnel went through dozens of iterations based on collaborative sketching, prototyping and user testing. The result was an overall 3% conversion increase.
The amount and sources of data we designed for were challenging. Nowhere was this more evident than in Flying Club, where a dozen data sources fed the branded experience.
INSPIRATION AND INNOVATION
We explored many ways to help customers build their perfect trip. We even built an augmented reality bag sizer to avoid embarrassment over bulky luggage at the airport.
We redesigned the Virgin Atlantic app to create an always-on travel companion. Integrating several sources of data was key to creating a seamless experience to guide users through their travels.