In addition, in contrast to the movement towards “mobile-first” design, the entire Alaska Airlines project was dictated by an “extremes-first” approach. The team decided that if they could get the process right for this one use case, they would have a solid baseline to start from.
Rather than designing based on edge cases and all the flows associated with them, the Work & Co team, working collaboratively with the Alaska Airlines team, focused on one core use case: a single traveler buying a round-trip ticket. “The beautiful part of the entire process is that we were able to focus on the one thing that mattered the most – not just from a business standpoint but from a user standpoint,” said Felipe Memoria, Founding Partner of the agency. This is the story of how collaborative design helped push Alaska Airlines to a successful IPO.ĭuring all stages of the project, one clear goal guided everything: sell more tickets. We spoke with Felipe Memoria, Work & Co’s Founding Partner, about one of the agency’s most popular projects. The results of their collaboration?īottom-line results and awards for the first ever responsive airline website, and explosive growth for Work & Co, now a team of more than 100 who still work with Alaska Airlines. The best practices still ring true today.Īlaska Airlines chose to partner with Work & Co, a new company of fewer than a dozen people at the time. You’ll see every detail and decision that lead to one of the most influential web projects in the past couple years. We’ll dive deep into the design and launch of the world’s first responsive airline site. Today, we’ll take a quick trip through time to 2014. Responsive design is now the industry standard for web design. UX Case Study: The World’s First Responsive Airline Websiteīy Jerry Cao on 21st July, 2016 Updated on 22nd April, 2020
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