PROJECT
VIRGIN ATLANTIC

AGENCY
AKQA

ROLE
SENIOR DESIGNER

CONTRIBUTION
UX/UI DESIGN
VISUAL IDENTITY
DESIGN SYSTEM
DESIGN GUIDELINES

YEAR
2015

INDUSTRY
TRANSPORTATION

Seamlessly transitioning Virgin Atlantic's existing website platform to the newly acquired Delta CMS system following the merger of both companies. An opportunity to improve the user experience, introduce new features, and refine the design direction.

01.

Background

Following the merger of Virgin Atlantic and Delta Airlines, Virgin Atlantic has acquired Delta Airlines' CMS system. The business need lies in swiftly migrating from the current platform to the new one, preserving all existing features that align with the upgraded system. Additionally, there is a pressing need to enhance the user experience by addressing identified issues in key use cases to meet user expectations better as well as refining the design direction.

02.

Approach

Virgin Atlantic presents an extensive array of premium-class services, consistently maintaining its esteemed reputation as a preferred airline. The art direction incorporates a harmonious blend of red and purple hues, enhanced by a subtle gradient, which imparts a touch of sophistication that complements the pristine design. A meticulous attention to typography, layout, and photography reinforces Virgin Atlantic's premium identity, exuding an inviting and contemporary aura.

03.

Outcome

The migration from a substantial web build to a new platform is invariably challenging. We encountered various constraints during this process, especially the fact that certain features on Virgin Atlantic's website could not seamlessly transition to Delta's platform due to a lack of technical support or pending implementation. Collaborating with outsourced front-end developers and Delta's back-end developers, who were located offshore, also posed development challenges during the project. On the visual front, our objective was to infuse the new Virgin Atlantic website with a refreshing appearance, while adhering to the existing structure and functionality. This approach resulted in more of a re-skin than a complete re-design. This decision had the positive effect of not disrupting the experience for Virgin Atlantic's current customers who are accustomed to the familiar design.

The redesign leans more towards a re-skin rather than a complete overhaul. This approach has its merits, particularly in ensuring a smooth transition for existing customers accustomed to the current platform's design. Notably, essential features like booking have undergone significant enhancements, elevating the overall user experience and customer satisfaction ●

Credits
Samuel Viani ⸺ Senior Designer

Gareth Hughes ⸺ Art Director
Ian Wharton ⸺ Creative Director
Mehul Hirani ⸺ Senior UX Designer
Roxanne Dadgostar ⸺ Senior UX Designer

Duration
20 weeks

Agency
AKQA

GUITARTUNA

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O2 PRIORITY

ARMANI

SWIMS

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WIZARDING WORLD

THE TELEGRAPH FILM

NICKELODEON