PROJECT
VIRGIN ATLANTIC
AGENCY
AKQA
ROLE
SENIOR DESIGNER
CONTRIBUTION
UX/UI DESIGN
VISUAL IDENTITY
DESIGN SYSTEM
DESIGN GUIDELINES
YEAR
2015
INDUSTRY
TRANSPORTATION
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.
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.
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.
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
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