Allegiant Airlines Digital Presence Reboot
Allegiant Travel Company wanted to create a new responsive website to improve its brand image, reduce friction while purchasing travel, and increase conversions. Allegiant was ready for a change in brand identity to better reflect its investments in onboard and airport upgrades.
Project Goals
Design an appealing and functional website that would require less time to maintain, be more user-friendly, and increase user trust.
1.Create a truly user-first website where the guest is catered to from the moment they land on the site, through booking.
2.Create a personalized, anticipatory experience using data. This experience should serve up relevant, timely and helpful content at every point of the sales funnel, reaffirming the user’s confidence in staying with Allegiant.
3.
Context
Founded in 1997, Allegiant offers affordable leisure travel to various destinations, emphasizing low fares, nonstop flights, and quality travel partners for a hassle-free experience. Allegiant Air's revenue is $2.3 billion. Allegiant Air has recorded a profit of US$88.5m for the second quarter (Q2) of 2023.
Role: Design Lead, Concept, UX Strategy, Led two Visual Designers
Tools: Sketch, Invision, Zeplin
Year: 2020 - 2022
I played a pivotal role in the successful launch of the Allegiant app, serving as the project's chief strategist for duration of project. Leveraging my extensive experience in the travel industry, particularly with American Airlines, I proactively addressed unique challenges and navigated complex issues.
As this project's lead user experience strategist, my principal goal was to overhaul the website and develop a new iOS app. I adeptly restructured the information architecture to ensure a smooth and efficient user experience.
Utilizing a whiteboard, I conceptualized sketches that were swiftly translated into interactive wireframes using Invision. Presenting these wireframes to stakeholders facilitated a collaborative decision-making process.
Wireframe and Sketching
This wireframe marks the initial stage of creating a new app, where designers begin to explore and develop designs as part of the app development process.
I collaborated with the client and product team to identify and define new features. Then, I worked closely with developers to determine the optimal approach for delivering the product through staged releases.Cross-platform Collaboration
This whiteboard sketch illustrates a navigation and feature set that aims to optimize users' access and interaction with different elements of their profiles.Defining Profile Navigation
Following the development of a test plan and the recruitment of participants, a Figma prototype was crafted for evaluation. Participants were instructed to assess their satisfaction with the website using a scale ranging from 1 to 7, where 1 denoted complete dissatisfaction and 7 indicated utmost satisfaction. The outcomes revealed an average score of 6.4 out of 7.0 (7, 6, 6, 6, 5, 5), reflecting a notably high level of user satisfaction. Figma Prototype
Project Notes
When pitching Allegiant Travel Company we knew we had an opportunity to reintroduce this historic, but tried brand to a new wave of post-covid travelers. The previous website had low usability, poor conversion and inconsistent/non-existent brand standards; all things the client was looking to improve.
Reimagining the experience meant evolving everything from the brand through re-platforming. We conducted onsite visits, sentiment surveys, user testing, brand workshops, competitive analysis, content strategy, site mapping, migration, and everything in between to create a brand new Allegiant.
Project Results
Allegiant's new digital experience served its customers better through intelligent content strategy, intuitive way-finding elements, and a strong, ownable new brand. Their content authors, they benefitted from a structured and documented design system that’s flexible enough to grow as they do.
We improved the conversion rate of the website via clear call-to-action buttons, logical structure, advanced search functionality, comfortable menus & a beautiful, revamped interface and our post-launch user feedback reported a sentiment score of 4.5 out of 5.
Onsite research with a mobile technician.
“How do I explain what I do at a party? The short version is that I say I humanize technology.”
— Fred Beecher, Director of UX, The Nerder