United.com redesign
Understanding the current site
As a first step to design the new site, we needed to understand the content. Mapping the existing site wouldn’t help as it poorly organized, so we created an affinity diagram.
We placed each type of content on a post-it and we grouped and sorted the post-its according to their similarity. This allowed us to understand what was on the site, without being influenced by the existing organization.
The strategy
The Web strategy, in a nutshell, was that United was not a travel agent, so shouldn’t act or look like one. The Expedia’s of the world have no control over the offline experience, while United is capable of providing an integrated experience offline and online.
Our guiding vision statement was “Create a simpler, and more hassle-free, travel experience.”
But how?
Next: Our target audience »
