Phil Oye

About the Project

Sapient had just started work with United on a complete Web strategy with the goal of a complete overhaul of their site. Their current site was in such bad shape, it made sense to do a quick fix because the redesign would take another six months. The site didn’t reflect their most recent brand identity and the navigation system was extremely confusing

It didn’t make sense to make extensive changes to the current site, so the scope was limited to simply updating the homepage.

My Role on the Project

I was the information designer on the project. The core team was one designer and myself. I developed the information architecture and led the effort to fix the navigation.

This was soon after I joined Studio Archetype and I remember that when I was assigned to the project everyone was trying to “sell” it to me, as if merely doing the home page for United Airlines would somehow be beneath me.

Little did I know that this would be one of my most beloved projects. While the redesign project that I worked on later was more extensive, this project, not the redesign, was the more successful one when you factor in the constraints.

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