Southwest Airlines Redesign
client
Self Challenge
Role(S)
audit, research, design
Summary
I spent 24 hours to redesign the Southwest Airlines homepage for desktop.
Background
As part of an interview process, I was given 24 hours to redesign an experience in the hospitality space. I chose the Southwest Airlines homepage.
Existing site:
Scope of Work
In 24 hours, I:
- Performed a landscape analysis/competitor scans
- Conducted interviews with 5 people
- Created an affinity map, identified problem statements, and conducted a very brief heuristic evaluation
- Created a current state journey map and an ideal state journey map
- Sketched multiple layout solutions/functions
- Redesigned page ads to be less intrusive and simplified the existing color palette
- Created high-fidelity mockups of new designs, including the homepage and basic concepts for a "compare flights" page
Final Designs
- Banner cycles through multiple alerts
- Simplified/modernized the nav menu
- Booking and Management cards are front and center so people can immediately funnel into the main flow
- Card cycles through multiple offers (Frees up real estate & eases cognitive load to just see one at a time)
- Simplified the marketing blurbs and cut a lot of the unnecessary content
- Used more consistent visual hierarchy to indicate less visual importance
- Restrained use of the simplified color palette allows for more consistent visual hierarchy and find-ability for important content and CTAs
- I redesigned the CC ad to be less visually disruptive
- One card is static, so there isn’t a ton of movement on the page, and the business can decide what they want to feature
- Simplified the socials in the footer- it would benefit from additional IA work, in partnership with the business
Homepage/Book a Flight
Compare Flights
