Company
Virgin America
Rethinking the Airplane Seat Map at Virgin America
Roles
Lead Designer
Creative Director
Project Strategist
Design Operations
Design Manager
Overview
Virgin America, known for its unique rock star style and customer-focused service, needed a comprehensive redesign of its website to address usability issues and improve conversion rates. The project focused on enhancing user experience across the booking flow, including seat selection and payment screens. Our goal was to streamline these processes to reduce user abandonment and increase overall satisfaction. The redesign resulted in a 36% increase in revenue and a 2% increase in conversion rates, earning the OMMA Marketing Award for Best Site Redesign.
Metrics
36
Percent increase in YoY Revenue
2
Increase in conversation rate
1
Award for Best Airline Website
The Problem
How might we simplify the booking process to reduce user abandonment and enhance overall satisfaction? The primary challenge was to address usability issues in the booking flow that caused users to abandon their purchases. Users struggled with complex interactions, particularly in seat selection and payment screens. The lack of clarity and overwhelming upsell options contributed to frustration and abandonment, impacting the site’s conversion rates and overall user experience.
The Process
We began by conducting a usability study with 100 participants to identify pain points in the booking flow. Key findings included difficulties with the seat selection screen and an overabundance of upsell options on the payment screen. Based on this feedback, we redesigned the seat selection screen to be more intuitive by reducing clicks and implementing a vertical seat map. This design change not only simplified the interaction but also set a new industry standard, influencing how other airlines approach seat selection.
What's next?
Additionally, we streamlined the payment screen by hiding upsell options behind a collapsible interface, reducing user confusion and frustration. These insights also informed improvements in the Check-In and Cancel flows.
Outcomes
The redesign led to a 36% increase in revenue and a 2% increase in conversion rates. The improvements in user experience were recognized with the OMMA Marketing Award for Best Site Redesign. Our vertical seat map design became a benchmark in the industry, setting new standards for seat selection processes across airlines.
The Virgin America website redesign successfully addressed critical usability issues, enhancing user experience and increasing business performance. By focusing on user feedback and iterating on design solutions, we delivered a high-impact solution that not only improved the booking flow but also set new industry standards.
