An award-winning website redesign during the COVID-19 pandemic.
15below specialises in passenger communications for the travel industry, giving over 50 airlines, the technology to deliver targeted and automated notifications to their customers from booking to arrival and beyond. Their site was inflexible, difficult to work with and needed redesigning.
Stakeholder interview / Empathy Mapping / Card Sorting / Dot Voting / Prototyping / UI Design / Information Architecture / Stakeholder Management / Axure / Adobe XD
I led the team to carry out stakeholder interviews with the 15Below web team, sales team and external industry experts to understand the day-to-day challenges that exist in the industry along with areas for concern on the current site.
Workshops using dot voting and card sorting enabled us to understand the messaging priority on the new site. We also discovered there is a long sales cycle and a clear need to prove ROI to airlines.
Discovery.
Wireframes.
We saw an opportunity to create an online ROI calculator, which would allow our client to surface the savings much earlier in the sales process. I created a working prototype for this using Axure. I also started creating wireframes that simplified the product offering into three distinct packages: pre-travel, ticketing, and reservations.
Designs.
Sadly, Covid struck and overnight the travel industry was grounded. Given the disruption the industry was experiencing, 15Below needed to be able to get new messaging out and fast. Using the discovery work we’d already carried out, we set about replatforming them in a hurry.
I created a series of simplified designs in Adobe XD. This didn’t feature any of our new thinking as time didn’t allow for this. The plan was to build them a new website, with increased flexibility so we could start to test and iterate our ideas on the live site.
Outcome.
Taking a lean approach and getting the new site to live faster than planned, allowed us to start testing the market straight away. Crucially this allowed 15Below to gain two new customers, which with their limited market, is significant.
87%
Reduction in sales cycle
2
New customers