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For Customer Experience Professionals

Case Study: Disciplined Simplification Elevates The Brand In Virgin America's Site Redesign

December 12, 2014

Primary author headshot

Authors

  • By Allegra Burnette
  • with John Dalton,
  • Curt Nichols

Why Read This Report

Virgin America undertook a major website redesign with the goal of streamlining the process of booking plane tickets through mobile devices and transforming it into an appealing experience. To do this, Virgin America updated its technical infrastructure, committed senior staff resources, partnered with digital agency Work & Co, brought the brand into better alignment across channels, and created a customer-centered experience that introduces fun to the staid world of online ticket purchases. By going beyond surface-level changes and reaching its goal through disciplined simplification, Virgin America provides a model for other customer experience professionals to follow.

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Table of Contents

  • Challenge: Make Mobile Booking Compelling To Customers
  • Solution: Bring Disciplined Simplicity To A Redesigned Website
  • Result: The End Is Just The Beginning
  • RECOMMENDATIONS

  • Question The Status Quo
  • Supplemental Material
  • Related Research Documents