Case Study

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

December 12th, 2014
Allegra Burnette, null
Allegra Burnette
With contributors:
John Dalton , Curt Nichols


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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