Alaska Airlines// CONTENT
Content at Alaska means you’re dealing with a LOT (thousands) of pages on a website. It also means you’re working across departments (i.e. marketing, call center, in-airport, on-plane, etc). That equates to lots of competing priorities.
PURPOSE
Keep content relevant
Keep it fresh
Aligned it with current marketing campaigns
Make sure it’s informative & useful
It must be easy to navigate, discoverable, and inspirational
solution & outcome
The trick is to keep the team focused on solving user problems. The alignment of all involved was critical and the best starting point for that was to make sure the ecosystem was understood by all. The need for mapping the entire website was key in building out an appropriate number of templates that could provide consistency, scalability, management, and tracking. Getting the mapping right meant the teams could better support ever-shifting marketing needs, revenue initiatives, and economic changes.
Leading a team of multi-disciplinary designers, we were able to accomplish a lot in only a few years. From a homepage refresh and the most successful digital holiday campaign in Alaska Airline’s history to the addition of hundreds of destination pages, integrating a new alliance partner (which meant wide-scale branding realignment), and responding to the unprecedented changes of a global pandemic which was recognized as #1 in the USA and top 10 in the world for quality.
