Overview
Virgin America, known for its unique rock star style and customer focused service, needed a comprehensive redesign of their 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.
Team
The project team comprised a UX Manager (myself), a Product Owner, an Information Architect, UX Researchers, and a Business Analyst. As the UX Manager, I led the design team, coordinated efforts between product owners and UX researchers, and ensured alignment with business goals. The team worked collaboratively through regular meetings and design reviews, overcoming challenges like tight deadlines and conflicting stakeholder requirements.
Background
Virgin America’s website was a crucial component of its business, generating 73% of the company's revenue and attracting 2 million unique monthly visitors. The existing site faced significant usability challenges, particularly in the booking flow, which led to user frustration and abandonment. With a tight deadline, our task was to address these issues and improve the site’s overall performance.
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.
