New landing page with cheap flights offers
For who?
Iberia
Time
3 months
My role
Research, Wireframing, Design
Iberia needed to re-design a new landing page with low-cost flights offer.
The former cheap flights landings was on the old platform and needed to be migrated to the new one. In addition to the migration, this project included the analysis, redefinition and redesign of these landings. Main goals business goals was: attraction (SEO/SEM/direct traffic email marketing and banners on the site itself) and sales (conversion).
These landings was a very relevant entry point to Iberia's website for users looking for prices. Moreover, these landings must be a fundamental point in the process of attracting and converting paid traffic, through a good usability and adapting to the new SEM model that Google is implementing (DSA) that works based on the goals of the page code. In addition to pricing content, it was necessary to nurture these pages with useful, updated and well-structured content to generate more attraction. Landings needed to be flexible enough to guarantee agility in the creation of new destinations, specific segments, special destinations, etc. Like all web content, it had to comply with AA accessibility regulations.
The former cheap flights landings was on the old platform and needed to be migrated to the new one. In addition to the migration, this project included the analysis, redefinition and redesign of these landings. Main goals business goals was: attraction (SEO/SEM/direct traffic email marketing and banners on the site itself) and sales (conversion).
These landings was a very relevant entry point to Iberia's website for users looking for prices. Moreover, these landings must be a fundamental point in the process of attracting and converting paid traffic, through a good usability and adapting to the new SEM model that Google is implementing (DSA) that works based on the goals of the page code. In addition to pricing content, it was necessary to nurture these pages with useful, updated and well-structured content to generate more attraction. Landings needed to be flexible enough to guarantee agility in the creation of new destinations, specific segments, special destinations, etc. Like all web content, it had to comply with AA accessibility regulations.
Research
Clearly defined business objectives and smooth communication with stakeholders are big facilitators of the project. As a member of the UX team, I was responsible for user research, interviews, data analysis, persona creation, user flows and setting user goals in the first stage.
Wireframes
During the work session we discussed the most important functionalities and elements the website should contain. Bearing in mind the users who look for cheap offers without having a specific destination in mind, knowing only the time period, I proposed the "explore" section, which contains a map or a list of destinations and multiple filters: (type of travel, budget, sorting by price or recommended offers). So the users can, for example, search for flights to destinations with beaches in Latin America that are within their budget.
Final Designs
For MVP we decided to continue without the map, which affects page load time and is more complicated to implement. The user, if possible, by default will see the flights from where he currently is (geolocation) or from the main market's airport. On these landing pages we reduced the search box size as it redirects to the purchase flow and shows the results on a separate page. In this case we wanted to offer option to broader search in "exploration mode". The section below contains filters that allow it. We also took into account the division into continents and showing the necessary SEO links (on the homepage we display only the most important destinations, the user can see more clicking on the drop-down arrow)
