Jennifer Matt
Concept Driven Design

Southwest Airlines

  The company’s primary branded e-commerce site, Southwest.com.

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Southwest, the quintessential budget air carrier, possesses what all brands crave–easy recognition, an infectious and personable culture and legions of brand ambassadors. A full brand overhaul, when completed, will touch every part of the Southwest ecosystem from aircraft livery to boarding passes.

 
 

solution

Southwest.com was re-imagined in a responsive, “mobile first” philosophy to take advantage of the increased tablet use to purchase travel. Using industry best practices, current UX design trends and new powerful back-end tools the site created an online travel experience worthy of the Southwest brand tenets. The first improvements launched in Q4’14, with new designs launching on a rolling basis. 

roles

UX concepting
IA
UX design
Dev specs
Style guide

 
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approach & techniques

I was responsible for interaction strategy, tactical UX design artifacts and UX development support for the project. 

Team collaboration • Competitive research & evaluation • User research • Rapid UX prototyping • AGILE development • Third-party integration

 
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Deliverables

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—  Created by Field Kit Design and Matt Albright for Razorfish Austin and Southwest Airlines.  —