Flight Centre – First and Business

Website: UX & UI

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International travel specialists, Flight Centre needed to create a whole new sub-site targeted at the premium and luxury end of the market – ‘First and Business’. The challenge was that the this needed to fit within a larger, company wide brand that focussed on their low cost products. We helped them create a new site (and identity) that elevated the brand to the high-end segment of the market without it seeming completely out of step with the parent brand.

This was a UX/UI only project as we were working with Flight Centre’s in-house development team to deliver the final site. Despite designing to fit within their existing back-end structure, in the end, several design elements we created were then ported over to the rest of the parent site as they proved much more effective.

We created the experience mobile first, allowing Flight Centre to deliver the key information that luxury travellers would need across a wide range of devices. This included re-ordering or even removing content where necessary in order to keep the user informed but not overwhelmed with overlong pages.

As Flight Centre is first and foremost a B2C holiday company, sales paths and user data was paramount in ensuring the new site was effective as a sales tool. As such, user experience and conversion flow was mapped across a wide range of templates, each helping drive the end-user to move towards a purchasing decision. Through this data we also determined the need for an additional landing page (with different messaging and overall look) for their ‘Business Travel’ clients.