Objective

We were tasked with two goals by Emirates Airlines for this project. The first was to integrate Emirates' frequent flyer program, Skywards, which was a separate website, to the then existing Emirates website. Our second task was to redesign and rethink the Emirates website as a whole in a bid to increase ticket sales and click through rates. These changes were to also apply to the goal of the globalization of the platform, supporting over 200+ of the most popular languages in the world.

 

I led the design direction and art style of the site*, while presenting to clients and working with developers. The output of this project was a good exercise of balance between meeting the clients needs and pushing the boundaries of creative concepts.

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I continued to lead the evolution of the site and its digital properties, working with the clients, user experience leads, strategists, data analysts and project managers to ensure increased engagement and ticket sales, while expanding on Skywards sign ups. 

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Results

We successfully merged the 2 sites together, resulting in a 38% increase in logins, their most important KPI. The booking widget and site, increased e-commerce conversion by $200MM annually.

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*The site has now since been redesigned. 

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Responsibilities: Art direction, manage and mentor designers, asset creation, development and UX collaboration, UI/UX design, maintaining and creating styleguide, client presentations, conceptual brainstorms and design.

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View new Emirates site

View styleguide