Shaping the design system for a mobile travel partner
Alaska Airlines came to Cognizant to rethink their customer-facing mobile app experience. We then used that as a wedge to drive change across their broader design ecosystem, and drive design evolution across Alaska Airlines as a whole.
Project services
App redesign
UI design
User experience design
Visual identity development
Design system development
Team
Daniel Liss - Creative Director
Jennifer Howard & Jennifer Henzel - ACDs
Myself, Felipe Buccianti, Mars Lovelace - UI designers
Kate Farina, Mary Zhao, Allen Ding, Okenna Okpareke - UX designers
My role
Worked with UI team to develop visual identity and look and feel of the new app
Led color theory and loyalty design & documentation
Designed numerous pages across home, account and travel experiences
Worked with UI team to maintain comprehensive and transferrable design system for the new experience
Designed responsive web experiences alongside app design that aligned with the new identity
The process
I joined the UI team on this project as the visual identity was beginning to take shape. Before I came in, the client chose a general direction, and through sprints across various sections of the app, we shaped the visual identity and created an intuitive, clean and colorful experience for Alaska Airlines customers.
The project was organized across a number of pillars: Home, Account, Loyalty and Travel experiences. With each sprint, we both iterated on user interface and experience as well as visual identity, shaping the design system and building out various components as we went.
Early iteration & exploration
The outcome
At the end of the project, we packaged up the design system and various examples of how to utilize it to be passed on to the internal Alaska team to build out the app experience for customers. The new system is beginning to be implemented into the Alaska Airlines app today.
Design system
The design system includes robust and flexible components and variables for each loyalty status and flight scenario and offers clear documentation for usage and theory.
