OVERVIEW
Contributed from kickoff through design phase on the Alaska Airlines homepage redesign, culminating in foundational concepts that informed the version that launched in August 2025.
CHALLENGE
Redesign the Alaska Airlines homepage to support diverse guest journeys and business needs in one flexible, mobile first, personalized system.
The challenge was to redesign the Alaska Airlines homepage to support a wide range of guest journeys, from booking and check in to managing trips and tracking flight status, while also surfacing critical business messaging like promotions, weather alerts, and airport updates. At the same time, the experience needed to modernize technically by retiring MOW and updating the booking widget, all within a mobile first, highly flexible system. The new homepage had to enable personalization, shared promotions and advisories across web and app, multi language support, and adaptable theming including light and dark mode and special treatments for groups like Mileage Plan members.
PROCESS
Exploratory work
As exploratory design began, I focused on building mobile first modules organized around three core content zones: personalized space, promotional and informational space, and Mileage Plan space. The team aligned on feature prioritization using technical goals, essential requirements, personas, and research insights, which informed my discovery and early design explorations to address those needs.
PROCESS
Strategy and concept as I began designing full spec comps with our new Design Director.
Premium was an important concept for Ecommerce and Marketing teams and I was to bring that idea and product to light as much as possible. This would come through visually with specific colors and photography style. I also needed to show options if we did not change the booking widget due to technical and budget restraints. In addition, Ecommerce was working on a new mobile app that featured a specific theme called Excursion. As we began iterating on these designs, that look and feel and theme became very important. Lastly, I was directed to shift to desktop specs first, then optimize for mobile as we made future progress.
RESULTS
My bluesky explorations moved the conversation and over all project from abstract goals to concrete possibilities.
My work played a pivotal role in building momentum for the overall homepage redesign by translating early strategy into tangible, forward looking design concepts that leadership could see, react to, and rally around. The bluesky explorations moved the conversation from abstract goals to concrete possibilities, helping stakeholders visualize how a more premium, personalized, and flexible homepage could come to life. These concepts became the foundation for strategic alignment and executive buy in, shaping the direction of the final experience and helping clear the path for the project to move confidently toward launch.