VirginGO is a branding and UX / UI design concept for Virgin Atlantic’s new service for Hotel + Flight booking. They wanted to connect Hotel + Flight booking in one place and make the booking process faster and more customer-oriented. I came across this project on D&AD, generally, I tend to not take competition projects as I believe having a constant relationship with the client, understanding their needs and building the solution that will serve both client and their users. But this time it was an exception. This project had two main aspects that caught my attention to work on: Virgin (I love Richard Branson) and it was about booking systems (as a traveler sometimes I get frustrated with current booking websites and apps).
From the start, I already had a big list of features/fixes that I want to work on to enhance the UX of current booking systems. Nevertheless of the fact that I knew what needs to be changed, I started the research process, creating user flows and testing in on the travelers I know. Access to travel forums helped the process a lot to see the main frustrations and concerns of travelers. Main issues started with clutter web, un-intuitive navigation, not having the flexibility to customize, hard to grasp what room you will get from the pictures (because they are cluttered unorganized mostly) and the list goes on.
I had 4 weeks to develop the user experience, branding concept, and user interface. I spent the first 3 weeks on researching and user testing, as it was a crucial part of the successful interface and brand.
The concept for the logomark and whole brand idea came from the “Hotel + Flight” connection. The shape represents the airplane window and idea being how you can see your upcoming travel destination through these windows. Posters for the online/print illustrates the whole concept in a new and intuitively understandable level. Logomark and concept visually are simple and easy to remember, but at the same time shows the whole concept that everyone can understand. The name of the project/brand is “Virgin Go”, I wanted to keep the brand name short, simple and spontaneous, which literally tells “Go and experience your adventure”.
The ultimate goal was to reduce page transitions and give the user the chance to see all the information necessary at the same time. Also, it can be fully customizable and parts can be seen individually.
All the UX is based on visual feedback, so users can see simultaneously how their decision affects related aspects and what will work best for them. Pre-made packages for various types of travel will show you where you can go and the activities you'll be able to visit.
It was an interesting observation to understand the wide range of booking users and create a solution that will increase their experience, trust to company and happiness level. I'm happy with the result both for the solution and the interface, UI still needs a bit more work (perfectionist life, heh), but in general, everything feels right and works as intended.