Vueling
Date
2023
Details
Created with Lippincott, EMEA
Disciplines
Web Design
Design System
Brand Identity
Project Brief
Overview
Vueling is Spanish low-cost airline based in Barcelona. The old Vueling website was complicated and restricted by legacy technology, resulting in decreased booking conversion rates.
The Challenge
To bridge Vueling's brand and its digital world. The old Vueling website was complicated and constrained by legacy technology, leading to decreased conversion rates and poor usability. How might we reimagine Vueling's experience to bring the brand alive for customers while meeting stakeholder and feasibility expectations?
Solution
We rebuilt a brand-led booking experience, establishing and applying refreshed brand and digital principles to create a dynamic web ecosystem. This revamp helped bring value back to Vueling’s low-cost carrier reputation to bolster their customer acquisition and loyalty.
Transforming brand elements as delightful interaction
To bring Vueling’s motto “Join the Movement” to life, we strategized how the visual elements are used to make the site more vivid and welcoming: Brightening the signature brand color to shine with more optimism, curating a personalized travel moodboard, and visualizing stories to inspire a broad range of travelers.
Validated with travelers across Europe
Testing the new experience with 50+ travelers across Europe, Vueling appealed positively from its refreshed brand impression and usability standpoints, giving us confidence to pursue a streamlined design direction that balanced form and function.
Establishing brand-led UX principles
By connecting the brand and digital spheres, we enabled the system to scale flexibly across Vueling's advertising and business models, such as applying color logic to identify their mileage program fly club and differentiate cabin class tiers. We documented these new principles and annotated the north star design direction to handover to the client's engineering team for implementation.
Balancing globalization and localization
The new foundation transformed Vueling's brand and digital platform into a cultural travel movement. We transformed a globally resonant brand proposition into a dynamic design system to position Vueling as an internationally credible airline in the LLC space.
