In this talk, Jerrod Larson of Alaska Airlines will share his experiences managing a redesign of alaskaair.com. This redesign featured fundamental changes to the site navigation, homepage, and purchase funnel, as well as a move toward responsive design. As alaskaair.com is primarily an eCommerce site, Jerrod will describe the challenges of redesigning a site where design decisions must contribute to revenue growth while embodying a brand. Jerrod will also share suggestions for how to manage similar projects including what to avoid, how to respond to A/B test results, how to work with executive stakeholders, and how to manage risk.
This talk is aimed at UX professionals who lead eCommerce site or feature redesigns.
You will learn:
- Tips for managing a comprehensive eCommerce site redesign
- Tips for reducing risk in site redesigns
- Tips for how design managers can respond to A/B testing results