Laurel Simone

The homescreen of the Alaska app is present when no trips are booked. The display changes based on time of day which as proven increased user engagement and delight through Usertesting.com. 

When a user opens the app they will see a splash screen (left). If they have no trips added they are able to add a reservation (center). Once it is added, the Trip View (right) becomes the homescreen. It lists them by date and allows a user to quickly view the top details of each trip. I designed additional functionality enabling editing, sharing and deleting of for each. I brought over the imagery from the homescreen to keep the options cohesive and consistent. I made sure to take into consideration that the flow of each screen needed to be consistent throughout the funnel and rest of the app.

These screens highlight in short, the customer journey from purchase to Boarding Pass at the airport. 

This is a video of the animation I concepted, designed and cut assets on the Alaska App.

This shows an example of the Alaska App before the redesign. The screen shown is our 'flight card' and let's a user know their flight information and boarding pass. 

This was the beginning stages when we began to brainstorm and write out the flow of the existing app. 

This shows various approaches my team and I ideated on, ranging from the booking flow, to white-boarding concepts that supplemented the project structure and direction. 

My notes on the new iOS7 features and how we could incorporate or utilize these new design features and styles. 

Various approaches I ideated on for a possible structure and design for the iOS Flight Card. I looked at how information could be displayed in different times before a customer's trip.

Examples of my thinking, from information architecture to what information should display at certain times within a user's journey.

I began some digital work after my paper ideations and started to define what 3 pieces of information are the most important at three different points of time: outside 24 hours of flying, inside a 24 timeframe, and while the user is at the airport. The other concept to the right of that is thinking through how a user's trip would be displayed and how the interaction would take place. I did some small prototypes in MockFlow for presentations and thinking through various micro-interactions. 

Before we had decided on final content to go into the new redesign, I concepted on bring in deals to the homescreen if a user did not have a trip booked. Other ideas included adding in the weather, which I thought make a warm weather destination even more tempting. 

Ideas I had been concepting for possible ways to display content for the Flight Card. I had the idea to create various scrolling both horizontally and vertically and these demonstrate how a user would interact with a screen designed with those capabilities. In this idea I was trying to explore how it would work to use a background image without breaking accessibility rules. 

Ideas I had been concepting for possible ways to display content for the Flight Card. I had the idea to create various scrolling both horizontally and vertically and these demonstrate how a user would interact with a screen designed with those capabilities. 

After reviewing the previous concept with the photography, I decided to eliminate the image because important information on the card needed to be seen easily at a glance, like a traveler's gate or time of flight. 

I created a stylesheet of mobile icons for the iOS Alaska app. My goal was to create icons that looked and felt like they paired effortlessly with iOS' in-app icon set. I developed three instances for each- active, pressed and disabled. Each was put into the category of the app they are utilized in. This Illustrator file became a quick reference for fellow designers and a helpful guide for developers as well.

I created redlines for the developers for implementation. Additionally, I worked side-by-side with them while they implemented, resulting in quicker production and quality assurance.

I created redlines for the developers for implementation. Additionally, I worked side-by-side with them while they implemented, resulting in quicker production and quality assurance.

The final look of the microsite at launch that highlights Alaska's new brand. This is to show the overall look and feel that the company and the agency developed for the brand.

The final look of the website that highlights Alaska's new brand. This is to show the overall look and feel that the company and the agency developed for the brand.

Example of the booking process, featuring Alaska's new branding. This illustrates how our team's individual work on the brand came together as a cohesive and consistent experience for a user when booking.

I designed all the visual work for the matrix page in our booking funnel.

I spearheaded and designed all the visual work for the booking funnel of the site.

I spearheaded and designed all the visual work for the confirmation page in our booking funnel.

I spearheaded and designed all the visual work for the confirmation page in our booking funnel.

I designed the new interstitial that appears throughout the entire site between pages. 

I designed the new interstitial that appears throughout the entire site between pages. 

I designed all the visual work for the confirmation email page, which a customer receives after booking a flight on our website.

I designed all the visual work for the confirmation email page, which a customer receives after booking a flight on our website.

I used this as a resource as I went through my design process and iterations. It is a great reference and reminder of what each customer goes through when they fly with us. It helped me maintain a customer focus when designing.

I created an Excel document (cannot show for confidentiality proposes) as we were going to the re-branding process that kept track of any new rules and styles we decided on as we went. This kept our platforms on track with on another and created consistency between the site and our mobile platforms. These styles were then moved onto our online styleguide after that had been confirmed as a final style by the entire design team.

One week before the DVD, 'Barbie in the Pink Shoes' released, Amazon offered a 'Pre-Order' option within their store as well as advertised it on the Kindle Fire wakescreen.

The 'View Special Offers' tile updates from a 'Pre-Order' option to allow the user to 'Shop Now' . This image is showing the tile when the movie was available for immediate purchase.

 Week 1: pre-order

Barbie in the Pink Shoes week 1 screensaver, focuses on introducing the theme and characters within the film. Copy highlights the intention of the ad and when the DVD is available to purchase.

 Week 2: shop now

‘Barbie in the Pink Shoes’ week 2 screensaver, illustrates Barbie and her friends atop music notes showing the film’s musical aspect. Copy highlights the intention of the ad and that the DVD is currently available to purchase.

This is the final design that was launched to promote Disney's 60th Diamond Anniversary as well as highlight the inflight experience customers get when they fly on our Disney livery to the happiest place on earth!

Tile placement on Alaska Airline's homepage that is still present. For the first couple months it released, the top tile placement featured Disney's Anniversary and then moved to this placement under destinations. 

This was the look of the site before my redesign and after.

Beginning sketch of Disney page idea.

This is an example of an iteration and some final tweaks that the stakeholder and myself went back and forth on. 

I designed a tile to go in the Kindle Offers section. Because the title was the main piece of information, I look out the imagery of the tile to keep it clean and simple to digest.

This promotion highlights the week's apps that are on sale. This template was created to be re-used and switch out the apps on the image each week. 

I designed a tile to go in the Kindle Offers section that matched the wakescreen ad I had created.

Process and Description: This video illustrates a concept created for collaboration with Sony Music and Amazon. I designed and produced all the assets and helped create ideas and another designer and myself worked on concepts together. 

This video shows an example of the user flow and visual experience of the final product on a Kindle Fire. In total 25 artists were featured, each having an about section, photo gallery, video content and the call to action of 'Shop Now' within the Amazon store. This was developed because Sony wanted to create more in depth user engagement and immerse the customer into the artist as well as the featured album.

I created ads that highlighted some of the artists that were featured in the Amazon Music store that supplemented the Black Friday Music experience. 

I created ads that highlighted some of the artists that were featured in the Amazon Music store that supplemented the Black Friday Music experience. 

This is the advertisement that shows up on a user's Kindle while it is not in use. The shopper is able to purchase through the wakescreen advertisement while redeeming the coupon.

These are the two wakescreen possibilities a customer could see. The first is when the shaver coupon is available for use, the other is if the coupon as reached its cap. From this screen they can purchase the shaver at the advertised discount. 

Banner ad for the shaver on the user's homepage screen. 

Another view of the coupon within a user's flow.

What the user will see when they click through on the coupon. This will give the user shaver details and the option to begin their order.

This illustrates the flow a user will go through to complete the pruchase, as well as other places they could see the ad if they miss out on the screensaver coupon. 

Screen samples of the Windows app flow: homescreen menu, My Account, booking form, seats, flight information and boarding pass.

Tool I used to create a cohesive visual experience throughout the app.

Using a vector graphic to convey the Cyber Sale, I created two marketing advertisements. One was for Cyber Monday, the launch day of the sale and the remaining days highlighted the week on continued sales with a countdown to create urgency. 

This is an example of one of Alaska's previous Cyber Monday Ads in comparison to the vector ad.

These are some of the earlier design trials I did and brought to the stakeholder. I started by presenting two directions, one featuring ominous clouds and another with vector artwork. From there we went with vector and they wanted something scalable and simple. The next set of images show options with small variations as well as my recommendation.

These are some of the earlier design trials I did and brought to the stakeholder. I started by presenting two directions, one featuring ominous clouds and another with vector artwork. From there we went with vector and they wanted something scalable and simple. The next set of images show options with small variations as well as my recommendation.

Email design concept featuring Butter London's new liquid lipstick product, "Lippy."

Email design concept featuring Butter London's new liquid lipstick product, "Lippy."