En Voyage_Issue#11_Flickbook
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Business<br />
BRAND NEW<br />
DIGITAL THINKING<br />
Oi, the largest creative and digital marketing agency in the Channel Islands, has been<br />
Aurigny’s retained agency for the past two years. In that time the agency pitched for, and<br />
won, the project to completely redesign and rebuild the airline’s online flight booking website<br />
- against some stiff opposition. Arguably the most high-profile job for one of the most highprofile<br />
clients in Guernsey, this task was always going to be challenging at the very least.<br />
STEP 1<br />
HOW WE LISTENED AND LEARNED<br />
It was paramount that the team understood what the<br />
general public wanted and expected from a new website,<br />
so we undertook extensive focus groups led by our<br />
research partner 4insight. From behind one-way glass<br />
the team and the client were able to hear, first-hand,<br />
what the users expected, and we learnt very quickly<br />
that this website was Guernsey’s life-line to the rest of<br />
the world and its importance couldn’t be understated.<br />
The research was clear and unanimous, the public<br />
simply wanted a website that was easy to use.<br />
AN EXAMPLE OF EYE-TRACKING FROM<br />
RESEARCH PARTNER 4INSIGHT<br />
STEP 2<br />
HOW WE COLLABORATED AND CREATED<br />
The design team set about creating mockups<br />
and testing them on users using eye-tracking and<br />
one-to-one interviews to uncover real insight<br />
into what worked and what didn’t. This process<br />
proved invaluable, the team was able to iterate on<br />
designs quickly, giving almost instant feedback.<br />
We used Marvel (marvelapp.com) as our platform<br />
for prototyping websites. This doesn’t mean<br />
wireframing though. We found wireframing had<br />
very little use when there were tools like Marvel<br />
at our disposal to help us bring flat visuals to life.<br />
Think of it as a sort of halfway-house between<br />
the flat visuals and a full final website build.<br />
How a website looks is one thing, but how<br />
it feels to use is where the real value lies.<br />
The first of the user-interface design tasks was to<br />
establish a visual language. This was important since<br />
a clear and simple visual language will successfully<br />
get users from A to B (literally!), but one created from<br />
arbitrary choices on colour and form only served to<br />
confuse users, causing massive booking delays.<br />
After positive feedback from our second tranche<br />
of user eye-tracking and one-to-one interviews<br />
we moved into the development phase. The initial<br />
build was a year in the making and took 4,260 man<br />
hours. The build was particularly challenging as we<br />
were heavily restricted on functionality due to the<br />
underlying flight booking system we had to plug into.<br />
This required a considerable amount of ‘thinkingoutside-the-box’<br />
and a bucketload of ‘can-doattitudes’<br />
to get many of the features off the ground.<br />
114 <strong>En</strong> <strong>Voyage</strong> | Aurigny’s Magazine