Dine and earn rewards on the go with Orbitz
Teaming up with Orbitz to launch their new dining loyalty program, Rewards Network launched Orbitz Rewards Dining to provide members with the added benefit of earning Orbucks® when they dine. As Director of Creative and UX, I oversaw the design and content team efforts in launching of the first phase of the website. I also conducted the UX work and designed the UI of the responsive website that would be released in the second phase.
On the heels of the company-wide initiative to transform from waterfall to agile, this project was chosen as a pilot. Truly a collaborative effort between Business Development, Technology, Creative, UX, Content Management, Product and Marketing, the team executed against our agile framework in a (4) sprint effort–a project that would normally require 2-3 months to complete.
Photos From the Orbitz Scrum Board
Phase 1: Initial Website Launch
Although restricted by the predetermined content areas of an antiquated CMS, the site launched on time with a look-and-feel that complimented the Orbitz master brand. But despite delivering on time, we weren’t happy with the look and usability of the end product. The site needed more visual appeal, responsiveness and a better user experience.
Phase 2: A New Responsive Design
The senior leadership team acknowledged the need for a new CMS platform and moved to present an acquisition plan to the Board of Directors. In preparation, I initiated the UX design process by diving into the site architecture.
Building the Framework
I created wireframes that incorporated my findings from the usability assessment and the website user feedback analysis done for Rewards Network’s proprietary brand, iDine. The wireframes would define the structure of the page and detail how each piece of content will behave/function both on desktop and mobile.
Content modules were created to provide a library of UI building blocks that could be leveraged and reused throughout the responsive framework. This speeds up development time and makes content updates simpler.
Bringing It All Together
Now a better site experience, I designed a new UI that’s both functional and visually appealing for Orbitz Rewards Dining members on the go.