Managing the Big Bang: Lessons Learned from a Site Redesign

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

Project Work
Location: Date: February 10, 2016 Time: 2:45 pm - 3:30 pm photo of Jerrod Larson Jerrod Larson

Alaska Airlines