Jonny Goodall, CDO, Bernadette
Turning the easyJet UI world into a design system that powers the creation of every new digital interaction
easyJet wanted to explore and imagine where the brand could be taken in order to push their digital ecosystem toward a future-facing vision
Our ambition was to create an experience as straightforward, enjoyable and effortless as flying with easyJet.
We imagined a future for easyJet exploring and applying a refreshed look & feel to the entire digital ecosystem - that was on par with the engaging and inspiring brand worlds we develop for campaigns and marketing.
Using best practices in experience design, while also embracing everything easyJet stands for, we extended this thinking into task flows, microinteractions and all the core journeys - from booking a holiday, to receiving your e-ticket, to getting emails about where to fly to next.
This helped to deliver a fresh connection to customers on a practical and emotional level, meaning all they had to do was sit back, relax and find where they want to holiday.
The future vision was shared and stress-tested with all the digital channel stakeholders to ensure it was optimized across relevant platforms. From there the vision was refined and crafted into a design system - known as the World of Orange (WOO) - which acts as a single source of truth and is at the heart of the digital easyJet experience. It groups all of the elements needed to design and develop in the easyJet digital ecosystem, allowing any stakeholder to roll-out new products and platforms efficiently and at scale.
The design system was a destination to showcase the evolution of the digital brand as well as guide the 4 channels by providing an efficient and flexible way for designers to create beautiful UI for any products and experiences without the traditional workflow overheads meaning we can get to market quicker - which ultimately has allowed the brand to really take flight and connect to customers in a richer way.
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