Alaska Airlines Destinations page prototype

When I was with Alaska Airlines as an eCommerce Visual Designer, we’d have exercises redesigning certain parts of the website. It was late 2014 that I made a prototype restructuring and redesigning the Destinations page on At the time, the design was just a text list of hyperlinks going to each destination page. In fact, it’s more or less still the same.

My rationale in providing this experience was to get customers excited about these destinations. If we can get the customer to book through these destination features, then by providing supplemental information, then they’d feel inspired to book a hotel and car rental. The current design only provides a text description and an additional text link to airport information. Since the detail page is so sparse, it seemed like a great place to elevate related content.

Ari Sigglin