Mark Boulton Design

Iceland Express are Iceland's low-fare airline. We've been working with them since 2006 to make their website easier to use. Our latest project was to streamline the booking process.

Designing to conventions

For almost as long as there has been a successful, commercial web, there have been airlines successfully selling tickets online. It makes sense. Previously, we had to go and speak to travel agent or phone the airline directly. Never before has it been so easy to book flights. And never before have we been so impatient.

Over the years, clear patterns have emerged to support the process of buying flights online. Users expect certain things at certain times. Deviation from the norm can result in a drop of sales. This is absolutely not the time for creativity. It's about unsubtle, down-the-line, delivering on what people want and need, when they need it.

A process with a view

We revised several steps of the process; a new calendar view, passenger information, payment and confirmation screens. All of which involved small, yet critical, changes to the overall page layout to facilitate a user task.

Responsibilities: graphic design, Information design, Art Direction and implementation consultancy.