The World Airline Awards is a well-known industry event recognizing excellence in the airline industry.
Operated by Skytrax, the site is designed to list all of the nominated and winning airlines across a multitude of award categories. I designed all of the various site functions wit htop priority being to keep the user journeys as concise as possible.
The website leant heavily on the Skytrax brand. There was a distinct split between audiences: those who know of the awards, and those who don’t. These can be broadly split between industry and non-industry people respectively.
The home page needed to convey the context of the awards to unfamiliar visitors, and to get the important awards data across straightaway to those who already know the context.
The home page also needed to convey the breadth of content across the site without drawing away attention from the data.
It was a requirement that all this content accommodate advertising, which is illustrated in the visuals with actual-size placeholders.
Using a mix of industry photography and stock, the site took advantage of a photographically-led layout because I felt that the content was editorial in nature, thus the data could be massively lifted with some good, appropriate photography.
Winners are highlighted
I was well aware that one of the primary audiences were those who work for the airlines themselves, so it was clear I needed to make sure that winners of the award categories were made to stand out from the rest. The awards reflect the industry itself in that it is highly competitive, so it was important to give special attention to the top award winners.
A key challenge was the various pieces of data that are all important to convey for each line item: the current position, the position for the last time the airline was listed (and that year), as well as the name and other meta details for airlines. Plus, these needed to be conveyed on the front end in three distinct tiers: top flight (excuse the pun), runners up, and also rans.