Christopherson
User Experience, User Interface, Identity, Strategy,
User Experience, User Interface, Identity, Strategy,
In the business of business travel
Christopherson Business Travel (CBT) team to refresh their legacy identity and conduct UX research to inform an overhaul of their iOS app. The business impact of COVID-19 made every travel company scramble to survive, and CBT wanted an updated look and feel to be that of a company that got through the adversity of a pandemic with a renewed sense of purpose and clarity.
Clear skies for Christopherson Business Travel
Linking a storied past with a bright future
The new CBT symbol is an abstract shape comprised of two interconnected links. Its form intrinsically represents business travel and all the value they provide their customers — without relying on travel clichés.
The dark blue link represents our tradition of dedicated, human approach toward business travel. CBT’s powerful technology and analytics tools is represented by the light blue link. When these shapes are fused, the connection adopts even greater business travel symbolism than when they are divided.
Strategizing for success
Through a competitive analysis, we isolated product gaps that made the existing app sub-standard, while interviews and user testing uncovered experiential issues in user flows. Finally, we prototyped our findings to align stakeholders, design, and their internal dev team on the data-driven product vision.