Wednesday, December 15, 2010

A website I like and why

by JO MARSICANO

Delta Airlines is the world’s biggest airline, with tens of thousands of employees and a reach of 64 countries.

Its website could have made us suffer with endless text about its history, mission, and values. It could’ve weighed us down with flashy animation on the homepage.

It does none of this.

Instead, it keeps the site deceptively simple, keeping upper most in mind exactly what the customer wants to find and quickly.

The site is refreshingly free of what I would call “corporate ego.” Instead, it brands itself clearly with a large site ID at the upper left but keeps the focus of the home page on just a few large navigation panels.

Once you click on one of those panels (‘book a flight,’ ‘flight status,’ etc.) you can get quick and easy info. The site offers lots of other useful information by clicking on one of the top navigation bars – for example for baggage. The navigation to the baggage information is simple, and the baggage pages are well done. They use ample sub heads and bullets, allowing the customer to easily get the info they need.

The site makes it easy for me as a potential flyer to get the top priority information I’m looking for. Then if I need to, I can get other necessary info to complete my business with the company.

The Delta site has successfully blocked attempts to become full of itself. Instead, it has disciplined its content to be useful and easy to find. This website has dropped the corporate ego and has stayed laser-focused on the needs of its customers.

Touché.

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