metricology

Situation

The home page of the American Airlines main customer-facing site was suffering from an overabundance of options, confusing displays and inaccessible flyout menus, not to mention numerous front-end coding issues, noted on the screenshot below (click for larger version):

Solutions

I combined options wherever possible, made judicious use of “more” links for options that were just as valid but not as popular, used clear displays and labels for ancillary functions, and standardized form input types. The first screenshot below is of the final wire frame made for a new version of the home page, and the second is a designer’s interpretation of what the final result might look like:

Finished IA

Proposed Design