Challenge
While Skyscanner has a strong editorial presence online, most of their articles are static blog-style pages. The challenge was to add an element that would make the content more interesting and playful while useful at the same time.
Solution
An interactive widget that offers runners a simple way to explore, filter and learn more about different running destinations around the world. Built on a CMS, new destinations and updates can be easily made, making it evergreen.
Review
While Skyscanner had already developed similar widgets, and time and budget constraints were a real consideration, I felt it was worth exploring alternative design patterns. Also, I would never leave the user out of the equation.
The landscape
I started by exploring how competitor and comparator brands support filtering and exploration, alongside a review of Skyscanner's existing widget library – with particular attention to the execution of map and filter functionality.
User needs and expectations
Building on a review of existing internal and external widgets and tools, I then focused on identifying the information runners needed most, and sequencing it in a way that kept the experience simple and useful.
Recommend
Translating this research into a solution meant navigating a few key constraints along the way — from the technical realities of implementation to the practical limits of budget. Here's how those challenges were approached:
Tech constraints & maintenance
The widget had to live in an iframe, which created real challenges around dimensions and responsiveness. Another challenge was making the client self-sufficient after launch, which we solved by building a simple, intuitive CMS together with the tech team.
IA and Design
Given budget constraints ruled out a fully new design, I used one of the client's existing designs as a foundation, adapting the information architecture to more closely reflect user needs and expectations.