American Airlines – Quantum Leap

UX Copy, Advertising, Platform Email

American Airline’s 1998 site launch was a major event in the airline industry. It was perhaps the first fully modern, dynamically published airline reservations website, built on Broadvision technology – a platform that was still being written as our team at Quantum Leap worked. Most of the interface was published through Broadvision’s CMS, another innovation.

I was the lead copywriter, in charge of all user interface elements as well as email correspondence, ads and other customer-facing communications. After launch it was the most-trafficked airline website. American has constantly updated its technology platforms, so not a trace remains of that original site, but we proved what could be done with dynamic publishing engines in a super-high-volume online transactional system.

American Airlines

The traffic to our new site has been extraordinary. We apologize for any inconvenience as we continue to upgrade system capacity and improve response time. – 212Degrees

UX Copy, Internationalization lead, database harmonization, requirments gathering was a joint venture of Accor, Hilton International and Forté in 2000, gathering their hotel offerings in once place for easy booking. andbook was a massive trans-Atlantic undertaking, and one of the first sites to show hotels on a map. (You may have noticed the confusing non-capitalized name; I’m pretty sure they paid a branding agency a lot of money for that.)

For the 2001 launch of the partners’ combined booking website I was tasked with harmonizing the disparate worldwide hotel databases Accor, Hilton and Forté contributed, containing hundreds of properties. Not as a content strategist, mind you, or a data wrangler, because those job titles didn’t exist back then, but simply as a copywriter.

So, I did it. I surveyed their formats, came up with an XML-inspired data format for the comments round, worked through the details with corporate representatives during day-long working sessions in Nice, and got it done.

I was also the lead content and interface writer and internationalization lead; the site was localized into (British) English, French and German.



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