Lufthansa InTouch
Bridging Careers & Culture

Lufthansa InTouch is the customer service division of the Lufthansa Group, one of the world's largest airlines. However, their website was not up to par with the brand's reputation. It was outdated, not mobile-friendly, and their job application system was disjointed from the main career recruitment site. I was tasked with redesigning the website to bring it into the modern age and streamline the application process.

The Team & My Role

The Team & My Role

The Team & My Role

As Creative Director and Key Account Manager, I was responsible for overseeing the project from start to finish. I led the business development, contract negotiations, project scoping, and team setup. My role also included working closely with cross-functional teams of designers, developers, film and photography crews, and our in-house development team.

Creative Directing

As the Creative Director for the Lufthansa InTouch project, I oversaw the creative direction and brand alignment of the new website, ensuring it met the company's aesthetic standards and seamlessly integrated with the existing brand identity.

Creative Directing

As the Creative Director for the Lufthansa InTouch project, I oversaw the creative direction and brand alignment of the new website, ensuring it met the company's aesthetic standards and seamlessly integrated with the existing brand identity.

Account & Project Management

In my role as Account & Project Manager, I was responsible for the project's overall coordination and delivery. From business development and contract negotiation to project scoping and team setup, I guided the project to its successful completion.

Account & Project Management

In my role as Account & Project Manager, I was responsible for the project's overall coordination and delivery. From business development and contract negotiation to project scoping and team setup, I guided the project to its successful completion.

Cross-functional Leadership

As part of my role, I led a cross-functional team of illustrators, designers, developers, film, and photography professionals. I coordinated their efforts, fostering collaboration and ensuring all elements of the project came together cohesively.

Cross-functional Leadership

As part of my role, I led a cross-functional team of illustrators, designers, developers, film, and photography professionals. I coordinated their efforts, fostering collaboration and ensuring all elements of the project came together cohesively.

The Challenge

The main challenge was to integrate the job board and application system with the main career recruitment site, all while working within an existing brand system to maintain a cohesive style with the Lufthansa Group. Additionally, the new site needed to showcase the company's locations, culture, and job openings, providing visitors with all the information necessary to understand the company and its job offerings.

Analysis

We started with a discovery and analysis phase, researching the Lufthansa brand, the competitive landscape, and the needs of potential job applicants. We conducted interviews with key stakeholders to understand their goals and needs. Our team then created personas to represent the target audience and mapped out user flows to outline the ideal user journey through the website.

On-brand

We created low and high-fidelity wireframes to visualize the layout and navigation of the website, incorporating the job board and application system seamlessly. We then moved on to the design phase, adhering to Lufthansa's brand guidelines and applying the existing brand system to our designs. We developed responsive designs to ensure the website would work well on all devices.

Aligning stakeholders

We conducted usability testing to validate our designs and iterated on the feedback received. Our developers then built the website, working closely with the design team to ensure the final product matched the approved designs. The job application system was integrated, allowing job listings to be accessible from the main career recruitment site.

The Result

The final website was a modern, responsive, and user-friendly site that showcased the company's locations, culture, and job openings. It effectively merged the job board and application system with the career recruitment site, providing a seamless experience for visitors. The website helped Lufthansa InTouch attract more qualified candidates, improve the application process, and ultimately strengthen its workforce.

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© Neil Whitehead 2024