Website Transformation of a Latin American Airline: Effects of Cultural Aspects and User Experience on Business Performance

This paper describes a real case of redesigning a Chilean airline’s website, considering cultural elements, customer behavior, and general user experience. We analyzed usability issues and problems in the information architecture, such as a benchmarking for best practices in the current area. We considered Hofstede's cultural recommendations, and previous work, to propose the final design. Different experiments and more than 40 direct participants worked in the current proposal. After a year of the implementation, and more than 4,000 transactions, the company obtained significant improvements and a better position on the market.