In 2013, our team decided to overhaul AirCanada's Special Offers page, to present as part of a bid for a potential contract. At the time, their Special Offers page looked a bit like this:

It was non-responsive, highly textual. Links that one would expect to go to another page on AirCanada, took visitors to a completely different portal. And most importantly, no one specific special offer in any section jumped out.

In an effort to modernize the website and make it more appealing, I first conducted some market research to see what their competitors were doing. Virgin, Kayak, Expedia were already where I knew Air Canada needed to be.

Due to the quick nature of the project, I immediately started sketching and refined a few sketches into wireframes.

Relying more on media, showcasing actual offers and keeping deals on flights, cars, hotels, etc. on a single page were the key elements. I refined the wireframe into a mockup, along with an alternative design.