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RESPONSIVE 
TAKES 
FLIGHT
@oliverdore
ABOUT WORK & CO 
Work & Company was designed from the ground up 
to create the types of digital products and services that 
can singlehandedly change the face of a brand.
FOUNDED 
EMPLOYEES 
2013 
53 
Brooklyn HEADQUARTERS 
OPERATIONS 
CA 
San Francisco 
FR 
Paris 
BR 
Rio de Janeiro
“Virgin America is so far and away 
my favorite airline that second place 
isn’t even close." 
— John Gruber, Daring Fireball
NOT SO LONG AGO…
HOW WE THOUGHT 
ABOUT THE REDESIGN
CONVERSION 
RESPONSIVE 
BRAND
DESIGN 
PROTOTYPE 
TEST 
ITERATE
PROTOTYPING & 
USER TESTING
“There wasn’t a design phase and a 
development phase - it was designers 
and developers working together.” 
— Joe Stewart, Design
“This isn’t how an airline site should be.”
OUR APPROACH 
TO RESPONSIVE
EVERYTHING FIRST.
ARCHITECTURE 
UI FRAMEWORK 
RESPONSIVE COMPONENTS 
FORMS 
IMAGES 
TECHNICAL 
APPROACH 1 
2 
3 
4 
5
1 ARCHITECTURE
We’re not experts.
Angular was opinionated where it mattered. 
But it was also flexible where it mattered.
Views Directives 
Controllers 
API Functional Utility 
RequireJS 
GruntJS 
Node / NPM 
Compass Susy 
SASS 
Ruby 
REST API Magnolia CMS Jenkins
2 UI FRAMEWORK
RESPONSIVE 
3 COMPONENTS
window 
windowService 
vx-common-window 
<body> 
controller controller controller 
directive directive
4 FORMS
Travelers 
Cabins 
Travel Advisories 
TAM 
News 
Cities 
Warnings 
ADS 
Seats 
Upgrades 
MCS 
Errors 
Account 
Charges 
Availability 
Status 
Points 
Fees 
Session 
Payment 
Promotions 
Avatar 
Fares 
Non-stop 
Alerts Sales 
First 
Dates 
Refund 
DHS 
Thru 
Insurance 
Connecting 
Rewards
5 IMAGES
Total Transfer Size 
1682kb 1739kb 
1783kb 
1893kb
Mo $watch(), mo problems.
TAKE OFF
"Virgin America's new site is unlike any 
other travel provider's site we've seen. 
We hope everyone else will copy it." 
— FAST COMPANY 
"The first radical rethinking of the 
flight booking experience in a decade" 
— WIRED 
"Most Impressive Industry Evolution" 
— UX AWARDS
ngEurope 2014 | Responsive Takes Flight
ngEurope 2014 | Responsive Takes Flight

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ngEurope 2014 | Responsive Takes Flight