Design & Dev

Usability Smackdown: Alaska Airlines

alaska airlines
I go to an airline’s web site for two reasons: To make a reservation, or check on my flight status.

It’s easy to make a reservation from Alaska Airlines’ home page. But try to find the flight status link. It’s there, I promise. It’s just really well hidden.

Why not at least make it a tab, like United Airlines or Continental? Or, even better, give it equal real estate and attention, right on the home page?

If part of your brand is providing easy access to the country, and the world, I suggest providing easy access to information about your services, too…

CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at

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