Infographic system and guidelines
KAYAK, a premiere travel booking website, provides its consumer-base with competitive deals on airfares, hotels, rental cars and other travel-related services. In 2019, the industry giant approached FAY to create a design system for how they visualize data across their entire business, including website. After a robust audit of the company’s branded materials—it became clear KAYAK isn’t just in the business of travel company, it’s in the business of data.
FAY created a robust, unifying data visualization system for the brand, that on one hand embedded more brand personality into their data visualizations—and on the other—ensured that users were able to quickly make decisions about travel plans, based on simple, easy-to-parse, data visualizations.
As a starting point for data visualization design, FAY employed the KAYAK logo’s Solari board motif. From there, a system was developed allowing for multi-dimensional data sets to be represented in either two or three dimensions—the latter allowing data to come to life as interactive animation or motion graphics. The final delivery included a strategic reassessment of KAYAK’s data visualizations, site layouts, front end design elements, across-business marketing efforts and comprehensive guidelines for visualizing data, whatever the domain.
Loading animation shows 3D data blocks on the move
Forget flight risks. No data is lost in KAYAK’s new dashboards, shown here on a sample flight query page
Simple data visualizations take flight—and engage users—via subtle animations
The work was codified in a comprehensive set of strategic and visual guidelines for national use
Chi Hao Chang