When Speed Matters: Redesigning A4A’s Site for Real-Time Communication

Goal

Airlines for America (A4A), the leading voice for the U.S. airline industry, needed to overhaul its flagship website to meet the evolving demands of the COVID-19 landscape. The organization sought a platform that could support fast, accurate communication, elevate industry data and news, and provide timely resources for media, policymakers, and the public.

Results

• 170K monthly user interactions
  30K unique monthly users
  10% reduction in page-load time
  Custom rapid-response templates and modules enabled real-time content updates
  Website received 7 global industry awards

Strategy

As the strategist on this project, I shaped a digital framework that balanced A4A’s urgent communication needs with long-term scalability. I led the development of a streamlined site architecture and agile content hierarchy, supported by a flexible CMS that empowered A4A staff to publish updates quickly and seamlessly.

We introduced modular templates, optimized navigation, and a dynamic content system that highlighted critical industry updates and data. To support real-time advocacy and public affairs moments, my team also deployed microsites and tailored campaign pages—giving A4A the tools to respond rapidly during an unprecedented period of change.