In 2001, I was part of a small team at TBWA\Chiat\Day that was responsible for the graphical user interface for Orbitz.com at launch. The agency already had the advertising business, and it was the management's goal to coarse correct the product design, and have my team develop the visual design for the website, including the then famous "Matrix Display".
Most of the design was done to convince the clients, and the team at BCG in Chicago that this was the way to go. In the end we ended up doing a design shootout in conference rooms on the same floor in Chicago vs. the incumbent digital agency. The designs were then discussed in focus groups. Our designs were the crown favorite, and we were awarded the business. We followed through and created digital style guides as well. In 2003 Orbtiz went public!