United Airlines
Digital Experience Design
During this project, I was Associate Director at IA Collaborative, an award-winning design consultancy. I led a cross functional team of user researchers, strategists, and designers in framing the problem, planning and defining research methods, developing discussion guides, and conducting secondary and deep user research. I also led research immersion and concept development workshops and worked with the design team and United stakeholders to translate research insights into a strategy, roadmap, and product features for an integrated digital experience.
Context
Following the United-Continental merger, United faced increased labor and integration costs. Estimated revenue gains were being questioned, competiting airlines were modernizing their digital experiences, and new digital apps and tools were being developed to support the travel experience, given how challenging travel can be.
Scope
Our task was to redesign the United digital experience to offset increased costs by moving customers and users to self-service via the app and website rather than through agent-based phone support, and provide ideas for new sources of revenue.
Understanding the end-to-end user experience
We conducted user research to observe the entire travel experience using a combination of methods including user observations, diaries, shadowing, and customer support listening sessions. From planning and packing to traveling and unpacking, we captured what inspired them to travel, how they planned, booked, and prepared for their trip, and what they did during and after their travels, including identifying trusted sources of information and a variety of tools and apps they used throughout. This helped reveal opportunities and features to build into the product and experience, and identify potential partners and additional revenue streams.
Translating research insights into
product features and an integrated experience
We synthesized our research, conducted concept development workshops, and tested concepts with users. Throughout the product development process, we worked with multiple internal stakeholders including United's brand, design, e-commerce, engineering, IT, and operations teams.
We reframed the challenge from simply accomplishing discrete tasks such as booking a flight, to understanding what it feels like to complete a range of tasks that come up during the entire travel experience, including why travelers are taking the trip in the first place. We developed design principles that led to product features to ensure travelers were prepared for the ups and downs of travel, including the unexpected.
We challenged the conventional wisdom, flipping the idea from “Boosting customers’ travel IQ to help them work the system” to Elevating their experience so the system works for them.
We identified two levels of insight through our research. The first was table-stakes in elevating the travel experience to reassure, anticipate and adapt, and even delight travelers throughout the journey. The second was focused on helping travelers achieve their goals, which opened up a new world of opportunities—and new sources of revenue for United.
Collaborative concept development
We moved from product sketches and wireframes into more refined prototypes to build into the design of the new digital experience, working alongside our United partners throughout.
Building buy-in with United
We also engaged United teams to provide feedback on designs for the digital experience, sharing design prototypes in a gallery-like setting to elevate their experience in working with us.
New partnership and revenue opportunities
We generated a range of ideas for how United could develop partnership opportunities leading to new sources of revenue.
Roadmap for the new digital experience
We created a product roadmap across four key areas for the entire flier journey and experience to help United’s development, IT, and operations teams prepare for implementation.
A reimagined United digital experience
Following the launch of the new United digital experience, user base for the mobile app grew from 7M to 20M in under 18 months. The web redesign resulted in an 18% increase in browse-to-book, a 300% user-base growth, a $120M increase in revenue, and 600% increase in customer satisfaction. It also won a CIO award for digital innovation.
Client testimonials
“I’m forever indebted to IA.”
Mark Nasr, Managing Director, eCommerce Experience
“I asked you to shoot for the moon. You took us there and then to Saturn!”
Scott Wilson, Vice President of eCommerce & Merchandising
Customer Feedback
Customer feedback from the launch of the new digital experience was overwhelmingly positive.
