The Challenge:Grow the Program &Deepen Engagement
The goal was to increase program participation and engagement across multiple user tiers—each with different goals, content access levels, and value propositions. The system needed to scale while feeling personal, intuitive, and clearly differentiated. The challenge was to transform a complex, layered experience into something trusted, accessible, and rewarding for users at every level.
My Approach:Design Storytellingwith AI-Powered Personalization
To meet this challenge, I designed distinct visual and content systems for each tier—each with its own rules, assets, imagery, iconography, and tone. Every element was crafted to reflect the tier’s purpose, benefits, and user mindset. I implemented real-time AI personalization to adapt content and layout based on user behavior, enabling a seamless and highly tailored experience across platforms. This approach empowered users to access what mattered most, align with their goals, and engage more deeply—turning complexity into clarity and relevance.
United Airlines operates out of 7 hubs and serves countries around the world. The airline’s MileagePlus program encompasses a wide array of destinations, rewards, miles availability, and a variety of ways to earn and redeem miles. Also, there are four levels of elite status you can attain to earn more miles per dollar spent on United flights to get various perks when you fly. These perks, available at different levels of status, include free checked bags, same-day flight changes with no fee, and flight upgrades. The focus was to translate this level of complexity and information that is accessible for customers all around the globe.
Working together with a team of developers, business analysts and operational teams across the globe, each user enjoyed a unique layout with a specific set of business rules, messages, notifications and unique partner opportunities.
