THE CHALLENGE
The Dashboard was complicatedfragmented and missed premium experience.
-Lack of differentiation across tiers
-Overload of information
-Complex Navigation
-Missed B2B opportunities — both business travelers and partners
-Benefits were hidden or unclear
-No system customization
MY APPROACH
Built innovation through user insight, data, technology, and cross-collaboration
-Created a scalable design system for each tier identity.
-Implemented AI to adapt content/offers/rewards for each tier.
-Developed an experience for business travelers and B2B partners.
-Implemented accessibility across 35 markets and 5 languages.
OUR METHOD
Transformed Loyalty Journeys into a Premium,AI-Driven Experience
-Translated complex data into clear user journeys.
-Aligned business goals with member needs.
-Trained teams to deliver data-driven value.
-Extended experiences beyond the device.
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.
I created distinct content systems for each tier—featuring unique visual styles, assets, videos, icons, and purpose-driven narratives with benefits tailored to each user segment. Real-time AI personalization adjusts content and layouts to user behavior, delivering a seamless, highly tailored experience across platforms. This empowered users to make better decisions, access more benefits, and connect their journeys to greater value and deeper brand connection.
