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United airlines: travel mode

Reimagining the day-of-travel experience for millions of travelers

Project

Mobile App

Client

United Airlines

Role

Product Designer

THE CHALLENGE

A fragmented experience at the most stressful moment

A fragmented experience at the most stressful moment

United Airlines needed to transform their mobile app for the day of travel — the critical moment when travelers are most anxious. The existing experience was fragmented, forcing users to jump between multiple screens and apps to find essential information.

United Airlines needed to transform their mobile app for the day of travel — the critical moment when travelers are most anxious. The existing experience was fragmented, forcing users to jump between multiple screens and apps to find essential information.

Problem Space

Fragmented information

App abandonment

High stress touchpoints

No proactive guidance

Business goals

  • Increase app engagement during travel days

  • Reduce customer service contacts

  • Position United as customer-first and innovative

  • Differentiate with AI-powered personalization

RESEARCH & DISCOVERY

Mixed-method research to uncover real traveler needs

Unmoderated Testing

Unmoderated Testing

n=26 participants

Balanced comparison tests

Tree testing for navigation validation

Task completion and confidence ratings

Moderated Interviews

n=12 participants

1:1 guided conversations via Zoom

Behavioral patterns and pain points

Journey mapping across travel phases

70%

preferred more information

Users wanted comprehensive details even if they didn't use everything—it reduced anxiety

70%

preferred more information

25/26 users preferred the enhanced design

70%

preferred more information

Users wanted comprehensive details even if they didn't use everything—it reduced anxiety

6 days

Pre-trip checking begins early

Users start checking trip details nearly a week before departure.

6 days

Pre-trip checking begins early

Users start checking trip details nearly a week before departure.

80

NPS (Benchmark +50)

Strong positive sentiment exceeding industry standards.

80

NPS (Benchmark +50)

Strong positive sentiment exceeding industry standards.

"This experience is seamless, and it has all the information. Everything is at my fingertips that I need, plus more that I may or may not need, which is, I think, the key here."

"I feel Option 2 is the better choice in finding information faster... considering the way it's presented to passengers that may not be as experienced."

DESIGN PROCESS

Context is key. What you need, when you need it.

I focused on creating a scannable, information-rich components that prioritized critical details without overwhelming users.

🔑 Key Design Decisions:

  • Progressive disclosure of information

  • Clear visual hierarchy with status indicators

  • Contextual content that adapts to travel phase

  • Moved boarding time near gate info (based on user feedback)

  • Added "last updated" timestamps for trust

🔑 Key Design Decisions:

  • Progressive disclosure of information

  • Clear visual hierarchy with status indicators

  • Contextual content that adapts to travel phase

  • Moved boarding time near gate info (based on user feedback)

  • Added "last updated" timestamps for trust

We created a secondary navigation, in which users could gain insight into relevant information at heach stage of their journey, where that was a direct flight, or one with multiple connections.

ORD - EWR

Connection

EWR - MUC

ORD - EWR

Connection

EWR - MUC

Helping travelers orient at unfamiliar airports

Helping travelers orient at unfamiliar airports

1. Welcome message with terminal

1. Welcome message with terminal

2. Baggage claim info and carousel number

2. Baggage claim info and carousel number

3. Rideshare availability and wait times

3. Rideshare availability and wait times

4. Terminal guide access

4. Terminal guide access

Designing the flight block — scannable, layered, trustworthy

Designing the flight block — scannable, layered, trustworthy

Designing the flight block — scannable, layered, trustworthy

As lead designer on the flight block, I focused on progressive disclosure — showing essential info first with deeper details one tap away. Visual hierarchy uses size, weight, and color to guide attention.

As lead designer on the flight block, I focused on progressive disclosure — showing essential info first with deeper details one tap away. Visual hierarchy uses size, weight, and color to guide attention.

Increased visibility of departure and arrival gate

Increased visibility of departure and arrival gate

Status badge of your flight

Status badge of your flight

Condensed info

Condensed info

Reduced secondary clutter by 40%

Reduced secondary clutter by 40%

Arrival Card Component

Design Challenges:

Design Challenges:

- Mixed pre/post information: 8/12 users confused when pre-boarding and arrival info appeared together

- Mixed pre/post information: 8/12 users confused when pre-boarding and arrival info appeared together

- Buried baggage claim: 12/20 users wanted this information more prominent

Solutions:

Solutions:

- Created clear separation between "What's Happening at Gate" and "Arrival in [City]" sections

- Created clear separation between "What's Happening at Gate" and "Arrival in [City]" sections

- Elevated baggage claim information in visual hierarchy

- Elevated baggage claim information in visual hierarchy

- Added quick action buttons for common tasks

- Added quick action buttons for common tasks

- Incorporated map preview for baggage claim location

- Incorporated map preview for baggage claim location

Connection guidance that provides real reassurance

Interactive map showing current location and next gate, walking time estimates, step-by-step directions, and amenities along the route.

User Feedback

"The map and timing gave me strong reassurance"

RESULTS & IMPACT

User Sentiment

  • User Feedback

    "Makes me feel prepared for every step"

  • User Feedback

    "Everything I need in one place"

  • User Feedback

    "Reduces my travel anxiety significantly"

  • User Feedback

    "Prioritizes what I need first"

  • User Feedback

    "Clean, modern, not busy"

  • User Feedback

    "Easy to navigate and find information"

  • User Feedback

    "More advanced than competitors"

  • User Feedback

    "Feels like a travel companion"

  • User Feedback

    "Game-changer for connections"

User Satisfaction & Usability Success

⭐️ 4.97/5

user confidence rating during testing

⭐️ 4.97/5

user confidence rating during testing

25/26 users preferred the enhanced design

⭐️ 4.97/5

user confidence rating during testing

73%

approval

for 3-category navigation structure

73%

approval

for 3-category navigation structure

96%

for enhanced MVP design

96%

for enhanced MVP design

90%

task success rate

in unmoderated testing

90%

task success rate

25/26 users preferred the enhanced design

90%

task success rate

in unmoderated testing

⭐️ 4.92/5

average task completion confidence

⭐️ 4.92/5

average task completion confidence

92%

preferred

information-rich default view

92%

preferred

information-rich default view

Business Impact

Customer Service Reduction

Customer Service Reduction

Anticipated 20-30% reduction in gate change inquiries

Proactive connection guidance reducing missed flights

Self-service capabilities through AI assistance

App Engagement

App Engagement

Users opening app earlier in travel journey (7+ days vs. 1-2 days)

Increased session duration during travel day

Reduced reliance on third-party tracking apps

Competitive Differentiation

Competitive Differentiation

First major airline with comprehensive AI-powered travel companion

Most detailed connection guidance in industry

Innovative use of Live Activities for iOS lock screen

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© HNDRSN 2020

Ready to make something new?

Let's make a new thing, together.

Get in Touch

© HNDRSN 2020