The boarding and flexibility package was the first bundled product offering launched by AA.com. The project repurposed logic into a more robust product offering displayed as part of the flight search, and trip options path. The scope of the project included the same-page display of outbound and return flight options, an “only X seats remaining” promotion feature at the lowest available price, and a prominent up-sell offer to instant upgrade, or premium economy products. While the products within the bundle weren’t formally defined, the offering targeted both elite and non-elite customers.

The estimated ROI was $30MM for AA.com.

Nearing 80% completion of initial design goals,  American Airlines announced the merger with US Airways. This created a redirection and complete overhaul of the American Airlines brand and the AA.com UI.

During the merger, UX teams had limited access to developing brand changes which created silos for visual design and UI teams as well as patterns and design system continuity with not so transparent design direction on the new brand launch and outside agency effort.

Other challenges: Multiple language support that made displaying translations and layout continuity difficult.

Requirement for print version option, although this requirement was shown to have no value to the customer through testing.

Business  objectives that pushed the layout to extremes for the sake of tiered pricing models, up-sells and add-on products.  This later proved frustrating with users and had a negative impact on the ticket booking experience.

Identified customer contact groups  and internal team initiatives for research and  user feedback

Created and conducted A/B testing and user interviews

Advocate for agile transformation and team collaboration

IA and UI design direction for AA.com booking path

Established the relationship with analytics team that enabled training and UX access to site analytics, allowing leads to more informed, long term solutions based on traffic and usage data.  Traffic data information persuaded the UX Manager to help make access to analytics a priority.

Increased collaboration with the Dev team during journey mapping and story creation regarding technical feasibility

• Customer interviews
• Personas
• Traveler journey mapping
• Information architecture
• Wireframing
• Prototype testing

• Error Message Matrix
• Wireframes
• Prototypes
• User journey maps
• Personas