Andrew Rossi
For this semester-long web design project, we were challenged to redesign a website for an unexpected user persona.
UI/UX
Web
United Airlines serves over 300 destinations across six continents, yet its website primarily targets users who already know where they’re going. This leaves out a compelling audience: those who don’t yet have the desire to travel.
Currently, the user experience is built around efficient, transactional booking. While some discovery tools exist, they’re buried or underutilized, and the site misses the chance to guide curious users toward meaningful travel experiences.
Rob Age: 62
Occupation: Retired
Location: Naperville, IL
Income: $85,000
Rob is a retired accountant living in a quiet suburban neighborhood. Happily married with grown children living nearby, Rob enjoys a simple, predictable routine centered around his hobbies. Though he owns a smartphone and a laptop, Rob is not particularly tech-savvy. Travel has never been a priority for him as he finds the hassle of packing, navigating airports, and being away from home unappealing. Instead, Rob values comfort, familiarity, and spending time in his own space, where he feels most at ease
After research I sought sought to:
🏎️ Leverage the user profile to provide smarter results and quicker flight booking
🎨 Update the user interface to reflect a modern, cutting edge enterprise
🛬 Provide users a reason to fly on United Airlines, prioritizing travel and activity discovery
📱 Ensure consistency of user interface elements across devices
My solution focused on giving Rob a reason to fly. By highlighting exciting things to do at potential destinations, the experience aimed to spark curiosity and inspire travel. Shifting the focus from flights to experiences helped make United feel less transactional, and more aspirational, for someone like Rob.
With Smart Search users unsure of their plans can select “I’m not sure,” which activates the site’s advanced travel search engine to provide inspiration and tailored suggestions.
Logged-in users benefit from an added layer of personalization, as their saved preferences are automatically applied to every search. Users with specific plans can seamlessly input their destination and date as usual, allowing them to quickly browse options.
A dynamic carousel showcasing potential destinations greets all users, inspiring them to explore new travel opportunities. Logged-in users enjoy tailored recommendations, offering suggested activities and attractions for each destination.
This personalized touch fosters a deeper connection between the user and their prospective travel plans.
Leveraging United’s existing travel map, users can discover potential destinations based on events and activities that align with their preferences.
If something catches their interest, they can initiate the flight booking process seamlessly with just one click, streamlining the journey from inspiration to action.
Users have the flexibility to create and manage multiple profiles for their travel bookings. These profiles can include configurations for friends, family, or even shortcuts to different sets of personal preferences.
During the flight search process, users can switch between profiles effortlessly without disrupting their workflow. Additionally, these profiles streamline the checkout experience.
Figma
Adobe CC
