United for Business: Self Enrollment Microsite

Visual design, UX, USER FLOWS, prototyping

In December 2023, United Airlines launched the newly enhanced self-enrollment microsite for United for Business. The microsite plays a key role as both a sales tool and the first touchpoint for business travelers to gain access to the business travel flow in the shop path.

I collaborated with the United for Business team to address existing customer pain points, while improving the overall visual design to create a more intuitive and seamless experience for business travelers.

Project:

Self-Enrollment microsite

timeline:

Aug 2023 ➝ Dec 2023

ROLE:

Visual + UX Designer

Skills:

UX, Visual Design, User Flows, Wireframes, Prototyping

║the Challenge║

Reduce customer confusion and convert to a responsive layout.

Our challenge was to enhance the existing United for Business self-enrollment microsite to create a more consistent, seamless experience. We focused on solutions that would decrease customer confusion during registration, address any shortcomings in our current process, and develop additional designs to accommodate various user types.

║research║

Goals and Insights

By leveraging analytics and customer feedback, we identified challenges and areas of friction within the current registration process. These insights guided us in establishing objectives and devising solutions for improvement.

║ideation║

Enhance registration flow

A significant issue for customers was a hard stop midway through the registration process due to the lack of a MileagePlus account. To address this friction point and minimize frustration, we aimed to revise the flow so that customers were informed of this requirement upfront.

old site designs

REvising the user flow

║visual design solution║

Final Designs

By utilizing customer feedback and working alongside business analysts and developers, I was confident that the new visual and UX enhancements would result in a clearer, simplified, and more enjoyable experience.

cORPORATE DIRECT CUSTOMER FLOW

Break from business customer flow

║takeaways║

Use cases + collaboration

The United for Business self-enrollment microsite project was my very first release at United Airlines and a significant learning experience for me. It emphasized the value of cross-functional collaboration and the need to design for a diverse range of user groups. This project allowed me to encounter a wide array of edge cases, ultimately expanding my way of thinking. Designing specifically for companies and business travelers required thoughtful consideration of potential issues and tailored solutions for specific traveler needs.