United Airlines: Group request form

VISUAL DESIGN, UX, prototyping

In January 2024, United Airlines rolled out an enhanced online group request form for customers traveling in groups of 10 or more.

Collaborating with business analysts and stakeholders, we focused on simplifying, reducing friction, improving clarity, and refining the visual design of the form for a better user experience.

Project:

Group request form

timeline:

Apr 2023 ➝ Jan 2024

ROLE:

Visual + UX Designer

Skills:

UX, Visual Design, Prototyping

║the Challenge║

Declutter experience and create clarity

Our mission was to create a clear and visually engaging request form that would ensure customers easily understand 1) their group's eligibility and 2) the steps needed to fill out the group request form.

║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║

Simplify form and include stepper to set expectation

To reduce inquiries at the contact center, we aimed to identify and address the issues faced by customers. We began crafting strategies to simplify the forms into more manageable steps, incorporate a stepper guide to manage customer expectations, and revise the overall layout to align with the improved United Airlines experience.

Old designs

║visual design solution║

Final Designs

Leveraging our data to prioritize customer pain points, I collaborated with business analysts and developers to drive visual and design enhancements for the online group travel request form. By revising the user flow to place the eligibility section first, we ensured customers could instantly assess their eligibility, reducing the need for calls to the contact center. The introduction of engaging imagery and a shift from a single long form to smaller, simplified steps aimed to make the process more visually appealing and less overwhelming. We were confident these revisions would result in a more efficient, intuitive, and improved overall customer experience. You can view the live flow here.

GROUP REQUEST FORM DESIGNS

GROUP contact and traveler information DESIGNS

║takeaways║

Forms can be technical and aesthetically pleasing

Though forms can sometimes feel complex and tedious, our team has developed strategies to simplify the process and enhance the customer experience. It's crucial to engage customers and maintain their focus throughout form completion. Working with the team taught me the importance of incorporating visuals, especially in technical forms. This approach helps fend off monotony, boost understanding, and keeps the customer engaged with the task.