United airlines onboard services
A mobile platform designed to enhance the passenger journey by integrating Wi-Fi connectivity, shopping, and entertainment into one seamless ecosystem. The solution simplified onboarding, offered multiple service options, and introduced a scalable design system, improving both user satisfaction and airline ancillary revenues.
Year :
2022
Industry :
Aviation & Hospitality
Client :
United Airlines
Project Duration :
2 month
My role :
UX UI designer
Context :
United Airlines aimed to enhance the in-flight digital experience by integrating Wi-Fi connectivity, shopping, entertainment, and services into a single ecosystem. The goal was to create a seamless journey for passengers while unlocking new ancillary revenue opportunities for the airline.
Business Goal :
Design a mobile experience that allows passengers to:
Connect easily to on-board Wi-Fi
Access multiple services in one place (shopping, entertainment, travel tips)
Enjoy a smooth and accessible flow from sign-up to checkout
Provide United Airlines with a scalable design system for future features
Research & Insights :
Methods: I conducted qualitative interviews with frequent business travelers to understand their in-flight habits, frustrations, and expectations. From these conversations, I extracted recurring themes and patterns that informed the design direction. To make the findings actionable, I created a representative persona (“Robert”) and mapped the end-to-end journey, highlighting emotions, needs, and friction points.
Pain points identified:
Frustration with unstable Wi-Fi connections
Limited and repetitive entertainment options
Difficulty organizing or preparing post-flight activities during travel
Fragmented experience across services (shopping, media, in-flight)
Opportunities for improvement:
Integrate shopping, content, and services into a single interface
Simplify the Wi-Fi connection and onboarding flow
Provide multiple payment options for global travelers
Deliverables: a detailed persona and a complete journey map visualizing pain points, emotions, and opportunities across the passenger experience.
UX Flow & Wireframes
I designed the main flows:
Wi-Fi sign-up and onboarding
Browsing and selecting services
Shopping experience → product pages → cart → checkout
Payment and delivery options (on-board or home delivery)
Low-fidelity wireframes were iterated with stakeholders and validated with user feedback.
UI Design
The visual language reflects United Airlines’ brand identity while improving clarity and accessibility.
Onboarding with illustrated storytelling
Services dashboard with modular cards (shopping, media, travel highlights)
Shopping flow with product details, cart, and multi-step checkout
Checkout optimization: multiple global payment methods (Apple Pay, PayPal, Alipay, credit cards)
Design System :
To ensure consistency and scalability, I built a mobile design system starting from United Airlines’ existing design framework. The goal was to evolve it into a more refined and premium visual direction, aligned with the elevated in-flight experience.
The system included:
Color palette (primary, secondary, grayscale, supporting), reinterpreted to enhance contrast and sophistication
Typography (Open Sans for readability), structured with clearer hierarchy and spacing
Iconography, extended and refined for mobile and web consistency
UI components (buttons, cards, tabs, alerts, forms, flight blocks), redesigned to feel more polished and cohesive
By building on the existing foundation rather than starting from scratch, I ensured brand alignment while introducing a more premium and modern aesthetic. This approach enabled faster prototyping, stronger cross-team alignment, and a scalable visual language for future digital touchpoints.
My IMPACT :
Delivered a unified in-flight digital interface, integrating connectivity, shopping, and services into one cohesive ecosystem
Simplified the overall passenger journey, reducing friction and creating a more intuitive and enjoyable experience
Enabled greater ancillary revenue opportunities through a structured and seamless onboard shopping flow
Defined a clear visual language and scalable design foundation to support United’s future digital services
United airlines onboard services
A mobile platform designed to enhance the passenger journey by integrating Wi-Fi connectivity, shopping, and entertainment into one seamless ecosystem. The solution simplified onboarding, offered multiple service options, and introduced a scalable design system, improving both user satisfaction and airline ancillary revenues.
Year :
2022
Industry :
Aviation & Hospitality
Client :
United Airlines
Project Duration :
2 month
My role :
UX UI designer
Context :
United Airlines aimed to enhance the in-flight digital experience by integrating Wi-Fi connectivity, shopping, entertainment, and services into a single ecosystem. The goal was to create a seamless journey for passengers while unlocking new ancillary revenue opportunities for the airline.
Business Goal :
Design a mobile experience that allows passengers to:
Connect easily to on-board Wi-Fi
Access multiple services in one place (shopping, entertainment, travel tips)
Enjoy a smooth and accessible flow from sign-up to checkout
Provide United Airlines with a scalable design system for future features
Research & Insights :
Methods: I conducted qualitative interviews with frequent business travelers to understand their in-flight habits, frustrations, and expectations. From these conversations, I extracted recurring themes and patterns that informed the design direction. To make the findings actionable, I created a representative persona (“Robert”) and mapped the end-to-end journey, highlighting emotions, needs, and friction points.
Pain points identified:
Frustration with unstable Wi-Fi connections
Limited and repetitive entertainment options
Difficulty organizing or preparing post-flight activities during travel
Fragmented experience across services (shopping, media, in-flight)
Opportunities for improvement:
Integrate shopping, content, and services into a single interface
Simplify the Wi-Fi connection and onboarding flow
Provide multiple payment options for global travelers
Deliverables: a detailed persona and a complete journey map visualizing pain points, emotions, and opportunities across the passenger experience.
UX Flow & Wireframes
I designed the main flows:
Wi-Fi sign-up and onboarding
Browsing and selecting services
Shopping experience → product pages → cart → checkout
Payment and delivery options (on-board or home delivery)
Low-fidelity wireframes were iterated with stakeholders and validated with user feedback.
UI Design
The visual language reflects United Airlines’ brand identity while improving clarity and accessibility.
Onboarding with illustrated storytelling
Services dashboard with modular cards (shopping, media, travel highlights)
Shopping flow with product details, cart, and multi-step checkout
Checkout optimization: multiple global payment methods (Apple Pay, PayPal, Alipay, credit cards)
Design System :
To ensure consistency and scalability, I built a mobile design system starting from United Airlines’ existing design framework. The goal was to evolve it into a more refined and premium visual direction, aligned with the elevated in-flight experience.
The system included:
Color palette (primary, secondary, grayscale, supporting), reinterpreted to enhance contrast and sophistication
Typography (Open Sans for readability), structured with clearer hierarchy and spacing
Iconography, extended and refined for mobile and web consistency
UI components (buttons, cards, tabs, alerts, forms, flight blocks), redesigned to feel more polished and cohesive
By building on the existing foundation rather than starting from scratch, I ensured brand alignment while introducing a more premium and modern aesthetic. This approach enabled faster prototyping, stronger cross-team alignment, and a scalable visual language for future digital touchpoints.
My IMPACT :
Delivered a unified in-flight digital interface, integrating connectivity, shopping, and services into one cohesive ecosystem
Simplified the overall passenger journey, reducing friction and creating a more intuitive and enjoyable experience
Enabled greater ancillary revenue opportunities through a structured and seamless onboard shopping flow
Defined a clear visual language and scalable design foundation to support United’s future digital services