Problem Statement

Feedback from users indicated difficulty in locating content within the "My Account" section, lack of motivation to provide more information, and no distinct incentive to remain loyal to United.

Goals

• Enhance content accessibility.
• Motivate users to remain loyal to United.
• Encourage users to provide more detailed information.

Key questions

• Is content easy to find? ​
• Does the page motivate you to remain loyal to United?
• ​Does the page motivate you to provide more info?

Risks

• Will there be change aversion?
• ​Will this overwhelm customers?

Solutioning

Based on feedback and a deep dive into current trends and successful UX patterns, we devised the following solutions:

• Contextual Content: We introduced a dynamic card system that alters content based on factors such as trips, profile completeness, premier status, and more. This not only provides actionable insights for users but also opens up avenues for engaging content.
• Menu Designed for Detail: Taking inspiration from platforms like AirBnb, we devised a menu structure that facilitates both detail and clarity. We're also exploring its utility in the condensed Trip Details/Reservation Details update.

User testing plan

With a diverse group of 8 participants, spanning ages 19-64 from the U.S. and having traveled with United at least once the previous year, we sought to gauge the intuitiveness and appeal of our redesign. Their feedback would be crucial in identifying the strengths and weaknesses of the new "My Account" design.

User Testing Results

Key insights from our tests included:

• MileagePlus Enrollment: All participants could enroll via the contextual card, but some expected a more direct route through the main menu.
• Verify Contact Information: Almost all verified their phone numbers easily, indicating an intuitive design.
• Find Flight Credits: A majority found the credits, but some expected them under the MileagePlus section.
• View Current Benefits: All participants located current benefits, though some desired more detail.
• Find PQP for Premier 1K: Information was mostly clear, but differentiation between point types caused confusion for some.

Overall, the feedback was positive, but suggestions for improvements were noted, especially in the representation of MileagePlus status and the clarity of some menu items.

Conclusion

The redesign of the “My Account” section is a testament to our dedication to our users. While the results from the initial user testing are promising, there are areas to improve upon, particularly in the representation of the Premier Status Card. As we continue to evolve this experience, user feedback remains integral.

Next Steps:

• Conduct a qualitative test with 5 more customers to gain deeper insights into individual pain points and suggestions.
• Launch a quantitative test to measure the effectiveness of the new design changes, ensuring that the updated experience is resonating with our larger audience.