United's frequent flyer program, MileagePlus, provides an account space for users to view and manage information related to their travel and account details. This page is highly trafficked and viewed by hundreds of thousands members each day.
While My Account has been serving as the one-stop shop on responsive web, the user experience was not seamless, as noted by customer Qualtrics and OpinionLab comments. Additionally, mobile app added a new hub page for members called “My United” which serves as an access point to the most important pages for travelers. This pushed the need for the responsive web My Account page to also update to My United, creating consistency between both channels.
I reviewed over 2000 user comments we received through our passive feedback form to understand pain points our customers were having with the My Account page experience.
The following reoccurring themes were noticed:
Goal: incorporate current My Account pages into a simpler navigation system while also seamlessly bringing in new elements such as Wallet.
I conducted a competitive review with 9 other companies. High-level themes noticed were:
From my analysis, I went through multiple iterations of design. After a series of design reviews with both my leaders and peers, I narrowed in on a general layout that I then refined.
I focused on a modular system that surfaced important information and provided multiple paths a user can take to get to their endpoint depending on their preference of scanning summary information or using a side-navigation bar to find details.
We follow WCAG AA guidelines at United - all designs were vetted for color contrast and I worked closely with our UAT specialist to ensure the experience worked for all users. I provided a detailed semantic order for developers to follow so that all screenreader messages and tabbing structure provided a seamless experience.
I created a prototype in InVision with the high-fidelity designs to perform unmoderated usability testing. My high-level research questions were:
There were 18 participants in total with a mix of non-members, general members, and premier members. The diary study was conducted using UserTesting.com. After the unmoderated testing was completed, I reviewed each video and documented interactions in notes that I then condensed into a spreadsheet to compare sentiment.
Overall, results were overwhelmingly positive with all 18 participants providing positive sentiment to the updated design. To maintain privacy, results and quotes from the study can be discussed in more detail 1:1.
Based on the user testing results, the following updates were made prior to delivery:
After completing my initial MVP design, the I worked with the product team to create a phased approach for delivery. I worked closely with our Dev and QA team throughout the development process. The first phase is currently in production as of November 17th, and there are future phases to come with more enhancements.
So far we are seeing stable sentiment from users through our active feedback pop-up form, and we have been able to target additional enhancements based on some of the negative comments we have received.
More data to come soon!