IA Collaborative re-envisioned and redesigned the entire digital ecosystem of the world’s largest airline, including the new United.com; the new top-rated United mobile app; a reimagined booking experience and comprehensive design guidelines for future updates.

Presenting a significant design challenge, the factorials related to United’s booking experience—traveler classifications, loyalty rewards, route options, etc.—are more complex than any other airline. Any downtime on the website could have a catastrophic impact on United’s business. A greatly streamlined booking experience was needed to keep as many people moving through the website as quickly as possible.

Designed tablet-first, the suite of digital tools is inherently user-centered and provides the most streamlined booking path in the airline industry, relative to the company’s size and complexity.