Status Lift
Status Lift is an annual short-term offer allowing qualifying MileagePlus members to elevate their
current status for the next year. Customers are shown how close they are to reaching the next level and can choose
to purchase the remaining miles using money or loyalty miles.
A great deal of improvements were made to the project resulting in more than $35 million in revenue the first year (2023) followed by more than $50 million the following year (2024).
Team Members (30)
Project Owner 1
UX Design 1
Marketing Team 4
Personalization Team 4
Technical/Dev Partners 6
Loyalty Team 2
Brand Team 2
UX Copy Writing 2
Email/Data Team 4
Data Collection 1
Contact Center 1
Total 2024 Revenue
$50 Million+
Role
Principal UX Designer
Date
October-November 2022 October-November 2023
Background
In previous years the landing page for Status Lift has been over simplified, lacking in visual design that inspires customers and inconsistent with United design standards resulting in a lack of trust from customers.
Problem
The problem is that the promotion is vague and does not give the level of detail necessary for customers to commit to the purchase.
Why it's important
While the promotion has been a success in the past it has potential for improvement and increased revenue.
User goals
Gain detailed understanding into the value of the purchase. Elevate loyalty status for the following year.
Business goals
Create a more personalized experience. Increase revenue and customer engagement. Communicate the perks of the next status.
Design goals
Create a pleasant customer experience while incorporating consistent United brand standards.
Brand Progression
Previous Landing Page
Over-simplified and lacking in brand consistency.
3.0 United Brand 2023
Introduction of 3.0 brand standards and improvement of customer experience.
United Brand 2024
Introduction of United Rebrand and continuous improvement.
User flows
Implementing the established design system the page was redesigned to improve the customer experience through personalization.
Visual Design
Sign in
Customers must sign in to determine eligibility of the promotion.
Landing page
Customers are greeted with inspiring imagery and a personalized introduction to the promotion.
Introduction
Customers are greeted with upgrade details that include their first name, establishing trust and personalizing the message to communicate that we care.
Countdown and Discounts
To incentivize early purchases there is a discounted rate that only applies to the upgrades made prior to a cutoff date. The countdown is made prominent on the page to draw the attention of the customer.
Current Status
Customers can view their current status from the previous year as well as a preview of their loyalty number.
Benefits
No matter the level of loyalty status, each provides 6 primary benefits of upgrading to the next level and shows an image of a customer enjoying some of the mentioned benefits.
Multiple Upgrade CTAs
No matter the level of loyalty status, each provides 6 primary benefits of upgrading to the next level and shows an image of a customer enjoying some of the mentioned benefits.
Personalized benefits for each loyalty level
Checkout options
-
Credit or Debit: Customers can used a saved card or enter a new credit or debit card upon checkout. The total is displayed in the cart to the right.
-
Miles: Customer can choose to use their loyalty miles to purchase their status lift.
-
Money + Miles: Customers can combine their loyalty miles and a credit or debit card.
Confirmation
Customer are taken to a confirmation screen with a summary of their purchase and also receive an email.
Error states
Outcome and Results
The first iteration of improvements in 2023 resulted in a significant increase in revenue (96%) and engagement in the promotion compared to past years.
Approximate Total Revenue Success
2023
$35M+
New Record High
2024
$50M+
Officially a 50 million dollar product
Learnings
Follow the Process
We worked quickly with multiple teams that had not worked together before to complete the project in 2 months. Following the agile process and being involved in every step of the strategy opened the door for quick adaptation where needed.
Trust your Team
Rely on your partners and their turst their professional expertise. Together you can create better products through improved customer experience and ensure team objectives are being considered in every decision.
Improve and Evolve
Listen to the input and feedback of others and work to always seek improvement. Everyone is a customer and their perspective can make all the difference.