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  • Writer's pictureKortney Cervantes

A Flight Toward Excellence: United's Customer Experience Redesign

As a frequent flyer, often on standby, I’ve had a unique vantage point to witness and appreciate the nuances of airline customer service. My recent experiences with United Airlines, however, stand out distinctly. With a decade in the digital transformation ecosystem, working with diverse teams as both an internal employee and a consultant, I have developed a keen eye for exceptional digital experiences. United's recent customer experience redesign is a perfect case study in this regard, showcasing a masterful blend of user-centric design and technological innovation.



Streamlined Interfaces: A Navigational Dream


Navigating through United's new interface is like a breath of fresh air. The clarity in their navigation, with well-marked breadcrumbs and large, readable text, shows a deep consideration for accessibility. In my years of working in digital transformation, I've come to appreciate such attention to detail - it's what separates a good digital experience from a great one.


Guided Experience: The Customer at the Forefront


United’s guided experience echoes what I’ve always advocated in my work - putting the customer at the heart of digital strategy. The ease in finding self-serve content and the clarity of information is indicative of a well-thought-out user journey, something I’ve helped craft in various digital spaces over the years.


Omni-Channel Customer Service: Meeting Customers Where They Are


United's omni-channel approach to customer service is exemplary. They offer a variety of options - self-serve, text, call, chat - catering to all kinds of customer preferences. In my decade of experience in digital transformation, I've seen firsthand the impact of meeting customers where they are. United is doing just that, and doing it well.



Gradual Rollout: The Beauty of Anticipation


The gradual introduction of new features is a strategy I’ve seen work wonders in various digital transformation projects. It allows customers to adapt to changes seamlessly, which United has executed flawlessly.


Technology at Its Best: OmniStudio and Beyond


The integration and intentionality behind United's interface suggest the use of advanced platforms like OmniStudio, a tool I’ve seen drive significant value in similar transformation projects. It’s the kind of technological implementation that I admire - subtle yet powerful.




Final Thoughts


United's customer experience redesign is not just a change; it's a revolution in digital customer engagement, resonating deeply with my professional experiences in digital transformation. They've set a benchmark for others, proving what’s possible when you truly understand and cater to your customer's needs in the digital age.


A Personal Invitation to United’s Team


In witnessing this impressive transformation, I am filled with both admiration and curiosity. Understanding the intricacies and challenges behind such a successful digital overhaul would be an invaluable learning experience. As someone who has navigated the digital transformation ecosystem for over a decade, I would cherish the opportunity to have a conversation with the team behind United's digital transformation.


To the team at United, thank you for setting new standards in digital customer experience. I look forward to potentially connecting and exchanging insights that can benefit the broader digital transformation community.


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