United Airlines Case Study
TRAVEL · SERVICE DESIGN
Redesigning the refund process around clarity and trust.
I redesigned the refund journey so travelers could understand eligibility, submit confidently, and know what would happen next.
PROBLEM
Requesting a refund left travelers with too many questions.
Policy language, unclear steps, and limited updates created anxiety and drove avoidable calls to customer service.
- Complex, time-consuming steps
- Limited visibility into status and timing
- High inquiry volume
APPROACH
Find out where travelers were getting stuck.
I combined competitive research, policy review, and customer interviews to connect service rules with real traveler expectations.
01
Market research
Compare policies, digital flows, and notifications.
02
User interviews
Explore expectations, anxiety, and support needs.
03
Journey mapping
Connect policy rules to traveler and operational handoffs.
APPROACH · MARKET RESEARCH
Other airlines made the starting point and status clearer.
Delta, Southwest, and American Airlines demonstrated useful patterns in proactive updates, mobile-first management, and accessible policy content.
APPROACH · USER INTERVIEWS
People wanted an answer and a timeline they could trust.
Travelers described difficulty finding information, long waits without updates, and anxiety around fees and policy terms.
01
Plain language
Remove jargon from instructions and status updates.
02
Visible progress
Show what is happening in real time.
03
Support in context
Keep help close during disruptions.
APPROACH · USER PERSONA
Meet Tyler Johnston.
Tyler represents a frequent business traveler who wants flexible self-service, predictable timing, and updates without calling United.
APPROACH · USER JOURNEY
The hardest part was not knowing what came next.
The journey exposed a silent period after submission where confidence dropped and support contacts increased.
SOLUTION
Explain the steps and keep travelers updated.
Plain-language policy guidance, an eligibility checklist, a mobile refund portal, and proactive status updates make the service easier to follow.
01
Refund request portal
Guide travelers through the required details and evidence.
02
Real-time status
Show Submitted, Under Review, and Processed states.
03
Automated communication
Confirm submission, approval, and payment timing.
RESULTS
Travelers were better informed, and fewer needed to call.
01
40%
Higher satisfaction
02
30%
Faster processing
03
25%
Fewer inquiries
04
80%
Greater confidence
KEY LEARNINGS
Visibility is part of the service, not a follow-up feature.
01
Simplify
Reducing complexity improves confidence.
02
Communicate
Updates at every stage reduce anxiety.
03
Design with empathy
Clear explanations matter when plans have changed.
NEXT STEPS
Keep reducing uncertainty after submission.
Continue testing notification timing, status language, and self-service support so travelers always know when they need to act.