Market research
Compared airline policies, digital flows, notifications, and refund choices.
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Travel · Service design
Travel · Service designRedesigning the refund process around clarity and trust.
As Senior UX Designer, I redesigned United’s refund journey across eligibility, submission, and post-request visibility. I translated policy-heavy requirements into a clearer experience so travelers could understand what they qualified for, complete the request, and know what would happen next.
Problem
Requesting a refund left travelers with too many questions.
Passengers struggled to understand the policy, submit requests, and receive timely updates. This increased frustration and drove avoidable contacts to customer service.
- Complexity: unclear, time-consuming steps and policy language.
- Lack of transparency: limited visibility into status and timelines.
- High inquiry volume: customers contacted support for basic reassurance.
Approach
Find out where travelers were getting stuck.
We combined competitive research, regulatory review, and 15 customer interviews to identify where the experience broke down and what users needed to move forward with confidence.
User interviews
Explored expectations, anxiety, and support needs with 15 travelers.
Experience mapping
Connected policy rules to the traveler journey and operational handoffs.
Approach · Market research
What other airlines were doing differently.
Real-time notifications
Flexible refund choices and proactive updates showed how communication can reduce uncertainty.
Mobile-first management
A transparent policy and simple mobile flow made refunds easier on the go.
Easy online initiation
Accessible policy content and a clear start point reduced effort before submission.
We also reviewed regulatory guidelines to keep the redesigned experience compliant, consistent, and understandable.
Approach · User interviews
People wanted an answer and a timeline they could trust.
Across 15 interviews, people consistently described difficulty finding information, long waits without updates, and anxiety around fees and policy terms.
Frequent traveler
Fiona Williams
“I want clear instructions and updates at each step. Waiting for weeks with no communication is frustrating.”
Key need: A streamlined process with regular status updates.
Business executive
Emile Zah
“When plans change, the refund process needs to be fast and flexible. I do not have time for complications.”
Key need: Fast, flexible service for sudden changes.
Casual traveler
David Kim
“I do not travel often, so I need simple steps that do not require a lot of effort to understand.”
Key need: Plain-language instructions and minimal steps.
Loyalty member
Julia Stevens
“As a frequent United flyer, I expect the refund process to feel seamless and transparent.”
Key need: Quicker communication and greater visibility.
01
Use jargon-free communication.
02
Show progress in real time.
03
Provide empathetic support during disruptions.
Approach · User persona
Meet Tyler Johnston.
Tyler represents a frequent business traveler who wants to handle the refund himself without spending time searching for answers. He needs flexibility, predictable timelines, and status updates without having to call United.
Approach · User journey
The hardest part was not knowing what came next.
Mapping Tyler’s experience helped us see where confusion built up, from finding the policy to submitting a request and waiting for a response. The biggest opportunity was the silent period after submission.
Solution
Explain the steps and keep travelers updated.
The policy was rewritten in plain language, supported by a short eligibility checklist and mobile-optimized portal. FAQs, policy help, and live chat remained close at hand.
Refund request portal
A guided flow captures the reason, supporting details, and required evidence.
Real-time status
A progress tracker shows Request Submitted, Under Review, and Refund Processed.
Automated communication
Email and SMS updates confirm submission, approval, and payment timing.
Results
Travelers were better informed, and fewer needed to call.
Higher satisfaction
Post-launch surveys showed increased satisfaction.
Faster processing
The system reduced average refund-processing time.
Fewer inquiries
Better visibility lowered refund-related contacts.
Greater confidence
Users felt more informed throughout the process.
Key Learnings
Visibility is part of the service, not a follow-up feature.
In a stressful travel moment, people do not need more policy. They need a clear answer, a predictable process, and proof that progress is being made.
Simplification is key
Reducing complexity improved satisfaction and reduced avoidable inquiries.
Communicate in real time
Updates at every stage built trust and reduced anxiety.
Design with empathy
Clear explanations and access to help matter most when someone’s plans have already fallen apart.
Next steps
Keep reducing uncertainty after submission.
I would continue testing notification timing, status language, and self-service support so travelers always know what is happening and when they need to act.