Redesigning United's Partner Ads
Company Overview
United Airlines, one of the world's leading airlines, operates an extensive global network that connects passengers to destinations across the Americas, Europe, Asia, Africa, and Oceania. With its headquarters in Chicago, Illinois, United is committed to providing a superior travel experience, offering innovative services, and maintaining high standards of customer service.
Project Overview
In this project, I was tasked with redesigning the advertisements displayed on United's website. The primary goal was to align the ads with the airline's updated branding and to improve ad engagement for the airline's partners.
Role
Design Lead
Objectives
01
Improve Ad Performance
Implement changes that lead to a significant increase in CTR and other ad performance metrics
03
Enhance Ad Engagement:
Incorporate design elements that attract user attention and improve the overall appeal of the ads.
02
Align Ads with New Branding:
Ensure the ads reflect the airline's updated branding to provide a cohesive and modern user experience.
04
Support Strategic Partnerships:
Strengthen the value of the airline's strategic partnerships by improving the performance of partner ads.
Previous Ad Design
Design System
New Ad Design
Adding ad headers
Increased readability: Users can get the main ideas of an ad faster, providing clarity and context
Visual hierarchy: Bold heading guides the user's eyes to the most important information
Engagement and CTR: An engaging header can pique the viewer's interest and encourage them to click on an ad or learn more
Incorporating engaging images
Enhanced Visibility: Ads become more noticeable to users
Increased engagement: Visual elements convey emotions and details faster to customers, leading to higher engagement rates
Higher CTR: Visually appealing ads are more likely to be clicked on
Improved ad relevance: By adding images, you can make your ads more pertinent to the searcher's intent
Results
Improved Brand Consistency
The ads now seamlessly matched the airline's new branding, contributing to a cohesive and modern user experience across the website.
238% Increase in CTR
The new ads achieved a 238% increase in click-through rate compared to the old versions, indicating a substantial boost in user engagement.
Strengthened Partnerships
The improved performance of partner ads reinforced the value of the airline's strategic partnerships, encouraging more collaborative opportunities.
Conclusion
This project demonstrated the impact of thoughtful UX design on ad performance and user engagement. By aligning the ads with the airline's new branding and incorporating visually engaging elements, we were able to significantly enhance their effectiveness. The substantial increase in click-through rate not only benefited the airline's partners but also reinforced the importance of strategic ad design in driving business success.
The positive results underscore the need for ongoing optimization and the potential of UX design to drive measurable business outcomes.
