$1.6 million in additional revenue annually

Overview

This project showcases my 25+ years of experience in generating revenue swiftly, with minimal effort and expense; while still using research to refine my final design choices, ensuring a high-quality result.

Business problem

The objective

We wanted to increase enrollment in the AAdvantage program from the confirmation page in the ticket-buying process. In the current experience, enrolling in AAdvantage looked like any ad that users are self-trained to ignore.

Decisions

Key design decisions

1. 01

   Add a primary button

   The page didn't have any primary buttons. Since users have just gone through a series of steps, adding a primary button would look like the natural next step in the process — and it did.

2. 02

   Test the message

   In addition to design and placement, we used Adobe Target to fine-tune the message to get the most engagement. “Don't leave miles behind” was the clear winner. FOMO, I guess.

Outcome

The results

I was able to make a small change, test it, and launch it in two weeks. Small UX details can have a huge impact on the bottom line.