The World’s Most Rewarding Loyalty Program

Few loyalty spaces are as contested as an airline’s membership program, where bragging rights are currency and luxury is often measured in inches. United Airlines has the scale and reach of a global brand, but the MileagePlus program failed to deliver on its core promise to more than 4.5 million members.

Over 3 years, I led the redesign of this membership experience, blurring the lines between CRM, social content, and traditional advertising. During this time, we continuously evolved and refined a wide range of membership materials and digital properties, clearly demonstrating value while sparking excitement. From luxurious personalized print pieces to a sleek, intuitive digital experience, we refocused on the customer to galvanize their brand loyalty.