Company
Duration
Year
Redesigned the loyalty site experience
The AAdvantage® experience had grown overly complex, making benefits unclear and navigation overwhelming. We rebuilt the information architecture from the ground up, translating legacy policies into plain language, guided pathways, and clearer benefit explanations. The redesign helped members quickly understand their status and rewards, clarified next steps, and introduced a scalable, research-informed system built to evolve with the program.
Led the AAdvantage® brand refresh and digital redesign
Owned concept through delivery, defining brand guidelines, visual systems, and core experience principles. Sourced an illustrator and directed the new illustration style built to scale across the American Airlines ecosystem.
Directed design across key member journeys and high-traffic pages in close partnership with research, content strategy, and engineering. Helped establish a modular design system that supported consistent rollout and long-term scalability across the loyalty platform.
Launched a clearer loyalty experience for 115M+ members
Members could understand benefits faster, navigate program details with less friction, and take action with greater confidence, from tracking status progress to exploring rewards and planning next steps. Clearer structure, simplified content flows, and stronger calls to action reduced confusion and improved engagement across key journeys. The modular foundation also enabled faster iteration, easier updates, and more consistent loyalty experiences across digital channels.
–60% unnecessary content
7 customizable page templates
50+ modular components
Metrics are representative and anonymized.
Selected projects across apps, web, connected experiences, and brand systems
