This case study is password protected due to an NDA.
My Role
Ai Product Designer
UX Strategist
Prototyper
Skills Involved
User Research
Vibe Coding / AI-assisted prototyping
My Team
Alexa Barnett
Johno Beadles
Gianna Farina
Sophia Gordon
Difei Huang
Prerit Jain
Alyssa Kaczmarski
Eshwari Malani
Mckenna McClain
Kaitlin McHugh
Bernardo Reyes
Grace Shephard
Nina Whitcomb
Xiaolu Xi
Duration
10 weeks
Final Presentation
Team Photo
Project Brief
Delta Beyond
Turning Bucket Lists into Boarding Pass
The Problem / Background
Native digital inspiration has been limited. Landing pages, app experiences are conversion -driven and not engagement -oriented.
The Opportunity
Build Gen Z engagement today to drive loyalty tomorrow. Turn the largest and wealthiest generation into lifelong delta loyalists
Project goals
Build Gen Z engagement today to drive loyalty tomorrow. Turn the largest and wealthiest generation into lifelong delta loyalists
Final Design- key features
SkyMiles Blueprint
This is not just a mileage calculator, nor a fare estimator. It's a world blueprint built on mileage as its core visual language, combining the preliminary mileage benefits of credit cards and frequent flyer loyalty programs to compute and present a personalized, visualized travel blueprint for each user
Discovery Card
Members use the map to discover new places — when something catches their eye, tapping the destination surfaces more to learn about it.
Inspiration Browsing
An interactive map for destination discovery, paired with a scrollable moodboard that surfaces pricing as members browse.
Final Design- key features
Full Filter Panel
Once a member knows what they're looking for, they can filter their journey based on what matters to them — without ever leaving the map. Members can set a destination type — beach, golf, and more — then get specific: minimum and maximum budget, preferred flight length, and travel dates. The experience adapts around those constraints.
Filter by
Credit Card Bonus
＆Medallion Tier
Members can select their Medallion Tier and credit card to receive personalized destination recommendations. Delta Beyond translates their status, miles, and spending power into clear travel possibilities, allowing them to compare how different cards expand their options.
Final Design- key features
Destination Overview
In Overview, members learn more about the destination, browse popular attractions, and look at available flights. In Planning, Delta Beyond uses a member's preferences to build a trip that works for them, and lets them know the moment their trip is ready.
Flight Recommendations & Partner Offers
Flight info is used to proactively alert members of relevant deals, based on their interests and mileage balance, prompting timely booking decisions.
Project Brief
Project objectives
How might we drive engagement, loyalty, and revenue by turning travel inspiration into Delta booking ?
Create a digital interface that fosters authentic
interactions with DL and other travelers.
Drives personalization by capturing input on personal preferences.
Includes sharing that allows members to include their friends in their travel via social media or app.
Measures the impact by having a data structure that allows for quantification.
Support the full journey by expanding reach beyond the day -of-travel.
Project Brief
Key features & functionalities
Deliver a native app experience that that enables :
trip inspiration
• Receive travel suggestions based on past trips or saved destinations
• Opportunity to promote new routes
Save Destinations
• Add any destination to your WanderList to save for future bookings
• Includes pricing and easy access to book
spin the globe
• Spin for inspiration and receive spontaneous travel ideas
• Gamification
personalized offers
One-stop-shop for trip planning with personalized offers from the Delta ecosystem (Delta Vacations, Delta Stays, Co-brand, etc.)
journey tracker
Track your miles, flights, and countries traveled
Shareable travel stats for social media
Driving engagement, loyalty, and revenue by turning travel inspiration into Delta bookings !
Project Brief
Client-Defined Success Metrics
The client provided the initial success criteria. Our team translated them into experience principles and design priorities, connecting business goals such as adoption and conversion with customer outcomes such as trust, engagement, and continued use.
Quantitative
Adoption percentage of total customers opening & using the new feature
Saturation within gen z customers
Engagement time spent with feature & amount of shared data to capture personalization
Connection drive new linkages with delta partners & ecosystem
Conversion Shopping rate
Qualitative & Behavior
Digital NPS/ csat scores
App use beyond the day -of-travel
A greater sense of trust/understanding
Repeat visits and feature use
Secondary / Primary Research
Research plan
To design for Gen Z loyalty, we first studied how this generation actually discovers, decides, and books travel — pairing a screener survey with one-on-one interviews to surface real behaviors and pain points, grounding every recommendation in evidence, not assumption.
Data synthesis
Behind Every Number, a Traveler
139 Survey Responses
35 Interviews
8+ Group Discussions
Inspiration
80%
Discover travel inspiration through social media
Inspiration
72%
Revisit their saved inspiration content
Guidance
69%
Want the app to automatically suggest trips that fit their budget
Recognition
41%
Believe collectible digital badges would increase engagement
ideal experience of travel
the ideal Gen Z travel experience
Gen Z isn't just booking a flight — they're looking for an experience that meets them at every stage, from the first daydream to the trip home. Our research distilled this into 5 key components that define what an ideal travel experience looks like for this generation:
Long before they book, Gen Z is already dreaming — scrolling daily for their next getaway and looking for something to spark it.
Gen Z wants to bring their friends along. They need a way to turn a group chat plan into an actual trip.
Above all, it has to feel real. Gen Z isn't chasing tourist photo-ops — they want to live like a local and uncover the hidden spots that define a place.
Inspiration
Guidance
Connection
Recognition
Authenticity
Turning that dream into a booked trip takes a seamless experience end to end. Good UX is the difference between an idea that gets lost on their phone and a ticket that gets booked.
They want to feel seen — an experience shaped around their preferences, needs, and goals, not a one-size-fits-all itinerary.
Target Audience
Archetypes - Travel Type
Our primary research surfaced five distinct traveler personas, each defined by a different relationship to price, spontaneity, and social connection. Together, they capture the range of mindsets WanderList needs to design for, not a single Gen Z traveler.
early Ideation
key features (Low-fi Wireframe)
The client provided the initial success criteria. Our team translated them into experience principles and design priorities, connecting business goals such as adoption and conversion with customer outcomes such as trust, engagement, and continued use.
Onboarding
Skymiles Blueprint
Moodboard
Group Planning 1
Group Planning 2
Concept Validation
Usability Testing
With core concepts designed, we moved from primary research into usability testing to see how Delta Beyond actually performs in users' hands. Each session paired task completion tracking with a closing System Usability Scale survey, giving us both qualitative friction points and a quantitative benchmark to measure future iterations against.
17 Participants
5 Task Flow
Quantitative Data
Task completion rate
Task completion time (per task)
Error encountered
SEQ (Single Ease Question)
System usability score
Qualitative Data
Observation notes on confusion
Open-ended feedback: favorite feature, biggest pain point
Suggested improvements per task
Closing reflections on naming
Testing Process
Task-based walkthrough of 5 key flows on prototype
Live observation + error tracking
Post-task ease & sentiment ratings
Closing SUS survey
Concept Validation
Testing Insights & Data analysis
Task-by-task usability results from a 17-participant study of the Delta Wanderlist prototype, covering onboarding through trip planning and booking.
N/A
Chosen as Favorite
N/A
Chosen as Most Confusing
100 %
Direct Success
0 %
Indirect Success
5.81
Avg. Likelihood to Book (1-7)
N/A
Avg. Ease (SEQ 1–7)
Adoption
100% completed onboarding with zero failures. The entry point itself isn't a barrier.
Trust/Understanding
Every participant correctly explained the quiz's purpose (personalization), showing the concept is instantly legible.
Engagement
Interest in continuing landed only moderate (3.56/5) — participants wanted more visual polish and richer personalization options.
Task 1 - Onboarding
User journey map
UX journey map
( MVP delta beyond experience )
We crafted a cohesive end-to-end journey that guides customers from dreaming and discovery through planning, booking, travel, and reflection, while demonstrating how the broader ecosystem works together to support customer needs and business goals.
Information Architecture
From Discovery to Departure
We reorganized the experience around travelers’ goals rather than individual features, creating clear pathways from exploring and saving destinations to planning and booking a trip.
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