/

August 18, 2025

American Airlines

Brief

American Airlines Business wanted to refocus its business brand to bring in new customers and appeal to existing customers. By utilizing a fresh new look that was established by American Airlines parent website: www.aa.com and the latest in travel booking technology, buisness.aa.com was born.

American Airlines Business Mobile
American Airlines Business Desktop

Role

Senior Lead UI/UX Designer

Duration

2018-2019

Tools

Adobe Illustrator

Problem

American Airlines Business (Business Extra) did not have a user-friendly way to allow customers to use awarded tickets or points on their existing platform without having to call an agent.

Making it worse was the lack of transparency on how many points or available certificates you had to use toward available flights and the extra money you needed to spend to get the flight.

Additionally, customers may want other options for travel including hotel and car which was not available until this new site was built and could accommodate that requirement.

Prototype to Advanced Layout

HiFi Layout
LoFi Layout
HiFi Layout
Final American Airlines Business Laptop Example

Solution

This was not a single iteration process—there was a need to account for every team and continual feedback from leadership.

There was also in-person and remote testing which helped to make sure we were solving actual problems for our customers. Whether it was a screen prototype, customer feedback, or a simple wireframe, these bi-weekly sessions helped us to validate, test ideas, and iterate quickly.

Success

Conversion Rate
0 %
Drop in Agent Assistance
0 %
Return Users
0 %
American Airlines Business
american airlines mobile example

Conclusion

In redesigning the American Airlines Business platform, the project evolved from a simple visual overhaul into a deep, user-centered transformation.

The initiative tackled key pain points—lack of self-service for awards and points, and opaque pricing and options—by architecting a refined interface that married updated branding with modern travel-booking tools.

Through a structured, iterative process that included bi-weekly feedback loops, in-person and remote testing, and constant validation, the team cracked the challenge of clarity and autonomy for users. 

The resulting solution not only elevated usability but also drove measurable improvements in conversion rates, reduced reliance on agent support, and fostered stronger customer retention.

This redesign exemplifies how strategic UX refinements, backed by collaboration and research, can reshape business outcomes and deliver seamless, efficient experiences.

From the same category