The Challenge
How do you modernize the online experience for a 40-year-old loyalty program?
AAdvantage is the world’s largest and most profitable airline loyalty program, serving 115M+ members, yet it’s notoriously complex. When we began, the site hadn’t been redesigned in over a decade. Core content was dense with jargon and hard-to-parse exceptions and qualifiers. Our challenge: make a vast, high-profile program into a streamlined experience that would turn everyday customers into loyal advocates.
The Outcome
One upgraded experience, 115 million customers
The reimagined AAdvantage site now delivers a streamlined, people-centric experience to the program’s members and prospects. Our updated AAdvantage design system now serves as the American Airlines standard across their digital ecosystem.
How we did it
Clear, modern, intuitive
We helped demystify the updated program, refocusing on customer needs while turning dense copy into useful content. Grounded in data-driven research, we launched a new design system built on three principles—clear, modern, intuitive—so the experience is both beautiful and functional. Finally, we reimagined the photo library and created illustrations that invite users to dream about where to travel next.
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