Role
Designer
Timeline
2-4 weeks each project
United Airlines
Two experiences for United Airlines, each turning complex information into something travelers actually want to explore.
Solution
Tahiti Direct Flight
Challenge: United launched a new direct flight from San Francisco to Tahiti and needed to inspire Americans to book. But with 118 islands to choose from, even experienced travelers can feel overwhelmed before they start planning. The site needed to spark desire first, then make planning feel easy.
Solution:
Making 118 islands easy to explore
Island hopping can feel daunting, so we designed an interactive map that lets travelers explore at their own pace. Users can zoom in from the full archipelago to smaller island clusters, then tap icons to open quick pop-ups with travel tips for each area. Instead of facing everything at once, travelers discover Tahiti one layer at a time.
Letting the visuals do the talking
We organized the most important information (accommodations, climate, culture, and cuisine) into magazine-style sections paired with large photo collages. The editorial layout kept practical details easy to scan, while immersive imagery invited visitors to picture themselves there.
The site drew over 10K visitors, and early bookings were strong enough that within five months, United extended the route to a year-round schedule, operating five times a week.
Every Action Counts
Problem: United's 50+ page philanthropy report was hard for investors and customers to skim, and its long list of supported cities and nonprofits was difficult for readers to sift through in print.
Solution: We broke the report into easy-to-navigate sections, with illustrations and animations that softened United's corporate image. We turned the long list of cities and nonprofits into an interactive map, where pop-ups let users see only what's relevant to them. On mobile, large region and city buttons replaced tiny map targets, creating a simple three-step flow: region, city, partnerships.
Reflection
Across both projects, the challenge was the same: too much information, and an audience with no obligation to engage. By breaking complexity into layers (islands into clusters, a 50-page report into sections, 30+ cities into a simple three-step flow) and letting visuals carry the emotion.