United Airlines’ and Chase Bank created a financial product in the form of a loyalty credit card which members can earn miles. To acquire more credit card members, Chase partnered with United to create in-app opportunities to promote the credit card.
Identify opportunities in-app to present partner messaging.
The user experience was observed through the perspective of a business traveler specifically using the app with respect to an upcoming trip.
At a surface level:
Avoid creating friction throughout key activity pathways
Flight check-in / status
Booking a flight
Look for contextually relevant areas that aren’t invasive
At a deep level:
Highlight benefits of credit card within contextual areas
No Foreign Transaction Fees in currency conversion calculator
Luxury Hotel & Resort Collection showcase as “good to know“ content within Maps area
Seek moments to cast a wider acquisition net
Each mobile app was audited on an Apple iPhone models 4 and 5 to see if there were any differences based on viewport dimensions. Only key differentiators between the three apps were noted in the report.
Key opportunities can be seen in the Acquisition and Cultivation touch-point recommendation sections below.
Art Director, Digital (2014)
Three competitive airline mobile apps were selected and observations were noted. A chosen competitor was an airline that had a financial partner with a loyalty credit card in market.
© 2014 Chase / United / Quigley-Simpson