United Airlines: Chicago AMA Evening With Experts: Developing A Customer Centric Mobile Strategy

United Airlines

“Fly the friendly skies” 1965 - 1996

Brought back in September of 2013

Products, network, service and technology

United Mobile App

United App Evolution

Nov 2010 June 2013 Nov 2013 May 2014

United.com and United App today

New United.com

Wi-Fi Rollout – Mobile app features are free to use on the plane

Sales on the Mobile app

Flight booking drives 80% of app revenue

Farelock will allow a mobile customer to complete a purchase on united.com

Social Media support, travel inspiration.

Day of travel United Mobile app

Mobile Boarding Pass + Passport scanning

Flyer friendly, through irregular operations

Dynamic merchandising engine driving upsell

Flight status and upgrade lists

United Club access, incorporated in the app

Free streaming movies and TV shows

United flies you, Uber drives you

My Mileageplus account

Travel tools

Optimizing based on customer feedback

United Mobile App Results

The United App has over 14 Million downloads

 -­‐        

 2    

 4    

 6    

 8    

 10    

 12    

 14    

 16    

Q1  2013   Q2  2013   Q3  2013   Q4  2013   Q1  2014   Q2  2014   Q3  2014  

Total  A

pp  Dow

nloa

ds    in  Millions  

Android  

iPhone  

4

11

The Mobile App is launched nearly 400,000 times each day

0  

50  

100  

150  

200  

250  

300  

350  

400  May-­‐13  

Jun-­‐13  

Jul-­‐1

3  

Aug-­‐13  

Sep-­‐13  

Oct-­‐13  

Nov-­‐13  

Dec-­‐13

Jan-­‐14  

Feb-­‐14  

Mar-­‐14  

Apr-­‐14  

May-­‐14  

Jun-­‐14  

Jul-­‐1

4  

Aug-­‐14  

Sep-­‐14  

Daily  laun

ches  in  Tho

usan

ds  

United  Mobile  App  Daily  Launches  (  30  Day  Rolling  Average)    

Most of our users and revenue comes from Apple devices

iOS  73%  

Android  27%  

Users  By  OperaBng  System  

Our best customers use the app

Member  23%  

Premier  Silver  13%  

Premier  Gold  11%  

Premier  PlaJnum  

7%  

Premier  1K  10%  

Global  Services  2%  

Not  Logged-­‐in  34%  

 Empower customers with options  Transparent information

 Don’t be afraid to show the details  User experience is critical

 User friendly = flyer friendly  The app belongs to the customers, not United.

  It need to meet their needs or they’ll delete it  Omni-channel strategy

Summary and Questions

Thank you

Appendix slides

Adapt the United brand to the iOS or Android HIG

Flight status example

App Tips and tricks

Save on Premier Access

Best deal for Premium Cabin

Home Screen Cards

Internal UX

Change your flight or seat

Airport and flight maps