Delta needed to redesign its digital user experience to be more engaging, drive sales and position the brand as a trusted travel partner.


The Delta Air Lines customer has high digital expectations. While Delta’s Web site was working, the company acknowledged the need for a more seamless, engaging, retail-like experience. So, we redesigned by creating a look and feel that is uniquely Delta, anticipates customer needs at a personalized level and is a key source for travel information and inspiration. The look, feel and guiding principles we created are being extended across digital channels — providing a seamless, useful and beautiful digital ecosystem for Delta travelers as they dream, plan, experience and socialize their journey.


The new strengthens Delta’s position as the leader in digital innovation in the travel industry by giving travelers what they need, when they need it most. Since the site launch in November 2012, flight revenue is up 10 percent and ancillary revenue is up 5 percent.

  • 10%

    increase in flight revenue

  • 5%

    increase in ancillary revenue 


    in digital innovation

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