Fly Delta App

CONNECTING CUSTOMERS TO PARTNERS

BACKGROUND

Many Delta customers are active users of many of Delta's partners, but are unaware of the programs that connect them, thereby failing to earn rewards and the enjoyment brought by them.

I sought out to drive awareness and discoverability of these perks through an efficient and cost-effective change to Delta's current Fly Delta application.

WHAT DO WE KNOW?

Based on studies conducted by BCG and the Bureau of Transport Statistics, we know a few key things about the travel tendencies of millennial and emerging travelers.

They are:

More likely to book further in advance for cheaper tickets
Not traveled enough to discriminate between carriers
Are more likely to book through online travel agencies to compare prices
More likely to to fly low-cost carriers
Less enticed by miles earned with flights as it requires more travel spending

USER INTERVIEWS

Four participants (2 corporate travelers, 2 leisure travelers)
All knew about the American Express co-branded credit card
All preferred Delta SkyMiles (particularly the lack of expiration)
Most deferred to loyalty mileage to influence chosen carrier
All have used Lyft and Airbnb
None were familiar with Delta's partnership with Lyft or Airbnb

COMPETITIVE ANALYSIS

OPPORTUNITY

Many competitors' loyalty programs either rely of large single purchases to earn mileage or low return active participation
Delta has unique partnerships with businesses that offer continuous passive accrual
~73% of Delta travelers ages 24-41 use the Fly Delta app
2% of active SkyMiles users have linked Lyft to their account
1.3% of active SkyMiles users have linked with SPG Crossover
0.4% of active SkyMiles users have linked Airbnb to their account
28% of SkyMiles users have the American Express SkyMiles credit card
Lyft and Airbnb have a practical role in the aviation experience for leisure and corporate travelers alike

PERSONAS

HYPOTHESIS

By streamlining the discovery of Delta partners via the Fly Delta app, budget-minded eHVCs will be more likely to enroll in rewards programs, link to partner accounts, and fly Delta.