Task

Delta Vacations (DLV) is a subsidiary of Delta Air Lines offering the best vacation package deal for flights, hotel, and more. The majority of DLV’s business comes through agent bookings, for which DLV pays enormous fees. Making a shift to digital would have a sizable business impact and it is becoming increasingly important. However, the DLV website was implemented in 1989 and hasn’t been overhauled since. Conversion from Delta.com is horrific due to the outdated experience.

 

Goal

Redesign the whole booking experience from the entry point to a confirmation page.

  1. Increase visits and conversion.

  2. Increase customer satisfaction.

  3. Increase SkyMiles enrollment and continued engagement.

 

My role

  • Developed wireframes for the whole journey, including landing, hotel booking, hotel product details, flight booking (outbound and return), ad-ons, review, and confirmation pages, ensuring alignment with business requirements.

  • Generated additional wireframes to solve various use cases and error states.

  • Collaborated with visual designers and copywriters to create comprehensive visual designs for all scenarios.

  • Supported the team in crafting visual designs and client-facing presentation decks.

  • Conducted annotations for the final deliverables.

 

Delta Vacations Full Experience

 

Solutions

1. Align with Delta.com

I’ve designed a consistent look and feel for the Delta.com flight booking experience. -- It’s important that the Delta Vacations website feels consistent and familiar to Delta's customers.

 

2. Consolidate multiple entry points and relevant content

I’ve combined Landing, Advanced search page, and DLV promo page into one with a simplified but robust search widget. Now customers can find all DLV information in one place.

 

3. Improve search experience

I’ve improved the search experience for the total 6 vacation options. The advanced search widget displays different copy, input fields, and error messages depending on options.

 

4. Updated navigations guide better booking experience

I’ve redesigned the global navigation following Delta.com design, but modified it to fit with DLV’s unique experience. We also introduced a new sub navigation to guide their journey better.

 

5. Increase clarity for displaying price

I’ve updated pages shows conversion between $USD and Miles value and also before/after price for promo.

 

6. Introduce the brand new pages for hotel results and hotel details page

The original hotel page contained too many contents and functions within the same drop so it was not easy to digest contents and find the right functions. I’ve created two separate hotel pages so that a user selects a hotel first, then checks its details and selects a room in the hotel PDP page.

 

7. Add conversion moment to sign up for SkyMiles membership

Consistent sign-in/up message to know the benefits of being a SkyMiles member such as using miles or a promo code for this purchase.

 

8. Optimize check out experience.

A user can always update their selection after reviewing in summary page.
The review & payment page includes passenger information, travel protections and payment options.
Signed in user will have pre-filled passenger information, emergency contact information or saved payment option.