AI Assistance for Fly Delta

Fly Delta Redesign

Delta Air Lines remains a favourite among many, boasting a large base of loyal clients. All "SkyMiles" members are encouraged to download the Fly Delta app.


In this concept, I reimagined several core components of the app, refining existing flows and integrating innovative capabilities such as an AI‑powered assistant. These updates were guided by business goals: enhancing operational efficiency, increasing customer retention, and driving additional revenue by offering smarter, more responsive support within the Fly Delta app.

View Prototype

Objective

Redesign certain Fly Delta screens and add AI Assistance to reduce load on Airline staff and provide custom support.

Outcome

Designed modified flows to elevate trust, and seamlessly integrated an AI assistant prototype.

TIME PERIOD

Feb-May 2024

Scope of work

Visual Design for Mobile

UX for AI

Branding

AI Assistants

REDESIGN GOALS

The objective was to explore what drives deeper customer engagement and fosters long-term brand loyalty. This involved refining user flows and interface elements to create more intuitive, emotionally resonant interactions.

A key focus was integrating AI-driven features to align with evolving industry standards while reducing the load on reservation agents and airline support staff.


Some Numbers

10M+

10M+

10M+

Fly delta app
users

120M +

120M +

120M +

skymiles members
skymiles
members

~3000

~3000

~3000

Reservation
agents

20-60

20-60

20-60

Calls per agent
per day

visual design FOR IMPACT AND TRUST

To captivate users from the outset, I employed bold, dramatic visuals designed to spark curiosity and wonder.

Transparency is a core principle in my design approach. In this redesign, I aimed to give customers a glimpse into Delta’s innovations through a dedicated space that highlights recent achievements and future goals, making the user feel like a part of the brand’s journey.

Dramatic loading visuals and personalized greetings

Dramatic loading visuals and personalized greetings

Dramatic loading visuals and personalized greetings

Travel recommendations and innovation/benefits updates

Travel recommendations and innovation/benefits updates

Travel recommendations and innovation/benefits updates

Adding an AI "Travel checklist" to upcoming trips

Adding an AI "Travel checklist" to upcoming trips

Adding an AI "Travel checklist" to upcoming trips

LEVERAGING AI TO ASSIST PASSENGERS

I designed a built-in AI assistant to provide personalized travel support, offering natural language answers, tailored checklists, and quick access from key screens. The aim was to:
- Increase efficiency
- Align with Delta’s commitment to "Elevated Experience & Efficient Servicing"
- Reduce pressure on support staff/reservation agents

Designed with a translucent overlay (glassmorphism), it feels like a seamless guide layered atop the existing app interface. This "digital concierge" of sorts is named Maestro.

I designed a built-in AI assistant to provide personalized travel support, offering natural language answers, tailored checklists, and quick access from key screens. The aim was to:
- Increase efficiency
- Align with Delta’s commitment to "Elevated Experience & Efficient Servicing"
- Reduce pressure on support staff/reservation agents

Designed with a translucent overlay (glassmorphism), it feels like a seamless guide layered atop the existing app interface. This "digital concierge" of sorts is named Maestro.

I designed a built-in AI assistant to:

  • Increase efficiency

  • Align with Delta’s commitment to "Elevated Experience & Efficient Servicing"

  • Reduce pressure on support staff/reservation agents

    Designed with a translucent overlay (glassmorphism), it feels like a seamless guide layered atop the existing app interface.


ONBOARDING TUTORIAL

Motivation:

Maestro should be introduced to the users with directions on how to use its interface and its capabilities.

Solution:

I explored three different onboarding techniques which provide (skippable) walk-throughs of using the app.


ONBOARDING TUTORIAL

Motivation:

Maestro should be introduced to the users with directions on how to use its interface and its capabilities.

Solution:

I explored three different onboarding techniques which provide (skippable) walk-throughs of using the app.


ONBOARDING TUTORIAL

Motivation:

Maestro should be introduced to the users with directions on how to use its interface and its capabilities.

Solution:

I explored three different onboarding techniques which provide (skippable) walk-throughs of using the app.

Classic pop-up instructions, highlighting salient features

Classic pop-up instructions, highlighting salient features

Classic pop-up instructions, highlighting salient features

Instructions at the bottom (easy reach touchpoints)

Instructions at the bottom (easy reach touchpoints)

Instructions at the bottom (easy reach touchpoints)

Tap anywhere on the screen to progress

Tap anywhere on the screen to progress

Tap anywhere on the screen to progress


Natural Language Q&A

Motivation:

To be able to ask any questions a traveler would ask a reservation agent on the phone and either get an answer within the AI interface or be redirected to the right resources

Solution:

A classic chat interface with options to save certain answers for future reference (e.g. What is my baggage allowance as. Silver Medallion?).


Natural Language Q&A

Motivation:

To be able to ask any questions a traveler would ask a reservation agent on the phone and either get an answer within the AI interface or be redirected to the right resources

Solution:

A classic chat interface with options to save certain answers for future reference (e.g. What is my baggage allowance as. Silver Medallion?).


Natural Language Q&A

Motivation:

To be able to ask any questions a traveler would ask a reservation agent on the phone and either get an answer within the AI interface or be redirected to the right resources

Solution:

A classic chat interface with options to save certain answers for future reference (e.g. What is my baggage allowance as. Silver Medallion?).


Travel checklist

Motivation:

To reduce the cognitive load of planning and being prepared for the flight (e.g. transit visas, check-in processes etc.)

Solution:

This AI-generated list can be pulled up from the boarding pass and offers a list of to-do items based on the active trip, showing how many items are remaining.


Travel checklist

Motivation:

To reduce the cognitive load of planning and being prepared for the flight (e.g. transit visas, check-in processes etc.)

Solution:

This AI-generated list can be pulled up from the boarding pass and offers a list of to-do items based on the active trip, showing how many items are remaining.


Travel checklist

Motivation:

To reduce the cognitive load of planning and being prepared for the flight (e.g. transit visas, check-in processes etc.)

Solution:

This AI-generated list can be pulled up from the boarding pass and offers a list of to-do items based on the active trip, showing how many items are remaining.


Redirecting to agent

Motivation:

For questions that are not being answered sufficiently by AI, there should be a way to redirect to a live agent.

Solution:

AI provides a summary of the conversation so far as a basis for a chat with any available agent. It then redirects the user to a live chat. (This should be avoided as far as possible as this feature aims to reduce load on reservation agents and support staff).


Redirecting to agent

Motivation:

For questions that are not being answered sufficiently by AI, there should be a way to redirect to a live agent.

Solution:

AI provides a summary of the conversation so far as a basis for a chat with any available agent. It then redirects the user to a live chat. (This should be avoided as far as possible as this feature aims to reduce load on reservation agents and support staff).


Redirecting to agent

Motivation:

For questions that are not being answered sufficiently by AI, there should be a way to redirect to a live agent.

Solution:

AI provides a summary of the conversation so far as a basis for a chat with any available agent. It then redirects the user to a live chat. (This should be avoided as far as possible as this feature aims to reduce load on reservation agents and support staff).


deep link to existing flows

Motivation:

The AI assistant should be able to guide the user to a certain flow that already exists in the app (e.g., seat assignment, ticket booking etc.)

Solution:

The AI assistant provides a link to the screen where a relevant flow exists and also offers a way to return to the chat. Below, I have explored 3 different ways to do this.


deep link to existing flows

Motivation:

The AI assistant should be able to guide the user to a certain flow that already exists in the app (e.g., seat assignment, ticket booking etc.)

Solution:

The AI assistant provides a link to the screen where a relevant flow exists and also offers a way to return to the chat. Below, I have explored 3 different ways to do this.


deep link to existing flows

Motivation:

The AI assistant should be able to guide the user to a certain flow that already exists in the app (e.g., seat assignment, ticket booking etc.)

Solution:

The AI assistant provides a link to the screen where a relevant flow exists and also offers a way to return to the chat. Below, I have explored 3 different ways to do this.

OUTCOMES and reflection

This project helped conceptualize the idea of a Delta Concierge 🔗.
There are 120 million SkyMiles members who may benefit from this assistant, helping improve customer interactions as well as reducing the load on reservation agents.


Many features in this proof of concept are forward-looking and depend on achieving high AI accuracy before being customer-ready. These concepts are currently undergoing rigorous validation and adaptation to ensure they are implemented safely and reliably.


OTHER PROJECTS.

OTHER PROJECTS.

  • Modernizing Baggage Reroute
  • Modernizing Baggage Reroute
  • Modernizing Baggage Reroute
  • Modernizing Baggage Reroute

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