Case Study: United Airlines improves customer and employee digital experiences with Optimal Workshop

United Airlines reduces training time and speeds rebooking with Optimal Workshop

United Airlines faced the challenge of maintaining a coherent information architecture across a diverse digital ecosystem that served both customers and employees. To align these digital experiences for everyone from travelers to specialized operational staff, they partnered with Optimal Workshop and utilized its Tree Testing and Card Sorting products.

Optimal Workshop's solution enabled United to conduct comprehensive UX research on both customer-facing apps and internal systems like employee portals and maintenance tools. This data-driven approach resulted in more intuitive information structures, increased employee engagement, reduced staff training time, and improved processing times for critical operational tasks. The insights gathered by United Airlines through Optimal Workshop's platform strengthened their understanding of user needs and established a culture of continuous digital improvement.

United Airlines