Case Study: Alaska Airlines achieves pandemic rebound and boosted customer confidence with UserTesting

How customer listening and beyond device testing powered Alaska Airlines’ rebound through the pandemic

Alaska Airlines, the Seattle‑based U.S. carrier and the nation’s fifth‑largest airline, faced a sudden collapse in travel during COVID‑19—passenger counts fell from about 130,000 daily to 4,000 and the airline lost roughly $450 million in a month. That dramatic drop forced Alaska to refocus on customer needs and safety to rebuild traveler confidence and sustain the business.

Alaska’s E‑commerce Design & Research team used UserTesting for journey mapping, in‑airport “beyond‑device” testing, and rapid prototype and unmoderated studies to capture real‑time passenger behavior and attitudes. Insights led to nearly 100 safety and experience changes—strict mask policies, blocked middle seats, touchless check‑in, onboard sanitizing wipes, unified messaging, and flexible policies—and earned Alaska Diamond status in the inaugural APEX Health Safety audit, helping restore customer confidence and loyalty.

Alaska Airlines

Aubri Denevan

Senior UX Researcher