Designing a VIP Auction Experience That Delivers on Brand and Simplicity
The Challenge
United’s MileagePlus is a well-known loyalty program—but its exclusive Headliners experience auction platform was underperforming. Despite offering high-value, VIP experiences, the site suffered from:
Low engagement and bidding activity among eligible members
Minimal awareness of the program’s value proposition
A confusing and outdated user interface that made navigation unintuitive
The goal was to increase engagement and conversion by improving discoverability, usability, and the overall excitement of the digital auction experience.
The UX Strategy
We approached the challenge with a user-centered redesign, grounded in clarity, hierarchy, and delight. The goal was to transform the interface into something that felt as premium and intuitive as the rewards it offered.
UX Methods & Deliverables:
Wireframes & Interactive Prototype: Designed a functional prototype to walk stakeholders through key flows—from homepage to auction bidding.
Enhanced Search & Filters: Integrated robust filtering (by event type, date, bid status) to streamline user exploration.
Auction Page Redesign: Introduced a real-time countdown and bid prompts to boost urgency and interaction.
Navigation Overhaul: Simplified global navigation and improved category visibility for quicker access to relevant experiences.
The Outcome
The redesigned experience provided a bold, frictionless upgrade to the Headliners platform:
Increased clarity around what was available and how to engage
Improved usability and confidence during the bidding process
A flexible, scalable UX structure that could support future experience offerings
By marrying utility with emotional appeal, the Headliners program evolved into a more discoverable, desirable, and brand-aligned platform—helping MileagePlus members feel rewarded not just at the destination, but in the journey of engaging with the brand.
Wireframes
