Challenge 

Passengers had inconsistent meal pre-selection experiences depending on the touchpoint — a third platform-built landing page constrained by the platform's limited flexibility, the Fly Delta app's in-flight menu, the inflight menu, and email meal reminders — each with its own visual language, layout, and interaction pattern, undermining the elevated experience premium cabin passengers expect.

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Approach

Proactively identified the cross-touchpoint inconsistency and proposed elevating the experience beyond the minimum feature request on the table, securing PM buy-in. Designed and evaluated three directional concepts for the landing page — one aligned to Delta's next-generation design system, one aligned to existing Digital Menu Portal patterns, and a hybrid of the two — before recommending the next-generation system as the direction for passenger-facing UI. Built high-fidelity, interactive prototypes for both the landing page and in-flight menu, then extended the same direction to email.

Late September 2024 — the day the increment started — flagged the opportunity to elevate the experience, with business justification, to product management. By late December 2024, product leadership confirmed the new design system as the direction across all three touchpoints.

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Outcomes

• Recommended direction approved by product management across both the landing page and in-flight menu

• Adopted by Delta's Omnichannel design team for production execution

• Design direction extended to email, adopted by Marketing for execution

• Single designer-led proposal aligned three independently-owned touchpoints to one coherent direction

• In January 2025, the project was handed to the Omnichannel design team to ensure alignment with the new design system's standards; my role shifted to an advisory capacity. In that phase, recommended a templated design approach spanning [landing page, in-flight menu, and pre-pay page — confirm scope] — shifting the win from a one-time direction to a reusable system others could build on

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​Growth Opportunity

Reduce decision-making latency across the departments passenger-facing communications must pass through — product, design, marketing, creative, and Omnichannel — by establishing lighter-weight, earlier-stage alignment checkpoints so cross-touchpoint initiatives don't require sequential handoffs to reach a unified outcome.

 

Key Learning

Proposing multiple directions before committing built stronger stakeholder alignment than presenting one polished solution would have — and diagnosing the problem at the touchpoint level, not the single-screen level, drove adoption across teams that fixing one screen in isolation never would have.​