NNg Certified - ID 1064178
Pre-Select Meal Experience
Unifying a fragmented passenger meal experience across digital touchpoints.
Email · In-flight menu · Fly Delta app
Omnichannel design + Marketing
Transitioned to advisory role Jan 2025
One meal, three different journeys
Passengers encountered three distinct meal pre-selection experiences depending on where they landed — email, the in-flight menu, and the Fly Delta app — each with inconsistent layouts and interaction patterns that undermined premium-cabin expectations.
A separate visual system, sent well ahead of the flight.
In-flight menu
A print-derived layout, encountered onboard.
Fly Delta app
A third pattern again, native to the app's own design system.
Challenge
Three independently-owned touchpoints had each solved meal pre-selection on their own terms. No shared visual language or interaction logic connected them, so the same decision — what to eat on a long-haul flight — felt like three different products depending on how a passenger arrived at it.
Approach
Evaluated three directional concepts
Explored multiple approaches before committing to one, to build stakeholder conviction rather than assume it.
Built high-fidelity prototypes
Landing page and in-flight menu came first, where the recommended direction needed to prove itself.
Extended the direction to email
Once proven, the same system carried into email — closing the loop across all three touchpoints.
Three looks, one bar raised
Option A
Option B
Option C · Recommended
Outcomes
Recommended direction approved across the landing page and in-flight menu.
Adopted by Delta's Omnichannel design team for production.
Design direction extended to email and adopted by Marketing.
A single proposal aligned three independently-owned touchpoints.
Transitioned to an advisory role in January 2025.
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.”