Delta Skymiles Digital Guide
Delta Skymiles Digital Guide
Delta Skymiles Digital Guide


Project overview
American Express and Delta introduced a limited-edition Delta SkyMiles® Reserve Business Card featuring metal from a retired Boeing 747. As part of the launch, the existing Business Reserve digital membership guide needed to be updated to reflect the new campaign while continuing to serve as a useful resource for Card Members. My role was to translate the 747 campaign toolkit into a responsive digital experience across desktop and mobile. Using the established membership guide as a foundation, I applied the new visual system, campaign photography, and supporting design elements while keeping the experience focused on helping business Card Members quickly locate and understand the benefits available to them. The primary audience was early-tenure Card Members—particularly frequent Delta travelers and business owners who expected a premium experience but also needed the guide to be practical and easy to navigate. The design needed to carry the exclusivity of the limited-edition 747 Card without allowing the campaign story to overshadow the benefits and information users were there to find. Design Approach The campaign toolkit provided the visual foundation, but the digital guide required those elements to work within an existing responsive system. I focused on maintaining clear hierarchy, using the campaign imagery intentionally, and creating a balance between product storytelling and benefit discovery. The experience was designed mobile-first and developed into responsive desktop and mobile prototypes for review. Rather than treating the guide simply as a campaign extension, I approached it as an ongoing membership resource—one that introduced the 747 Card experience while making the Card's business and travel benefits easier to explore.
American Express and Delta introduced a limited-edition Delta SkyMiles® Reserve Business Card featuring metal from a retired Boeing 747. As part of the launch, the existing Business Reserve digital membership guide needed to be updated to reflect the new campaign while continuing to serve as a useful resource for Card Members. My role was to translate the 747 campaign toolkit into a responsive digital experience across desktop and mobile. Using the established membership guide as a foundation, I applied the new visual system, campaign photography, and supporting design elements while keeping the experience focused on helping business Card Members quickly locate and understand the benefits available to them. The primary audience was early-tenure Card Members—particularly frequent Delta travelers and business owners who expected a premium experience but also needed the guide to be practical and easy to navigate. The design needed to carry the exclusivity of the limited-edition 747 Card without allowing the campaign story to overshadow the benefits and information users were there to find. Design Approach The campaign toolkit provided the visual foundation, but the digital guide required those elements to work within an existing responsive system. I focused on maintaining clear hierarchy, using the campaign imagery intentionally, and creating a balance between product storytelling and benefit discovery. The experience was designed mobile-first and developed into responsive desktop and mobile prototypes for review. Rather than treating the guide simply as a campaign extension, I approached it as an ongoing membership resource—one that introduced the 747 Card experience while making the Card's business and travel benefits easier to explore.
Project type
Web Design
Year
2024
My role
UI Designer
Client
American Express/Delta



