Redesigning the Inflight Portal Experience
I led the product team through a complete redesign of Southwest’s inflight digital experience, transforming it from a simple entertainment screen into a true extension of the travel experience.
The Vision
Our goal was to create an inflight experience that felt like a natural part of the customer journey—not just a screen with movies. We rethought the entire experience from the traveler’s point of view.
Key Improvements
The new design delivers:
- Modern, modular layout that’s cleaner and faster
- Prominent free entertainment content visible immediately on launch
- Easy-access buttons for Free Messaging and Internet connectivity
- Live TV, trending shows, and popular movies easily discoverable
- Real-time flight information keeping customers informed mid-air
- Direct Southwest app integration for bag tracking and connection updates
- More relevant offers thoughtfully placed throughout the experience
Research-Driven Design
Our approach was grounded in customer insights:
- Multiple rounds of UX research shaped our concepts
- Extensive design iterations refined the experience
- Analytics planning ensured we could measure success
- Customer feedback loops informed continuous improvement
Cross-Functional Team
I coordinated efforts across a large team including UX designers, product managers, analytics specialists, and engineering partners. We also collaborated closely with our technology partners at Viasat and Anuvu who power the inflight connectivity.
The Result
The redesign launched just in time for peak summer travel, providing millions of customers with a significantly improved inflight experience that makes it easier to discover content, stay connected, and manage their trip—all in one place.
After more than a year of planning, research, design, and development, launched just in time for peak summer travel.
