United MileagePlus is one of the world’s largest loyalty programs, with 100 million+ members. Customer engagement was stagnating, and the marketing team hired Cooper to reverse the trend.
Our research with members across the US found new business opportunities for MileagePlus around three key user goals:
To evaluate these three avenues, Cooper created concepts and high-fidelity prototypes of three new products that would serve these goals. Based on an analysis of business models, a survey of quantitative evidence, and an assessment of technical capabilities, United chose to focus on helping members feel like they are “winning the loyalty game” by giving them new and engaging ways to earn miles in physical retail stores.
United chose to focus on helping members feel like they are “winning the loyalty game”
Our concept: pay for merchandise in a retail store using your phone, at a time when this was unheard of. From this partnership, MileagePlus X was born. Cooper led United engineers through implementation of a new mobile app -- from writing front-end code, to planning the beta release.
Since launch, MileagePlus X has experienced steady 20% month-over-month growth, reports over one-third of members are active daily users, and trailblazed the way for other mobile payment platforms.
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