Wheels Up Booking Flow Redesign

Wheels Up is one of the world’s leading private aviation companies operating in an increasingly competitive market where customer expectations continue to rise. As a premium membership-based service, the booking experience plays a critical role in both customer satisfaction and revenue conversion.

The booking journey had evolved organically over time, creating friction points that made it harder for members to quickly search, compare, and confidently book flights.

OPPORTUNITY 1

Making Search More Accessible

The original search experience was buried within the homepage experience and required users to take an extra step before beginning their booking journey.

This created unnecessary friction at one of the most critical conversion points.

Solution:

We repositioned search as a primary homepage feature by:

  • Moving the search widget front and center

  • Modernizing the UI

  • Reducing unnecessary friction to begin booking

  • Creating stronger visual alignment with Delta Air Lines brand standards

OPPORTUNITY 2

Increasing Pricing Transparency

Members needed more visibility into pricing and availability while selecting travel dates. Competitors were increasingly offering transparent pricing models that allowed travelers to make faster decisions.

Solution:

I redesigned the calendar experience to surface:

  • Pricing visibility

  • Availability indicators

  • Faster decision-making support

  • Greater operational transparency

OPPORTUNITY 3

Supporting Flexible Travel Decisions

Once users reached flight results, the business wanted to encourage bookings by surfacing alternative travel options for members with flexible schedules.

This created visibility without distracting from the primary booking flow.

Solution:

I designed a flexible travel feature card that:

  • Surfaced alternative route options

  • Highlighted cost-saving opportunities

  • Maintained focus on primary search results

  • Could be toggled on/off based on business needs

Outcome

The redesign helped modernize one of the company’s most critical revenue-driving experiences by:

  • Reducing friction at key booking moments

  • Improving pricing transparency

  • Supporting more confident booking decisions

  • Creating a more premium customer experience

Most importantly, this work reinforced how thoughtful UX improvements can directly support both business growth and customer loyalty.