We wanted to increase enrollment in the AAdvantage program from the confirmation page in the ticket-buying process. Looking at the current experience on the left, enrolling in AAdvantage looked like any ad that users are self-trained to ignore. The page didn't have any primary buttons; I thought since users have just gone through a series of steps, adding a primary button would look like the natural next step in the process — and it did.
In addition to design and placement, we also used Adobe Target to fine-tune the message to get the most engagement.
In two-week's time I was able to make a small change, test it and launch it. Small UX details can have a huge impact on the bottomline.
