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Alaska Airlines// CONTENT

Connecting content, customer experience, and business needs across a complex digital ecosystem.

At Alaska Airlines, I led Product Design and Research across digital guest experiences, where content played a critical role in helping travelers navigate everything from trip planning and booking to travel disruptions and changing policies.

The challenge was broader than designing individual pages or campaigns. It required creating consistent, connected experiences across multiple digital touchpoints while balancing customer needs, business priorities, and the operational realities of a major airline.

My work focused on establishing the design direction, collaborative practices, and scalable experience foundations that enabled teams to deliver more cohesive, useful, and adaptable digital experiences.

strategic priorities

  • Established experience direction across interconnected digital content and customer journeys

  • Aligned Design, Content, Marketing, and cross-functional partners around shared experience goals

  • Developed scalable content patterns and reusable page structures to improve consistency and efficiency

  • Guided design responses to evolving customer needs, including COVID-19 travel disruptions

  • Connected content strategy and experience design to broader product and business priorities

solution & outcome

Aligning multidisciplinary teams around customer problems began with establishing a shared understanding of Alaska's digital ecosystem. Mapping the interconnected experiences informed a scalable content and template strategy that improved consistency, maintainability, and the ability to respond to evolving marketing, revenue, and operational priorities.

Leading a multidisciplinary Design team, we delivered a broad range of digital initiatives, including a homepage redesign, Alaska's most successful digital holiday campaign at the time, hundreds of destination pages, and experience updates supporting a new airline alliance partnership. During COVID-19, we also adapted digital experiences to address rapidly changing traveler needs, contributing to a response recognized for its quality in the U.S. and internationally.