01 / Design Principles

01 / Design Principles
These five principles are a guide for the United.com 2.0 design direction, and help set the vision/approach for all United digital touchpoints.

Impactful
With a bold, vibrant perspective on what an airline experience can be, our design feels aspirational and expansive, shifting our customers’ expectations and positioning ourselves as a leader in the industry.

Approachable
Simple shapes and forms combined with a clean grid system, create an open, airy aesthetic to make even the most content-rich areas approachable and manageable for users around the world.

Clear
Content on United’s digital channels is displayed in a clear, organized and direct manner, allowing the user to easily digest information and access the information that is most important to them.

Functional
A carefully considered user experience allows customers of all types our digital touchpoints.

Scalable
We are designing for the now while keeping a keen eye on the future. Our design is intended to adapt to additional channels and technology along with the unique needs of our travelers.