Creative Director and UX Director, UX Architect and Designer
United Airlines and Ted Billups had a long-standing relationship after building numerous successful products and services together. A new product was envisioned and Billups was selected as the design and implementation partner.
United Air Lines discovered a marketing insight that showed business travelers wanted more perks out of their travel.
Ted and the United clubs platform (Red Carpet Club, Silver Wings, Cruises) team created a luxury travel club by rewarding business travelers with a buy one get one free first-class ticket. User and market research revealed annual membership price points and consumer expectations for the club.
Ted and team created the brand strategy including positioning and copywriting, website, member Visa credit cards, print materials and partnership integrations and materials.
The club generated over $15MM in its first year and established an impressive roster of luxury partners for benefits including The Luxury Collection, Cunard, Hyatt, SPG and others.
