United Airlines Door-to-Door Select Bags screen

United Airlines Door-to-Door

Creative Direction, UX Architect and Designer, Agency Owner

Ted Billups creative directed and led a team of UX architects, designers, front-end developers and project managers to create United's first bag shipping service, a key part of their booking path monetization and packaging efforts to increase incremental revenue.
Ted Billups
Creative Direction, UX Design, Front-End Software Development
"Ted's user centered creative direction and software design for my work at United Airlines, WMS and Scientific Games was integral to our success. He set realistic expectations, met tight deadlines, delivered against our vision and business goals, and is way ahead of the software industry in so many ways."

R. Robbins
UX Director at United Airlines, WMS Gaming and Scientific Games

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 upscale consumers looking for a more convenient method to get their bags from point A to B. An internal market and product strategy was born, and with it a call to Billups Design to help realize this vision alongside United’s shipping partner FedEx. The goal of the project was to make the service as easy to use for travelers booking their bags with Door to Door Baggage. The product was to be architected, designed, usability tested, built and launched in 3 months. Did we make the deadline? Read more to find out.


The project began with further researching the behavior of travelers when they check bags and larger items and when they ship packages with FedEx. We found that some consumers were willing to purchase and ship their bags during post-checkout if the system was easy to use and reasonably priced. Further white board sessions dug deep into United’s ecommerce and loyalty systems, and FedEx’s freshly updated Shipping and ecommerce API to ensure seamless integration.

The Door-to-Door Baggage product was designed carefully designed to allow users to bookWe worked closely with United and FedEx on-site to architect and design the web app for multiple personas, ranging from first-timers to advanced 1K travelers. Door to Door Baggage was reviewed weekly by the United Air Lines User Experience Board (UEB), usability tested in stages prior to full development, and refined through a careful process of managing multiple decision-makers.


The product was launched within the 3 month deadline and finished under budget. Signed-in travelers who went beyond the product pricing page had a high purchase conversion rate. Site analytics, further user testing and customer service reporting showed low bounce rates and positive customer experience when planning, purchasing and checking status of their baggage shipments. The only big hurdle that remained was the pricing model, and that’s in another chapter of Door-to-Door Baggage!

United Airlines Door-to-Door detailed designs, wireframes and prototypes.
Door-to-Door visual designs of bag selection, date picker for departure and arrival, and checkout steps. One of the bigger challenges was combining and aligning three disparate parts: the traveler's progress, the baggage flow, and the flights.
United Airlines Door-to-Door Select Bags full screenUnited Airlines Door-to-Door Review Payment screenUnited Airlines Door-to-Door Baggage Confirmation screen
Wireframes of components and traveler itinerary progress flow.
United Airlines Door-to-Door wireframe lo-fi design screen
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