MyCrewGuide

Research for MyCrewGuide combined three in-depth crew interviews (two pilots, one flight attendant) with aviation industry analysis from IATA (WATS), the TAC Index, the U.S. Bureau of Labor Statistics, and the FAA. This ensured the experience reflected both the human and operational realities of Delta employees.

Insights showed that crews experience cities in short, intense windows of time. They want authentic local places—not chains—and meaningful employee discounts, while navigating fatigue, safety, and tight schedules. The core emotional insight was clear: airline employees want to feel like insiders, not outsiders.

The problem was not that Delta and United employees lacked travel tools, but that existing tools treated them like generic travelers.

Employee discounts were scattered, authentic local spots were buried under national chains, and valuable crew knowledge lived in informal word-of-mouth rather than in a reliable system. Internally, teams also lacked a centralized way to manage offers, local partnerships, employee reviews, feedback, and engagement performance.

As the problem space came into focus, I defined both the experience architecture and brand vision for MyCrewGuide through two distinct concept directions—one centered on crew lifestyle and trusted local recommendations, and the other focused on adventure and unplanned travel. After stakeholder review, we aligned on the lifestyle-driven direction, captured in the final vision:

The opportunity became clear: to build a trusted, employee-only discovery ecosystem that gives airline crews privileged access to authentic local experiences, supported by a scalable enterprise platform for long-term management and growth.

I led ideation for both the information architecture and visual direction of MyCrewGuide, using branding and UI mood boards to establish the product's emotional tone, visual language, and balance between professionalism and insider discovery. This foundation guided all color, typography, imagery, and layout decisions.

The experience was intentionally simple, giving crew members immediate, frictionless access to local dining, lodging, transportation, airport services, and weather across any city.

I designed a modular, scalable information architecture grounded in real crew workflows to ensure flexibility and consistency across the experience. This architecture was informed by extensive analysis of user tasks and operational needs. I then organized the experience into clear, task-based sections that were highly relevant to users, making navigation intuitive and efficient. Each section captured the necessary functionality, content, and links to support critical workflows, creating a structure that balanced usability with technical scalability.