Delta Business Traveler Program
Designing the digital face of a new loyalty program built to capture $10B in unmanaged SMB revenue, and make every business traveler feel recognized by Delta.
My Role
Primary Visual Designer
Client
Delta Airlines (via AKQA)
Platforms
Responsive web
Team
Creative Director, UX Director, Associate Design Director, Copywriter, PM, and additional design support
The Opportunity
$10 billion sitting in plain sight.
Roughly 80% of SMB and self-employed traveler revenue was flowing through Delta unmanaged — booked, flown, and never recognized as business travel. Delta had no programmatic way to identify these customers, let alone engage them with tailored benefits or grow their loyalty.
Delta Business Traveler aims to fill this gap by offering a personalized, accessible program with exclusive offers and rewards tailored for business travelers.
$10B
Unmanaged SMB revenue opportunity
5M
Projected SMB revenue contribution
50M
Active SMB SkyMiles accounts
Who it's for
Businses travel comes in every shape
The program was deliberately designed to be inclusive. The insight driving the concept: Delta had been defining "business traveler" too narrowly — missing the freelancer, the small business owner, the employee at a 12-person firm. This program was for all of them.
Self-employed & Freelancers
Sole proprietors and contractors who travel for client work but have no corporate travel program.
SMB Employees
Employees at small and midsize businesses without a managed corporate travel arrangement.
Corporate Travelers
Existing managed corporate customers who can now access offers outside their corporate trip structure.
Design Approach
1. Streamlined Enrollment
Make it easy for SkyMiles Members to sign up as business travelers by integrating with existing SkyMiles accounts. A quick, simple process verifies business travel eligibility and captures key details like company affiliation and job title.
2. Support for Small + Mid-sized Businesses
Design the platform to cater to individual travelers, including freelancers and employees of smaller businesses, without needing corporate contracts.
3. Personalized Offers Platform
Create a system that delivers tailored perks and exclusive offers from Delta and partners. Users can access a personalized dashboard to view and redeem benefits.
4. Rewards Tracking
Implement a system that tracks additional miles earned through Delta Stays and Car Rentals, with real-time updates on rewards progress for easy monitoring.
5. Comprehensive Resources
Include FAQS to help users understand how the Delta Business Traveler program works, along with details on how to maximize offers and rewards. This content can be accessible via the dashboard.
My Contribution
Visual design across a three-page digital experience
Embedded within the AKQA team alongside a PM, UX strategist, Creative Director, and engineers, I was responsible for translating the program's brand and strategic vision into a polished, conversion-focused web experience. This meant designing three interconnected pages, each serving a distinct phase of the member journey, within a tight 6-month timeline.
The design challenge was twofold: visually communicate the premium nature and exclusivity of the program, while keeping the enrollment and offer redemption flows simple enough that travelers would actually complete them.
Enrollment Page
Enrollment had a real friction risk. Asking business travelers to re-enter information they'd already given Delta felt like a trust break. I leaned into the existing SkyMiles infrastructure to pre-fill what we already knew, so the experience started from a place of recognition rather than a blank form.
The verification flow is deliberate but light: a step-by-step sequence that confirms business affiliation without feeling like an interrogation. Clear language and contextual cues keep users oriented at each stage, so there's no moment where they're wondering what's being asked or why.
The confirmation screen isn't just an endpoint. It's an invitation. A direct CTA to explore eligible benefits turns the close of enrollment into the start of engagement.
Design Decisions:
The enrollment flow was designed to feel as short as possible, even if the underlying data collection was substantial. Progressive disclosure and inline explainers (like the SPID auto-populate callout for CSA/MSA members) reduced perceived complexity at each step.
Offers Page
The offer redemption page needed to do one thing well: get business travelers to value and act on their perks without friction. I anchored the experience with a prominent offer summary at the top, expiration dates, reward details, and redemption instructions, so the most critical information was never buried.
Offers are surfaced as scannable cards, each with just enough context to drive a decision. From there, the redemption path branches cleanly: activate directly on Delta's platform or hand off to a partner site, depending on the offer type. I built in success states to close the loop, small moments of confirmation that make the experience feel complete rather than transactional
Editing Profile Information:
Users can update simple company details like country, zip code, and role. The design includes a checkbox for opting into Delta Business Traveler communications and a link to unenroll from the program. Prominent “Save” and “Close” buttons ensure ease of use.
Design Decisions:
The offers dashboard was the most system-heavy surface — it needed to handle new, active, and past offers simultaneously across multiple redemption paths (one-click, Delta-hosted, and third-party redirect). A clear visual hierarchy using card states and status badges kept this manageable without requiring the user to read everything.
Offer Card Success & Null States
Success State: When an action like redeeming an offer or tracking rewards is successful, the card transitions to a “Success” state. This includes a confirmation message, updated information, and checkmark animation visual feedback. This immediate feedback reassures users that their action was completed successfully, reinforcing trust in the system
View More Offers: Expands the amount of offers to load 3 more. This avoids the UI from becoming too cluttered and having the user have to scroll down too much to get to their "Currently Enrolled Offers" section.
Null State: When no offers or rewards are available, the “Null State” is displayed. Rather than leaving a blank space, this state offers a helpful message such as “There are currently not offers available" or “You're enrolled in all available offers”
Company Verification
When a member's travel patterns signal a new company, the system surfaces a prompt to update their business details. The verification step is proactive rather than reactive, keeping profiles accurate without asking users to self-manage.
Landing Page
Designed to highlight the benefits of the Delta Business traveler program and entice travelers to join.
This page includes a brief program summary, highlights benefits, and provides FAQs and Terms & Conditions. Prominent CTA enables travelers to login/signup.
Outcomes and reflections
A digital platform for a first-of-its kind program
1.5M+
member sign-ups from the SMB SkyMiles pool
$50M
contribution to Delta's premium revenue growth targets
User Feedback Summary
Overall user feedback for the Delta Business Traveler program was positive, especially for its tailored offers and easy enrollment process. Users appreciated the integration with their existing SkyMiles accounts and the intuitive interface for managing offers and rewards.
Performance and Usage Analytics
Analytics showed that the enrollment flow had a high completion rate, reflecting a well-optimized onboarding experience. Usage data also highlighted that users who frequently traveled for business utilized more of the program’s perks compared to occasional travelers.
Lessons Learned
While the program is user-friendly, there is room to provide more educational touchpoints without overwhelming users. Moving forward, A/B testing different offer layouts, refining reward explanations, and improving the user flow will be important next steps. Gathering further feedback on partner offer engagement will help prioritize future feature enhancements.
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© Kristina Selinski, 2026