Sierra Houk
 
 
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 Abandon Cart Series

Goal

Abandon cart and abandon browse emails are sent after someone spends time looking at flights but doesn’t go through with purchasing. We want to get them back on the site and complete their purchase.

Approach

Even though there were a ton of versions (I created 70 unique hero images!), this project was a breeze. I worked closely with our strategy team and we thought about what information would really help a customer at this stage.

The team at Alaska had these fantastic hand-drawn titles for many of their destinations. I sourced images for each of the locations and pieced it all together.

Results

+38% CTOR and $201k in revenue.

 
 
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Fare Alerts

Goal

Fare alerts are a weekly send with the best fares from a flier’s home airport. We wanted to make the fares easier to read, mobile-friendly, and better align to the site experience.

Approach

Design-wise, I explored a few visual approaches and ultimately presented two concepts. We ended up using both options, one for regular fare alerts and the other for live, in the moment fares using EveryMundo. For the redesign, our team also made adjustments to the segmentation and started sending to a larger audience.

Results

The redesign and updated audience led to an additional $110M in revenue and +63% CTOR.

 
 
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E-Statement

Goal

E-Statements are a monthly email sent to Mileage Plan members with their current available miles. With the redesign we wanted to make it more useful to the user and make it more modern.

Approach

I explored a number of visual approaches, including the one we ultimately went with. The design system I created for this email has greatly influenced the larger redesign of the overall email series. Along with coming up with the look of the email, I worked closely with strategy to ensure that the content was relevant to each member based on how many miles they have. Since updating, we’ve simplified that segmentation based on performance.

Results

+10% CTR on lower segments, +155% CTR on segments with higher miles balances.