Celebrating 100 years of Delta through design and experience.

problem

Delta wanted to celebrate its 100-year anniversary by launching a limited-edition merchandise line for SkyMiles members and the general public. But they didn’t yet have a dedicated online store to host the collection. The challenge was to design and launch an experience that reflected Delta’s heritage and premium brand — while handling a high surge of traffic and driving real sales momentum from day one.

solution

I collaborated directly with Delta’s internal stakeholders to map out the full e-commerce experience — from initial wireframes to final high-fidelity designs in Figma. The goal was to create a seamless, brand-aligned shop that felt as elevated as Delta’s in-flight experience. Every interaction was designed to be intuitive, fast, and emotionally connected to the brand’s century-long story.

Working in a fast-paced, collaborative environment, I led the design of the online store — balancing user needs with brand storytelling and technical feasibility. Within 24 hours of launch, the Delta Shop generated millions in sales, exceeding expectations and becoming a digital extension of Delta’s legacy of excellence.

Starting with low-fidelity wireframes, I mapped out the full shopping journey to ensure the flow was simple and frictionless. Once the structure was approved, I moved into high-fidelity mockups in Figma, applying Delta’s design system to maintain brand consistency across every component.

I worked closely with Delta’s design and development teams, applying their UI system to create wireframes and high-fidelity mockups. Frequent feedback sessions with stakeholders ensured the designs were intuitive, brand-aligned, and production-ready — helping the online shop launch smoothly and generate $800,000 in sales within 24 hours

To increase average order value, I designed a “Buy It With” feature on the product page, suggesting complementary items to customers in a seamless, non-intrusive way. This feature encouraged additional purchases, improving AOV by around 15–20%, and helped drive higher revenue per transaction while keeping the shopping experience intuitive and enjoyable.