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Delta: Pass Redesign


Delta: Pass Redesign

Team: 2 | Duration: 3 weeks | Reading Time: 7 mins

Catching a flight can be an overwhelming experience and the current Delta boarding pass doesn’t do much to convey information in a clear and consistent manner. How can we make life easier for passengers, security personnel and airline staff?


Airports are bustling places that can often make the well-informed person feel overwhelmed. The current delta boarding pass (e-version and kiosk version), shown in the picture below, doesn’t do much to convey information in a clear and consistent manner. There are several problems with its design:

  • Inefficient use of space

  • Unclear information hierarchy

  • Lack of attention to the different audiences it serves

I worked as Co-UX Designer on this project and my role involved design ideation, user research, sketching, prototyping, visual design and communication of the ideas.


Understanding the Users

In the initial brainstorming session we began by listing all the elements of the existing Delta boarding pass, which were approximately 15 in number. We then created persona types for each of the stakeholders:

  1. Frequent flyer

  2. Infrequent flyer

  3. People with disabilities

  4. Flight officials


Sketch Explorations


Conceptual Design Iterations


1: Two broad users; symmetrical information.

2: Combines iconography and short text to support Sonam (first-time flyer) and Dr. Daniel's (flyer with disability) use cases.

3: Color variation with sectioning by user type.

4: Keychain/peel-off sticker for convenience and placement.

5: Bookmark for alternate use.




1: Improvised previous design 2 with double-sided ticket for connecting flights.

2: Changed the direction of layout to increase efficiency; included more visual elements for alternate use.

3: Armband for frequent flyers; this reduces need for any additional device.

4: Making the sectioning by user type more parallel and standardizing the language hierarchy.

Visual Design Enhancements

After two rounds of in-class critiques, we sought to streamline our existing designs into one or two final, refined concepts. We compared designs horizontally, which means we evaluated the design process for a single artifact and only gave thought to how could this individual piece be better.

  • How to raise the voice of branding, and make the airline identity apparent?

  • Is the design really viable? If so, how can we trim the design cost even more?

Ultimately we chose to pursue the bookmark idea with care to providing authority/veracity to the display of information. We did this by demarcating a separate shape and color to the flight related information while also keeping purely visual elements, like the border, in tact so that the artifact could serve as a personalized souvenir.