Celina Guimaraes, MBA

Brand: United Airlines

We partnered with United to drive innovation for the Employee Experience as an extension of the United EUX team. Given the explosive growth of digital/UX within United, their EUX team was limited by internal resource constraints and needed to flex in size and capabilities.

As a full-service digital agency, One North was able to offer support in multiple areas such as UX Strategy/Design, Content/Brand/Communications, Visual Design and Technology. As such, we grew the partnership from an initial UX project to a program that included several workstreams:

• Application Design (Qualifications, Inflight Service App, JET, Navigator, Pilot CCS, BSO)

• Airport Signage

• Airport Kiosk/Agent on Demand

• ORION Design System

• Innovation Lab and Innovation Day Event Support

As the Director of Client Partnership, my role was to lead the United team, build relationships with senior clients and drive organic growth. I also introduced new engagement models such as establishing a retainer contract that provided clients with great flexibility to jump in multiple projects and scale fast. As a result, we increased billings/sales from $250K to $6.5M in just two short years.

Our United partnership grew to become the largest and most strategic for One North, with a team of more than 20 talented practitioners connected to the work.

Below a few samples of the body of work across the multiple workstreams.