I was involved in this project for 16 months.

From April 2022 to July 2023

🧭 Context

LATAM Airlines is the largest carrier in Latin America. I joined their UX team during a post-pandemic period of constant reorganization, shifting priorities, and growing pressure to improve the experience for their most loyal frequent flyers.

Instead of designing isolated screens, my job was to bring structure to an ever-changing ecosystem of 8 interconnected products—transforming fragmented initiatives into scalable, measurable, and user-centered systems.

We worked in agile sprints, across squads and roles, coordinating changes in logic-heavy flows like check-in, boarding passes, cabin upgrades, and flight documentation forms.

🎯 Tasks

As UX Designer, I was responsible for:

• Organizing all design files, flows, and documentation by product to support faster iteration and easier knowledge transfer.

• Leading user research and testing to validate major changes (e.g., switching from coupons to segments in the cabin upgrade program).

• Migrating data analysis from Excel to Looker Studio, to cross data from multiple sources like FullStory, Medallia, Google Analytics, UsabilityHub and research from other teams.

• Creating journey maps for each product, including components, variants, errors, and accessibility annotations.

• Contributing to all stages of the design process—from research to delivery—alongside UX writers, BAs, and developers.

🛠️ Actions

I introduced a new Figma file architecture, replacing PI-based categorization with product-based folders and standardized covers. This made documentation easier to find, validate, and update.

I established a “mental vomit” zone in each file to preserve early-stage ideas, references, and notes—keeping ideation transparent and collaborative.

I ran moderated and unmoderated research with frequent flyers in multiple languages and loyalty tiers. This included validating comprehension of user flows and testing prototypes across edge cases like layovers or region-specific restrictions.

I set up Looker dashboards to track real usage and post-launch sentiment, turning every design delivery into a measurable hypothesis.

I conducted an accessibility audit across key journeys, identifying issues like contrast, focus order, and semantic structure.

All of this while receiving constant support from the UX Chapter, composed of multiple designers allocated in different squads, each responsible for a different step of the user journey.

✅ Results

We maintained a shared system of living documentation across two squads and ~30 collaborators, balancing multiple ceremonies, evolving priorities, and cross-functional dependencies. This structure allowed us to estimate realistically and design end-to-end, without compromising depth or quality.

Design proposals were grounded in data—from high-level metrics like NPS and CES to qualitative insights gathered through targeted testing. We prioritized direct user contact over aggregate survey results, distinguishing what was truly attributable to our team’s work.

We refined each flow down to the details: edge cases, platform variations, accessibility requirements, development constraints. Every iteration became an opportunity to improve—not just the product, but the process itself.

All of this was only possible thanks to the openness and collaboration of my UX Writer design partner and the two squads I worked with.

When I left, I handed off a 55-slide offboarding guide capturing the key systems, insights, and evolution from 8 research efforts and 29 initiatives over 1 year and 3 months.