Alaska Airlines’ Digital Transformation

Building Trust, Scaling Systems, Amplifying Storytelling

Role & Scope

Senior UI Designer / 2019

Brand Evolution
Experience Guidelines

Lead Systems Designer / 2020

Brand Evolution
Experience Guidelines

Manager, Design / 2021

Business Expansion
Platform Growth

01 The Opportunity

Alaska Airlines had just wrapped a successful acquisition of Virgin America and was gaining real momentum as a brand. The marketing team had already raised the bar, carving out a voice and identity that felt fresh, modern, and distinctly Alaska. But the digital side told a different story. The website, app, and internal tools were dated, inconsistent, and disconnected from the brand travelers had come to love. Teams were doing good work, but they were doing it in silos. There wasn’t a clear throughline or a system to tie it all together. As Alaska positioned itself for national growth and stepped into a more global role, the gap between ambition and execution became harder to ignore. My role evolved quickly. I became a connector, working across design, engineering, and marketing to align direction, build trust, and lay the groundwork for something more unified. That foundation set the stage for the systems that followed.

Below: Mobile app, AlaskaAir.com, and check-in kiosk prior to the 2019 redesign

Bridging Brand &
Digital Experiences

🎯
Expertise & Impact

A hybrid approach that balances strategic direction with hands-on execution, bridging vision and craft to move faster, think sharper, and ship better.

DESIGN LEADERSHIP

  • Design Team Development

  • Design Workflow Optimization & Scaling

  • Resource Allocation & Capacity Planning

  • Risk Mitigation & Quality Assurance

  • UX Strategy & System Thinking

  • Cross-Platform Product Design

  • Design Systems & Governance

  • Executive Stakeholder Collaboration

  • AI & XR in Creative Workflows

  • Brand Expression & Visual Storytelling

  • Enterprise Tools & Innovation

TOOLS

  • Figma

  • Jira Cloud

  • Mural

  • Miro

  • Keynote

  • Monday.com

  • Smartsheets

  • Adobe Photoshop

  • Adobe InDesign

  • Adobe Illustrator

  • Adober AfterEffects

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Awards & Honors

Recognized with multiple industry awards for digital creativity and branded storytelling across the travel, tourism and digital marketing sector.

  • 2023
    Nominee Websites and Mobile Sites Sustainability & Environment

  • January 2020
    Web Creative: Campaign: Puglia Tourism Board "Travel Flavours"

  • January 2020
    Travel, Leisure and Tourism Sector Campaign: Brand USA's "Sound Travels"

  • January 2020
    Moroccan National Tourism Office's Moments in Morocco

  • January 2019
    Web Marketing: Brand USA "Sound Travels"

  • January 2019
    Travel Website: Palace Resor ts "Never Lift a Finger"

  • January 2019
    Branded Content Campaign: Brand USA's "Sound Travels"

  • More Case Studies

    Scalable systems, unified touchpoints, and high-impact campaigns rooted in product vision and brand strategy

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  • Background & Experience

    Blending vision, execution, and team growth to align direction, process, and people.

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