United Hemispheres: Generative AI

United’s Hemispheres publication is ceasing print operations in Q3 of 2024, following the launch of the new digital Hemispheres site on united.com. To make the content more personalized and engaging, the stakeholders wanted to explore an AI search and filter option to help readers discover travel articles and ultimately book trips on United flights through United’s hotel, cruise, and credit card rewards partnerships.

The main goal of this feature is to utilize AI to help Hemispheres readers discover travel content. The target users are Hemispheres readers, United customers, and travel enthusiasts. The problems we are solving are making Hemispheres content discoverable and personalized to each reader’s travel preferences while also providing travel inspiration and easy paths to booking their next adventure on United.

Concept 1

This concept is a modal that shows the possible search results: “Help me plan a 10-day Europe trip” and a place to explain why using Ask Hemi could benefit the reader. The site navigation is present here as filters — places to go, things to do — that can be expanded or collapsed. If filters are in use, they are shown above the search results.

The ‘Ask Hemi’ modal could either be triggered by a CTA button or link on the page, or could be part of the masthead/header navigation and open like a drop down menu.

Considerations

  • AI powers the search, similar to the search on united.com, but will only search/filter results from united.com/hemispheres.

  • The UI of the Ask Hemi AI feature will be based on United's Atmos Design system, which is based on the United global rebrand.

  • Search results will display “Quick answer powered by AI” to inform users that the results are AI-generated.

  • The search results will utilize Coveo as the backend search tool.

    • Search results options:

      • Bullet points: a list of options based on the search query and available results

      • Summary: a paragraph consisting of a few sentences summarizing the search results

 

Concept 2

This concept is either a modal or a section of the site that shows a search bar and suggestions to get the search started, such as ‘What Caribbean islands are good for a family vacation’? The user is informed that the answer will be powered by AI, and the search results will include a list of Hemispheres articles that fit the query: content about Caribbean family vacations, with targeted as from United partners for those locations, such as hotels, resorts, cruises and excursions, and calls to action to book flights on United to a Caribbean destination.

 

Concept 3

Show the search bar and filter options, but also show a list of suggested articles – these could be recently released articles, trending articles, personalized articles based on user data, or articles that are specifically travel guides, such as the Three Perfect Days articles that are meant to give sample itineraries for various destinations. Include a ‘Search flights on United’ CTA for easy access to the flight booking path.