United Airlines updated experience

For years I brought finished screens to review meetings and left with compliments instead of decisions. The moment the work looks resolved, people stop imagining alternatives and start approving what they see.

Switching to grey boxes drawn live in the room changed the conversation. Stakeholders pointed at the layout, argued about priority, and rewrote the flow with me — the artefact became a shared surface rather than a deliverable.

The practical rule I keep: match the fidelity of the work to the fidelity of the question. Structure questions get sketches, tone questions get type and colour, and nothing gets pixels until the structure is settled.