Mobile Web Account Quick Links

My Digital Experience team launched Account Quick Links on mobile web, giving customers fast access to the most common account management functions and reducing the need to call for simple account tasks.

The Problem

Mobile web customers had to navigate through multiple screens to access common account functions like viewing points activity, updating contact information, or managing payment methods. This friction led to:

• Increased support calls for simple account tasks
• Customer frustration with navigation complexity
• Abandoned self-service attempts due to difficulty finding features

The Solution

We added prominent quick links to the most-used account functions, placing them where customers expect to find them on the My Account page.

Quick Links Added

• Points Activity - View Rapid Rewards point balance and history
• Edit Login & Security Info - Update password and security settings
• Edit Contact Info - Change email, phone, and address
• Edit Payments - Manage saved payment methods

Early Results

Within the first week after launch (December 8-16, 2021), the quick links saw strong engagement:

Quick Link	Taps
Points Activity	16.8K
Edit Login & Security Info	6.3K
Edit Contact Info	5.1K
Edit Payments	1.9K

Context: Existing Links Performance

For comparison, existing account links during the same period:

Feature	Taps
View Funds	33K
View Benefits	13K
Past Flights	9.8K
Upcoming Flights	5.5K
Saved Flights	4.8K

Customer Value

By surfacing common account functions prominently, we eliminate the friction of hunting through menus for basic tasks. Customers can quickly:

• Check their points balance before booking
• Update contact info for flight notifications
• Change payment methods when cards expire
• Manage security settings independently

These small improvements add up to a significantly better self-service experience, reducing call volume and improving customer satisfaction.