Designing Real-Time Customer Feedback in FlyDelta for Smart Insights

The Challenge

Delta desired to collect feedback throughout the travel journey, rather than send a basic survey afterwards. For a global operation transporting thousands of customers per hour, we had an opportunity to meet customers’ in-the-moment and capture their authentic reactions. introduce a real-time feedback mechanism within the FlyDelta app to better understand, prioritize, and respond to customer issues as they unfold.

My Role

Leveraging a “10% rule” to pursue passion projects, I produced the insights and concept design for this initiative. I identified opportunities for in-journey feedback capture, and developed early wireframes and user flows to present to the Consumer Insights team.

Our Process

• Insight Gathering: Conducted interviews and analysis to understand gaps in the current survey system, user frustration, and the loss of service recovery opportunities.

• Customer Journey Touchpoints: Mapped ideal moments for in-app feedback prompts—particularly during disruptions like delays, cancellations, or missed connections.

• Concept Design: Designed wireframes showcasing real-time feedback options (text, voice, or video), and outlined how responses could trigger downstream alerts.

• Team Alignment: Presented findings and prototypes to the Consumer Insights team, who used the work to select a service provider with machine learning capabilities to analyze feedback and flag high-priority cases.

The Result

The new real-time feedback mechanism enabled Delta to capture and triage customer issues as they occurred. Instead of a generic survey days later, travelers could provide authentic input at the moment of disruption. Feedback is now analyzed using machine learning and routed to relevant recovery channels—allowing Delta teams to respond faster, more empathetically, and with greater precision.

This project laid the groundwork for a smarter service loop—turning frustration into insight and ensuring every customer voice has a chance to be heard and addressed.