Mobile can transform your customer experience. With the adoption of smartphones, customers expect immediate access to relevant information or services when they reach for their phones in what Forrester terms a mobile moment. Recognizing this opportunity, United Airlines used a robust redesign process that began with identifying passenger needs on the go, designing mobile services, re-architecting its operations, and finally utilizing analytics to improve the experience. Forrester refers to this process as the IDEA cycle. This case study illustrates how United used the IDEA cycle to drive real business value.