Mark Hursh
Managing Director, Digital Experience at Southwest Airlines
Dallas, Texas
Summary
Product-led digital leader focused on experimentation and measurement — Mark leads large-scale A/B testing, usability research, and personalization efforts for Southwest's app, website, and other digital touchpoints, emphasizing a hypothesis-driven approach and continuous optimization to improve conversion and customer experience. diggintravel+2
Mobile and in-app product scaling — publicly visible work includes app feature launches (e.g., TSA PreCheck Touchless ID expansion, upgraded boarding flows, route-map and trip-discovery improvements) and participation in industry forums on mobile app experience (judge/panel roles and conference speaking). airship+2
Consulting and technical foundation with cross-disciplinary education — Mark has prior consulting experience (PwC) and academic credentials from Indiana University (BS and MS), which combine business strategy, technical product delivery, and user-centered design in his approach to airline digital products. indiana+1
Work
Education
Projects
Writing
Improving the Boarding Experience
August 1, 2022Blog post describing product work to surface upgraded boarding capabilities in the Southwest app and web and the UX/design/process improvements involved.
Small changes, big impacts
August 1, 2022Post on how small UX/product changes can have outsized effects on digital experience and conversion.