Air miles

As there were many stakeholders within Air Miles - this created a dynamic environment where it was important to keep the focus on our end user and their experience.

The Home feed is the first page our users will see and therefor, valuable real estate for features.
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Throughout the project, our team conducted many types of user research (user testing, contextual chats and experience maps) to help us make the right design decisions.
The Home feed provided a sneak peak of all features in the app, showcasing: product promotions, offers, rewards and more.

I’ve worked on Air Miles for 2 years, and throughout this process you find many new insights. Some based on own experiences with the product, some from the large amount of users we’ve spoken to.
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Towards the end of the project, this resulted in a reimagined Home feed which focused more on simplifying and the main need of our users: getting to the promo offers as quickly as possible.

Using the app for the first time, should be sweet and simple, but also has to help the user getting the most out of the loyalty program. That’s why we’ve designed a short onboarding process that tells you how you start getting rewarded - asap.
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Missed it? No problem, we also added contextual education screens to teach you about certain features while you’re actually using them.

When users want to collect Miles, they typically want to browse the promotions per Air Miles partner.
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We’ve designed the page in such a way it’s easy to view long lists of products, save them to your digital card, but also find out useful information like the closest store to your current location.

We’ve redesigned the Air Miles app from scratch, which meant building the foundational features first.
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One often requested update from the users was the ability to browse and redeem rewards via the app so one of the more recent updates included this.
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We opted for an exploratory layout where the user naturally navigates the available rewards and quickly finds something within their range and interest.

Many calls with simple questions from costumers to the Air Miles service desk, accounted for a huge amount of overhead expenses.
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Our research suggested that many of these small tasks could be handled by the users themselves, by giving them a convenient way to update their personal data and sections, directly via the app.

When done correctly, animations not only help our users make sense of complex data, but it also adds loads of personality to the products.

I also find that we should design for emotion: When you make users smile, they are way easier to deal with.

That’s something I wanted to do for the AirMiles app as well, so we’ve implanted useful animations where possible, like the screens that explain the app or specific features.