Emirates Family Pooling
July 2017
Emirates were looking to increase the value and flexibility of their loyalty program by introducing the ability to pool your reward Miles as a family. This was a new proposition for Emirates that needed to work seemlessly with their existing loyalty program.
The problem:
To improve loyalty retention rates with new and existing members and make rewards feel more attainable.
Objectives:
- Increase sign up rate to Skywards loyalty program
- Improve loyalty retention rate
- Enhance the flexibility of the loyalty program
- Boost the appeal of the loyalty program to families
- Make it easier for base tier members to earn rewards
- Generate USD $20 million in additional revenue in the next 3 years
My role:
I was lead designer on this project working with a project manager and UX Designer to wireframe, design, prototype and test. We worked in agile 2 week sprints with a mid-sprint presentation to key clients and a fortnightly end of sprint presentation to stakeholders including the heads of marketing, technical, legal and finance.
The process:
Insights:
Loyalty members with children were taking family holidays on average 1-2 times a year and flying together but unable to collate their Miles to redeem them.
Their Skywards Miles were expiring before they could collect enough in their child’s name to use them.
Base tier users felt they didn't get sufficient value out of their rewards program to warrant remaining loyal to Emirates.
Data visualisation exploration:
Considerations:
The program needed to seamlessly integrate into the existing Skywards loyalty program.
Emirates still operates on a legacy system with customer data held on several different servers. Load speed and degradation for slow internet connections and older devices was an influencing factor.
Lab testing:
We conducted two rounds of formal lab testing in addition to internal guerilla testing. The insights from the lab testing allowed us to tweak the process, copy and imagery to better explain the benefits of the program and how easy it was to set up your own family pooling group.
Deliverables:
We delivered a complete UX Pin file of all user journeys as well as pixel perfect designs developed in Sketch, output using Sketch Measure and then combed over by our Q&A. The components were designed to be on brand as well as reusable across the site for consistency.
