Emirates Airlines

Client

Project

Family Pooling

My role

Senior UI Designer

Summary

Emirates wanted to increase the value and flexibility of their loyalty programme 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 programme.

The problem

To improve loyalty retention rates with new and existing members and make rewards feel more attainable.

Goals

Increase sign up rate to Skywards loyalty programme

Improve loyalty retention rate

Enhance the flexibility of the loyalty programme

Boost the appeal of the loyalty programme to families

Make it easier for base tier members to earn rewards

Generate USD $20 million in additional revenue in the next 3 years

Goals

Increase sign up rate to Skywards loyalty programme

Improve loyalty retention rate

Enhance the flexibility of the loyalty programme

Boost the appeal of the loyalty programme 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

Competitor analysis

Review analytics

Consult stakeholders

Establish key objectives

Initial UI exploration

Initial wireframes

Journey maps

Customer personas

Stakeholder review

Concept test with customers

Iterate designs

Final design

Development

Iterate

Lab user testing

Present to stakeholders

The process

Competitor analysis

Review analytics

Consult stakeholders

Journey maps

Customer personas

Establish key objectives

Initial wireframes

Initial UI exploration

Stakeholder review

Final design

Iterate designs

Concept test with customers

Present to stakeholders

Lab user testing

Iterate

Development

The process

Competitor analysis

Review analytics

Establish key objectives

Consult
stakeholders

Customer personas

Journey maps

Initial UI exploration

Initial wireframes

Stakeholder review

Concept test with customers

Final design

Iterate designs

Present to stakeholders

Lab
user testing

Iterate

Development

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 programme to warrant remaining loyal to Emirates.

Data visualisation exploration

Considerations

The programme needed to seamlessly integrate into the existing Skywards loyalty programme.

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.

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 programme and how easy it was to set up your own family pooling group.

Deliverables

We worked in 2 week agile sprints with a mid-sprint feedback presentation with our key clients. 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.

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