Understanding users to build better business.

The original idea was to cut cost and improve the digital experience. But once we started to look at all the data and information, taking a look at previous feedback and incorporating behavioral patterns on our members, we realized that the task was more challenging and needed to be approached with a different perspective, that will ultimately benefit the users and also the business. It was more than just a visual and experiential task. We wanted to have a wider impact, give users something great that they can use, enjoy and also feel rewarded and heard by the airline. And we want to build and experience that generate better business opportunities and trackable revenue.

Designing a better business tool

With General, Silver, Gold, Platinum, 1K and Global Services online experience redesign undergoing, we started phase 2, translating everything we learned and implemented in phase 1, in this case for mobile platforms. How can we translate this level of complexity into something that an experience that is built to its core with the users in mind? So many different requirements, both from the client and the user side. It took months of work, from research, creating road-maps, analyzing pains and gains, points of touch. And the prototyping, more testing, re-designs, and usability reviews to arrive at the final product. To see every detail, take a look at the case study.Depending on how much miles you have, earned and spent you see different messages, different rewards, different benefits, partners and so many combinations to drive any UX designer mad. Could this become a tool to build a better business ecosystem? also, from a tech point of view, run into every possible device, sustain accessibility for every user and ready to adapt as the market changes. And every single level has their own rules, visual identity and significance.