Redesigning Loyalty
AerClub, the loyalty program for Aer Lingus
Project Details
When the airline was taken over by IAG, the decision was made to align the loyalty programs within the airline group. This would allow users to collect Avios points across multiple airlines including British Airways, Iberia, Vueling and Level.
The previous loyalty program ‘Gold Circle’ which was much loved by our passengers was changed to ‘Aerclub’ and passengers points were transferred over to the new loyalty currency Avios.
Project Tasks
Sign up flow for new users
Migration flow for Gold circle users
Sign up flow for user with an Avios account from another airline
New AerClub section in app to display points and membership status
Spend, allow users to redeem points against new flights
AerClub help section
Avios transaction history
Boarding pass redesign.
“Without a new approach, airline loyalty programs risk alienating many customers”
McKinsey.com
Sign up flows
My AerClub
I created a section for the user to access all of their profile and AerClub information. I used a sliding card, which shows points and tier credit information. From this section, users can access all the AerClub information they need, including my trips, transaction history and help.
Mobile Boarding Pass
As part of the AerClub project, I had the opportunity to redesign the mobile boarding pass. The boarding pass had to clearly show the AerClub status. Our highest value customers are our loyalty program users and it’s important that they can receive the benefits they deserve.
I added a light background image of the destination to add some delight to the experience. I also added the Add to Passbook button for easy access for iOS users.
I tested the boarding pass with all the various stakeholders, including check in desk staff, boarding staff, security check, cabin crew and most importantly the passengers.
Transaction History
Frequent flyers need to be able to track their purchases. I created a transaction history where users could view their debits, credits and all transactions. As loyalty members will have large amounts of transactions, I added a filter by date function. I reused the calendar component from the booking flow allowing for a quick development turnaround.
