Redesign of Dutch Largest Loyalty Program

From the start of the project the focus was about the perception of the Air Miles user. How do we make it more personal for them. How wil it stay relevant and most important more enjoyable. In order to achieve that we had to go back to the core of the business.

The succes of Air Miles lies within the campaign diversity and its partners. It’s all about the deals, discounts and privilieges you get for participating.
So it was only logical to show that diversity on the website, on the ‘mine’ environment and a brand new app.

Showcase the diversity
of the Air Miles Program

To create a new online experience of the programme we wanted to make the website to be ‘the showcase of diversity’ of the programme. We’ve created a form that all kind of campaigns could be easily showcased to the audience.

The homepage plays an important role here, we’ve used this page so the visitors immediatly could start ‘window shopping’ all the campaigns without the hassle to login or any kinds of registration process. This way (new) visitors could experience the benefits in a very lightweight way.

Intuitive, Attractive,
Uncluttered & Enjoyable.

The challenge for visual design is that Air Miles is heavily supported by partners with each their own branding and idenity. Therefore we had to create a recognizable style that fits the corporate idenity but without clashing with any of the partners.

To do this we created a ‘white label’ design with the colors of Air Miles but with enough freedom for the partners to add their own branding. The usage of colors have been reduced to a minimum and only used for a purpose such as colorcoding.

A solid foundation for
the challenges in future

The result is a clear and attractive website and app where customers can see the diversity of the platform in a very easy way. Customers can log into a dashboard to gain more insight in their saving behaviour in a personalised dashboard. We’ve also added a new layer of service with a brand new app.

With this new layer of service Air Miles has been able to give users easy acces to their currency, campaigns and customer care. But the best part is that the ‘psychical card’ you needed when you wanted to save something has now been integrated in the app for more easy saving!

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