Card Linked Offers - Growth
Collaborated with a large cross-functional team to design a new product for the AIR MILES rewards program. This project highlights end-to-end design and the spirit of experimentation. {2021}
My Role
Stakeholder Management
Strategy
User/technical flows
Wireframes
Player-coach
Tools
The Impact
Onboard Short-term Partners
Resulting in injecting the program with more relevant offers to Collectors.
More Ways Relevant Ways to Earn
This enhanced Collector engagement and satisfaction as well as the overall value proposition of the program.
New Revenue for Business
By reducing our reliance on major pillar partners, we gained greater flexibility within our program.
Culture of experimentation
This project fostered a culture of experimentation and continuous optimization in the organization.
The Problem
In response to the changing post-pandemic shopping habits, our business needed to adapt. User research revealed that customers wanted easier, passive ways to earn Miles aligned with their current shopping behaviours. This underscored the need to adjust our services accordingly to better serve our customers in the evolving retail landscape.
This also highlighted a gap in our existing offerings to be able to onboard short term Partners that would allow the customer access to trending retailers.
Process
Over the course of a year, our team gathered research, engaged vendors, conducted diary studies and usability testing, created detailed user flows, created lo-fi and high-fi wireframes and successfully launched a new revenue stream for the Air Miles Rewards Program.
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Lessons Learned
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Adding new products to provide more value to customers may also bring with it comprehension issues. Simplify messaging and mechanics as much as possible is just as crucial for success.
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Measurement is the key to success in experimentation. Have a clear measurement plan in place and definition of success in order to maintain flexibility and pivot based on learnings.
