Service
Product Design, Stakeholder Management
Team
Xiu Ting Lam (UX designer)
Brief
A mileage app originally designed to manage royalty points, transactions, and benefits for all spending solutions. We were invited by a multinational payment card service to collaborate and enhance user adoption for their pitch to their client.
Developing a successful partnership
The market for co-branded credit cards was valued at more than $12 billion in 2022 and is expected to grow to nearly $26 billion by 2030. We were tasked with designing customer journeys for an airline co-brand that maximise benefits, experience, rewards and spending.
From start to finish
Before diving deep into design, we had to understand the needs of different travellers provided by the client. There's two types of users, mass and affluent - each has different goals, reasons and travel habits.
From there, we conducted research into other markets and analyzed how their apps function. We then examined the two customer journeys, mapped and designed on the new experiences with the business goals provided.
Analytical highlights
After this, we continued to assist our client with their pitch on multiple presentations, consistently proposing the co-brand partnership. In total, we have achieved and worked on:
Although most of the research already provided by the client, it was a good exposure and learning experience to understand the payment industry and the common uses, benefits and needs from the consumer, issuer, and acquirer.
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