Product Design & Art Direction
Senior Product Designer
There are 12 million Qantas Frequent Flyer Members and 58% of all Qantas Points are earned through QPECCs (Qantas Points Earning Credit Cards).
Qantas Loyalty wanted to build a new product for QPECC holders to track their points, view offers and rewards and maximise their point earning potential.
Our 7-month engagement with Qantas Loyalty took us from the discovery phase all the way to releasing this brand new tool to over 1.5 million QPECC holders.
Initial Discovery Phase & Defining Our MVP
ustwo were brought in to help the team at Qantas Loyalty move at a faster pace as there was already a high level of confidence in the product idea across the business.
During this time we completed 3 rounds of user testing and defined a clear roadmap aligned to our design sprints for our public MVP release.
The discovery phase lasted 4 weeks, including a 2-week transition into our build phase as new team members were onboarded.
Simplified user journey to Qantas Card Companion
Key screens & concepts rapidly designed for user testing
Determining what we wanted to learn during our initial 3 rounds of user testing
During the discovery phase, we designed 3 iterations of our 'happy path' MVP user flow to test with our users. We wanted to test different ways of visualising their point earning history, card features & benefits, point forecasting and offers & rewards.
This would go on to help prioritise what we wanted to build first based on value to the users. It also helped shape the usability of our product.
Defining our MVP and transition to build phase
After defining our MVP and securing the next phase of work we were able to bring on new members to the team to help build the product.
These new team members included developers, product designers, strategists, marketing, QA analysts and business analysts.
Final discovery phase stakeholder presentations & onboarding new team members to the build phase
Setting our Design System & Visual Direction
To get a clearer view of how our final product would look we audited the components from our prototypes, looked at what existed in the current Qantas digital ecosystem and began defining our visual direction.
With already an excellent foundation in place thanks to such strong & recognisable branding, the different Qantas products were able to express themselves in ways that made sense to their audience.
We built on this and established a unique tone throughout Card Companion, putting the user's aspirations at the forefront and grounding it with a sense of trust that is to be expected with a financial product.
Our pre logged-in marketing homepage
Motion Design Direction
Being a premium product, we wanted to ensure that feeling was conveyed throughout the site it's motion.
Smooth, elegant and guiding the users eye - these were the principles we kept in the back of our mind whilst developing the motion design language.
Onboarding: Allowing users to link their QPECCs
Users began their Card Companion experience by linking their QPECCs. In most cases, this was seamless. However, we needed to consider additional scenarios such as legacy & non-supported credit cards and new cards without transaction data.
In addition, as this was the first time Qantas was able to allow users to officially link their credit cards, we wanted the first time onboarding experience to feel special.
Onboarding Card Linking Animation
We wanted to focus some of our motion efforts towards the onboarding experience to leave a strong impression and also represent a secure, trustworthy backend.
Homepage: Point Tracking & Earn History
The primary focus of the homepage was to familiarise the user with their recent point-earning whilst pointing to other areas of the site.
Initial concepts for the homepage were more dashboard-focused, but as the project went on we learned how restricted we were in terms of what point-earning data we could use.
This led to the aspirational tone of the hero panel and the focus on the users last earned amount of points.
Earn History Graph
The earn history graph was designed to work with up to 3 different credits and would allow a user to explore their point-earning history from back up to 12 months.
Future states of this graph would show sign up bonuses and spend stimulation offers.
Different states for the Earn History graph
Your Cards: Working with our Bank Partners
The 'Your Cards' page allowed users to view their credit card features and benefits and point-earning history. Our layout was required to be approved by all the major financial institutions within Australia.
A future state of this page would bring in much more functionality to their cards, such as member referrals and card upgrades.
Our layouts accomodated co-branding with all of Australia's major financial institutions
Creating a scaleable design to handle specific cards features & benefits
The layout for the Your Card page needed to handle all the variations of different the credit cards features and benefits.
Users would be also able to see specific point-earning history related to their credit cards on this page.
A hub for partner offers
During user testing, we noticed that most of the people we spoke to were unaware of the incredible brand partnerships Qantas Loyalty has access to, thanks to the 12 million members of the Frequent Flyer Program.
The Earn Points page would eventually become an advanced, personalised hub for our users. Allowing Qantas to showcase the offers they would be most likely to take advantage of.
Points Calculator: Showing Point Earning Potential
The Points Calculator is a tool that lets users input their spending data and get a projected 3, 6 or 12-month point balance. This would then allow us to educate on ways to increase their points balance by not spending more by showing partner offers related to the spend category.
Upgrading the functionality of an existing calculator, we split out spend categories into a questionnaire format. This allowed the user to go step by step and answer the budget questions more accurately.
We also phrased the questions to be more contextual. For example, asking how much they may spend on groceries per week versus per year, which was how all categories were presented in the previous version. In addition to this, we framed the default values to be tied into their household makeup and expected income (based on credit card)
Adjusting their Earn potential
From this, they would then be able learn about the points they are missing out on, letting them see the changes get reflected at those set months.
WattleMobile App - Product Design
NeutopiaResponsive Web - Product Design & Art Direction
AdrenalinResponsive Web - Visual Design, Photography & Art Direction
Create with GoogleMultiple Products - Product Design & Design System
Australian Defence ForceResponsive Web - Product & Visual Design
Welcome MuralEnvironmental - Art Direction, Immersive & Visual Design
ADF ActiveMobile App - Visual Design
Huawei Smart HomeMultiple Apps - Visual Design & Art Direction
Copyright © 2020 Alex Dale