British Airways

Executive Club Rewards App

In my last 9 months at Avios, I worked within the App Squad to help form the strategy for designing and delivering a white label loyalty App for the International Airline Group (IAG) Frequent Flyer Programmes (FFP).

  • Ingredients:
  • Product design
  • Prototyping
  • Usability testing
  • Optimisation

Re-skin and re-purpose

In 2018 the Avios Travel Rewards Programme (ATRP) closed, along with its dedicated mobile App. Fortunately we were able to re-purposed the loyalty App as a white label solution for IAG FFPs, starting with British Airways Executive Club (BAEC).

Since the start of 2018, we enhanced the UX and UI of the app through incremental releases, including simplfied user journey's, refreshed UI and improved accessibility.

Onboarding journey

Home – redeption flights and favourites

Collection offers and card registration

Transaction history

Collection partners

Individual partner

Redemption flight search

Redemption flight search results

“Let's take it to the next level”

With the MVP delivered for BAEC and our assumptions proven, we set our sights on taking the app “to the next level” - starting with refining the user flows, IA, UI and design language. We also wanted to create a truly white label product, with no brand preference or DNA in its purist form.

Personalisation will be key to enhancing the user experience and driving engagement. Account summary, favourite retailers and personalised notifications were just a few of the features set to star in the next major release.

Welcome screen

Home screen

Collection and redemption opportunities

Collection partner overview

Individual partner

Tracking confirmation interstitial

Transaction history