British Airways / IAG Loyalty Apps 2019-21

Lead Product Designer Mobile Apps.

Originally an App for British Airways, after a company restructure the strategy was to re-build the app with brand agnostic Components so that it could be rolled out as a white label app for other airlines within IAG, Iberia, Vueling and Aer Lingus. During the pandemic there was also a pivot to produce a Pre-paid Mastercard product aimed at customers in a lower income group than the Premium Amex cards.

After a discovery process we decided that this was best achieved with Developers implementing a Design System, so that components could be easily edited to create different brands with tokens.

Research into Customer Mental Models for Loyalty schemes and for the brand(s).
Research into perception of value in loyalty schemes and perceived value of redemption.
Light touch revisions for small dev team. Image Proportions, consistent across screen to allow for easier asset creation, animations and transitions.
‘Material Style’ text input and in-line error handling.
Simple use of Colour, to allow for Accessibility, while applying branding from 4 airlines as design tokens.
Consistent vertical alignment and typography (the legacy app used 4 typefaces and 16 different sizes and weights, this needed to be rationalised and was down to 1 brand typeface and use of San Francisco on iOS and Roboto on Android in a maximum of 6 weights / sizes).
Application of consistent Product Cards both for collecting and redeeming loyalty points, promoting paid affiliates and specific destinations together with cross-selling other products from BA and BA partners.
Scalability for future decisions on advertising and partnerships in the app.

Design concepts and strategy clearly communicated with both Stakeholders and Developers through dynamic prototypes (advanced in Protopie) and using Zeplin for Developers.