Air Canada's Aeroplan. An app redesign
As part of the UX/UI Design diploma program at BrainStation, we had the opportunity to work with the Design Team at Air Canada. Working in a team of 5, we were given the challenge to design a digital solution using existing program perks, benefits and products, to get more members engaging with the Aeroplan mobile app on an everyday basis.
In order to increase member engagement on the Aeroplan mobile app, we redesigned the Air Canada app bring the Aeroplan profile to the forefront when a user logs in. Additionally, we designed a customize feature where users can select their favourite stores Aeroplan partners with, and view the store's deals.
In order to create a digital solution that would get new and existing members engaging with Aeroplan on an everyday basis, we used the design sprint process to solve the problem:
We virtually met as a group to get to know one another and discuss the meeting we had with Air Canada representatives. Utilizing our time, we spent 20 minutes individually researching competitors. We noticed that after compiling our findings, similarities came to light:
We discussed and defined the assumptions we had about members of Air Canada and Aeroplan's reward program. In order to direct our focus we narrowed out assumptions to focus on:
1. Users want to use Air Canada/Aeroplan without flying with Air Canada
2. Air Canada as a brand means more than just flying
3. Users are unaware they can collect Aeroplan points on everyday purchases
4. Users do not know which stores have partnered with Aeroplan to collect points with
5. Users are unaware how much their points are worth and what they can redeem them for
Mapping the Journey
We mapped out the user's journey in the current Aeroplan app and marked any areas that were friction points. There were 3 main points where we could interject with a redesign. Our goal was to meet the needs and wants of the users, while reducing friction:
With the user's journey in mind, we set a goal for our team:
The goal of our redesign is to help Aeroplan users know which companies they can collect points at by showing them right away the affiliated partners.
We wrote out a list of open-ended questions and narrowed it down to more specific questions that would actively engage the user in conversation. We conducted 5 in-depth exploratory interviews. Main topics of inclusion were as follows:
1. Brief introductions with explanation of purpose of the interview, and demographic questions.
2. Exploration of engagement with other existing loyalty/rewards programs; if none, why not?
3. Awareness of Aeroplan.
Key Interview Insights
We extrapolated the users motivations, pain points, and behaviours and found common themes arise.
1. People are part of rewards/loyalty programs to stores in which they frequent and identify with.
This made it easier for users to collect and redeem points as they could see their points adding up quickly and could be spent on items they wanted.
2. People would be apart of a rewards/loyalty program if they understood the value of their points.
A user would not be apart of a rewards/loyalty program if they were not aware of the dollar value of their points. If their points did not amount to anything after spending time collecting them, they perceived this as wasted time and efforts.
3. Brand awareness plays a role in engagement.
Users who were not members of Aeroplan or did not know about Aeroplan, communicated that they assumed points were earned and redeemed only through Air Canada flight-related purchases. They were unaware that Aeroplan worked beyond Air Canada.
Defining the Scope
With these findings in mind we defined the project challenges and turned them into opportunities. We spent 15 minutes working individually on as many viable 'How Might We' questions. We virtually reconnected to discuss out questions. We grouped similar HMW questions with one another. Using the dot-voting system, we took turns and voted 3 times. With this system we determined our HMW question:
How might we empower Aeroplan members to personalize their preferences in order to offer them more relevant deals that are easily discoverable?
Group meeting with Air Canada Team
Before moving to the sketching portion of the design sprint, we had the chance to meet with members of the Air Canada Team to present our current findings and discuss our next steps. After confirming we were on the right track, Air Canada provided valuable feedback and guidelines:
1. The eStore will always be its own separate platform.
2. It will remain an Air Canada first app, with Aeroplan built out within it.
3. Think of ways to incorporate our idea into a points redemption journey as well.
We gathered inspiration from brands that have an engaging loyalty program; such as Shoppers Drug Mart, RBC, Shave On Foods, an more. We then regrouped and organized the findings into common themes.
We all participated in Crazy 8's, 8 rounds of 1 minute drawing.
We used the dot-voting system again, and highlighted the popular screens.
We crafted a relatable proto-persona to showcase how our design would help solve the challenge to design a digital solution for Air Canada's Aeroplan app, using existing program perks, benefits and products, to get more members engaging with the Aeroplan mobile app on an everyday basis.
Prototype & Test
Divide & conquer
In order to make the best use of our time, we divided the tasks at hand to conquer them. Three team members, including myself, were assigned to wireframing, and two team members were working on the user-testing script
Working together with my other two design teammates, we ideated, reiterated, and created a low-fidelity mockup. We were ready to take our greyscale wireframes into high fidelity. Air Canada provided the asset library for this project, which we applied to our hi-fi prototype.
It was time to test our high fidelity prototype with users. We conducted 1 round of usability testing with 5 users. We gained valuable insights into areas of future improvements.
We were testing the following task flow:
1. Open Aeroplan app
2. Customize your shopping preferences by retailers
3. Check the weekly offers
4. Purchase a yoga bag to collect points
5. Return home to see your points have updated
After the round of usability testing we organized our findings into common trends and friction points. These would guide us in future iterations of the screens:
We presented our solution to key stakeholders at Air Canada, and the rest of the class. Our solution was well received as it was noted to be feasible, leveraged the existing infrastructure to enhance the users experience, and could be leverages in various ways. The Air Canada team was pleased with our group work and our design intervention that would actively engage users to use the Aeroplan app on a daily basis.
Our design put the users first:
1. It engaged users to customize their Aeroplan dashboard to see stores and deal relevant to their needs
2. Involving the user to curate their Aeroplan, it would keep Aeroplan top of mind
3. It made Aeroplan easy to navigate, and put the user in control
Not only would our design positively impact it's users experience with Air Canada and Aeroplan, it would also positively impact Air Canada's and Aeroplan's growth:
1. Positive reinforcement through customization would encourage users to use the app on an every day basis
2. It would make point partnerships more discoverable, which would gain popularity by it's users
3. There would be retention of users, and the memorable experiences would be shared with others
We would like to look at tracking the data of the design challenge to track its ROI and KPIs. We would also like to update the prototype to include the findings from the first round of usability testing.