I was embedded at Qantas via the human-centred design consultancy syfte. As one of three experience designers, I worked on this project for over a year. During this time, I planned and facilitated five workshops, designed fourteen pages/features, interviewed fifty-five people and presented seven times to the broad project team.
The Qantas loyalty program for SME businesses relaunched in 2017. After two years it was being rebranded, getting new features and a new core proposition. The program allows businesses to save on flights, earn Qantas Points from flying and from business spend. Our team conducted foundational research and designed the new website experience.
We started by interviewing key user types. We uncovered their current experience, learnt about what features were important to them and tested the businesses assumptions. The outcomes influenced the feature prioritisation and set the direction for the work to come. We consulted the technical team, to gauge the complexity of the planned work, before creating a road map.
Co-design workshops kicked off the design phase of many features. They involved stakeholders in the design process, and were a forum for sharing knowledge and ideas. The resulting sketches formed the basis for low fidelity prototypes.
Weekly usability testing ensured that designs were validated or iterated on before high definition design. Post-launch, research and design continued for new features. With earlier work being iterated on.
The new program has been well received and understood by businesses. The relaunch exceeded all internal and external success markers.