Award finder

Ella Hillered

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The Award Finder

Challenge: EuroBonus members were lacking a tool to find bonus trips which lead to frustration and dissatisfaction.

My role: Senior product designer. I lead the UX-process in a cross-functional team with a PO, UI-designer and developers.

Results: Hundreds of users satisfied and happy, describing the tool as "almost too good."

Background

This project was launched to tackle a significant user issue: the absence of a tool for browsing available bonus trips. User insights revealed that EuroBonus members seeking bonus trips often had flexible travel dates and destinations, aiming to get the most out of their points. Our aim therefor was to develop a tool that accommodates both flexible and fixed travel plans.

Goals

Create a tool that help users finding bonus trips easy. Tracking through open comments on the web open survey.

Key milestones

Research

How would you go about finding a bonus trip?

“Jag söker nog under bonusresor i menyn. I appen har jag bara sökt och sen valt betala med bonuspoäng. Tror det funkar ganska begripligt. .... Beror på hur mycket företaget vill skylta med bonusresor vs vanliga resor, man kanske hellre vill sälja vanliga resor? ”

Gold EuroBonus member

“Nu var det så länge sen så jag vet inte hur Bonus-resor fungerar. Jag hade koll innan pandemin. De senaste åren har det slutat i andra typer av flyg.”

Basic EuroBonus member

“Jag hade loggat in för att se poäng och vart dem tar mig...

Att man kan se "Nu har du tjänat ihop resa till X”

Non-member

Key insights

It’s important for users to see different ticket classes available in an overview.

Users wants to be able to search broad or specific.

Most users are unaware that SAS provides special ‘bonus trips’ with set and better points cost.

Design recommendations

Provide a class filter in the search and display the remaining ticket types for each day in the calendar view.

Create a tool where the user can be flexible or specific with dates, destinations and travel length.

Visualise how much points is enough for what type of trip and add a way in from points/profile

Benchmark

I started off with a benchmark, looking at the existing tools and mapped the pros and cons.

Desktop research

I made a deep dive in SAS EuroBonus facebook forums and the open comments in the feedback form to see what users said about different tools.

Exploratory interviews

Then I conducted exploratory users interviews with the aim to understand how users are looking for bonus trips today, how that experience is and what level of knowledge level of ‘regular’ users has of bonus trips.

How would you go about finding a bonus trip?

Gold member

“Nu var det så länge sen så jag vet inte hur Bonus-resor fungerar. Jag hade koll innan pandemin. De senaste åren har det slutat i andra typer av flyg.”

Basic member

“Jag hade loggat in för att se poäng och vart dem tar mig...

Att man kan se "Nu har du tjänat ihop resa till X”

Non-member

Key insights

It’s important for users to see different ticket classes available in an overview.

Users wants to be able to search broad or specific.

Most users are unaware that SAS provides special ‘bonus trips’ with set and better points cost.

Design recommendations

Provide a class filter in the search and display the remaining ticket types for each day in the calendar view.

Create a tool where the user can be flexible or specific with dates, destinations and travel length.

Visualise how much points is enough for what type of trip and add a way in from points/profile

Concept sketching

Since we had a clear idea of the purpose and usage of the Award calendar the ideation was more about ideating design ideas and concepts. Me and a UI-designer sketched and collaborated with stakeholders and developers to iterate into the final design.

Concept sketching

Usability testing

After deciding direction, the UI designer and I developed high-fidelity prototypes to user test our first design hypotheses. We user tested the prototypes on a mix och Eurobonus members and non-members to get perspectives from different user segments with different levels of knowledge about Eurobonus and bonus trips.