Ella Hillered
(◕‿◕✿)
The challenge: Integrating two major loyalty programs with distinct, complex business rules into a single, cohesive experience—ensuring a seamless user journey without friction or confusion.
My role: Product Designer leading the UX process in close collaboration with the team. My focus was on bridging the complex business logic with a user-centric flow, ensuring design consistency across the partner integration.
Background
When SAS and Scandic Hotels partnered up to enhance the user loyalty experience I got to lead the UX process, researching and in close collaboration cross companies design the flows of connecting memberships and transferring points.
Goals
Increase the number of EuroBonus memberships created.
Increase EuroBonus loyalty satisfaction.
Key Milestones
Research
I started off with interviewing stakeholders within the EuroBonus program to understand the product and the users better. Then I gathered all the existing data of SAS loyalty members and created personas with AI to understand the different user segments within EuroBonus better. Then I sketched out different user journeys and scenarios.
After that I sketched out flows and wireframes to keep technical feasibility and alignment with Scandic Hotels before going into prototyping and user testing.
Ideation
After aligning on technicalities and flows we had several Design ideation workshops with Scandic, ideating on different designs to explain the concepts and sketching out the flows.This is what makes these images special.
Designing & testing
We did two rounds of user testing of the landing page, linking flow and the profile. The tests was held mostly with non-EuroBonus members with less knowledge about the program to ensure even the users with the least loyalty experience would understand.
We learned that points was abstract to non-member users. Therefore we added more information on the landing page, ‘read more’-links plus concrete examples of what users could by for points.
Final design & Results
Over 50k accounts linked + counting
Happy users enjoying more benefits
