Research • UI Design • UX Design • Art Direction
Prior to 2017, NAB did not have a proprietary rewards program. Aimia partnered with NAB to design a flexible rewards program that allowed customers to earn points and use them in multiple ways. They could transfer their points to the NAB Rewards' frequent flyer program partners or redeem them for gift vouchers or other merchandise and experiences offered by the program.
Platforms: Loyalty Portal, Responsive Email Campaigns
Duration: 2017 – 2018
Tools: Adobe Creative Cloud, IBM Marketing, Unica, Litmus
We designed a loyalty program that took into consideration where members could get the most value from the program. It allowed them to earn points in a central points currency and choose later how they would redeem them. NAB Rewards program covers their business and personal customers.
The initial concept design for the loyalty portal and email campaigns were created by external agencies. The loyalty portal was built by the IT team without any consultation with the design team.
Test files were handed over to our team mid-way through the project for us to take over for testing and review. Soon after that, we noticed some of the design elements were desktop focused without any consideration for mobile and tablet use. Fixing this issue was critical to ensure great user experience for customers especially on the mobile and tablet.
Within the team, I worked closely with a front-end developer and account manager and came up with the most effective and efficient design system to solve the website and email responsiveness issues. We approached our client, presenting solutions which worked within the technical constraints we had. I executed a design updates in phases within eight weeks with critical updates completed before the launch of the program.
Around 150,000 members joined the program after the launch. We organised multiple workshops with the client six months after program launch to review the performance of the loyalty portal and campaigns. We reviewed the collected data from the previous six months and discussed feedback from NAB customers collected by our customer service representatives.
More design updates were executed to improve NAB Rewards customer experiences based on our findings from six monthly reviews.