Finnair Loyalty Program
- Role
- UX Designer
- Industry
- Aviation
- Scope
- User Research
Product Design - Company
- Finnair
- Duration
- 6 months
Loyalty at the turn of the service
Exploration & direction
When Finnair transitioned from their previous loyalty program to Avios, it has a clear challenge: how do you help existing users understand and embrace a new loyalty program?
This project centred on making that shift feel seamless: researching how users understood (or didn’t understand) Avios, and designing an experience that explained it clearly and built trust along the way. This is a research-heavy project, with the goal is to deeply understand the users and transfer that understanding into user-friendly design.
Additional info
More than just a design consultant
Finnair was one of those projects where the team made all the difference. Working as a consultant, I was welcomed into a tight-knit design culture that genuinely cared about their users. Beyond the main project, I contributed to Finnair’s annual user gathering, an event where their most loyal customers are invited to share their experiences and shape the direction of the product. For any designer who cares about getting close to real users, sessions like these are invaluable.
Design process
This project was research-heavy by nature, it combines interview synthesis, service design, and close collaboration with content designers to create an experience that felt simple and intuitive for users navigating a big change.
