Redesigned Aeroplan’s legacy loyalty site.

Transformed into a modern loyalty product, trusted by 9M+ active members.

16 months

Lead Product Designer

2 Designers, 2 PMs, 20+ Engineers & 3 QA

The challenge.

Aeroplan’s web experience had fallen behind. While the mobile app was hailed as Canada’s #1 travel app, the website lagged—outdated, cluttered, and full of friction. Members struggled to track points, understand status progression, or even find key pages. With new leadership came a clear mandate: reimagine the web experience to drive engagement, retention, and loyalty—at scale.

My role.

As Lead Product Designer, I stepped into a complex ecosystem at a pivotal moment. I led the redesign of critical parts of the experience, working across four agile pods and collaborating with the broader design team on connected areas. My work spanned UX/UI, interaction design, content, research, and product strategy—driving clarity from discovery to delivery.

Designed for members.

From surveys to search data to user testing,
real member feedback drove every step of the redesign.

Track your points

Redesigned the Activity tab so members could see earned, refunded, and expired points—no more guesswork.
Missing a transaction

Redesigned the claims flow to support both Aeroplan points and AC Wallet credits—making it easy to recover what’s yours.
Know your status

Introduced a status modal that demystified tier logic—clearly showing how different point types add up to elite status.
Reduce the noise

Moved 90% of ads to a dedicated Offers page. Kept one smart, dismissible promo on Activity—boosting clarity without killing conversions.
Navigate with ease

Overhauled navigation to help users easily find Aeroplan and move between Air Canada services—no more relying on Google.
Built for trust

Helped lay the groundwork for Compass—a unified design system that replaced inconsistent UI with scalable patterns.