Aeroplan

MY ROLE
Lead Product Designer

TEAM
1 PM & 20+ Engineers (3 Pods)

SCOPE
Product Strategy, UX & Interaction Design, Information Architecture, Systems Design

Modernizing for 9M+ members

Aeroplan had the brand equity, but the legacy web experience was holding it back. It operated like a marketing site—fragmented, noisy, and introducing friction right when members needed transparency. The mandate was to shift from a promotional loyalty experience to a product-driven one, using the high-traffic Activity hub as the proving ground to rebuild member trust.

Driving loyalty growth

2X

engagement

increase across key actions

90%

comprehension

rate in usability testing

+3M

active members

added one year post launch

Details change everything

  • Transactions

    At-a-glance visibility into points, refunds, and qualifying activity.

  • Status

    Demystified elite status with clearer progress and education.

  • Recovery

    Simplified missing points recovery across flights and partner activity.

  • Offers

    Reduced promotional noise without sacrificing discovery or conversion.

  • Navigation

    Connected Aeroplan journeys through clearer, task-focused navigation.

Designing for scale

Bringing consistency across loyalty and travel.

At-a-glance visibility into activity and points

Seamless flow from activity to status insights

Detailed transaction insights without clutter

NEXT PROJECT

Gigit