Loyalty
A new rewards experience for millions of Aussie DIYers
Strategic Design
CX
Product Design
Role: Design Lead
Phase 1: Aug 2024 - June 2025 Phase 2: National launch August 2025 Phase 3: 2026 Expansion (in progress) As a branch of my strategic work, Flybuys and Bunnings collaborated to allow members to redeem their points at Bunnings for the first time ever. As the lead designer, my focus was to create a seamless, digital-first redemption experience, delivering immediate value to Bunnings-loving Australians. Intentionally designed to be scalable, the solution created a repeatable template for future partners to adopt and roll out at speed. This made it a foundational initiative in Flybuys’ broader experience and partnership strategy.
Goal
The goal of this work was to drive mutual commercial value by increasing Flybuys points redemptions, generating incremental revenue and improving Bunnings' ROI. Whilst flybuys members want to access value through a simpler redemption experience with more choice and flexibility and of course, redeem from one of their favourite retailers.
Approach
Insight-led problem framing
Understand member motivations and behaviours to ensure the redemption experience delivers real value, not just a transactional interaction. Challenge past assumptions through qualitative research so the design is modern and future proof.
Experience design within technical constraints
Map full end-to-end journeys considering all channels and touch points across the experience. Balance ambition with feasibility by designing around complex partner POS systems and evolving requirements.
Alignment and rapid iteration
Engage stakeholders across Flybuys and Bunnings through workshops, check-ins, and concept validation to maintain alignment and iterate solutions efficiently for a staggered roll out plan.
Outcome
Within 72 hours after the national rollout, members had redeemed 101.32M points, giving everyday Australians over 500K in savings. Members now have the flexibility to redeem $10 to $200 at all Bunnings stores, Australia wide, resulting in more value to members, partners and Flybuys. No physical card is needed, its a real-time integrated POS experience supported by the Flybuys app. Removing the reliance on the Flybuys plastic card carved a path for strategic program changes that prioritised a sustainable future by reducing the amount of plastic in our environment and the expensive and outdated exercise of printing. Its the first time members can redeem more than $10 with a partner and the first step towards variable redemptions across the whole retail coalition. It established a scalable, repeatable model that enables future partners to launch redemptions quickly and consistently.
Removing the reliance on the Flybuys plastic card carved a path for strategic program changes, prioritising a sustainable and economical future
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