Loyalty
A north star vision for the future of Australia's most iconic loyalty program
Strategic Design
CX
Product Design
Role: Design Lead
When Flybuys wanted to reduce member churn, I created a compass to guide towards a better member experience. Working in the Program Strategy and Experience team, I led the definition and execution of the Target State Experience for the Flybuys program. With a 30 year history, Flybuys has been a dominant program in Australia’s loyalty landscape, serving more than 10 million members and winning Canstar Blue's Most Satisfied Customers award 3 years in a row.
Goal
The goal of this work was to align the business around a shared, end-to-end vision. Establishing ecosystem thinking to improve program consistency, sustainable member engagement, trust and partner ROI. A current state journey map already existed but the business needed a compass to solve disjointed product direction, inconsistent experiences and siloed teams.
Approach
Build shared understanding
Data and customer insights synthesis, product and service audits and stakeholder workshops to define root problems and member needs. This creates common understanding.
Align organisation around a clear experience vision
Map information patterns and member journeys to experiment and evaluate. Roadshow these links between insights and visual artefacts to establish a shared language between strategy and delivery.
Enable incremental, value-led change
Translate the target state vision into prioritised, actionable opportunities and engineer-ready UI designs that teams can deliver over time; balancing immediate improvements with long-term transformation.
Outcome
Backed by executive leadership, the Target State Experience was successfully adopted into the business strategy to inform Product roadmaps and act as a north star vision for the organisation. Rather than treating symptoms, Target State Experience provided data-backed direction on the real problems to solve with a 24 month roadmap and a detailed 12 month plan to future proof the business, improve decision velocity and establish a competitive edge. Opportunities across the lifecycle were translated into actionable opportunities with detailed design artefacts, ensuring squad initiatives would deliver measurable value over time for members, partners, and the business.
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