Aeroplan

Loyalty, elevated.

Your points. Your status.

Users struggled to track when points were earned, refunded, or lost. Status currencies were confusing, and loyalty transactions felt more like guesswork than progress.

I redesigned the experience from the inside out, bringing clarity to transactions, breaking down how status was earned, and making it easier for over 5 million members to see exactly what they had earned—and how to use it.

Aeroplan’s loyalty platform promised rewards, but left members frustrated.

Lead Product Designer

Role

16 months

Timeline

1 Product Owner & 20+ Engineers

Team

Travel, Loyalty & eCommerce

Industries

Built for action, not distraction

Streamlined for speed. Designed for confidence.

  • Reimagined the loyalty dashboard with an app-like side + top nav for quick access.

  • Prioritized points, status, and recent activity with clear hierarchy and modular layout.

  • Added sort/filter controls, dismissible ads, clearer point breakdowns, and actionable empty states.

  • Led discovery workshops to uncover pain points, define user stories, and map key features.

  • Ran 2 rounds of user testing (14 participants) to validate and refine solutions.

Empty yet overwhelming

Points were unclear.
Rewards felt out of reach.

  • 5M+ active members couldn’t easily track points, refunds, or status progress.

  • Critical info was buried under upsell content and promotions.

  • Boxy, dated layout lacked clear hierarchy, making scanning difficult.

  • Earning and redemption rules felt unpredictable, driving frustration.

  • Aeroplan needed a modern, actionable dashboard to rebuild trust.

“Everything’s just easier to find and makes way more sense.”

– Aeroplan Member (via UX Research)