Aeroplan

Loyalty simplified.

Know what you’ve earned.

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

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.

Lead Product Designer

Role

6 months (2023)

Timeline

1 Product Owner & 8 Engineers

Team

Travel, Loyalty & eCommerce

Industries

Initiative

Streamlined for speed. Designed for confidence.

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

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

  • Drove the redesign of the loyalty dashboard with sort/filter controls, dismissible ads, clearer point breakdowns, and actionable empty states.

Insight

Points were unclear.
Rewards felt out of reach.

  • 5M+ users struggled to track points, refunds, and status progress.

  • Earning and redeeming felt unpredictable, driving frustration.

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

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

– Aeroplan Member (via UX Research)