Air Miles app

At IceMobile, redesigned the Air Miles app (Canada’s leading loyalty program) to make earning/redeeming miles intuitive across in-store and online purchases. Created wireframes, user flows, UX documentation, and collaborated with research for continuous “pulse testing” in bi-weekly agile sprints.

Air Miles UX Design Process: From HMW to Pulse Testing

Followed a structured 6-step process; mapping business goals/user research to competitive analysis, ideation with PO/visual/devs, wireframing winning concepts, and comprehensive UX documentation (flows, analytics tags, decision tables). Championed “How Might We” (HMW) questions to reframe challenges like “How might we help users easily discover rewards?” Conducted bi-weekly pulse testing for continuous user feedback and iterative improvement.

Key Features Delivered

Delivered marketing containers, enhanced partner offers visibility, new rewards section, improved transaction screen, and profile management, driving engagement across 10M+ members.

Remote user testing

After the design, together with the UX Researcher, came with a User test plan. We used a testing environment to mock the data and use what we already built in the app, before releasing the new version in the app.

All takeaways were shared between the multiple teams inside Air Miles, inviting not only our team in every section, also stakeholders and other design teams within the organization.