UX/UI Design
Miles and More Discount Card
+32.4%
+3.1%
52days
Background
Reveneo, one of the Lufthansa Innovation Hub's Venture developing smart products to increase revenue and flight bookings, got a collaboration request by Lufthansa’s Loyalty program Miles and More to create a Discount Card for flights. Users can choose between a 10% or 20% discount that will be valid for 365 days upon purchase.
The Project was build as an MVP and Test Case to validate if there is enough customer demand for the product and that Lufthansa would increase Flight Booking numbers.
Booking a Flight
I adjusted the date-picker component with an interactive heading to keep the user informed of the necessary next steps.
I also designed the UI for the Flight Display according to the Miles and More style guide.
The shopping card only appears upon executing the core action, reminding the user of his previous selections without distracting them from the core task.
I also designed the UI for the seat-map based on research findings on seat-map display done within the Lufthansa Group, which suggested that including a zoned seat-map rather than a seat map based on legends reduces cognitive load drastically for the user.
The Process
My Role
I was the only UX/UI designer on the project, working together with a team of one product manager and three developers. We also were in a continuous feedback loop with our stakeholders from Miles and More.
Understanding the Problem Space
I reframed the task as a business question, derived user questions from it and developed our working hypothesis.
1
Business Question
- Is selling a discount card for flights a viable revenue model?
- Can Miles and More grow their customer base with the product?
2
User Question
- How might people purchase a discount card?
- How might people book a flight with the discount card?
3
Hypothesis
- We believe offering a discount card for flights will attract a younger more price sensitive customer segment and increase sales of flight tickets.
Identifying the Jobs to be done
I focused on the essential Jobs to be done and developed the information architecture, and user flows necessary for the first MVP.
Bringing Sustainability into the Product
Because sustainability is an overarching long term business goal within Lufthansa Group, we worked with our sustainability department on validating one of their hypothesis regarding carbon offsetting within the flight booking flow.
1
Business Question
- How can we get more people to offset their carbon emissions when booking a flight?
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2
User Question
- How might people offset their carbon emissions when booking a flight?
3
Hypothesis
- We believe by creating a more engaging carbon offsetting experience earlier in the booking flow we can increase the number of carbon offset flights.
I facilitated a brainstorming workshop around a pre-defined How might we question and invited stakeholders from miles and more, as well as our sustainability department to provide users insights for the workshop.
I used the outcomes of the workshop to add a more emotional offsetting teaser that appears directly after the ticket has been selected in a separate step. This pattern increased the number of offset flights by 19.4% compared to the traditional checkbox at the end of the checkout process.
Measuring Success
For the Discount Card, I worked with our Product Manager and the Lufthansa Group Revenue Management to identify three key metrics to evaluate if the product is a viable business model and if the Discount Card attracts new Miles and More customers.
Key Learnings
The new approach to offsetting carbon emissions shows that offsetting flights increases significantly when appearing more prominently in the booking flow.
While it is a viable revenue model, it is not a successful product for attracting new customers for Miles and More.
We discovered that the discount card didn't attract new customers because mainly existing customers used it, to buy cheaper flights in order to collect miles more cheaply.