Re-design the partnership marketing experience. Travelers who are a member, or looking to become a member, of Sun Country rewards, a partnership marketing experience will allow them to see the full potential of the membership, by clearly displaying the products and services available to them as members.
User Experience Design (UX Design)
One of the large benefits of joining Sun Country Rewards is access to promotions on products and services for our various vendors. Currently on SunCountry.com, we do not advertise this perk for potential members, nor do we make it easy for current members to access the promotions.
• Easily scan current partners
• See a brief overview of the promotion
• Ability to sign up for the promotion
• Prompt to log in or join Sun Country Rewards
Starting with current state, the user experience was assessed using a heuristic evaluation method to gather insights on challenges that travelers might be experiencing today. Checked other sites to compare the experience that competitors are offering by analyzing a number of heuristic characteristics of those sites. Interviewed stakeholders including rewards program managers to assess what needs existed as well as pain points.
• Difficulty seeing status of offers
• Controls difficult to see and utilize
• Traveler relied on memory for offer recall
• Verbiage is industry specific and not widely known to travelers
• No search functionality
• Long offer descriptions
• Low resolution offer images
• Limited traveler support for clarification, questions and error recovery
• Low offer usage
• Rewards program missing from main navigation
The travelers journey for this piece of functionality is simple and pretty straight forward. Defining the travelers journey for this functionality enabled the team to think about how a traveler and the program managers could benefit from updates to this area of the website.
Quickly ideating on the two traveler journey's that the team decided might be the best solutions a number of wireframes were created to give the team a feel for how the flow might feel to the traveler.
After meeting with the team and weighing the pros and cons of each design it was decided that we would move forward with the teaser and list option. The design was completed in Adobe XD.
Even though it is nice to have all the information on one page, there are instances where it will be mutually beneficial to the organization and to the traveler to break it up a bit. Having the ability to place teasers around the site and to display "featured partner offers" allows the traveler to encounter the rewards program in new ways as they go about their business. At the same time it allows program managers and the sales team opportunities to expand the offerings since there is a search functionality and an indexed list and allows for sales to up-sell premium positions within the program that yield higher visibility and ultimately more volume and revenue.