Velocity Frequent Flyers digital transformation

Role

Creative and experience design direction

Challenge

Velocity Frequent Flyer (VFF) needed to transform the digital customer experience for its most important customers - frequent flyers - to be able to deliver, target, personalise and monetise their offers, services and content. They also wanted a far more efficient way to create and publish content on the site, with better workflow, faster approvals and speed to market for BAU, Campaign and Dynamic content.

To achieve this, they would need to migrate off a number of legacy digital platforms onto the Adobe Experience Manager platform, whilst ensuring every touchpoint was utilised to maximise the potential for the customer to earn or spend points.

A selection of design thinking frameworks were used to unpack the customer and business problems, undertaking multiple rounds of stakeholder and customer engagement to capture new opportunities, new design solutions and new ways to maximise earn, spend and monetise their digital platform.

 Idea

The VFF website was created to be more personalised and customer-centric, allowing for content and key member benefit information to be structured and displayed based on authenticated and unauthenticated states of the site. This meant we were able to strategically place promotions, advertisements and deals to monetise the platform. Users we’re served relevant information based on their own personal wants, needs, and history of engaging with Virgin and their VFF points.

Whilst we began work on designing a technology architecture to rapidly move key services and content to Adobe Experience Manager, we also start on several streams of work to create an entirely new experience.

Some key findings that came out of the discovery phase, we discovered that some critical information wasn’t being collected whilst on boarding new customers to the VFF platform. This led us to re-imagine the sign-up process into an interactive, multi-step, single-page application, ensuring the right data was collected to maximise opportunities for members to collate and use their points.