MY ROLE
Product Design, Ideation, Prototyping, Journey Mapping, UX Research & Analysis.
TIMELINE
2017 – 2024
TOOLS
Figma, Figjam, Sketch, InVision, Miro, Photoshop.
Overview
AerClub is the loyalty programme of the Irish airline – Aer Lingus.
AerClub was launched in 2017 1. to replace an out-of-date loyalty programme ‘Gold Circle’, and 2. to offer a more modern and rewarding experience for frequent flyers. As a Product Designer, my roles have focused on crafting intuitive registration and management flows while ensuring clear, engaging content design to guide users through every step. The overall goal was to create a frictionless journey that encouraged sign-ups, simplified account management, and enhanced overall user engagement.
Registration
Joining AerClub begins with registration. Early versions of the registration flow were too complicated – they were long and drawn-out, requested unecessary information and had too many steps. This was complicated further by legacy systems and a need to migrate old ‘Gold Circle’ customers to a new programme.
AerClub tech had become old, fragmented and clunky. For customers, the registration process was slow and involved too many steps. For support staff, legacy systems were preventing real-time customer services.
The need for an updated registration flow and back end was evident, so work on a new technical solution and user flow began in 2024, the key objectives were:
• Migrate all user data to ‘a single source of truth’
• Remove bad data
• Stop bad data coming in
• Reduce the number of steps in the registration flow
• Follow modern registration best-practices on account creation using One Time Passwords.
Promotional Content
In addition to improving the registration flow, promoting AerClub membership in other areas of the site was seen as an opportunity. AerClub use Avios (loyalty currency) and the Avios network has expanded considerably since the inception of AerClub – with many new high profile partners such as Disney, Avis, Brown Thomas, Kildare Village, Nike, Adidas etc.
A suite of promotional banners highlighting the benefits of AerClub membership and the wider Avios network was created for use on different locations of the website.
