Air France KLM - Flying Blue

Strategic Focus
Extend loyalty value through non-travel partnerships
Reduce friction in earning and redemption
Accelerate time-to-market under global constraints
We conducted stakeholder interviews across business units and adapted all research and testing to remote methodologies. Competitive analysis of global loyalty programmes identified four levers: personalisation, seamless integration, strong partnerships, and data-driven optimisation.

To move at pace, we combined Google’s Material Design system with Flying Blue’s evolving rebrand. Leveraging established design patterns allowed us to deliver quickly without sacrificing quality.

Execution
Defined requirements through cross-time-zone workshops (France, Netherlands, Canada, New Zealand)
Translated business objectives into structured user stories
Iterated rapidly through regular stakeholder reviews
Designed for mobile and desktop depending on behavioural context
Key product improvements included:
Seamless digital wallet integration
Simplified redemption flows
Expanded partner network (retail, mobility, finance)
Faster access to loyalty credentials via mobile
Results & Impact
61% increase in homepage conversions to e-commerce platform
3x increase in Miles&Points customers
11% increase in reward ticket usage