Whist working for Isobar in Australia I spent a month on-site at Qantas working to improve the customer experience for their Frequent Flyer members.
The brief was to make improvements to the IA of the Frequent Flyer section of qantas.com that would aid engagement in their loyalty program. Qantas requested that I examine the customer journeys of Frequent Flyer members and look at what leads to potential disengagement with the program. This involved reviewing previous research, looking at analytics and running a journey mapping workshop with key stakeholders.
The outcome was two detailed customer journeys and a recommendation for a new IA structure.