Redesigning Loyalty for Millions
Redesigning Loyalty for Millions
Redesigning Loyalty for Millions
Role: Senior Product Designer
Duration: 6 Months+
Team: UX Manager, Jr. Designer (Contractor)
Stakeholders: VP of Loyalty, Loyalty Team
Role: Senior Product Designer
Duration: 6 Months+
Team: UX Manager, Jr. Designer (Contractor)
Stakeholders: VP of Loyalty, Loyalty Team
OVERVIEW
How might we build a loyalty experience that feels more modern, rewarding, and emotionally engaging—while empowering members to see their progress and choose how they’re rewarded?
How might we create a loyalty experience that feels modern and rewarding—while helping members track progress and choose their perks?
How might we create a loyalty experience that feels modern and rewarding—while helping members track progress and choose their perks?
IHG was reintroducing its loyalty program with a bold promise: more meaningful rewards, more ways to earn, and more flexibility for travelers. But complex perks—like Milestone Rewards and limited-use benefits—were confusing for users to navigate and redeem.
We were tasked with redesigning the digital loyalty experience to increase engagement, education, and emotional resonance.We introduced new tiers, Milestone Rewards, and more dynamic recognition moments. As UX lead, I shaped the visual and experiential direction across strategy, product, and operations.
IHG was reintroducing its loyalty program with a bold promise: more meaningful rewards, more ways to earn, and more flexibility for travelers. But complex perks—like Milestone Rewards and limited-use benefits—could be confusing for users to navigate and redeem.
We were tasked with redesigning the digital loyalty experience to increase engagement, education, and emotional resonance. As UX lead, I shaped the visual and experiential direction across strategy, product, and operations.
IHG relaunched its loyalty program with more ways to earn and redeem—but the increased complexity could confuse users.
We redesigned the digital experience to boost engagement and clarity. As UX lead, I shaped the strategy, visuals, and cross-functional direction.
IMPACT
IMPACT
IMPACT
40% YOY Growth in Loyalty Enrollments, 1.5M+ rewards redeemed globally, and 5+ loyalty program rewards in the travel industry
40% YOY Growth in Loyalty Enrollments, 1.5M+ rewards redeemed globally, and 5+ loyalty program rewards in the travel industry
40% YOY in Enrollments, 1.5M+ rewards redeemed globally, and 5+ loyalty program rewards in the travel industry
CHALLENGE
Where Rewards Fell Flat
Members didn’t feel rewarded often enough, were unmotivated by the outdated ways to visualize their progress. The loyalty experience lacked emotional payoff, momentum, and modern UX cues.
Recognition Gaps – Long periods between rewards left members feeling undervalued
Tech Constraints – AEM system made bold visual expression difficult
Disjointed Timing – Roadmap was in flux, requiring agile independent design leadership
Recognition Gaps – Long periods between rewards left members feeling undervalued
Tech Constraints – AEM system made bold visual expression difficult
Disjointed Timing – Roadmap was in flux, requiring agile independent design leadership
Recognition Gaps – Long periods between rewards left members feeling undervalued
Tech Constraints – AEM system made bold visual expression difficult
Disjointed Timing – Roadmap was in flux, requiring agile independent design leadership
With our new program, we set out to change that, to add more benefits, more perks, more milestones and make it clear on how to actually use them.
DESIGN STRATEGY
Less Confusion, More Connection
We broke the problem into three workstreams:
Reward Education: How do we clearly explain what users are earning and how to use it?
Visual Hierarchy: Can we design layouts that emphasize value without cognitive overload?
Cross-System Cohesion: How do we unify experiences across app, desktop, and internal CMS tools?
Key Activities:
Heuristic Evaluation – to audit current reward flows for usability gaps
User Flows & Wireframes – to clarify end-to-end paths from reward earned to redeemed
Content Collaboration – worked closely with copy and legal teams to simplify language while maintaining accuracy
We broke the problem into three workstreams:
Reward Education: How do we clearly explain what users are earning and how to use it?
Visual Hierarchy: Can we design layouts that emphasize value without cognitive overload?
Cross-System Cohesion: How do we unify experiences across app, desktop, and internal CMS tools?
Key Activities:
Heuristic Evaluation – to audit current reward flows for usability gaps
User Flows & Wireframes – to clarify end-to-end paths from reward earned to redeemed
Content Collaboration – worked closely with copy and legal teams to simplify language while maintaining accuracy
We divided the challenge into three core workstreams:
Reward Education – Clearly explain what users earn and how to redeem it
Visual Hierarchy – Highlight value without overwhelming users
Cross-System Cohesion – Align app, desktop, and CMS experiences
Key Activities included a heuristic audit, streamlined user flows, and close collaboration with copy and legal to simplify language while staying compliant.
Less Confusion, More Connection
With the roadmap still evolving, I took the lead on creative direction—prototyping bold UX patterns that pushed AEM’s limitations and brought the brand to life.
With the roadmap still evolving, I took the lead on creative direction—prototyping bold UX patterns that pushed AEM’s limitations and brought the brand to life.
Unlock the full story behind our rewards refresh.
The deep dive unpacks how we simplified redemption and clarified value across global partner offerings.
Unlock the full story behind our rewards refresh.
The deep dive unpacks how we simplified redemption and clarified value across global partner offerings.
Unlock the full story behind our rewards refresh.
The deep dive unpacks how we simplified redemption and clarified value across global partner offerings.
SOLUTION
Clarity That Rewards and Connects
The final experience introduced a refreshed brand experience for loyalty members—celebrating progress and making rewards feel tangible:
Introduced Milestone Rewards (every 10 nights after 20 nights)
Designed new UI for the IHG One Rewards landing pages, user rewards awareness, F&B vouchers, partner rewards, and started discovery of digital Confirmable Suite Upgrade redemption
Visualized loyalty tiers: Club, Silver, Gold, Platinum, and Diamond (formerly Spire Elite) across our new Rewards pages
Created assets to support communication across internal and public touchpoints
Engagement Wins (12 Month Period):
1.5M+ Milestone Rewards redeemed
F&B rewards live at 2,000+ hotels globally
40% YoY growth in loyalty enrollments (115M+ members)
+21 point lift in brand awareness among Gen Z
The final experience introduced a refreshed brand experience for loyalty members—celebrating progress and making rewards feel tangible:
Introduced Milestone Rewards (every 10 nights after 20 nights)
Designed new UI for the IHG One Rewards landing pages, user rewards awareness, F&B vouchers, partner rewards, and started discovery of digital Confirmable Suite Upgrade redemption
Visualized loyalty tiers: Club, Silver, Gold, Platinum, and Diamond (formerly Spire Elite) across our new Rewards pages
Created assets to support communication across internal and public touchpoints
Engagement Wins (12 Month Period):
1.5M+ Milestone Rewards redeemed
F&B rewards live at 2,000+ hotels globally
40% YoY growth in loyalty enrollments (115M+ members)
+21 point lift in brand awareness among Gen Z
We refreshed the IHG One Rewards experience to make progress more visible and rewards feel real.
Launched Milestone Rewards every 10 nights
Redesigned loyalty landing pages and F&B voucher flows
Visualized all tiers: Club to Diamond
Supported partner rewards and Confirmable Suite Upgrade discovery
Engagement Wins (12 Months):
1.5M+ rewards redeemed
F&B perks live at 2,000+ hotels
+40% YoY enrollment growth (115M+ members)
+21pt Gen Z brand lift
DIVING INTO THE DETAILS: FOOD & BEVERAGE REWARDS
DIVING INTO THE DETAILS: FOOD & BEVERAGE REWARDS
One of the most visible and high-impact outputs of this evolution was our introduction of Milestone Rewards—and specifically, the Food & Beverage reward.
One of the most visible and high-impact outputs of this evolution was our introduction of Milestone Rewards—and specifically, the Food & Beverage reward.
As the only redemption option that touched both digital and in-property experiences, it posed a unique UX challenge…
Award Recognition
Award Recognition
Award Recognition
🏅2022 Editor’s Choice: Best Hotel Loyalty Enhancement
🏅2022 Editor’s Choice: Best Hotel Loyalty Enhancement
The Points Guy
🏅2022 Best Hotel Rewards Program
🏅2022 Best Hotel Rewards Program
