Burberry

Why is Skywards important?

With human-centric design at the core of our principles, we depend on our team’s varied perspectives and life experiences to help us build products for the many.

25 million

The Emirates Skywards programe now has over 25 million members.

100+

We have more than 100 Skywards partners across 5 different categories.

1.4 Billion

Is the direct Skywards revenue annually (AED)

Challenges/Problems Statement

How do we design an overview page that increases customer engagement and loyalty?

In analyzing Emirates Airlines Skywards members section, we appreciate the welcoming message's role in establishing a friendly entry point for both new and returning members. This personal touch in the existing design is commendable. However, areas identified for enhancement include cluttered navigation, an uninspiring 'zero state' experience, obscured vital features like "My Account," excessive scrolling, and unclear booking or miles redemption calls-to-action. The redesign aims to simplify navigation, create an engaging 'zero state', make crucial functions readily accessible, reduce scrolling, and introduce clear calls-to-action. By adhering to UX design best practices, we plan to prioritize content, improve visibility, and streamline user flows. Our objective is a more intuitive, efficient, and enjoyable Skywards members section that fosters exploration, engagement, and loyalty, reflecting Emirates' quality and prestige throughout the user journey.