Viajero Premier
Club Premier2021
Designing a digital platform that transforms how Club Premier members discover, plan and book their travel experiences.
Context
Club Premier, Mexico's leading travel loyalty program with 7 million members, enables customers to redeem Premier Points for various travel products, including flights, hotels, car rentals, cruises, and activities.
However, most members viewed and used Club Premier exclusively for Aeromexico flights, missing out on the program's full potential.
The problem
Members were missing valuable redemption opportunities due to limited awareness of Club Premier's full travel offering. User research revealed that members found exploring non-flight options complex and unintuitive, leading to low engagement with other travel products and reduced program value perception.
The Solution
As the Lead UX Designer, I led the design of a comprehensive digital platform focused on three key pillars:
Seamless Travel Management
Created a unified dashboard where users can effortlessly plan and manage their entire travel experience - from checking availability and rates to booking any Club Premier travel product.
Inspirational Content Hub
Developed a curated blog featuring expert travel advice, gastronomic discoveries, and cultural recommendations to inspire users to explore new destinations and maximize their Premier Points.
Interactive Travel Memory Feature
Designed "Travel Postcards," an innovative feature enabling users to create digital memories by pinning photos and notes to an interactive map, enhancing the emotional connection with the platform.
Members were missing valuable redemption opportunities due to limited awareness of Club Premier's full travel offering. User research revealed that members found exploring non-flight options complex and unintuitive, leading to low engagement with other travel products and reduced program value perception.
The Solution
As the Lead UX Designer, I led the design of a comprehensive digital platform focused on three key pillars:
Seamless Travel Management
Created a unified dashboard where users can effortlessly plan and manage their entire travel experience - from checking availability and rates to booking any Club Premier travel product.
Inspirational Content Hub
Developed a curated blog featuring expert travel advice, gastronomic discoveries, and cultural recommendations to inspire users to explore new destinations and maximize their Premier Points.
Interactive Travel Memory Feature
Designed "Travel Postcards," an innovative feature enabling users to create digital memories by pinning photos and notes to an interactive map, enhancing the emotional connection with the platform.
The Impact
While the platform was in development when I concluded my involvement in late 2021, I established comprehensive success metrics including:
These metrics were designed to measure the platform's success in transforming Club Premier from a traditional loyalty program into a full-service travel companion.
While the platform was in development when I concluded my involvement in late 2021, I established comprehensive success metrics including:
-
Non-air product engagement tracking
-
Multi-product purchase behavior analysis
-
Content-to-conversion measurement
-
User satisfaction and feature adoption metrics
-
Point redemption patterns and member loyalty indicators
These metrics were designed to measure the platform's success in transforming Club Premier from a traditional loyalty program into a full-service travel companion.