/ Client

Asia Miles, project based in Hong Kong

/ Roles

User research / Concept generation / Mobile App UX / Prototyping / User Testing

/ Background /

Asia Miles, leading travel & lifestyle reward program in Asia with more than 8 million members and over 500 programme partners worldwide. Asia Miles requested to design a new mobile app to be able to interact with their members more frequently and efficiently, replacing the old version. Before starting design the app directly, we first conduct user research to understand what users really needs from Asia Miles, and then define features that should be included in this mobile app. 


/ RESEARCH /

Opinion leader interview  : List out all the ways to collect Asia Miles, through credit card, supermarket, car renting and dining out

Opinion leader interview : List out all the ways to collect Asia Miles, through credit card, supermarket, car renting and dining out

Ethnography study  : Conducting interview at user's home enabled us to fully immersed in her living environment and lifestyle

Ethnography study : Conducting interview at user's home enabled us to fully immersed in her living environment and lifestyle

Field Study  : Understanding the relationship with Marco Polo Club, frequent flyer program from Cathay Pacific.

Field Study : Understanding the relationship with Marco Polo Club, frequent flyer program from Cathay Pacific.

Partner interview  : Understand reasons and motivations of partnering with Asia Miles from business perspectives, and see how these two parties can collaborate better

Partner interview : Understand reasons and motivations of partnering with Asia Miles from business perspectives, and see how these two parties can collaborate better

Member interview  : A member shared his redemption process for a first class ticket

Member interview : A member shared his redemption process for a first class ticket

High roller interview  :  A member shared how he played the game well, he's also a loyalty program membership card collector

High roller interview :  A member shared how he played the game well, he's also a loyalty program membership card collector

/ SYNTHESIS /

Define patterns and insight based on research conducted

/CONCEPT PROTOTYPE & TESTING /

Initial concept illustration  : Focusing on concept itself, not in digital interface format yet, so users can react purely on the core of the concept rather than visual design

Initial concept illustration : Focusing on concept itself, not in digital interface format yet, so users can react purely on the core of the concept rather than visual design

Test  Two Different UX Flows . Insert hand drawn wireframe into POP app, turn it into a basic  interactive, clickable app.  Enabling users to understand the structure of the app

Test Two Different UX Flows. Insert hand drawn wireframe into POP app, turn it into a basic interactive, clickable app. Enabling users to understand the structure of the app

Aisa MIles Home Page  participatory activity , users get to  collage  their ideal Asia Miles Website home page, see what are the most important information to show

Aisa MIles Home Page participatory activity, users get to collage their ideal Asia Miles Website home page, see what are the most important information to show

When in doubt or stuck, we did  guerrilla research  on the street to quickly get direct feedback from people 

When in doubt or stuck, we did guerrilla research on the street to quickly get direct feedback from people 

Having done user testing both in Taiwan and Hong Kong. Concepts were iterated and translated into a list of  features and UX Design  of the app

Having done user testing both in Taiwan and Hong Kong. Concepts were iterated and translated into a list of features and UX Design of the app

Finally, real front-end  coded interactive app  were tested and evolved several rounds base on feedback from users and business requirements

Finally, real front-end coded interactive app were tested and evolved several rounds base on feedback from users and business requirements

/ FINAL APP DESIGN /