/ Client /
Asia Miles , project based in Hong Kong
/ Roles /
User research / Concept generation / Visual prototype
/ Background /
Asia Miles, leading lifestyle reward program in Asia with more than 8 million members, requested to conduct user research and come up with program strategy before they revamp the dining program, an important pillar for Asia Miles.
/ User Interview & FIELD RESEARCH /
/ User TOUCHPOINTS /
/ User Storyboards /
Quickly hand drawn the key stories from different users after interview, capturing the opportunity areas & pain-points for improvement. It is also a way to communicate with the team easily, keeping team aligned.
/ Synthesis & CO-CREATION WORKSHOP /
/ INSIGHT /
/ PRODUCT & SERVICE CONCEPT GENERATION /
A dining program that’s beyond miles, it’s about providing the special experience that competitors can’t provide. If positioning the program as a points provider, they’ll never beat the money value of promotion/discount ( instant deduction ) provided by other services.
Exclusiveness: Priority booking / Special Asia Miles Menu
"NEW" Dining Experience Hunter : In search of newest dining experience in town for Asia Miles members. Create the brand image that Asia Miles is the company that bring you the information or collaboration with the latest dining experience.
Visual driven communication: For dining website & newsletter, image play an important role to attract the customer when it comes to food.
Content curation: Chef sharing recipe / Cooking story, making Asia Miles dining program website a place to go to for food related inspiration.
Cross-pillar / Cross-restaurant promotion: Leverage the power of different pillars and a wide network of restaurant partner that Asia Miles have, something other competitors might not have. Curating cross-pillar campaign to encourage customers to earn more miles by interacting with partners from other pillar ( e.g. airline, shopping, travel, transportation and etc. ) In this way, members can not only earning more miles, partners will receive higher exposure to the members as well.
Miles accelerator 1HKD=1 mile : Create a special and easy to remember date or day for reoccurring campaign, so that members would remember about the campaign every month/week. In our concept prototype, we selected " 11 " as the date for 1 HKD=1 mile campaign. After the company has run it for a long time successfully, now it's been changed to every " Monday " to be the day for 1 HKD=1 mile, making it even more easier and frequent for member to earn miles at partners' restaurants.