/ 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 /

Designed card sorting tool to understand  de    cision making pro    cess and priority  when selecting a restaurant under different purpose of dining

Designed card sorting tool to understand decision making process and priority when selecting a restaurant under different purpose of dining

User sharing  Journey  of getting to know a new restaurant, understanding the roles that different touch-points play

User sharing Journey of getting to know a new restaurant, understanding the roles that different touch-points play

Interview famous bloggers  to know how they curate intriguing images and words in order to attract so many followers 

Interview famous bloggers to know how they curate intriguing images and words in order to attract so many followers 

Collect and analyze  local source of information , how they write about food and curate stories to communicate with the audience

Collect and analyze local source of information, how they write about food and curate stories to communicate with the audience

Guerrilla research on the street  in Hong Kong, see how random locals would recommend restaurant to go to for tourist

Guerrilla research on the street in Hong Kong, see how random locals would recommend restaurant to go to for tourist

Secret customer  : Dine out at Asia Miles most post popular dining partner, walk in user's shoes, experience it and observe in context

Secret customer : Dine out at Asia Miles most post popular dining partner, walk in user's shoes, experience it and observe in context

 

/ 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.

Flora Journey 2.jpg
 

/ Synthesis & CO-CREATION WORKSHOP /

Define patterns, insight and connecting the dots based on a variety of research conducted

Define patterns, insight and connecting the dots based on a variety of research conducted

Project Space at Asia Miles Headquarter in Hong Kong

Project Space at Asia Miles Headquarter in Hong Kong

Idea generation workshop with Asia Miles on site

Idea generation workshop with Asia Miles on site

 

/ 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.

Insights were further translated into several actionable concepts for Asia Miles to adapt internally

/ Asia Miles Dinning Program Website & Final Campaign to the market /

Exclusive NEW EXPERIENCE

Exclusive Experience.jpg

SPECIAL DAY rate & Bonus miles promotion

screencapture-dining-asiamiles-en-promotion-unlock_more_miles-2018-05-08-17_04_31.png

CROSS-PILLAR CAMPAIGN

Screen Shot 2018-04-30 at 5.54.12 PM.png

Cross-partners bonus miles promotion

Screen Shot 2018-04-30 at 5.47.19 PM.png

Dining website revamp

screencapture-dining-asiamiles-en-2018-04-30-23_58_20.png