Elevating Dining Experiences with a Multi-Channel Asia Miles Campaign
A campaign site and POS items designed for a yearly dining rewards programme for Asia Miles's members.
(6 min read)
Client
Asia Miles
Service
UX/UI design, POS, strategy
My Role
Art Director
Team
Project Manager, Developer, Copywriter & Me
Asia Miles, Cathay Pacific's loyalty program, lets members earn miles on flights, hotels, dining, and other purchases. Each year, they highlight top Hong Kong restaurants through their "Members' Choice" program, offering special perks. In 2020, while working as Art Director at Ogilvy Hong Kong, I was involved in Asia Miles' partnership with over 40 local restaurants. This campaign featured special menus and encouraged Hong Kong members to vote for their favorites.
What I did
I led this campaign's comprehensive research, UI design, and implementation process, ensuring it met its goals of giving members a platform to vote while also driving the success of key objectives. These included increasing the visibility of restaurant partners across online and offline channels, motivating members to explore and discover eateries on the Asia Miles platform, and fostering a consistent habit of earning and spending miles while dining.
Designing a channel for both voting and discovery of dining offers
The very first step was to discuss creative approaches and mechanics which potentially delivers the best outcomes. The team created a list of items to deliver, such as In-store POS and eSolus, whereas a campaign site is the key channel and our focus.We looked at the past years' reports and analysed the key factor engaging the members is exclusive dine-in deals, and the second is earning bonus miles by voting.
➊ Understanding the users
There are two main types of users:
➋ Mapping user actions
To clearly integrate the user journey into the website flow, I created a user action flow diagram and wire flow. Based on the insights, I prioritized website features to seamlessly guide users through their journey.
➌ Turning insights into design solution
Here's how the website brings user insights and journeys to life. With over 70% of target members using mobile devices, we prioritized a mobile-first design approach.
Explore & Earn: It starts with a short description and highlights of ways to earn miles. Then, we have "Featured restaurants" as a default selection of a tab with "Vote" on the homepage.After understanding the mechanics, the users can search eateries in categories by filtering districts and cuisine types. Every restaurant card allows users to access to special menus, quick view on prices for lunch and dinner menus, know where it locates and direct to an external partner page (openrice) to make a booking.
Vote & Share: For those who want to vote, they can go straightly to "Vote". The qualified participant is Asia Miles members, so every user need to login or register as a member before voting. After that, users can start to vote by categories and choose to put in referral code to get extra miles. We encourage voters to share this privilege to family and friends by adding social share buttons and "copy drafted message to clipboard" functions.
No items found.
Outcome
This campaign goes beyond the website. It includes a comprehensive strategy with key outcomes.
- Designing the website: A platform was created that serves as both a voting channel and a space for discovering dining offers.
- Strategic mechanics: Mechanics were developed to increase the exposure of restaurant partners across both offline and online channels, drive members to habitually search for and discover eateries on the Asia Miles platform, and encourage frequent earning and spending of miles during dining experiences.
- Art direction & systems: The art direction and design systems were established to guide the development of all campaign deliverables.
- In-store POS items: Several printed POS materials, including tent cards, menu clips, window stickers, and face mask bags, were produced to be distributed and displayed in partner restaurants.
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