Virgin Loyalty (Travel – B2C)

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Platforms: Web, Mobile, Native (iOS and Android)
Role: End-to-End Product Design and Development Management

 

Virgin Australia, one of the leading airlines in the Asia-Pacific region, set out to enhance customer loyalty and improve the end-to-end travel experience through a new mobile platform. After two failed development attempts, the airline needed a functional, intuitive application that could unify loyalty management, flight booking, and real-time travel updates in a single digital ecosystem. As Product Design and Delivery Lead, I guided the project from concept through execution, ensuring alignment between design vision, technical architecture, and business objectives.

 

I led requirement gathering, user journey mapping, and interface design, focusing on the needs of frequent flyers and loyalty members. By reusing core website functionalities within a mobile-first framework, I reduced development time while maintaining consistency across channels. I created high-fidelity wireframes, defined interaction patterns, and oversaw iterative testing cycles to refine usability and performance. The app featured shared user sessions between web and mobile, allowing seamless transitions across devices. Built for iOS 7.x and above, it delivered a consistent, stable experience optimized for accessibility and engagement.

 

The new Virgin Australia app quickly became a cornerstone of the airline’s digital strategy, driving adoption among loyalty members and improving user satisfaction. Real-time access to flight status, bookings, and rewards enhanced convenience and brand trust. Delivered on time and within scope, the project restored confidence after prior setbacks and demonstrated the value of combining agile execution with user-centered design. Virgin’s mobile experience evolved into a critical tool for strengthening loyalty, engagement, and competitive differentiation in the APAC travel market.