Virgin Australia
Velocity loyalty program mobile app for Virgin Australia, enhancing the frequent flyer experience with personalized rewards and flight management.
Duration
2 yrs
Team
20
Scale
Enterprise
Scope
Australia
Overview
Virgin Australia, a premier airline in the Asia-Pacific region, engaged in a digital transformation effort to simplify and enhance the travel journey for customers by developing a mobile application. This initiative aimed to integrate loyalty programs and flight management into a cohesive platform. The engagement was underpinned by a research-led approach that focused on user-centric design and robust development methodologies.
Challenge
Virgin Australia faced complexities in synchronizing legacy code with the production environment, following two unsuccessful attempts at mobile app development.
There was an urgent need for a streamlined, mobile-friendly solution that could reuse existing website functionality and be delivered within a tight timeline.
Improving customer loyalty and engagement was critical, making the project high-stakes for the airline's digital strategy.
Research & Discovery
Conducted user journey mapping to understand customer needs and identify pain points in the travel and loyalty program journey.
Led stakeholder workshops to align project goals with business objectives and gather comprehensive requirements.
Developed high-fidelity wireframes to visualize the application's functionality from a user-centric perspective, ensuring seamless navigation and intuitive design.
Solution & Deliverables
Designed and developed an iPhone-based mobile application specifically for loyalty program members, incorporating features like booking management, flight details, and status updates.
Ensured shared user sessions across the app and browser for uninterrupted user experiences, leveraging existing web functionalities to expedite the go-to-market timeline.
Delivered a solution optimized for iOS 7.x and above, with rigorous testing to ensure seamless functionality across devices. Ensured WCAG 2.0 AA compliance across all deliverables, embedding accessibility and inclusive design from the outset.
Results & Impact
The mobile app significantly enhanced the travel experience for loyalty members, facilitating easier journey management and increased engagement with loyalty programs.
The integration of real-time flight and booking details improved customer satisfaction, reinforcing Virgin Australia's reputation as a customer-centric airline.
Results included improved usage of the airline's loyalty programs and streamlined travel management, ultimately contributing to the airline's strategic goals. The successful on-time delivery validated the approach and overcame previous development hurdles, marking the app as a cornerstone of Virgin Australia's digital strategy.
Project Artifacts
Project Details
Industry
Airlines
Duration
2 yrs
Team Size
20
Direct Reports
1
Scale
Enterprise
Scope
Australia
Budget
1M+
Platforms
Mobile and Native: iOS and Android
Regulatory
Heavy
Engagement
End-to-End Product management, Design, development and ongoing support