I worked at Hurtigruten as Senior Product Designer in a crossfunctional team of project managers, engineers, product designers and one UX researcher.
Hurtigruten is a global travel company that specializes in high-end cruises and expeditions from Greenland to Galapagos. The company has launched a new booking website and is expanding rapidly globally.
Note:
For a more detailed presentation of the designs and the process contact me for further information.
Conceptual design
The management requested a presentation and designs for a loyalty program at Hurtigruten.
The marketing team was requested to create a pitch to the management and I was asked to create the designs, in 5 days.
Research
After receiving the request to create a conceptual design for a new loyalty program, I collected all research carried out earlier to learn more about the users I was designing for.
I looked for user research that was created for a previous project about creating a loyalty program. I went through the findings of the latest research and talked with marketing teams and stakeholders to learn more about the earlier requirements for a loyalty program.
Research findings from previous research
Competitor benchmarking
I researched other loyalty programs such as what type of rewards were offered, look and feel, services and also loyalty programs from other industries than travel.
Members card
Sketches
I created a few sketches for both pages and iterated in the design. I started with a rough sketch of the whole page and used the design system and vertical rhythm guidelines already defined, to design the page.
Designs for web
Some of the elements were not previously designed, such as the member card. I used the design system to look for similar components and the brand guidelines to make sure the designs aligned with company guidelines and identity. I then designed a new component for the members card.
The loyalty page ( fig.1) was integrated in the live product, so show the users what the top benefit of being a member was.
The members page (fig.2) was the page where members could see information about the rewards.
The content was made up for this occasion.
Rough sketches of loyalty page and member page
App
The company had not made any designs for apps previously. I created the design based on the company brand guidelines, which were created for websites only. In addition to the pages for the loyalty program, I designed one screen for an app for the members of the loyalty program.
The idea of the app is that members can claim their rewards via the app, see where they are on the route, and view local attractions, and their profile rewards and member offers. The features of the app were my ideas for this conceptual design.
The colours I chose for the app were part of the design system, but not often used. I wanted to create a fresh, modern and appealing design which is why I chose to use green, yellow and orange.
Outcome
The designs were handed over to the marketing team and they were used for internal pitching to the management with success. It was decided to open a new department in the organisation for a loyalty program.
Other tasks
I also worked improving the designs on live product, heuristic analysis of the site including heuristic report, and mapping of the site.
map of the site