UNCOVER & SHAPE

Unlocking Everyday Value in QANTAS Loyalty

UNCOVER & SHAPE

Unlocking Everyday Value in QANTAS Loyalty

Role: Product Lead & UX Designer
Client: Qantas Loyalty
Timeline: 7 weeks
Team: 5

The Challenge

Qantas Frequent Flyer (QFF) is one of Australia’s most valuable loyalty ecosystems covering travel, retail, wellness, banking, wine and more. Yet members believe they already “know” the program, and are disappointed when they discover missed opportunities. The breadth and complexity means even savvy members can overlook or forget benefits, leading to frustration or disengagement.

During discovery we defined the Grow lever of the experience and the Mission:
Get members to use their points sooner by demystifying the program, helping them discover just one more thing that accelerates their path to rewards.

Strategic Insight

We uncovered some behavioural truths during a series of data deep dives and moderated interviews:

  • People want effortless points earning

  • They prefer passive, contextual help vs. tasks or research

  • The phone is their primary engagement channel (3h+ daily)

  • This is especially true for the ~3M members earning beyond flying

This pointed us to a focused loyalty companion: not a travel app, but a daily value driver for the program.

Image showing the strategy from a disconnected ecosystem to a connected integrated one

The Solution: My QFF

A standalone Qantas mobile experience that:

  • Shows you where you’re missing points

  • Tailors earn + redeem opportunities

  • Reveals value in the ecosystem you already use

  • Connects other Qantas services at the right moment

The Value Prop:

The MyQFF app - Go more places, sooner.
Get more out of Qantas Frequent Flyer
Do the things you already do every day
Go more places, sooner

AppStore Image used to test Value Proposition in Unmoderated Quant testMy QFF

Img. AppStore Image used to test Value Proposition in Unmoderated Quant test


MyQFF becomes the central entry point for the loyalty ecosystem. Earn, redeem, and manage in one place, with smart linking to supporting services.

During the process we focus on validating DVF:

  • Validated desirability: 80% of survey users indicated they would use the loyalty app. Around 2.4M potential users

  • Validated viability: We experience frameworks and features evaluated against our mission: redeem sooner and Cannibalization of the travel app being the biggest concern around viability.

  • Validated feasibility: We evaluated agains legal, operational and technical impact.

The Discovery and Shaping Process

We worked in 5 rapid sprints:

  1. Immersion, problem framing and critical assumptions mapping

  2. Hypotheses + desirability experiments

  3. Concept co-creation + experience frameworks

  4. Working prototypes (earn + redeem) and key journeys for stakeholders buy-in and Quant concept validation→ 3M target segment validation

  5. Commercial + technical feasibility: MLP scope + 9-month launch plan

Evidence based signals:

  • Members wanted to see balance + their member status instantly

  • They responded to contextual offers tied to real behaviours

  • They expected shopping + deals proactively surfacing

  • They value travel redemption clarity when nearing their goals

Outcomes

By week 7, we delivered:
✅ Validated value proposition
✅ A clear 3M-member audience ready to engage beyond flying
✅ Clickable prototype used to gain stakeholders buy-in
✅ Strong path to launch in 9 months rather than 12 (higher impact option)
✅ Foundation for a connected loyalty ecosystem-strategy, instead of standalone offerings

The product was paused due to COVID-19 airline disruption, but the strategic foundation remained primed for relaunch.