Avios eStore
Avios

UK Market Site Transformation

Over the past 18 months we've been delivering enhancements to our UK market site to improve our customers online experience. This has included a fresh new design pattern, research driven content updates and introduction of accessibility standards.

Personalised homepage

To give Avios members a warm and inspiring welcome to the website, we introduced a hero banner to the top of the homepage that greets you with a message and destination background relevant to your local time of day.

For logged-in members we go on to introduce personal account information - such as balance, membership number and balanced based redemption opportunities.

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Avios eStore homepage

Check out this lovely shot of San Francisco that is seen by visitors between 6pm - 9pm.

Flight search

Collect landing page

Prior to updating the visual design, this page had been through extensive testing and optimisation to maximise click outs to collection partners and categories.

We used the tried and tested content as a wireframe to apply our new pattern library to further showcase our featured partners, exciting collection opportunities and offers.

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Collection partner pages

I worked closely with the Optimisation Lead and Content Manager to simplify the content and layout of our partner pages. After testing numerous iterations, we designed and delivered a range of responsive modules that were stress tested against all possible content scenarios. This made creating content easier and faster, as well as introducing consistency across all partner pages.

An ABC test concluded an 8% uplift in users clicking out to direct partner channels from the new design. The third variant was an agency designed version of the page which saw a 26% drop in click outs…

Collection partner pages
Spend landing page

Spend landing page

We gave this page a full makeover from head to toe - leading with inspirational imagery, light copy and clear call-to-actions.

This was one of our most successful AB tests - seeing a 21% uplift in overall bookings from this page, as well as an impressive £0.5m in additional revenue.

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Flight search

Up until recent months we relied on a third-party service provider to manage our mobile redemption journey, costing us in excess of £100k per annum. To gain full control of this journey (and to save a pretty penny) - we designed, tested and delivered a simple and intuitive flight search form for use on all devices.

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Flight search
Flight search results

Flight search results

This page and the ones that follow were always considered no man's land due to the complex database integration and the risks involved in making even the smallest change. The journey wasn't responsive, didn't meet accessibility standards and was being replaced by a third party service on mobile and tablet - this had to change.

Using just CSS I was able to completely transform the page to introduce accessibility standards, responsive layout and UI from our new design language. This was a huge win for us and the user, as well as a huge cost saving for Avios.

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Redemption checkout

Using the same method as the flight search results, I was able to update the basket, traveller details, review and booking confirmation page using just CSS. All of which was tested by our team across various device types, operating systems and common browsers.

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Redemption checkout