One landing page to motivate 10M+ collectors to redeem
Re-designing the AIR MILES Rewards landing page
Re-designing the AIR MILES Rewards landing page
AIR MILES is one of Canada's largest loyalty rewards programs, helping millions of collectors earn and redeem Miles on everyday purchases. In January 2026, the program simplified its currency - replacing "Dream Miles" and "Cash Miles" with a single "Miles" balance. In preparation for this change, we redesigned the Rewards experience, starting with the Rewards landing page - the first place many collectors discover what their Miles can get them, and what motivates them to keep earning.
Market and user research revealed that one of the main barriers to redemption was low value perception. Collectors weren't sure what their Miles were worth or what they could get based on their current balance, even though 80% of collectors had enough Miles to redeem for a reward. There was also low awareness of the breadth of rewards available to collectors. Collectors consistently underestimated the value of their Miles and what their Miles could get them.
Additionally, due to back end technical constraints, the Rewards catalog was separated across 3 different sites, making it impossible to view different types of Rewards within the same page, and making for a very confusing and disjointed browsing experience for collectors.
Consolidating 3 landing pages and navigations into one required rethinking the IA within the constraints of an existing header structure. The navigation needed to balance user goals with business priorities around surfacing key entry points. We partnered with UXR to conduct a card sort exercise to understand how collectors naturally grouped different items. Based on those findings, competitor analysis, and Baymard best practices, we gave users direct access to high-intent subcategories - Best Sellers, New Arrivals, and Deals - which Baymard identifies as essential paths to product discovery.
I designed a consolidated rewards landing page that focused on showcasing the breadth of the rewards catalog, motivating and incentiizing collectors to browse and explore by leaning into showcasing products and product imagery. Additionally, I wanted to bring transparency to collectors around how much their Miles were worth.
For each component, I created detailed design documentation including specifications, interaction states, and accessibility requirements. I worked closely with developers through implementation to ensure quality and accuracy.
The experience lanuched on January 26, 2026 so we'll be monitoring analytics to measure the impact of the page. I am also working with the Data Science team on a Rewards Recommendation Model which will be used to show a personalized product carousel to collectors at the top of the landing page.