Design is currently in user testing led by Southwest’s marvelous UX team.

I was challenged to reinvent the Southwest stand alone page for their rewards program, Rapid Rewards. The current site is difficult to navigate and hides information. Using user data from the current Rapid Rewards site, I reframed and reprioritized content. The goal of the new site is to simplify navigation and content, increase user enrollment and use, and fit with Southwest’s new brand, vision, and partner sites.

Process Book is available upon request

Background

The current website has a complicated tab navigation that requires several clicks for the user to get to useful information. There is overlapping content and redundancies that could be simplified. User data indicates that pages deeper in the navigation do not get visited a significant amount.

Benchmarking

Alaska uses a conversational style to ease users through the information but lacks in navigation. Hawaiian has a simple visual style that requires many clicks to go through the tabs. Virgin America has a clean, modern style that requires users to dig for extra information. The new design should have a conversational tone and a clear navigation.

Goals

Reward

Increase New Member Enrollment
• Provide a quick and easy process to enroll in Rapid Rewards® or Rapid Rewards® Credit Card
• Emphasize benefits of enrolling

Simplicity

Increase Recurring and Frequent Customer Engagement of Members
• Point center that allows Customers to quickly view points and how they can be used.
• Emphasize promotions and ways to earn and utilize points
• Provide answers to all questions about the program.

Heart

Elevate the Southwest Brand and Core Values
• Design and aesthetics upholds new vision and branding.
• User Flow is natural and guides customer along.
• Tone is friendly and approachable

Navigation

I explored navigational options to see what would be the most simple and clear for the user. The sticky header didn’t allow users to navigate back to the Southwest site. The tabs had a clear navigation but didn’t allow for a conversation between the user and the content. The final navigation is a collapsible header that allows users to jump to the section on the page while keeping all points of navigation. Watch the video at the top of the page for a walk through.

Design Stages

Through each stage of the process, the buckets of information were combined to create a simpler, cohesive message. I evaluated the amount of information presented to the user at each section and how many pages were necessary.

Reframing Information

Final Design

The new site has a simplified navigation and the content is easily accessible and understandable for users. Future steps are to consider content strategy and what the site looks like when the user is already a member or a card member.






Additional Work