Problem:
Virgin’s loyalty experience was fragmented across brands, making it hard for users to understand how Virgin Points worked or where to earn and redeem them.
Goal:
The goal was to create a single, coherent ecosystem that simplified discovery and increased engagement
What I did:
I owned the full design process, collaborating with product and engineering throughout to ensure every decision was feasible, aligned, and grounded in real user needs
Discovery Phase
Design thinking, define problem statement, personas, user interviews, Competitor analysis, user & business needs through HMW framing, Story boarding, retention, success metrics
Ideation
Ideation centred on rapid wireframes, clear interaction flows, and applying persuasive design principles (social proof, gamification, motivation) within a responsive desktop solution
Outcome
The app unified all Virgin brands into a single, intuitive loyalty ecosystem with clear journeys, a simple points system, and higher engagement through personalised rewards
Achieving a rating of 4.7 out of 5 in the App Store. Virgin red's accounts for 2022 show a generated revenue of £62.2 million, up from £24 million from previous year.
App store feedback
