Digitizing a ferry loyalty program into a self-service web experience
Roles
UI/UX Designer
About the client
A leading ferry operator in Southeast Europe, serving millions of passengers across domestic and international routes.
As part of a broader digital transformation effort, the organization sought to modernize access to an existing loyalty program by introducing a dedicated self-service website. The goal was to improve customer engagement, increase transparency around benefits, and reduce reliance on support-driven interactions, while maintaining consistency across digital channels.
My profile & Loyalty overview
A personalized dashboard where members track their tier, points balance, and key loyalty information at a glance.
Registration & Onboarding flow
A mobile first, step-by-step signup experience that verifies user details and enables access to the loyalty program.
Homepage & Program introduction
The primary entry point that explains the loyalty program, highlights benefits, and guides users.
Tier overview & Benefits
A structured presentation of rewards and privileges that helps users understand what they gain.
Tiers & Benefits comparison
A comparison view that clarifies differences between membership tiers and motivates progression through rewards.
Destination & Editorial content
Informational destination pages that inspire travel while subtly reinforcing the value of earning loyalty points.
Outcome
The project successfully transformed an existing, support-driven loyalty program into a self-service digital experience accessible across desktop and mobile devices.
Users gained direct access to their membership status, benefits, and rewards without relying on contact centers, improving transparency and reducing friction across common loyalty-related actions. For the organization, the website established a scalable digital foundation that supports customer engagement, reduces operational overhead, and aligns the loyalty program with modern digital expectations.
Users gained direct access to their membership status, benefits, and rewards without relying on contact centers, improving transparency and reducing friction across common loyalty-related actions. For the organization, the website established a scalable digital foundation that supports customer engagement, reduces operational overhead, and aligns the loyalty program with modern digital expectations.
