Qantas Business Rewards

I interviewed product owners, business analysts, customer support staff, and other internal subject matter experts working across Qantas to better understand the program. The primary reason for companies was to earn additional loyalty points in a low friction booking website that centrally managed all their companies flights but i also learnt alot about the challenges of appealing to companies of varying size and volume of flight bookings.

I conducted a site audit to better familiarise myself. What was of particular note was the cross over between the public Qantas Business Rewards site, the Qantas website and the logged in Qantas Business Rewards site. Making that journey more holistic would require co-ordination with the other teams in charge of those experiences.

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The analytics team confirmed our hunches for the most trafficked flows/pages on the site. Apart from the home page, the most visited pages were the Manage Bookings page where users could view itinerary, rebook flights, and select upgrades/extras. This was followed by the points activity page where companies could check if points had been added from a purchase/trip.

We sent out a survey to businesses using the program to understand their experience of the program, rating their experience for key tasks and asking for feedback on likes, dislikes, improvements.
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From our survey participants we arranged to interview several small businesses as well as a few large businesses. We conducted interviews both over the phone and in-person to ask why they used the program, what benefits the website gave them, any other platforms/tools they use to book or manage flights, and any pain points they had with the site.

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We created light personas for the key user archetypes based on interviews. Companies ranged from small family businesses with 1-3 employees to larger companies in mining, law, and engineering who frequently booked flights for 50+ employees. We focused on the key roles of the traveller, the travel arranger and the business owner that had different goals from the website. The traveller only wanted their travel booked and expensed to the company easily and efficiently while the travel arranger and business owner had more complex needs and were the power users of the site.

We focused on three key parts of the experience:

1. Improve the scannability of the Manage Company Bookings page to show multiple itineraries and be able to search for passengers.
2. A simpler way to manage permissions for the use of points, company credit cards, and other permissions.
3. To update the flight search to more easily include pre-loaded traveller information.
   

We tested our concepts with businesses across Sydney, Queensland, and Perth for feedback. We received alot of great insights for the bookings page with travel arrangers really thrilled to be able to search by passenger name and filter results by month, other additional filters such as airline or fare type (e.g. economy, business, etc) were not as necessary.

For permissions we had more confusion toward our role based system. Almost all business owners didn't want people using points to book flights at all, and travel arrangers authorised different company credit cards to provide permissions and tracking of employee expenses. Ultimately the use case for roles was not as strong as we had imagined.

We implemented final designs for the flight search widget and Manage Company Bookings with dev teams in time with the release of the points redemption campaign that allowed companies to use loyalty points directly for flights rather than transferring to an individual.

There were many other design pieces i worked on to ensure the campaign was ready to launch however i was most proud of these as we were able to properly validate them with customer feedback and they substantially improved the experience of flight booking.

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