Use Asia Miles' program overhaul as an opportunity to make digital the primary way to redeem flights — instead of their hotline.
With 12 million members and a loyalty program in transition, Asia Miles needed a booking experience that reflected its full value and worked as the default channel.
We redesigned 40+ user flows across the redemption journey, ensuring members could explore, book, and buy more in fewer steps.
Working with Amadeus, we pushed for new APIs and tested the edges of what global distribution systems could deliver, from availability indicators to dynamic upsell option.
The UI had to align with Cathay’s brand revamp, a new design system, and strict WCAG 2.0 accessibility standards — no easy task with a yellow-grey palette.
The result: 79% lift in daily bookings, 56% channel shift from hotline to digital, and 10x more upsells — strong enough that Cathay adopted it for their own site.
