HighFive is a digital loyalty experience built to turn travel into a rewarding journey.
Designed with gamification in mind, it motivates users to stay engaged while simplifying complex reward rules through a clean, intuitive interface.
The challenge was to design a clear, engaging loyalty experience that simplified complex rules and motivated users to complete five flights.
The goal was to balance gamification with a professional tone, encouraging both frequent and occasional travelers to stay loyal to Luxair.
I combined data analysis, interviews, and persona development to design a loyalty experience tailored to Luxair’s diverse travelers.
Mapping the full journey revealed key friction points like confusing progress tracking and the need for better reminders.
I designed the HighFive loyalty program starting with paper wireframes to simplify flight tracking and voucher management.
The final prototype delivered a polished, brand-aligned experience that made complex rules feel intuitive and easy to navigate.
This project showed how clear, strategic design can simplify complex systems and boost user engagement across audiences.
The pilot received strong internal support, with future updates planned to enhance personalization and long-term motivation.
HighFive is a loyalty program I designed for Luxair’s most frequent travelers. The system rewards users with travel vouchers upon the completion of five valid flights.
Hosted in a user’s personal account, the platform gamifies flight tracking and rewards, catering to a wide range of user profiles, from business travelers to young commuters.
Luxair needed a digital loyalty experience that could simplify and communicate a set of complex business rules, while appealing to a wide range of users.
The challenge was to design a clear and engaging interface for a program that not only rewarded frequent flyers, but also incentivized occasional travelers, those who typically fly around three times a year, to complete five flights and claim a voucher.
The goal was to blend gamification with clarity, creating a seamless experience that motivated users to travel more, all while staying true to Luxair’s professional tone and brand identity.
Rules felt too complex or hard to understand.
Gamification needed to feel optional and not overly playful for business travelers.
Lack of clarity around flight eligibility (upcoming, valid, expired).
Users didn’t know when or how to redeem vouchers.
To ensure the loyalty experience met the needs of all user types, I developed three key personas:
I mapped the full user journey, from flight booking to voucher redemption, paying close attention to edge cases like expired flights and unclaimed rewards.
This process helped uncover major friction points, such as confusing progress tracking and a lack of timely reminders, which impacted both the user experience and the notification strategy.
To bring the HighFive loyalty program to life, I started with paper wireframes to explore how to clearly represent flight statuses to ensure quick and easy comprehension.
Early ideas included:
Once the structure was defined, I created digital wireframes featuring a login banner, a booster section explaining reward enhancements and a dashboard showing flight progress and expiring trips.
After usability testing, I refined the visuals by simplifying indicators, improving copy, and fine-tuning colors for broader appeal.
The final high-fidelity prototype stayed true to Luxair’s brand while making the complex reward system intuitive, accessible, and visually polished.
This project underscored the importance of designing with clarity when navigating complex business rules and diverse user journeys.
By applying gamification in a strategic and subtle way, we successfully engaged not only frequent flyers but also mid-frequency travelers boosting interaction and motivation.
The initiative received strong internal support and was approved for pilot testing in selected markets. Through the process, I deepened my ability to turn layered logic into intuitive interfaces and tailor playful experiences to a professional context.
A beta version was launched to validate key assumptions, and upcoming iterations aim to introduce personalized reminders, social sharing features, and seasonal challenges to sustain long-term engagement.
