Nolan OBryan
Enhancing member engagement through intuitive status tracking
Transforming static, confused visuals into dynamic understanding that lowered help center calls by 50%.
Role
Lead product designer
Team
Product manager
Business analyst
3 engineers
Duration
3 months
Focus
Customer strategy, design systems, UX/UI
Impact from redesign
50%
11%
3x
Reduction in help center calls
Increased traffic to credit card application pages
Perk adoption from dashboard
The challenge
The challenge was to redesign a loyalty profile that displayed progress but failed to make it clear or motivating. The previous experience relied on a long tile tracker that required effort to interpret, making it hard for customers to quickly understand their status or how close they were to meaningful milestones. The “tiles” concept itself was also unclear. Many customers didn’t know whether tiles were spendable like points or simply indicators of status progress.
The opportunity was to simplify and clarify the system so progress felt intuitive, tangible, and rewarding at a glance.
Previous status tracker
Research that drives inspiration
Stakeholder interviews
I conducted stakeholder interviews to uncover business goals, constraints, and assumptions that weren’t visible in the interface itself. These conversations ensured the redesign addressed real organizational priorities and reduced friction during implementation.
Help center surveys
Surveying help center workers created a direct line to the people who see membership confusion and friction every day. Their frontline perspective surfaced patterns, pain points, and recurring misunderstandings that wouldn’t show up in dashboards alone.
Usertesting
To identify where users were experiencing friction, I conducted in-depth usability testing and observed real customers navigating their journeys end to end.
Key research takeaways
1. Customers want a visual, interactive way to track their points. Something that makes progress feel tangible instead of static
2. Create separate mental models for customers to understand consumables (points, credits, passes, etc) and non-consumables (tiles, status tier)
3. Missed opportunities to engage members through upsells, perk consumption and credit card applications
-Member feedback
"What do I have and what do I do next?
To offer greater flexibility to members who have points but not sure how to use them and those members who are curious about their greater standing in the program I split the experience into 2 views.
This separation reduces confusion and prevents points from being associated with Tiles. It reinforces the concept that points are spent while Tiles represent the members status level.
Transparent status tracking
Split mental model
Detail view
Basic view
Progress tracker
Basic view
Performance
"View details" is 4th most clicked feature on page
YOY selector is 11th most clicked feature on page
The Progress tracker displays all status information and tile accumulation. It places the member within their membership journey and communicates key information such as expiration date, next tier level and how many Tiles until the next tier.
Performance
+11% increase in traffic to credit card application page
+300% increase to buy Tiles
The "Wallet" becomes a collection of spendable items. Points, upgrade certificates, etc. It shows profile level information and displays upsell options: credit card placement for non-holders & Tile purchase for card-holders.
The "Wallet"
Member feedback
Here's a few thoughts from members after using the new widgets:
“It's easy to figure it out. You literally just see right here, right here how you are making progress”
“Tiles are a way to qualify for the Mosaic status”
“Tiles are like JetBlue's way of measuring my progress toward earning more benefits or perks.”
Next steps
1. Introduce more programatic consumables into the Wallet
2. Expand the progress tracker detail view to clearly show how members earn and advance toward status
3. Further game-driven progression to make tier advancement more motivating