Case study
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
1 PM, 1 BA, 3 Eng
Duration
3 months
Focus
Customer strategy, design systems, UX/UI
Key business takeaways
Business Impact From Redesign
50%
Reduction in help center calls
10%
Increased traffic to credit card application pages
3X
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.
Process
Leveraging Clarity to Drive Engagement
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
Missed opportunities to engage members through upsells, perk consumption and credit card applications
Create separate mental models for customers to understand consumables (points, credits, passes, etc) and non-consumables (tiles, status tier)
Customers want a more visual, interactive way to track their points. Something that makes progress feel tangible instead of static
Strategic Decisions
Design Direction
"What do I have and what do I do next?
-Member feedback
I split the experience into two sections to reflect the difference between what customers can use now and what they’re working toward. The Wallet holds points and perks that are immediately actionable, while the Tracker shows status progress and proximity to the next milestone.
This separation reduces confusion and makes both short-term value and long-term progress easier to understand at a glance.
The Wallet
Personalized status banner reinforces membership level and makes the experience feel tailored to the customer
Available point total
Configurable list displays a member’s available benefits and consumables in a clear, flexible layout
Optional area for upsells
Gives members confidence they are not missing or losing benefits
The Progress Tracker
2 view modes structured to keep the experience intuitive for most users, while still offering the transparency and detail power users expect.
Year selector for year over year tile count
The tile count makes a customer’s status level visible while clearly signaling how close they are to the next milestone
The status tier indicator grounds users in where they stand today and provides context for what’s ahead in their loyalty progression
The detailed view explains how tiles are earned, giving customers clear visibility into their progress.
Tile reset indicator
“It's easy to figure it out. You literally just see right here, right here how you are making progress”
Moving Forward
Next Steps
1.
Introduce more programatic consumables into the Wallet:
- Lounge Pass
- Buddy passes
- Gift Cards
2.
Expand the progress tracker detail view to clearly show how members earn and advance toward status
3.
Further game-driven progression mechanics to make tier advancement more motivating while amplifying JetBlue’s differentiated brand voice
Member Feedback and Next Steps
By redefining tiles as progress towards status and points as spendable rewards, we reduced confusion and made the loyalty system easier to navigate and trust.
“Tiles are a way to qualify for the Mosaic status”
“Tiles are like JetBlue's wave of measuring my progress toward earning more benefits or perks.”