Shaping loyalty through clarity: designing FlyMore for Altair
How can we help users clearly understand the value of a travel membership and feel confident to subscribe?
✨ Results first
I designed an in-flight experience called “Preview Experience”, a feature that allows users to see and feel the benefits of FlyMore in real time during their booking flow.
This approach made FlyMore’s value tangible, transforming abstract benefits into visible savings and emotional motivation to subscribe.
📍 Project Overview
About
Altair is an airline seeking to increase the conversion of its loyalty program, FlyMore. While 72% of users know about FlyMore, only 5% actually subscribe. My goal was to help users see the real value of the membership before paying for it.
The Challenge
Most users already knew FlyMore, but didn’t perceive its real economic value. The program felt abstract and distant: the benefits were listed, but not experienced.
We needed to turn a rational hesitation (“Will it be worth it?”) into an emotional certainty (“I’m missing out if I don’t join”).
🔑 Story Highlights
“The problem wasn’t awareness, it was clarity.”
Analytics showed that 72% of users had heard about FlyMore, yet only 4% clicked to learn more. The barrier wasn’t lack of visibility; it was lack of perceived value.
User tests confirmed it: 62% of participants said they’d like to know if it really pays off before subscribing.
“Why should I pay before knowing if it’s worth it?”
Using the 5 Whys, I uncovered the core issue: users didn’t see how FlyMore applied to their travel habits.
They needed concrete, personalized information, how much they’d save, what extras they’d get, and when it would pay off.
“Seeing is believing.”
I brainstormed five possible solutions, from simulators to trial modes, but chose to focus on the one that could deliver immediate clarity and emotional impact:
💡 The “Preview Experience”, a toggle that lets users switch between the “standard” and “member” versions of their trip, revealing real savings, perks, and time advantages before checkout.
“Show, don’t tell.”
Instead of reading generic text about benefits, users now see how the experience changes:
Luggage included,
Shorter queues,
Better seat options,
A visible price difference (“Save 10€ on this flight”).
The experience happens at the moment of decision, inside the booking flow, when motivation is highest.
“From hesitation to decision.”
The shift was simple but powerful: FlyMore became tangible. Users no longer wondered if it was worth it, they could see it.
👩💻 My Role
I led the UX Research and Conceptual Design, creating a flow that connected business goals and user motivation.
Synthesized analytics, qualitative data, and behavioral insights.
Defined problem statements, 5 Whys, HMW questions, and Lean UX Canvas.
Ideated and prioritized 5 potential solutions, selecting “Preview Experience” based on impact and feasibility.
Designed user flows and high-fidelity mobile prototypes in Figma.
Structured storytelling and documentation for delivery and presentation.
Tools: Figma, Figjam, Notion, Loom
✅ Results
Transformed an abstract loyalty offer into a real-time, experiential value proposition.
Clarified the value perception of FlyMore through personalized, contextual savings.
Created a scalable UX pattern applicable to other touchpoints (emails, profile area, marketing).
Strengthened alignment between business metrics and UX by focusing on the key conversion moment.
Established a foundation for A/B testing: message with vs. without savings preview.