Flybuys is one of the oldest loyalty programs in Australia, with approximately 5.5 million members. In 2022, Flybuys expanded its partner network by onboarding two major retailers, Bunnings and Officeworks. A key requirement of this expansion was enabling members not only to collect points but also to redeem them in-store, enhancing the overall value of the program.

As the lead designer, I was responsible for:

• Designing both the app and web experiences. Collaborating closely with:
• Customer Experience specialists to conduct user interviews and usability testing.
• The Product Owner throughout the project lifecycle from kickoff to launch.
• Security and delivery teams to assess and integrate fraud prevention tools.

Flybuys members were familiar with redeeming points as Flybuys Dollars across existing partners like Coles, Target, and Kmart. However, when Bunnings joined the program, its existing technology did not support this redemption method. This created a gap in the member experience, as the widely recognized and preferred redemption format was unavailable.

Our challenge was to create a seamless experience that allowed members to redeem points in real time. To address this, we extended the real-time redemption capability using Digital Gift Cards, enabling members to use their points in-store whenever they needed.

Scope and constraints

• Enable digital gift card redemption via the Flybuys website and app.
• Ensure members receive digital gift card details via email and can access them through the Flybuys wallet.
• Flag and prevent fraudulent transactions.

Timeline: 12 weeks

Discovery and alignment

I worked with Product, Marketing, CX, and UX teams to run an initial workshop aligning on objectives and scope. Existing insights into redemption methods within the program gave us a foundational understanding of member behaviour when purchasing physical gift cards from the Rewards Store.

However, several questions remained:

• Do members combine gift cards with other purchases?
• How many gift cards do they typically buy at once?
• Is there interest in redeeming via the app?

To explore these areas, we conducted focus groups to validate assumptions and better understand member preferences. With guidance from CX specialists, we gained deeper insights into member sentiment around gift card purchases and their perspectives on the concept of digital gift cards.

I facilitated a Design Studio workshop that brought together cross-functional teams to ideate and sketch potential solutions. This collaborative session helped us generate a wide range of ideas and align on key experience goals for both web and app platforms.

From these initial concepts, I created mid-fidelity prototypes for both channels, translating sketches into interactive designs for testing and refinement. These prototypes focused on enabling real-time point redemption via digital gift cards, while also considering usability, accessibility, and integration with existing redemption methods.

I prepared the prototypes for usability testing sessions, which allowed us to gather feedback, validate assumptions, and iterate on the designs to ensure they met both member expectations and technical feasibility.

Key research Insights

• Most members prefer redeeming points using Flybuys Dollars but are open to digital gift cards for convenience.
• All participants preferred using the Flybuys app over the website for convenience and accessibility.
• Flybuys Wallet integration was highly valued for storing and managing gift cards, with balance visibility and partial redemption considered essential.
• Website experience scored slightly lower than the app; navigation improvements were suggested.

Design decisions

• Web: Improve visibility of “Ways to Redeem” above promotional content.
• Include balance tracking and redemption history in the Flybuys Wallet.
• Separate the Digital Gift Card experience from the Rewards Store product checkout to reduce confusion and streamline the redemption flow for members.
• Allow members to switch between digital and physical options when both are available.
• Maintain consistent navigation with the existing Rewards Store to minimise cognitive load.

Following successful testing and validation, I worked closely with the Technology and Security teams during implementation. A key milestone was evaluating and selecting a fraud prevention tool to support secure digital gift card transactions. After assessing multiple options, we selected a solution that aligned with Flybuys compliance standards and integrated seamlessly into the Rewards Store infrastructure.

The final outcome was a streamlined experience that extended the existing redemption feature from the Rewards Store. However, due to technical constraints and the re-architecture of the app, the mobile experience was limited to a direct link redirecting members to the web-based Rewards Store. This ensured immediate access while maintaining consistency across all ecosystems.

Members were now able to redeem points in real time, not only for themselves but also to send digital gift cards to others. I delivered final designs for both platforms, with app-specific components documented and prepared for future implementation once the app redevelopment is complete.

• Delivered a seamless redemption experience for members.
• Strengthened Flybuys partnership with Bunnings.
• Introduced robust fraud prevention measures ready to be extended to other redemptions
• Enabled scalable digital redemption for future partners and brands.

Impact

The launch of Bunnings Digital Gift Cards was a success, in just 12 days:

• 49,153 gift cards sold
• $3.5M in dollar value
• ~9.5M points redeemed
• ~3.3K unique members participated