Amtrak Loyalty Portal

Duration

2 months - Complete

Collaboration

Loyalty & Marketing

Tools

Figma & Adobe Analytics

Role

Product Designer

Overview

I was tasked with redesigning Amtrak's interior page that educates users on member benefits and links them to our redemption (Kobie co-brand) portal.

Research & Discovery

We began by analyzing direct and indirect competitors to identify areas where we excelled and opportunities for improvement. Additionally, we took a look at some of the analytics data, so discover that many users are searching ways to redeem their points, but aren’t staying very long on the page.

Low-Fidelity Designs

Here are a few low-fidelity designs I came up with when looking at the existing state of the Ways to Redeem page, while also evaluating layout and component constraints in the AEM environment that would suit the design needs of the page.

Mid-Fidelity Designs

After many feedback sessions, we started to narrow down the options and came up with a Logged-In vs. Guest state of the Ways to Redeem page. The Logged-In state noticeably has the Fare Finder embedded on the page, which would reduce the step of the user having to go BACK to the home page to use book travel with points.

Final Designs

Here are the final designs of the Ways to Redeem page. On the left was the previously published design of the Ways to Redeem page, and on the right are the finalized designs handed-off to developers, which is now live. The goal was to create better education and create a more visually inviting page to promote discovery of all the ways users can redeem their loyalty AGR points with Amtrak.

Previously Existing Station Page

Final Design of new station pages