AirAsia Badges – UX Design

Purpose: To design engagement platform for loyal customers of AirAsia Airlines.

1. Inspiration phase – insights, researches and benchmark:

  • people need a visualization of possible destinations
  • people are more engaged when interact with friends
  • people are more willing to check-in when get rewards
  • user interface must be consistent to BIG Loyalty Programme by AirAsia
  • interaction with airlines can be more frequent and regular when e-services are more social and support engagement
  • loyalty programs in airlines is no longer only miles flown

2. Ideation phase – challenges to solve and HMW:

  • visualization of possible destinations
  • visualization of visited destinations
  • virtual rewards for flights
  • user flows for check-ins
  • integrated interface of current loyalty system with new engagement platform
  • user flows for social sharing
  • using social engagement loop
  • KPIs and statistics interesting for users

3. Design:

  • wireframes and mockups
  • use cases
  • user flows
  • integration of current visual design of loyalty program with mockups of new engagement platform

Sample mockup for desktop


Sample mockup for mobile devices



See sample mockups for integration of existing system with new platform




Date: 2014


  • Axure RP
  • used trademarks, logos, images etc. belongs to AirAsia