Asia Miles: PEBBO service design and branding design project

Asia Miles

Asia Miles

Asia Miles

Product Design / Service Design  / Customer Research
Product Design / Service Design / Customer Research
Product Design / Service Design / Customer Research
Product Design / Service Design / Customer Research

Challenge: designing customer loyalty program for the future, not just for today

Challenge: designing customer loyalty program for the future, not just for today

Challenge: designing customer loyalty program for the future, not just for today

Challenge: designing customer loyalty program for the future, not just for today

Challenge: designing customer loyalty program for the future, not just for today

With a vision to be a leader in the industry, Asia Miles found PEBBO to explore a new product or service for their customer loyalty program, rather than just building one more mobile app similar to other compertitors. To make it happen, we needed more insights from diverse research of culture, economy, lifestyle and technology, without being limited to market research or competitor analysis.  Before imagining what customer loyalty program will it look like in the future, the first step was to understand the status quo of the current customer loyalty experience.

With a vision to be a leader in the industry, Asia Miles found PEBBO to explore a new product or service for their customer loyalty program, rather than just building one more mobile app similar to other compertitors. To make it happen, we needed more insights from diverse research of culture, economy, lifestyle and technology, without being limited to market research or competitor analysis.  Before imagining what customer loyalty program will it look like in the future, the first step was to understand the status quo of the current customer loyalty experience.

Asia Miles: PEBBO customer research case study
Asia Miles: PEBBO customer research case study
Asia Miles: PEBBO customer research case study

Beyond customers: from the perspectives of service providers and touchpoints

Beyond customers: from the perspectives of service providers and touchpoints

Beyond customers: from the perspectives of service providers and touchpoints

Starting with extensive research to explore potential problems and opportunities, we focused on the dots that can connect customers and service providers such as aircrews, marketers, call centers and others. Ethnographic research and in-depth interviews were conducted followed by intense sessions of analysis and synthesis to generate insights. 

Starting with extensive research to explore potential problems and opportunities, we focused on the dots that can connect customers and service providers such as aircrews, marketers, call centers and others. Ethnographic research and in-depth interviews were conducted followed by intense sessions of analysis and synthesis to generate insights. 

Asia Miles: PEBBO design thinking process with co-creation
Asia Miles: PEBBO design thinking process with co-creation
Asia Miles: PEBBO design thinking process with co-creation
Asia Miles: PEBBO design thinking process with co-creation

Co-creating: to connect the partners and the customers

Co-creating: to connect the partners and the customers

Co-creating: to connect the partners and the customers

Co-creating: to connect the partners and the customers

It is easier and quicker for us to deliver design outputs to our partners on our own, but we don't do it. We want our partners to deeply understand their customers directly by involving themselves in the design thinking process so that they can practice this even without our supports for the long term.

It is easier and quicker for us to deliver design outputs to our partners on our own, but we don't do it. We want our partners to deeply understand their customers directly by involving themselves in the design thinking process so that they can practice this even without our supports for the long term.

Asia Miles: PEBBO service design and branding design project

Personalized experience: to optimize content and services for each customer

Personalized experience: to optimize content and services for each customer

Personalized experience: to optimize content and services for each customer

Based on the context of users (i.e., location, time, flight ticket info, search behavior, previous history, and preferences), we designed a smarter customer loyalty experience by providing them with the tailored recommendations even before they knew what they wanted. Also, the mileage they need to upgrade the membership was visualized to drive more business growth.

Based on the context of users (i.e., location, time, flight ticket info, search behavior, previous history, and preferences), we designed a smarter customer loyalty experience by providing them with the tailored recommendations even before they knew what they wanted. Also, the mileage they need to upgrade the membership was visualized to drive more business growth.

Based on the context of users (i.e., location, time, flight ticket info, search behavior, previous history, and preferences), we designed a smarter customer loyalty experience by providing them with the tailored recommendations even before they knew what they wanted. Also, the mileage they need to upgrade the membership was visualized to drive more business growth.

Asia Miles: PEBBO service design and branding design project

Acquiring 2.6 million customers within 2 years: the fastest-growing loyalty program in Asia

Acquiring 2.6 million customers within 2 years: fastest-growing loyalty program in Asia

It was an exciting journey to witness our partner’s great success during the co-creation process with us. (Asia Miles acquired 4.6m customers in the previous 13 years)

It was an exciting journey to witness our partner’s great success during the co-creation process with us. (Asia Miles acquired 4.6m customers in the previous 13 years)

2011-2019. Copyrights reserved. PEBBO eXperience Design.

2011-2019. Copyrights reserved. PEBBO eXperience Design.

2011-2019. Copyrights reserved. PEBBO eXperience Design.