UX Researcher
3-4 months
Senior UX Researcher
I collaborated with a small team to develop research plans and conduct user research using various methods to improve Avios.com. The primary objective was to unify the web products for collecting Avios into a single, centralized platform where users could sign up, track progress, collect, and redeem Avios.
Our research aimed to understand users’ current awareness of Avios, how it works, and to provide insights that would guide the project toward development.
We recruited participants with varying levels of familiarity with Avios—ranging from no prior knowledge to limited understanding. Participants were asked to complete several tasks, including exploring a version of a prototype and answering related questions.
The questions were carefully designed to determine whether participants:
Understood what Avios is.
Knew how Avios works.
Recognized the different methods for collecting and redeeming Avios.
Findings:
Understanding Avios: Participants with little or no prior knowledge were able to grasp the basic concept of Avios from both prototypes. While some needed time to figure things out, they ultimately understood the core idea. On the "How it Works" page, a few participants noted the steps to join, but overall, they were able to articulate the basics using the main page content.
Brand Recognition: Brand familiarity was crucial in influencing participants’ consideration of Avios. This indicated that emphasising brand partnerships and well-known brands could enhance user engagement.
Resonance of Stories and Examples: Participants responded positively to examples and real-life scenarios, such as places where they could spend Avios or how long it might take to accumulate enough for a reward and testimonies from others.
Minimal text, more visuals: Participants responded positively to the use of imagery and logos, preferring less text or images that accompany a larger body of text.
User Expectations: Participants found the prototypes informative but expected more detailed information on collecting and redeeming Avios. They anticipated links to relevant websites, such as sign-up pages for BAEC or redirects to the eStore.
General Summary: Participants responded positively to the use of steps or bullet points to present information. For example, the "3 steps" section on how the program works and the bullet points outlining how to collect or spend Avios were effective in clearly communicating the process.
Avios.com Prototype A featuring a Home page
and "How it works" page
Avios.com Prototype B featuring a Home page and respective pages for Collect and Spend
Iteration and further testing
Based on the findings from the initial A/B test and suggested improvements, the UX Designer revised the prototypes for a Comparative test. The objective of this study was to assess users’ awareness of Avios after viewing both prototypes, evaluate how effectively the information communicates the value of Avios, and identify which layout performs best.
This iteration of the prototype featured a 3-step breakdown of how to join the program, an inspiration section showcasing examples of experiences users could enjoy through Avios, and links redirecting users to relevant websites.
Avios.com Prototype iteration
Findings
Understanding Avios: Participants demonstrated a clear understanding of the core concept of Avios, including how to join the program. They were able to articulate its purpose and were aware of the various methods for collecting and redeeming Avios.
Resonance of Examples: Participants responded positively to concrete examples of how they could spend Avios, such as booking flights, as well as examples of the cost of Avios for specific rewards.
Lack of Brand Recognition: This iteration did not include examples of brands or partnerships, which participants noted as missing. In previous tests, brand recognition was a key factor in helping participants understand and consider Avios. This suggests that showcasing well-known partners could enhance user engagement and trust.
Too Little Text Hinders Understanding: While participants generally preferred shorter, more digestible text, they noted that some sections lacked sufficient details that would help clarify and solidify their understanding of Avios and the program's benefits.
User Expectations: While participants understood the basic concept of Avios, they expressed a desire for more detailed information, such as how much Avios can be collected per pound spent, and which partners they can collect Avios with.
Suggestions
Include Brand and Partner Examples: Integrate recognisable brands and partner examples to strengthen brand trust and help users relate to the program. These can be featured in the inspiration section or as partner logos.
Balance Text and Visuals: Maintain the preference for minimal text, but ensure key details are included to answer user questions. A small FAQ section or additional tooltips explaining how much Avios can be earned per purchase could help.
Add Contextual Information: Include specific examples of how Avios can be collected from different partners (e.g., airlines, hotels, retail partners).
Clearer Call to Action (CTA): Make it easier for users to take the next step by including prominent CTAs like “Sign up now to start collecting Avios” or “Explore Avios partners,” which lead to more detailed pages with signup options or partner listings.
User Education on Avios Earning: Add clear, concise explanations of how Avios is earned, potentially showing a visual breakdown (e.g., per £1 spent = X Avios). This could alleviate confusion and meet user expectations for more transparent information.
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