Role
Senior Product Designer

Project Space
Loyalty Program Digital Transformation
0-1 Projects
B2C
Growth Design

As a Senior Product Designer at teamLab, I led the design for the ANA Mileage Club app, a membership service for our client, All Nippon Airways. Collaborating cross-functionally with Analytics, Product, Engineering, and Product Marketing teams, I ensured a cohesive and user-centered design approach.

My responsibilities included branding and product design for the app. I also oversaw the app’s complete design, extending to web design, movie production, and poster design, ensuring a seamless and engaging user experience across all touchpoints.

ANA (All Nippon Airways) is a leading airline in Japan, and strives to provide a smooth and enjoyable travel experience. In order to increase customer loyalty and enhance the accessibility of ANA Mileage Club, we introduced a member-only application, ANA Mileage Club. The goal of this project was to develop a dedicated mobile app that would allow ANA Mileage Club members to easily manage their accounts, check their mileage, and conveniently use exclusive services. The app is designed to replace existing plastic cards, allowing members to feel closer to ANA’s program in their daily lives.

Hypothesis

• This app will enhance customer loyalty, simplify the user experience, and increase interaction with ANA’s services.

User Research and Analysis
We conducted in-depth research to gain a clear understanding of our members’ needs and uncover opportunities to increase participation in the ANA Mileage Club program.

Dynamic Design System
A customized app design was developed to reflect the five membership levels, delivering a tailored user experience for each level. This approach incorporated elements that evoke pride and a subtle sense of exclusivity, enhancing the value of the membership tiers.

Functional Improvements
Key features such as seamless shopping at the ANA STORE and real-time updates of accumulated mileage were integrated, improving both functionality and convenience for users.

Visual Communication
The design visually and intuitively showcases the program’s key features, including mileage, premium points, and ANA SKY Coins. Users can instantly recognize their membership level and track trends in their accumulated rewards at a glance.

Mobile Optimization
The app was optimized to replace traditional plastic cards, enabling members to access all loyalty program functions at airports and affiliated stores directly through their mobile devices.

• Activation

  +300%

• App MAUs

  +75%

• App Downloads

  1M+

• Media Coverage

  500+

Impact

• Increased Engagement: Personalized features strengthened members’ connection to ANA Mileage Club, boosting app activation by 200% and driving over 1M downloads.

• Improved Convenience: Streamlined access to membership benefits, mileage tracking, and shopping enhanced user satisfaction and increased app usage by 75%.

• Strengthened Brand Loyalty: Modernized the loyalty program with an intuitive, digital-first experience, reinforcing ANA’s commitment to customer satisfaction and innovation.

Learning

• User-Centric Design: Simplifying complex membership data into an intuitive UI highlighted the importance of clear visual communication in enhancing user engagement.

• Seamless Digital Integration: Optimizing the app as a mobile membership card underscored the effectiveness of digital transformation in replacing physical loyalty systems.

• Personalization / Brand Connection: Tailoring the experience to different membership tiers demonstrated the power of personalized design in increasing customer retention and loyalty.

This project showcased how thoughtful UX/UI design combined with innovative technology can elevate customer engagement, enhance convenience, and modernize brand loyalty.