Crafting an Airline Loyalty Experience

Designed and launched Cabin Club, Lion Air Group's first unified loyalty program, enabling users to earn and redeem points across all flight bookings on BookCabin. As Founding Designer and UX Writer, I led the creation of Lion Air Group's first unified loyalty program from concept to launch, tackling the challenge of building a new rewards system while seamlessly migrating thousands of Malindo Miles users. Through strategic decisions by choosing "points" over miles/coins for clarity, integrating into BookCabin rather than creating a standalone site, and crafting warm, benefit-focused microcopy throughout onboarding, dashboards, and migration communications, I transformed a complex product into an accessible experience that achieved 67% adoption, 94% successful migration, and a 22% increase in repeat bookings, proving that thoughtful UX design and writing is fundamental to building loyalty, not just explaining it.