Visa - Revamp Visa Airport Companion app, LATAM

In 2020, Visa Latin America wanted to optimize the Visa Airport Companion app and redesign the entire app by using the Visa Affluent brand guidelines. In addition, the Visa Airport Companion app allows Visa cardholders in Latin America to enjoy the airport ecosystem services at global airports, such as airport lounges, discounts on dining, limousine, Red Dufry discounts, and more travel benefits sponsored by Visa and banks.


My Role

I evaluated the user experience and redesigned the UX & UI. I also worked closely with the product manager (UK & China) and the front-end and back-end developers (China) for app development.

Goals

In 2017, the Visa Airport Companion app powered by DragonPass was successful in the APAC region. Then DragonPass team sold this app to Visa LATAM in 2018 by creating a new app specifically for the LATAM region with different functions.

In 2020, the Visa Airport Companion app was successful in the LATAM region, and over 20+ bank cardholders are using it. Any Visa LATAM banks who want their cardholders to enjoy airport benefits can join this app. They can register their membership with the Visa card through this app which goes through Visa's API verification, and obtain the entitlement and benefits in-app.

Since 2018, the sign-up rate has been about 30% to 60%. In 2020, Visa would like to invest money to add new functions, optimize the user experience, and redesign the app using the Visa Affluent branding. To onboard more Latin American banks to use this app.

Understanding the Problem

After discussions with stakeholders, Visa, customer support, and end-user testings, below are the 2 key findings:

  • Entitlement needs to be apparent: Users need to be made aware of their credit card benefits in the app.
  • Visa card type is not prominent in the app.

Target Audiences

All Latin American Visa cardholders

Age：Above 18 years old
Feature：Travelers who go abroad once a year
Entitlement：Cardholders can enjoy different levels of benefits based on the various cards types, for example:

  • Visa Infinite cardholders - Eligible for unlimited access to global airport lounges, 1-10 Free airport transfers, benefits vary on each bank.
  • Visa Signature cardholders - Eligible for 1-10 times access to global airport lounges, book airport transfer with discount, benefits vary on each bank.
Service Blue Print

User Journey Map

Information Architecture

Design Process

Due to the limited time, I skipped the low-fidelity wireframe and directly used the paper wireframe as a reference to design the user interface. After I completed the design, I conducted 3 user tests, collected feedback, and made the changes. Then, I sent it to stakeholders for feedback and changes.

Opening Page and Intro Page

Display services and app features. Since the client needed to launch it quickly, it did not have the function of biometric login at the beginning.

Display Different Languages

Different mobile phone country settings display other languages. Currently, there are 3 languages: English, Portuguese, and Spanish.

Sign Up

Users only need to enter their own Visa card and verify to complete registration. Then, users can obtain benefits and entitlement automatically after completed registration.

Email

Home Page

After successfully registering, users can notice their entitlement on the homepage, encouraging users to use it. Users can search for airports and display related services based on the airport, such as lounges and airport restaurants, etc. Show special services granted by Visa and display the user’s card type.

Bank Logo Display

The app can display the logo of banks based on the user’s Visa card.

Benefits Page

Create a new benefits page to display the details of all available services.

Enhance Membership Page

Display the user’s entitlement details on the membership page.

Access lounge

Choose the lounge and show the membership card to lounge staff to access the lounge.

Dining Discount

Choose dining outlets and show a membership card to the counter to enjoy a discount.

Booking Airport Transport

Book airport transport in-app and able to pay by entitlement or Visa card.

Dufry Red Membership

Get a Free Dufry membership and enjoy a discount on the Dufry shop.

Switch Membership Card

Users can change their membership and enjoy different benefits based on the program.

More Page

Display other information on the “More” page.

Animated Loading Design & Offline Status

There are 3 kinds of loading in different scenarios:

  • Loading key content
  • The whole page is loading, and users cannot return to the previous page.
  • The content is loading and users can return to the previous page

Challenge

Due to the 2020 pandemic, the launch date of the app has been postponed.

What I Learned

  • Research can bring in new insights and perspectives.
  • Let users know their benefits in advance to increase the registration rate and entitlement usage.
  • Allocate time effectively to complete the project in time with high quality.
  • Make good use of design patterns to speed up the design process.
  • If we do not understand the end user's country, culture, background, and habits, we may design a product that does not fit the market.

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