Virgin Onboarding Journey Design

Project Overview

The Virgin Australia Business Flyer Program saw an opportunity to increase the number of new members activating the booking and rewards component of the program. Research supported a need to streamline the onboarding process to increase engagement.

Working as an extension of the SME marketing team, Tortoise and Hare have provided CX support to identify opportunities to optimise the onboarding experience for new members of the program.

Customer Objective

To understand the program and unlock the value through an enhanced onboarding experience.

Business Objective

To drive early engagement and activation of the program, to increase brand salience and share of wallet.

Virgin Australia

Since Virgin Australia launched it in 2022, the Virgin Australia Business Flyer program has cemented itself as a loyalty program providing unrivalled value and affordability for businesses and a commitment to grow the airline's SME market share significantly.

Industry:

Aviation

Company size:

400+ employees

Collaborated with T&H:

2023 - ongoing

T&H Services:

Strategic Development
UX Design

Approach

This project was centred around three key elements:
High-Level Audit: Mapping and auditing the current onboarding journey and engagement to identify opportunities for increasing early engagement.

Journey development: Prioritising the onboarding stage of the customer lifecycle, we developed a journey to address issues with low activation levels.

Messaging hierarchy and EDM wireframes: Single-minded messaging was key to prioritising education early in the customer’s experience with the brand. UX recommendations were provided through EDM wireframes in an effort to drive action and establish foundational behaviours.

Results

The final output of this project was providing a robust onboarding and activation journey that would assist the Virgin Australia Business Flyer Program to increase understanding and educate customers early within the program.