The Problem
Customers needed separate logins for three Heathrow services — Rewards, Official Parking, and Reserve & Collect. Switching between them broke the experience and held back engagement with the loyalty programme.
The challenge: How might we unify these three services into a single portal that feels seamless and reinforces the Heathrow brand?
Impact
3 → 1
Three separate logins consolidated into a single Heathrow account covering Rewards, Parking, and Reserve & Collect.
Personalised
Tailored Rewards offers and points balance now appear on every visit, deepening participation in the loyalty programme.
Shared system
New design system patterns adopted by supplier teams, raising visual and interaction consistency across every Heathrow surface.
Together, these changes gave customers one clear path through Heathrow’s digital services — improving usability, strengthening brand trust, and giving the business a scalable foundation for future products.
Goals & Objectives
Develop an integrated platform that enables:
- Access to multiple airport services under one login
- User history tracking across all Heathrow products
- A cohesive membership and loyalty rewards experience
My Role
- Delivered refined designs and engaging flight information pages with integrated airport services
- Enhanced information architecture with improved clarity and hierarchy
- Facilitated client reviews and iterative refinement across page sections
- Created new design system patterns and components
Process
The project started with high-fidelity prototypes based on existing wireframes and information architecture. While content was largely defined, feasibility questions and cross-team alignment required close collaboration.
Audit & IA
Mapped existing service silos and login flows
Wireframes
Unified navigation and cross-service entry points
Hi-fi Design
New DS patterns for rewards, flights, offers
QA & Handoff
Reviews with CMS dev & supplier alignment
Client collaboration was central to delivery:
- Weekly design reviews aligned with business strategy
- Coordination across product owners for service consistency
- Guidance on design decisions that balanced user needs with business goals
Challenges
Design consistency across multiple suppliers
Heathrow’s digital ecosystem involves multiple suppliers managing the main website and mobile app. Maintaining visual and interaction consistency required:
- Developing new design system patterns and components
- Close coordination with the existing design system team
- Regular alignment sessions across supplier teams
CRM alignment and design restrictions
Working within CRM constraints meant:
- Establishing clear requirements and handoff processes for development
- Requesting new components from the design system when needed
- Conducting regular design QA reviews to ensure the live site matched design intent
Final Design
The unified portal ties together the passenger dashboard, flight management, and rewards — each surface reinforcing a single cohesive identity.
Final design — unified portal across flights, rewards, and offers
Lessons Learned
- Usability testing matters: I advocated for usability testing before development, though resource constraints made this unavailable. Testing earlier would have caught interaction issues sooner.
- Communication is everything: Navigating multiple design restrictions across teams required clear, proactive communication at every stage.
- Stakeholder alignment: With sign-off driven by multiple stakeholders, building consensus early and often was key to keeping the project on track.