Flybuys is Australia’s most loved loyalty program, with 8.6 million active members representing up to two-thirds of the country’s households. They have over 20 participating partners that make up 25% of Australia’s retail sales.

Flybuys is Australia’s most loved loyalty program, with 8.6 million active members representing up to two-thirds of the country’s households. They have over 20 participating partners that make up 25% of Australia’s retail sales.

  • Wesfarmer and Coles logos
  • Wesfarmer and Coles logos

Role

Creative Design Manager

Year

2020 - Current

Project

Phoenix

Organisation

Flybuys

Wanting to make their brand relevant to the next generation of shoppers (those under 35), I worked with the Flybuys Creative Director and Che Proximity to reposition the brand as savvy, cheeky, authentic and inclusive.

'GIve a Flybuys' display advertising.

Brand repositioning

Working with the team at Che Proximity, a brand repositioning strategy was formed to reframe Flybuys with ‘savvy as the new sexy’. The campaign launched with a 120 second TVC. After the launch, I was instrumental in repositioning the Flybuys brand through its digital channels to make it relevant to the next generation of shoppers. In the first four months of the brand repositioning, Flybuys saw a 25% increase in sign-ups, which translates to 113k new members.

'GIve a Flybuys' display advertising.

Brand repositioning

Working with the team at Che Proximity, a brand repositioning strategy was formed to reframe Flybuys with ‘savvy as the new sexy’. The campaign launched with a 120 second TVC. After the launch, I was instrumental in repositioning the Flybuys brand through its digital channels to make it relevant to the next generation of shoppers. In the first four months of the brand repositioning, Flybuys saw a 25% increase in sign-ups, which translates to 113k new members.

'GIve a Flybuys' display advertising.

Brand repositioning

Working with the team at Che Proximity, a brand repositioning strategy was formed to reframe Flybuys with ‘savvy as the new sexy’. The campaign launched with a 120 second TVC. After the launch, I was instrumental in repositioning the Flybuys brand through its digital channels to make it relevant to the next generation of shoppers. In the first four months of the brand repositioning, Flybuys saw a 25% increase in sign-ups, which translates to 113k new members.

Flybuys X Coles Aptamil solus email campaign. Before and after Project Phoenix.

Art direction

The number of partners and supplier offers was continuing to grow and the ability for Flybuys to communicate a consistent brand experience was slowly being diluted. With the refreshed and distinct brand strategy in place, along with the Creative Director, I provided concepts and art direction to a team of digital and creative designers to enable them to roll-out the new branding direction into Flybuys largest communication channel – email.

Flybuys X Coles Lo Bros solus email campaign. Before and after Project Phoenix.

Test and learn

I worked with the Customer Experience team to test designs with members focusing on member engagement, messaging comprehension and improving user experience. Designs were iterated upon by conducting a/b testing and analysing results. The final designs resulted in an improved usability score (from 43 to 75), main messaging delivery improved from 40% to 80% and a CSAT score improvement by 0.2.

Modules built using the Phoenix design system for email, app and web.

Designing for an ecosystem

To create consistency across digital channels and create efficiencies for designers, I built a scalable design system (Phoenix) for Flybuys’ digital channels (predominately email, social, web and app) and led a team of digital and creative designers through the transition from Sketch to Figma.

Modules that make up the layouts of co-branded email marketing communications.

Defining email modules

Modules are the building blocks that make an email design come to life. They keep designs consistent while offering design variations to communicate a range of messaging for different partners and promotional offerings.


Modules were created by reviewing the old system that was in place and identifying what was working, what wasn’t and what was missing. The whole design team came together to concept designs that considered usability, accessibility, messaging, structure and engagement. I then reviewed these concepts and identified reoccurring patterns.


Typography styles, colour, grid and CTAs were then defined to create the foundations of the modules. We conducted user testing via the Maze platform comparing old and new designs, messaging hierarchy and comprehension of complex offerings. With the data from the results we continued to iterate and test designs.


The email design library was then created in tandem with front-end developers where we tested via litmus and continued to improve the design and experience.

Co-branded email marketing communications.

Challenges

One of the key challenges was creating a design system that incorporated the branding for over 20 partners. To do this, the Figma structure was created with each partner set as a ‘team’ with its own brand libraries, templates and job structure.


Another challenge was the visual hierarchy between Flybuys and its partners. Most of Flybuys' email communications are co-branded, so the balance between brands and products needs to be right. To achieve this, headings and footers were created that encapsulate both brands and digital guidelines were developed around colour, typography, imagery, copy and email modules. This created a consistent visual hierarchy across email communications.

Coles Super Hero Builders campaign across social media and email.

Guidelines + documentation

To ensure the success of Project Phoenix, I worked closely with front-end developers, commercial teams, digital operations, product and partners. Presenting to key stakeholders early on in the process ensured teams were on board with the project and collaboration went smoothly. I created a digital hub that housed brand, copy and digital guidelines; as well as an asset download centre, accessibility best practices and offer types. This created an ongoing resource for the business and partners that ensured the design system would be upheld.

Coles Super Hero Builders campaign across social media and email.

Guidelines + documentation

To ensure the success of Project Phoenix, I worked closely with front-end developers, commercial teams, digital operations, product and partners. Presenting to key stakeholders early on in the process ensured teams were on board with the project and collaboration went smoothly. I created a digital hub that housed brand, copy and digital guidelines; as well as an asset download centre, accessibility best practices and offer types. This created an ongoing resource for the business and partners that ensured the design system would be upheld.

Coles Super Hero Builders campaign across social media and email.

Guidelines + documentation

To ensure the success of Project Phoenix, I worked closely with front-end developers, commercial teams, digital operations, product and partners. Presenting to key stakeholders early on in the process ensured teams were on board with the project and collaboration went smoothly. I created a digital hub that housed brand, copy and digital guidelines; as well as an asset download centre, accessibility best practices and offer types. This created an ongoing resource for the business and partners that ensured the design system would be upheld.

Website sign up page.

Product design

Once the design system for email and digital marketing was in place, it was time to ensure the designs were rolled out across web and app. I worked closely with the product team to outline their vision for web and app to align with the ‘Phoenix’ design system and the new brand repositioning creative assets.

Website sign up page.

Product design

Once the design system for email and digital marketing was in place, it was time to ensure the designs were rolled out across web and app. I worked closely with the product team to outline their vision for web and app to align with the ‘Phoenix’ design system and the new brand repositioning creative assets.

Website sign up page.

Product design

Once the design system for email and digital marketing was in place, it was time to ensure the designs were rolled out across web and app. I worked closely with the product team to outline their vision for web and app to align with the ‘Phoenix’ design system and the new brand repositioning creative assets.

Role

Managed a creative design team of three (Coles Group portfolio).

Moved Creative Services team from Sketch to Figma.

Built and maintained a design system for the entire Creative Services team for email campaigns, social, web, app and display.

Onboarded and managed offshore digital design team of seven (for the Coles and Wesfarmer portfolios).

Created company-wide digital guidelines and resources.

Results

Brand repositioning Flybuys saw a 25% increase in sign-ups, which translates to 113k new members.

Improved usability score (from 43 to 75).

Main messaging improved from 40% to 80%.

CSAT score improvement by 0.2.

Increased commercial digital product availability.

Improved partner satisfaction.

Next project

Next project

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Want to get in touch?

Want to get in touch?

I'd love to hear about job opportunities or projects you'd like to collaborate on.

I'd love to hear about job opportunities or projects you'd like to collaborate on.

kellydee24@gmail.com

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© K:Designs 2024

© K:Designs 2024