Case study: Qantas
I worked with Qantas’ small to medium enterprise loyalty program, Qantas Business Rewards, when they were in the middle of a significant update to their program and digital tools.
My objective was to create an information architecture with a messaging hierarchy strategy. I pulled apart the existing site structure and hierarchy and recommended a new more effective one with evidence to back those decisions.
I worked closely with the product owner, designers, visual designers and copywriters to create a new sitemap and content briefs for both the information site and digital tools. I enjoyed travelling to the airport to test these recommendations with flyers in the business lounge.
The outcome was a clear content strategy which was implemented on time and on budget.
Because this was not only a structural information architecture role but also included page level architecture and messaging I had the opportunity to work more closely with marketing and airline proposition - a great learning opportunity.