Saga Club Loyalty Pages
In 2025, I led the complete redesign of Icelandair’s Saga Club loyalty pages , the core destination where members track points, rewards, and benefits. The new experience replaced a dated legacy system and delivered a measurable impact, driving a 124% increase in user engagement year-over-year. The project laid a scalable design foundation now used across Icelandair’s digital ecosystem.
The Challenge
The old loyalty pages were fragmented, inconsistent, and lacked clarity. Users struggled to:
- Understand their points balance and progress toward next tiers
- Find and redeem rewards easily
- Navigate between loyalty, booking, and account information
The Solution
I redesigned the Saga Club experience with a system-first approach:
- Modular design system powering loyalty, booking, and account features
- Clear points overview and tier progress visualization
- Streamlined navigation across rewards, flights, and benefits
- Consistent visual language aligned with Icelandair’s evolving digital brand
Design for Scale
This wasn’t just a single page redesign — it was a scalable component library built in Figma, enabling other Icelandair teams to reuse and extend loyalty modules across digital touchpoints. The design system standardized tokens, typography, and components, reducing design and development time across projects.
Outcome
The new Saga Club pages launched in May 2025, delivering a clearer, more transparent loyalty experience for members. Early feedback highlighted stronger trust and smoother usability, and within months, engagement had increased by 124% year-over-year. The scalable design system behind the redesign also accelerated ongoing work across Icelandair’s wider digital portfolio.
