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Loyalty Dashboard
Loyalty Dashboard
Loyalty Dashboard
Role: Lead UX/UI Designer
Duration: ~ 8 months between 2023 and 2025
Tools: Figma, Userlytics, Fable, Adobe Illustrator
Role: Lead UX/UI Designer
Duration: ~ 8 months between 2023 and 2025
Tools: Figma, Userlytics, Fable, Adobe Illustrator
Role: Lead UX/UI Designer
Duration: ~ 8 months between 2023 and 2025
Tools: Figma, Userlytics, Fable, Adobe Illustrator
When Porter launched its mobile app in 2022, the authenticated experience was minimal, with a basic profile page that lacked dynamic, user-specific content. In 2023, I led design updates to the VIPorter dashboard, turning it into a branded, informative loyalty hub that showcased points and level status. In 2025, I later integrated features tied to Porter's new BMO VIPorter Mastercard.
When Porter launched its mobile app in 2022, the authenticated experience was minimal, with a basic profile page that lacked dynamic, user-specific content. In 2023, I led design updates to the VIPorter dashboard, turning it into a branded, informative loyalty hub that showcased points and level status. In 2025, I later integrated features tied to Porter's new BMO VIPorter Mastercard.
When Porter launched its mobile app in 2022, the authenticated experience was minimal, with a basic profile page that lacked dynamic, user-specific content. In 2023, I led design updates to the VIPorter dashboard, turning it into a branded, informative loyalty hub that showcased points and level status. In 2025, I later integrated features tied to Porter's new BMO VIPorter Mastercard.
DISCOVERY
DISCOVERY
DISCOVERY
From static to strategic
From static to strategic
From static to strategic
The Porter app launched in 2022 with a very minimal VIPorter dashboard that showed only basic member details. In contrast, the web dashboard was far more robust, with tier branding, benefit breakdowns, progress tracking, and offers. Having designed the web version, I knew this inconsistency weakened the overall loyalty experience. Bringing that same clarity and value to the app became a key priority for the redesign.
The Porter app launched in 2022 with a very minimal VIPorter dashboard that showed only basic member details. In contrast, the web dashboard was far more robust, with tier branding, benefit breakdowns, progress tracking, and offers. Having designed the web version, I knew this inconsistency weakened the overall loyalty experience. Bringing that same clarity and value to the app became a key priority for the redesign.
The Porter app launched in 2022 with a very minimal VIPorter dashboard that showed only basic member details. In contrast, the web dashboard was far more robust, with tier branding, benefit breakdowns, progress tracking, and offers. Having designed the web version, I knew this inconsistency weakened the overall loyalty experience. Bringing that same clarity and value to the app became a key priority for the redesign.
OUTCOME
OUTCOME
OUTCOME
Loyalty, clearly communicated
Loyalty, clearly communicated
Loyalty, clearly communicated
Shipped a scalable loyalty MVP: Delivered a redesigned VIPorter mobile dashboard that launched alongside the BMO VIPorter Mastercard updates, supporting increased loyalty engagement under tight technical and timeline constraints.
Improved clarity and task success: Simplified hierarchy, terminology, and navigation helped members better understand points, qualifying spend, and tier progression, reducing confusion around loyalty status.
Cross-platform consistency: Extended the VIPorter tier branding system I originally designed for web, into a cohesive, mobile-optimized experience.
Strategic descoping & delivery leadership: Defined and defended an MVP that preserved core loyalty value while removing complex components, enabling on-time delivery without sacrificing future scalability.
Cross-functional alignment: Led design reviews and stakeholder presentations across Loyalty, Product, Marketing, and Engineering, aligning teams through shifting scope and evolving business priorities.
Shipped a scalable loyalty MVP: Delivered a redesigned VIPorter mobile dashboard that launched alongside the BMO VIPorter Mastercard updates, supporting increased loyalty engagement under tight technical and timeline constraints.
Improved clarity and task success: Simplified hierarchy, terminology, and navigation helped members better understand points, qualifying spend, and tier progression, reducing confusion around loyalty status.
Cross-platform consistency: Extended the VIPorter tier branding system I originally designed for web, into a cohesive, mobile-optimized experience.
Strategic descoping & delivery leadership: Defined and defended an MVP that preserved core loyalty value while removing complex components, enabling on-time delivery without sacrificing future scalability.
Cross-functional alignment: Led design reviews and stakeholder presentations across Loyalty, Product, Marketing, and Engineering, aligning teams through shifting scope and evolving business priorities.
Shipped a scalable loyalty MVP: Delivered a redesigned VIPorter mobile dashboard that launched alongside the BMO VIPorter Mastercard updates, supporting increased loyalty engagement under tight technical and timeline constraints.
Improved clarity and task success: Simplified hierarchy, terminology, and navigation helped members better understand points, qualifying spend, and tier progression, reducing confusion around loyalty status.
Cross-platform consistency: Extended the VIPorter tier branding system I originally designed for web, into a cohesive, mobile-optimized experience.
Strategic descoping & delivery leadership: Defined and defended an MVP that preserved core loyalty value while removing complex components, enabling on-time delivery without sacrificing future scalability.
Cross-functional alignment: Led design reviews and stakeholder presentations across Loyalty, Product, Marketing, and Engineering, aligning teams through shifting scope and evolving business priorities.
RESEARCH & INSIGHTS
RESEARCH & INSIGHTS
RESEARCH & INSIGHTS
Stakeholder visioning
Stakeholder visioning
Stakeholder visioning
Stakeholders shared that the mobile app as a primary touchpoint, wasn’t reflecting the value of the VIPorter program - this was a missed opportunity. A visioning session with the loyalty team clarified the core issues: unclear tiers, confusing terminology, and hard-to-find actions. Although we knew we couldn’t fully match web functionality due to technical limitations, we aligned on a focused set of pages: a dashboard with membership details, a level-specific benefits page, a transactions page, and a level progress page.
Stakeholders shared that the mobile app as a primary touchpoint, wasn’t reflecting the value of the VIPorter program - this was a missed opportunity. A visioning session with the loyalty team clarified the core issues: unclear tiers, confusing terminology, and hard-to-find actions. Although we knew we couldn’t fully match web functionality due to technical limitations, we aligned on a focused set of pages: a dashboard with membership details, a level-specific benefits page, a transactions page, and a level progress page.
Stakeholders shared that the mobile app as a primary touchpoint, wasn’t reflecting the value of the VIPorter program - this was a missed opportunity. A visioning session with the loyalty team clarified the core issues: unclear tiers, confusing terminology, and hard-to-find actions. Although we knew we couldn’t fully match web functionality due to technical limitations, we aligned on a focused set of pages: a dashboard with membership details, a level-specific benefits page, a transactions page, and a level progress page.
WITH THESE IN MIND, I WONDERED…
WITH THESE IN MIND, I WONDERED…
WITH THESE IN MIND, I WONDERED…
How might we,
empower VIPorter members to clearly understand their progress and perks, while making loyalty benefits feel rewarding and aspirational?
How might we,
empower VIPorter members to clearly understand their progress and perks, while making loyalty benefits feel rewarding and aspirational?
How might we,
empower VIPorter members to clearly understand their progress and perks, while making loyalty benefits feel rewarding and aspirational?
Competitor analysis
Competitor analysis
Competitor analysis
To understand how loyalty dashboards are structured elsewhere, I analyzed several airline and hospitality apps, focusing on hierarchy and key interactions. Most competitors paired quick summaries (points, tier progress) with clear paths to deeper details. These patterns informed our approach: a clean, modular dashboard that highlights essentials upfront while keeping secondary actions easy to access.
To understand how loyalty dashboards are structured elsewhere, I analyzed several airline and hospitality apps, focusing on hierarchy and key interactions. Most competitors paired quick summaries (points, tier progress) with clear paths to deeper details. These patterns informed our approach: a clean, modular dashboard that highlights essentials upfront while keeping secondary actions easy to access.
To understand how loyalty dashboards are structured elsewhere, I analyzed several airline and hospitality apps, focusing on hierarchy and key interactions. Most competitors paired quick summaries (points, tier progress) with clear paths to deeper details. These patterns informed our approach: a clean, modular dashboard that highlights essentials upfront while keeping secondary actions easy to access.
IDEATION & DESIGN
IDEATION & DESIGN
IDEATION & DESIGN
Early concepts
Early concepts
Early concepts
I explored how the robust web dashboard could translate to mobile, but our scope and technical feasibility were still unclear. I worked with the loyalty team to narrow down the following priorities: surfacing membership card details, benefits, points balance, qualifying spend, and a refreshed account page. These early concepts guided technical discovery, maintained alignment with the web experience, and ensure any descoping was intentional and scalable.
I explored how the robust web dashboard could translate to mobile, but our scope and technical feasibility were still unclear. I worked with the loyalty team to narrow down the following priorities: surfacing membership card details, benefits, points balance, qualifying spend, and a refreshed account page. These early concepts guided technical discovery, maintained alignment with the web experience, and ensure any descoping was intentional and scalable.
I explored how the robust web dashboard could translate to mobile, but our scope and technical feasibility were still unclear. I worked with the loyalty team to narrow down the following priorities: surfacing membership card details, benefits, points balance, qualifying spend, and a refreshed account page. These early concepts guided technical discovery, maintained alignment with the web experience, and ensure any descoping was intentional and scalable.
Validating our early assumptions
Validating our early assumptions
Validating our early assumptions
Moderated usability testing with five VIPorter members showed the early dashboard MVP were easy to navigate, but confusing terminology like Avid Traveller and VIPorter Venture level and unclear tier progress led us to simplify language and support clarifications for as we continued design explorations.
Moderated usability testing with five VIPorter members showed the early dashboard MVP were easy to navigate, but confusing terminology like Avid Traveller and VIPorter Venture level and unclear tier progress led us to simplify language and support clarifications for as we continued design explorations.
Moderated usability testing with five VIPorter members showed the early dashboard MVP were easy to navigate, but confusing terminology like Avid Traveller and VIPorter Venture level and unclear tier progress led us to simplify language and support clarifications for as we continued design explorations.
Midfi
Midfi
Midfi
I moved into mid-fidelity explorations of multiple layouts and scenarios for five key pages: Dashboard, Benefits, Points Activity, Level Progress, and My Account. The challenge was balancing depth with limited screen space - some wireframes felt overcrowded while others lost key context. These iterations focused on making the experience feel digestible while ensuring each page clearly connected to core MVP actions and the deeper content available on web.
I moved into mid-fidelity explorations of multiple layouts and scenarios for five key pages: Dashboard, Benefits, Points Activity, Level Progress, and My Account. The challenge was balancing depth with limited screen space - some wireframes felt overcrowded while others lost key context. These iterations focused on making the experience feel digestible while ensuring each page clearly connected to core MVP actions and the deeper content available on web.
I moved into mid-fidelity explorations of multiple layouts and scenarios for five key pages: Dashboard, Benefits, Points Activity, Level Progress, and My Account. The challenge was balancing depth with limited screen space - some wireframes felt overcrowded while others lost key context. These iterations focused on making the experience feel digestible while ensuring each page clearly connected to core MVP actions and the deeper content available on web.
VISUAL APPROACH
VISUAL APPROACH
VISUAL APPROACH
Designing a tiered experience
Designing a tiered experience
Designing a tiered experience
In collaborating with Marketing, I adapted the VIPorter tier branding system I originally developed for web and optimized it for mobile, ensuring it felt suited to smaller screens:
• App exclusive membership cards featuring playful to refined illustrations of Mr. Porter across tiers to reinforce a sense of advancement
• Consistent VIPorter cues from web such as curved edges and tier-specific tones to unify the experience and create clear status cues
In collaborating with Marketing, I adapted the VIPorter tier branding system I originally developed for web and optimized it for mobile, ensuring it felt suited to smaller screens:
• App exclusive membership cards featuring playful to refined illustrations of Mr. Porter across tiers to reinforce a sense of advancement
• Consistent VIPorter cues from web such as curved edges and tier-specific tones to unify the experience and create clear status cues
In collaborating with Marketing, I adapted the VIPorter tier branding system I originally developed for web and optimized it for mobile, ensuring it felt suited to smaller screens:
• App exclusive membership cards featuring playful to refined illustrations of Mr. Porter across tiers to reinforce a sense of advancement
• Consistent VIPorter cues from web such as curved edges and tier-specific tones to unify the experience and create clear status cues
STRATEGY
STRATEGY
STRATEGY
Balancing vision and feasibility
Balancing vision and feasibility
Balancing vision and feasibility
Our original vision included deeper loyalty API integration, but shifting priorities later in the design process meant we had far less development capacity and far more technical limitations than planned. I worked closely with our developed to create a new goal - to deliver a clear, branded, stable experience without introducing complex components or major backend work.
Descope dynamic progress trackers, transaction history, benefit visualization, and other L2 loyalty related pages
Separate “My Account” section into its own L2 page so the dashboard is focused on loyalty
Link to flyporter.com for deeper content to ensure continuity
Create data structures for a strong foundation for future enhancements
Our original vision included deeper loyalty API integration, but shifting priorities later in the design process meant we had far less development capacity and far more technical limitations than planned. I worked closely with our developed to create a new goal - to deliver a clear, branded, stable experience without introducing complex components or major backend work.
Descope dynamic progress trackers, transaction history, benefit visualization, and other L2 loyalty related pages
Separate “My Account” section into its own L2 page so the dashboard is focused on loyalty
Link to flyporter.com for deeper content to ensure continuity
Create data structures for a strong foundation for future enhancements
Our original vision included deeper loyalty API integration, but shifting priorities later in the design process meant we had far less development capacity and far more technical limitations than planned. I worked closely with our developed to create a new goal - to deliver a clear, branded, stable experience without introducing complex components or major backend work.
Descope dynamic progress trackers, transaction history, benefit visualization, and other L2 loyalty related pages
Separate “My Account” section into its own L2 page so the dashboard is focused on loyalty
Link to flyporter.com for deeper content to ensure continuity
Create data structures for a strong foundation for future enhancements
2025 UPDATES
2025 UPDATES
2025 UPDATES
BMO VIPorter Mastercard and beyond
BMO VIPorter Mastercard and beyond
BMO VIPorter Mastercard and beyond
In 2025, the launch of the BMO VIPorter Mastercard prompted updates to the 2023 VIPorter Dashboard. I led the mobile design and partnered with the web designer to stay aligned under a tight timeline.
I refreshed the UI for both members and non-members, added a promotional module, clarified cardholder recognition, and updated points and qualifying-spend tooltips for the new earning rules. Guided by HMWs on helping passengers understand benefits, confirm membership, and access support, I also shaped branding moments that celebrated the two memberships, while balancing feasibility and timeline constraints.
In 2025, the launch of the BMO VIPorter Mastercard prompted updates to the 2023 VIPorter Dashboard. I led the mobile design and partnered with the web designer to stay aligned under a tight timeline.
I refreshed the UI for both members and non-members, added a promotional module, clarified cardholder recognition, and updated points and qualifying-spend tooltips for the new earning rules. Guided by HMWs on helping passengers understand benefits, confirm membership, and access support, I also shaped branding moments that celebrated the two memberships, while balancing feasibility and timeline constraints.
In 2025, the launch of the BMO VIPorter Mastercard prompted updates to the 2023 VIPorter Dashboard. I led the mobile design and partnered with the web designer to stay aligned under a tight timeline.
I refreshed the UI for both members and non-members, added a promotional module, clarified cardholder recognition, and updated points and qualifying-spend tooltips for the new earning rules. Guided by HMWs on helping passengers understand benefits, confirm membership, and access support, I also shaped branding moments that celebrated the two memberships, while balancing feasibility and timeline constraints.
FINAL DESIGN
FINAL DESIGN
FINAL DESIGN
The complete experience
The complete experience
The complete experience
The triple fix
The triple fix
The triple fix
Loyalty-first hierarchy
Loyalty-first hierarchy
Loyalty-first hierarchy
The dashboard contextually surfaces tier status, points, qualifying spend, level progress, earning ratios, and expiry details upfront. This conveys clear value while staying focused on day-of-travel needs and creating a foundation for BMO VIPorter Mastercard enhancements.
The dashboard contextually surfaces tier status, points, qualifying spend, level progress, earning ratios, and expiry details upfront. This conveys clear value while staying focused on day-of-travel needs and creating a foundation for BMO VIPorter Mastercard enhancements.
The dashboard contextually surfaces tier status, points, qualifying spend, level progress, earning ratios, and expiry details upfront. This conveys clear value while staying focused on day-of-travel needs and creating a foundation for BMO VIPorter Mastercard enhancements.
Depth without complexity
Depth without complexity
Depth without complexity
Additional loyalty details are accessed through web views, modals, and later bottom sheets, permitting richer content without overloading the core dashboard or increasing development complexity.
Additional loyalty details are accessed through web views, modals, and later bottom sheets, permitting richer content without overloading the core dashboard or increasing development complexity.
Additional loyalty details are accessed through web views, modals, and later bottom sheets, permitting richer content without overloading the core dashboard or increasing development complexity.
Clear tier recognition & understanding
Clear tier recognition & understanding
Clear tier recognition & understanding
Mobile-exclusive membership cards, tier-specific branding, and simplified language make progression, perks, and status easy to recognize, understand and feel rewarding.
Mobile-exclusive membership cards, tier-specific branding, and simplified language make progression, perks, and status easy to recognize, understand and feel rewarding.
Mobile-exclusive membership cards, tier-specific branding, and simplified language make progression, perks, and status easy to recognize, understand and feel rewarding.
REFLECTION
REFLECTION
REFLECTION
What we heard, what I learned
What we heard, what I learned
What we heard, what I learned
This project reinforced my ability to design for clarity under constraint. Starting with a full vision helped align stakeholders and surface technical limits early, making it easier to descope without losing core value. Navigating shifting timelines pushed me beyond execution into facilitation and decision making, strengthening how I guide teams through ambiguity. Adapting the VIPorter loyalty system from web to a day of travel focused mobile experience deepened my system level thinking and clarified that consistency is not replication, but thoughtful translation.
Designing this project alongside the earlier web dashboard also reaffirmed my interest in loyalty design. Understanding how to reward, retain, and support committed users is a problem space I find especially motivating. If revisiting this work, I would advocate earlier for analytics tracking to better measure impact, but the outcome confirmed that focus and alignment often matter more than feature depth.
This project reinforced my ability to design for clarity under constraint. Starting with a full vision helped align stakeholders and surface technical limits early, making it easier to descope without losing core value. Navigating shifting timelines pushed me beyond execution into facilitation and decision making, strengthening how I guide teams through ambiguity. Adapting the VIPorter loyalty system from web to a day of travel focused mobile experience deepened my system level thinking and clarified that consistency is not replication, but thoughtful translation.
Designing this project alongside the earlier web dashboard also reaffirmed my interest in loyalty design. Understanding how to reward, retain, and support committed users is a problem space I find especially motivating. If revisiting this work, I would advocate earlier for analytics tracking to better measure impact, but the outcome confirmed that focus and alignment often matter more than feature depth.
This project reinforced my ability to design for clarity under constraint. Starting with a full vision helped align stakeholders and surface technical limits early, making it easier to descope without losing core value. Navigating shifting timelines pushed me beyond execution into facilitation and decision making, strengthening how I guide teams through ambiguity. Adapting the VIPorter loyalty system from web to a day of travel focused mobile experience deepened my system level thinking and clarified that consistency is not replication, but thoughtful translation.
Designing this project alongside the earlier web dashboard also reaffirmed my interest in loyalty design. Understanding how to reward, retain, and support committed users is a problem space I find especially motivating. If revisiting this work, I would advocate earlier for analytics tracking to better measure impact, but the outcome confirmed that focus and alignment often matter more than feature depth.
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NEXT CASE STUDY
NEXT CASE STUDY
NEXT CASE STUDY
Let's work together
Let's work together
©
2026
2026
Rhea D'Souza
Living, playing and creating in Toronto, Canada
Let's work together
Let's work together
©
2026
Rhea D'Souza
Living, playing and creating in Toronto, Canada