Avion Rewards was a loyalty program locked behind an RBC banking relationship. The business wanted to open it to all Canadians — introducing a three-tier membership system (Select, Premium, Elite). The design challenge: one product had to feel meaningfully different for three distinct types of members, without fracturing into three parallel experiences.
This was a 0-to-1 initiative with no playbook and no existing patterns to extend. The new audience had no prior relationship with RBC — so the design had to earn trust incrementally, without leaning on the brand familiarity that existing customers already had.
The work spanned onboarding, partner offer surfaces, redemption flows, and the full tier structure. It shipped to public beta on time and within scope.