Qantas Loyalty
Qantas' Credit Card Selector is one of the most visited pages across Qantas Loyalty. Millions of members use it each year to compare cards and find the right fit — but conversion rates weren't reflecting the traffic. The page was functional, but it wasn't doing the hard work of guiding people to a decision.
The brief was clear: improve conversion without a full rebuild. Move fast, learn from real data, and let the experiments tell us what works.
Rather than redesigning the whole page upfront, I ran a series of focused experiments — each targeting a specific friction point identified through analytics and session data. Every experiment was designed, prototyped, and built to production quality within days, not weeks.
The key insight was treating the page as a decision tool, not a product catalogue. Members don't want to compare every feature — they want confidence that they're choosing the right card. That reframe drove everything from hierarchy to interaction design.
I worked directly with engineering and analytics to instrument each variant properly, ensuring clean data from day one. No throwing designs over the wall — I was in the code, pairing on implementation, and iterating based on live results.
This tight loop — design, build, measure, learn — meant we could compound gains across experiments rather than betting everything on a single big release.
The experimentation programme delivered a 2× conversion uplift on the Credit Card Selector — Qantas Loyalty's most trafficked acquisition page. Each experiment built on the last, creating compounding gains that a single redesign couldn't have achieved.
"Alan's superpower is making ideas real. Before you know it, he has already done a beautiful, fully working prototype that you can use to test the validity of the idea and quickly of course correct accordingly."
I'm open to senior product design opportunities with organisations who care about craft, impact, and doing things properly. If that sounds like you, I'd love to chat.