Miles & More

The Lufthansa Group’s loyalty programme is changing
Reimagining customer retention for the modern world

Our role

Digital lead

What turns satisfaction into loyalty? As international digital lead agency, we have been working with Miles & More to review and reimagine customer retention since 2022.

Based on comprehensive strategies, we are designing positive user experiences and bringing them to all Miles & More digital touchpoints. Our goal is to establish the Lufthansa Group’s loyalty programme as a daily companion for mobile people: simple, active and approachable. That means meeting the needs of all user groups digitally.

Our brand strategy provides the roadmap in the digital universe


One loyalty programme, many partnerships: covering everything from aviation, banking and payment through to products and services in a travel context and beyond, Miles & More operates in a complex ecosystem.

This is where we come in:

We are helping Miles & More to play an active part throughout the entire ecosystem and creating seamless customer journeys across all digital channels. Every touchpoint has a dedicated task, which we initially defined as part of a comprehensive channel strategy – from the website and app through to the Worldshop e-commerce platform. Everything is centred on the individual participants and their specific customer lifecycles.

At the heart of the journey: the mobile person


The sheer variety of ways the Miles & More loyalty programme is used reflects the individuality of the participants and the diversity of the partnerships. Some participants earn miles and points on flights, others shop online on partner websites and apps to reach their dream awards in the Miles & More app and for other benefits.
Accordingly, all digital touchpoints must interact smoothly in order to provide programme participants with a positive customer experience and meet their individual needs. To ensure that, both technically and in terms of content, we conduct comprehensive target group analysis and specific usability tests, from first contact through to redeeming the flight award and beyond.
Segmented presentation of content – from the newsletter and website content through to app notifications – guarantees consistently personalised customer contact that takes account of specific interests and covers all stages of the customer lifecycle.

Users thus receive recommendations on maximising their advantages from earning and redeeming miles along with targeted presentations of programme benefits and varying challenges that match their travel profiles. These individual challenges generate a visible boost in programme activity: a huge 200 million miles were credited to the participants due to challenges. In addition, we have achieved an increase in daily app use of up to 95%.

increase in daily app use

Consistent across the board: brand presentation


Another challenge was to give the Miles & More brand a consistent look and a distinctive visual appeal in digital formats while also integrating it harmoniously into the Lufthansa Group’s umbrella brand structure.
We are completely revamping its appearance, giving the brand a modern, new mood.

As part of this development work, we are expanding the Miles & More brand style guide and defining a design system that will work across all digital touchpoints. This covers standards that go way beyond the visual elements: from UX principles through to the way the brand behaves in digital formats. The result is a harmonious look from the very smallest visual element to the brand as a whole. That consistency applies not just to the world at large but also internally. We are creating efficient workflows and synergies, because we can now be confident that every touchpoint faithfully reflects the brand.

People’s relationship with brands changes as the world changes. Even strong brands need a good plan to achieve customer loyalty and ensure their future survival.

Thorsten Becker
Creative Director, SYZYGY

Up-to-the-minute content that inspires and explains


As a loyalty programme, Miles & More offers a host of options and is continuously evolving. Miles & More regularly publishes video content to introduce its users to opportunities, new partners and offers. “How to” videos on the website and YouTube provide an easy introduction to the world of earning miles; video updates – hosted by Miles & More staff – give the programme a human face, curate the offerings and inspire people to travel and earn miles.

Evolution Days – from briefing to prototype in 3, 2, 1


Our goals for Miles & More are ambitious. In order to continuously develop the digital touchpoints, we have established a design thinking format for them. We work in interdisciplinary teams to very tight deadlines to create prototypes and visible results.

Our services included:

  • Strategy and concept development
  • Brand development and documentation in online style guides
  • Creation of a design system to cover all touchpoints
  • UX and interaction design
  • Wireframes and screen design
  • Prototyping and usability tests
  • Content design and production
  • Consulting and quality monitoring
  • Stakeholder management & rollout management

Let’s get in touch!
SYZYGY Felix Schröder
Managing Director
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