Designing the Etihad Guest Loyalty Experience at Scale.

• The Challenge

Etihad needed to refine the digital experience of its loyalty program, Etihad Guest, ensuring it feels clear, cohesive, and scalable for a global audience. At the same time, the underlying design system required updates to better support consistency, reuse, and long-term evolution across loyalty touchpoints.

• The Vision

Wdesigna envisioned a digital experience where every interaction feels effortless and intentional. The experience was designed to help users immediately understand value, feel confident in their choices, and move smoothly from discovery to purchase. Conversion was treated as the natural result of clarity, structure, and thoughtful UX UI design rather than aggressive prompts or complexity.

• Our Approach

The work focused primarily on the Etihad Guest loyalty program website, refining structure, hierarchy, and visual clarity to support a smoother and more confident member experience. In parallel, Etihad’s design system was updated to strengthen consistency and scalability, ensuring the loyalty experience is supported by a solid foundation that can evolve over time without fragmentation.

• The Result

The outcome is a more refined Etihad Guest digital experience supported by a strengthened design system. The loyalty platform feels clearer and more consistent, while the updated system enables scalability and alignment across current and future loyalty touchpoints. Together, this work provides Etihad with a future-ready loyalty experience designed by Wdesigna.