2018–2019TravelLoyalty

My Emirates Pass

My Emirates Pass is an iOS experience for Emirates passengers to unlock, discover and redeem partner offers across Dubai. As Design Lead at Prototype, I designed the end-to-end journey from boarding-pass verification to nearby discovery and in-person redemption.

Case study by

Product

My Emirates Pass turned an existing Emirates benefit programme into a mobile product for passengers visiting or stopping in Dubai. As Design Lead at Prototype, I defined the end-to-end iOS experience and prepared the system for delivery.

My Emirates Pass identity using Emirates branding.

Boarding pass

Passengers scanned a paper boarding pass or uploaded a digital copy to verify access. The flow explained where to find the barcode, handled processing clearly and used the verified trip to prepare relevant offers.

My Emirates Pass screens showing boarding-pass scanning and offer categories for dining, leisure, health and shopping.
Boarding-pass verification unlocks access before passengers browse offers by category.

Discovery

The home screen adapted to location, travel details and previous activity. Categories, search and map views supported both planning ahead and nearby discovery. Venue pages combined practical details with current offers and actions to call, map, save or share.

My Emirates Pass home and discovery screens with nearby deals, Dubai guides, search results and a map of partner venues.
Location-aware discovery surfaces nearby deals, destination guides, search and map views.
Emirates Pass - Discover deals

Redemption

At the venue, the passenger selected an offer and entered a four-digit code provided by staff. This created a clear handoff between the digital experience and the partner responsible for honouring the benefit.

Outcome

The iOS experience was delivered on time ahead of the travel season. It established one product model for eligibility, discovery and redemption across Emirates, passengers and partner venues.

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