airmilesshops.ca is portal allowing AIR MILES collectors to earn reward miles for online purchases. In this sense it was being used as a launchpad for collectors, with low hits on some of the deeper pages.
While we could not heavily re-architect the site structure, there needed to be a balance between giving users a quick way to get to their shopping destination, while also giving AIR MILES a chance to showcase offers and promotions. We built in features like 'one click' shop buttons direct on the homepage for the most popular stores. Meanwhile in the header, rather than a typical 'brick' carousel, we gave a much larger free form promotional area that lives in conjunction with the directory.
Offers and promotions were integrated into the design in ways that gave them prominence without overpowering the AIR MILES brand. The brand itself was overhauled to be more closely tied with airmiles.ca while maintaining its own identity.