Flybuys CX Transformation
Built the 5-year product and CX vision for Australia's largest loyalty program — spanning Coles, Kmart, Target, Bunnings, Officeworks, Velocity, and OnePass.
The context
Flybuys is Australia's biggest loyalty program, serving millions of members across 7 major retail brands — Coles, Kmart, Target, Bunnings, Officeworks, Velocity Frequent Flyer, and OnePass. Each brand operates with its own product team, technology stack, customer base, and commercial priorities. David joined as Senior UX & Product Design Manager and spent 3.5 years working across this complex ecosystem.
The approach
Rather than optimising one product at a time, David developed a transformational CX strategy for the entire company — not just one product but the full loyalty ecosystem. He created a 5-year product vision that aligned 7 independent brand partners around shared customer outcomes. This required building trust across autonomous teams, finding the common threads in their roadmaps, and articulating a vision compelling enough that each brand saw their own ambitions reflected in it.
The strategy work included extensive member research across all brand touchpoints, journey architecture that had to flex across very different retail experiences, and the governance model to keep multiple product teams moving in a coordinated direction. David also brought a pragmatic lens: the vision had to work within each brand's operating rhythm, not demand they all change to fit a centralised plan.
What was built
DesignOps strategies to improve capabilities in the UX practice and create efficiencies across the design function. Cross-brand experience architecture that served Coles, Kmart, Target, Bunnings, Officeworks, Velocity Frequent Flyer, and OnePass — each with their own brand identity, customer base, and business goals. A 5-year product roadmap that gave the executive team a clear line of sight from today's member experience to the long-term vision.
What changed
The CX strategy was adopted at company level, becoming the north star for multiple product teams. The design practice matured from a production function into a strategic capability that shaped business decisions rather than just executing them. DesignOps initiatives delivered measurable efficiencies — reducing time-to-delivery for research and design while increasing the quality and consistency of the output. Most importantly, the organisation shifted from brand-by-brand thinking to an ecosystem view of the member experience.