Increasing engagement through streamlined messaging.

Contributions: Concept, Strategy, UX/UI, Design


Most of the members of National’s loyalty program, Emerald Club, are business travelers that value the convenience of mobile devices to stay in touch while on the road. Members expect occasional, timely communications with the information they find important.


National was maintaining an unresponsive eNewsletter while also supporting a landing page that housed redundant content. Additionally, National desired more flexibility to allow members easy access to targeted offers and other useful information.


All of the content previously housed on two mediums (a landing page and an email) was consolidated into a single communication, therefore reducing the time required to make updates across multiple areas. This consolidation enhances the member’s experience by eliminating the additional user interaction presented by the landing page. Targeted content is now displayed to members in interesting, user-friendly ways. The eNewsletter also reflects National’s status as a premium brand in the industry with clean, modern branding.