Leading airline partners with Cognizant Softvision to overhaul miles program app

Cognizant Softvision’s client, a leading airline operating over 6,500 flights per day, wanted a completely redesigned website app for their buy, gift, and transfer miles program.

With nearly 200 million customers each year, our client, a worldwide leading airline, is known for its’ deep commitment to passenger and customer experience. They have several apps dedicated to enhancing the customer experience including an elite status upgrade online program, a mobile app dedicated to the in-flight experience and a buy, gift, and transfer miles program for loyal customers.


  • Hundreds of thousands of users utilize their buy, gift, and transfer miles program
  • Over 350 destinations serviced in more than 50 countries
  • Deep commitment to creating a world-class customer experience; investing over $25B in its’ customer experience initiative within the last five years


For nearly 40 years, our client has established a loyalty program to reward its’ loyal customer base for choosing their airlines when they travel. Customers are able to earn a range of benefits including the ability to earn free flights by accumulating miles. Miles are either earned by flying, through purchases made the integrated credit card program or by purchasing, sharing or being gifted miles from another passenger. The buy, gift and transfer program app serves hundreds of thousands of customers each year, contributing to over $200 million in the company’s revenue and has for years been handled by an outside developer. The client, however needed a way to be able to easily align future design and aesthetics with the overall brand and using an outside team hinders that ability. Expressing a strong desire to be able to bring the product development in-house and the opportunity to do a complete overhaul of the current app, the client needed guidance on how to execute without compromising customer experience.


The client expressed a big desire to move away from a project model (utilizing the third party) and transition into a product model, where they would be able to build products in an iterative fashion. The Cognizant Softvision team was approached to create the new app with an approach that would incorporate feedback, testing and pivots in a very agile manner. Previously, the client was used to at least a two-day turnaround to see requested changes take place, which ultimately became the driving factor to take the product in-house.

Our approach, was simple: pull in the right experts from our Guilds to build a high-performing team called a Pod, that would enable a quick delivery and go-to-market solution.

To ensure our engineered outcome is a cohesive, unified platform, our product and design teams are held to the same KPIs, measuring on velocity, quality, product impact, and autonomy allowing for a seamless transition upon rollout.

Each Guild is a world-class community of expert talent in an area of expertise. For this client, the following Guilds are leading to the delivery of success:

Our product manager, technical lead and three different developers dedicated to design and experience worked extensively with the client’s technical team to ensure that they defined all new features — including a new universal login, and a simplified, secure payment platform– updates and looks for the new app. Once the outline was established, the team worked cohesively to ensure that upon launch, the in-house client team would be able to adequately and efficiently handle future development allowing for a seamless transition.


The newly redesigned web app created by Cognizant Softvision is a complete overhaul of it’s existing buy, transfer and gift miles program. With thousands of users at any given moment utilizing the popular program, it was very important to have a website that could be iterated on quickly with no downtime at any point either during the creation and standup by our team, or in the future when the client’s in-house team transitions to development. Our team outlined a specific QA approach that allows for adequate testing, but wouldn’t slow down the process of a quick turnaround.

By working closely with each aspect of development and the technical leads on the project, our team was able to establish a foundation that allows the in-house team to use the latest technologies; allowing them to innovate with how they want their customers to use their product in the future. The website app allows the opportunity for our client to efficiently update with key new features as well as the ability to match any future branding updates.

Cognizant Softvision looks forward to launching the new website in Fall 2019.

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