MILES+ is a Cathay Hackathon project designed to enhance Asia Miles engagement through AI-powered trip
planning, miles-based time deposits, and gamified daily missions—all built within 24 hours to gain knowledge and
create a viable product.

MY ROLE
UX / UI Design
PLATFORMS
App
YEAR
Nov 2023
PROBLEMS STATMENT
“How might we add more fun and excitement for members when it comes to earning and using miles, and make Asia Miles a more interesting loyalty reward?”
CUSTOMER CHALLENGES
Unused Miles Dilemma
Many miles go unused due to limited ways of engagement
Lack of User Interaction
Lower engagement between users and Asia Miles
Restricted Redemption Choices
Limited scenarios for redemption
WHAT WE OFFER
Boosted Member Engagement
Creating interactive and rewarding experiences to enhances member engagement
Smarter Miles Utilization
Maximizing the value and flexibility of Asia Miles
TARGET AUDIENCE
Frequent travelers, loyalty program members, and digitally savvy users who seek more engaging ways to earn and redeem Asia Miles. It caters to millennial and Gen Z explorers, business travelers, and experience-driven users who value personalization, gamification, and seamless trip planning. Additionally, it appeals to finance-conscious members interested in optimizing their miles through strategic financial tools like time deposits and APY incentives.
TRIP PLANNER
Utilizing advanced language models like GPT, we personalize trip planning for a seamless experience.
Integrating with Langchain, we maximize Asia Miles usage across travel-related expenses.
Empowering users with flexible payment options, we offer the choice between Asia Miles and fiat currency.
TIME DEPOSIT
Offering various time deposit plans, we help users find the most suitable option with better engagement instead of leaving miles unused
Enabling members to deposit miles into a fixed-time deposit account, we provide extra APY benefits.
MISSSIONS
Encouraging daily participation through missions, we strengthen the relationship between users and Cathay Pacific.
Completing daily missions gradually increases the APY multiplier, incentivizing consistent engagement with the Miles+.
EVALUTING THE IMPACT
For Cathay Pacific
  • Cultivate a positive image through Asia Miles expenditure, enhancing the program's appeal.
  • Boost traffic numbers by encouraging the use of Asia Miles, fostering a dynamic and lively community within the loyalty program.
For Customers
  • Enhancing the travel experience through smoother booking procedures for travel events.
  • Expanding the flexibility of Asia Miles to offer more options for usage.
  • Deeper engagement with Cathay Pacific, creating more interactive and meaningful interactions.
For Travel Agency
  • Maximize Return on Investment (ROI) through strategic initiatives.
  • Establish multiple channels for product/service sales, expanding reach and accessibility.
INTERACTIVE DEMO
Click here to play
HACKATON JOURNEY
I joined workshops and experience tours, where I explored the latest aviation technologies, learned about industry pain points, and gained valuable insights to help shape my project.

My team 😎

Google Cloud AI workshop

HKIA visitor pass

HKExpress tour

Visiting Cathay Cargo Terminal

Cathay HQ tour

Cathay Hackathon 2023

Cathay Hackathon 2023