Avion Rewards is RBC's loyalty program — one of Canada's most recognized points ecosystems. The brief: expand the platform to Canadians who don't have an RBC account, a net-new audience segment with no prior relationship with the brand.
This was a 0-to-1 initiative. There was no playbook, no existing patterns to extend, and a tight timeline. The design had to work for people who did not trust a bank they did not bank with — which meant every interaction needed to earn that trust incrementally.
The project spanned onboarding, partner offer surfaces, redemption flows, and a new account tier structure. It shipped to public beta on time and within scope.