KrisShop Australia

Expanding KrisShop to the Australian Market

Launching KrisShop in Australia- Singapore Airlines' second largest KrisFlyer base. Designing a localised experience for Australian shoppers to turn untapped miles into non-air redemptions and introduces new marketplace capabilities for sellers.

  • My Role
  • UX Strategist,
    UX Designer
  • Duration
  • 2024–2025
  • Project Type
  • New Market Launch
  • Skills
  • Benchmarking
  • UX Strategy
  • UI/UX Design
  • Outcome
  • TBC
  • (Launch 7 May 2026)
KrisShop Australia

Insight-to-Decision Trail

Australia is Singapore Airlines' second largest KrisFlyer membership base after Singapore, with over 1 million untapped KrisFlyer miles redeemed annually — yet Australian members had no dedicated KrisShop storefront to spend them on. Flight redemptions face limited inventory, creating a strategic opportunity to shift customer demand toward non-air redemptions through a localised KrisShop experience.

The design challenge was to translate this business opportunity into a coherent, insight-led product — one that surfaces miles as a meaningful currency for Australian shoppers across every touchpoint of the shopping journey.

Insight to Decision
01 — Homepage

Miles balance is prominently featured on the homepage, immediately signposting to KrisFlyer members that their miles are spendable here. This anchors the value proposition from the moment a member lands on the site.

02 — Campaign Page

A dynamic miles redemption landing page drives discovery, showcasing participating products and communicating the savings available when redeeming miles. This page adapts based on available promotions to keep the offer feeling current.

03 — Product page

Miles are presented as the primary currency for miles burners, with miles pricing displayed alongside AUD pricing on every product card. This makes it easy for members to compare and identify the best value for their miles.

04 — Shopping bag

At bag, potential cost savings are displayed to customers based on their KrisFlyer milesbalance. With clear feedback on how many miles will be used and the resulting AUD saving. The flow is designed to reduce friction and encourage miles redemption at the point of purchase.

01 — Order Details

Every order consolidates the seller, shipment breakdown, and available actions into a single view — the foundation the marketplace features below are built on.

02 — Group Seller

Products from the same seller are grouped under a single fulfiller, streamlining the order view and reducing fragmentation when a purchase spans multiple listings.

03 — Track Order

End-to-end shipment tracking is surfaced directly within KrisShop, removing the need to navigate to external courier sites to check on a delivery.

04 — Contact Seller

Customers can reach the seller directly from the order page, supporting post-purchase queries and building trust with marketplace listings.

05 — Return Request

A self-service return request flow meets Australian Consumer Law requirements, giving customers a clear, guided path to initiate a return.