On January 25, 2026, Bank of Montreal (BMO) announced Blue Rewards, a replacement for
AIR MILES, shifting to a more flexible and digital-first rewards experience integrated into everyday banking.
AIR MILES, shifting to a more flexible and digital-first rewards experience integrated into everyday banking.
As part of a loyalty ecosystem used by over 10 million Canadians, the transition needs to be clear, trustworthy, and easy to act on.
I worked on the registration flow, creating a clear path into Blue Rewards for both existing Collectors and new BMO clients.
AIR MILES to Blue Rewards logo illustration
The Next Chapter of AIR MILES
With millions of active Collectors across Canada, AIR MILES is undergoing its most significant change in decades. Blue Rewards is a fully redesigned program, complete with a new earning structure, a simplified points balance, expanded travel options, and a growing partner network of 400+ brands.
Unlike AIR MILES, which was tied to co-branded products, Blue Rewards is designed for all BMO clients, making it a significant expansion of how loyalty fits into everyday banking.
The transition introduces uncertainty at multiple points in the journey. Existing clients are unsure what will happen to their Miles, while new clients lack a clear understanding of how the program works or why they should join. The registration experience needed to support both groups without adding unnecessary complexity, making clarity and trust critical to enrolment.
Existing Collectors vs. New Members
As part of the transition, AIR MILES Collectors become Blue Rewards Members, a small but deliberate change that signals the program's shift toward a broader, more integrated loyalty experience.
Existing AIR MILES Collectors face anxiety about the transition and the real-world value of their accumulated Miles converting to Blue Points. With real balances and established habits, they lack clarity on the new earning potential, ratio, and rewards structure.
New BMO clients lack the confidence to enrol. With no existing relationship with the program, there's no compelling reason yet to join before launch day.
Both groups enter the experience with fundamentally different questions, and the flow had to speak to each. Many clients hesitate because they aren't confident in what they're gaining, or losing.
AIR MILES to Blue Rewards Logo Transition Animation
Before the First Screen
The program hasn't launched yet, but the complexity is already there: multiple teams, a phased timeline, and high stakes around how the transition is communicated. Understanding those constraints early is just as important as the design decisions that followed.
The program rolls out in stages throughout 2026, so the onboarding has to reflect what's live at each stage without creating confusion about what's to come, all while introducing an earning ratio of
1,500 points = $10 in a way that feels familiar rather than a reduction in value.
Long-time Collectors have earned their Miles over years, and any misstep in how the transition is framed would feel like a betrayal of that relationship.
Important dates FAQ
FAQ for existing AIR MILES collectors and BMO cardholders
Where the Work Started
1. Different Collectors, Different Needs
Before touching any screens, the work started with a simple audit: what questions would an existing Collector have, and how were they different from a new one? The two lists barely overlapped, which shaped everything downstream.
2. Reassurance First
For existing Collectors, the language on the page needed to signal that their Miles were safe and the transition was handled before asking them to do anything. The copy led with continuity, not features.
3. Context on Demand
A learn more link opened a modal with the program's selling points, keeping the registration page simple and focused.
A Simple Page, a Complex Job
What was once a single-purpose page for existing AIR MILES Collectors to link their account became a dual-purpose entry point. Existing Collectors are invited to link to Blue Rewards, new clients are given a path to register, and those who aren't ready can skip entirely with no friction and no follow-up on the confirmation page.
Moving the page earlier in the BMO account registration flow was a deliberate decision. In the existing flow, the loyalty program page sat after the add-on features pages. Repositioning it means clients understand what Blue Rewards is before being presented with additional choices, giving the program the context it needs.
Beneath that simplicity is a significant amount of conditional logic, accounting for every path a client might take and every outcome on the confirmation page.
Looking Ahead
The goal was to make the page feel like a natural part of signing up, not an obstacle.
When Blue Rewards launches in summer 2026, the registration experience will be ready for both the Collectors who've been waiting and the ones who haven't heard of the program yet.
Neither group will leave without knowing what comes next.