Cocreating a new B2B business model for a frequent-flyer loyalty program
Updated: May 11
Research and client workshop sessions resulted in the creation of Pegponto: an app to collect points in stores
Year: 2017
Role: Service designer
Discipline: Service design
Industry: Loyalty program, Retail
Background
The client was a Brazilian former frequent-flyer loyalty program company, by that time linked to LATAM Airlines. The loyalty program consisted in collecting points that later could be exchanged for rewards.
Goal
The client's goal was to develop new business models for offline and online retail partners (B2B), aiming competitive advantages for end-consumers when compared to other loyalty programs available in the market.
Methods
The project was divided in 3 main phases:
1. Immersion: we conducted 14 interviews with client stakeholders and retail partners. Moreover, I prepared a desk research on new business trends for fidelity programs to support the team with more information.
2. Analysis: we analyzed all information from the Immersion phase through data clustering by affinity and prepared a research slide deck to present during cocreation workshops.
3. Cocreation and Prototyping: we had 3 workshop sessions to make client stakeholders aware of the research diagnosis and generate ideas for new B2B retail solutions. We used methods like brainwriting, business model canvas and rapid prototyping to develop low fidelity prototypes.
Outcomes
Among all prototype ideas, we prioritized them with the client based on what was relevant for the business and its potential users. One of them was chosen to go ahead: Pegponto.
I designed a medium fidelity prototype for Pegponto, a service that offered coupons for program members who wanted to buy clothes in physical stores as a new way to collect points of the program. The app also offered special benefits for the most engaged users.
After two weeks of concept testing with loyalty program members and potential partner stores, the prototype underwent significant evolution, resulting in an innovative approach to utilizing the program. By the conclusion of the project, we successfully delivered the following outcomes:
Prototype: a refined app that enhances user experience and engagement.
Comprehensive Report: detailed findings and insights from the testing phase, highlighting user feedback and areas for improvement.
Implementation Guidelines: clear and actionable steps for implementing the new program effectively, ensuring a smooth transition for partners and users alike.
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