Loyalty Redesign For European Transport Leader
Conducted comprehensive behavioral research (surveys, live labs, psychology analysis) for major transportation operator. Identified distinct user archetypes and designed scientifically-backed loyalty strategy using advanced behavioral frameworks.
Adapted
2024
Travel
588M
17,000+
Challenge
Large-scale transportation company faced critical loyalty engagement issues with their existing program treating diverse customer segments identically. The current system lacked psychological differentiation between user types, resulting in low emotional connection and missed opportunities for behavioral influence. Leadership needed strategic insights into customer motivations and a science-based approach to loyalty redesign.
Results
Identified distinct behavioral archetypes with fundamentally different psychological drivers and engagement needs. Delivered complete loyalty strategy framework grounded in behavioral science, featuring scientifically-backed engagement mechanics including variable reward systems, social influence triggers, and psychological progression models. Provided comprehensive implementation roadmap and measurement framework ready for strategic decision-making.
Behavioral
Research
Strategy
Process
Behavioral Analysis & Desk Research - Conducted systematic analysis of existing customer touchpoints and pain points. Applied cognitive psychology frameworks to map decision-making patterns and emotional triggers. Performed competitive audit of 15+ loyalty programs across industries, analyzing psychological mechanics and engagement strategies. Established baseline understanding of behavioral economics principles applicable to transportation loyalty.
Phase 2: Quantitative Research & Data Analysis - Designed and executed large-scale survey methodology targeting 1,000+ users to validate behavioral hypotheses. Implemented statistical analysis to segment users by psychological motivations rather than demographics. Analyzed 18 months of historical booking and engagement data to identify behavioral patterns. Created user journey maps highlighting decision points and emotional states.
Phase 3: Living Laboratory & Contextual Research - Conducted real-world user testing during actual travel experiences to observe authentic behaviors. Performed contextual inquiry at key touchpoints (booking, boarding, traveling, arriving). Implemented rapid iteration cycles to test behavioral interventions. Gathered qualitative insights about emotional responses and unmet psychological needs during the service experience.
Phase 4: Strategic Framework & Solution Design - Applied Octalysis behavioral framework methodology to design scientifically-backed engagement mechanics. Developed comprehensive loyalty architecture addressing identified psychological drivers. Created detailed user personas based on behavioral archetypes rather than traditional demographics. Designed implementation roadmap with phased approach and measurement specifications.
Conclusion
This project demonstrates how systematic behavioral research can transform business strategy. By moving beyond surface-level assumptions and applying rigorous psychological methodology, we uncovered fundamental user motivations that the company had never recognized. The result wasn't just another loyalty program redesign: it was a complete behavioral framework that addresses the psychological drivers behind customer decisions.