Miles and More | Design Fictions

New Premium and the Future of the Loyalty Program

Katja Wenger
by Katja Wenger

What does the future hold for the Miles and More frequent traveler program? Miles and More came to us with this exciting question. The declared goal: the development of a loyalty and reward programme for frequent travellers driven by digital services. Our question: How does premium feel in the digital world and how can this be conveyed in digital brand management? This is how our first vision project for Miles and More came into being, in which we explored the future of the frequent traveller and reward programme in a multi-stage process.


Discovery Phase

In the initial discovery phase, we further developed already defined personas, supplemented by a customer journey and a touchpoint analysis. On the basis of this and an accompanying intensive user research we examined what status and (new) premium mean in the digital world. In a second step, we extrapolated the results: What should premium look like in the future? How do we make status a reality in the future?

In order to better understand the needs of Miles & More's target groups, we used various methods tailored to the project. In addition to individual interviews, we conducted Cultural Probes, a user diary study aimed at finding out more about the target group's motivation and barriers, needs, wishes and behaviours. With these insights we started the ideation phase of the project.


Future State Scenario

In two ideation workshops, numerous ideas and concepts for services, communication and product improvement were generated together with the Miles & More team. Based on the workshop results, we defined an idealised (future state) scenario and outlined the relevant touchpoints in the journey from the user's point of view. Based on the scenarios, we derived the strategic fields of action.


Agile to visualise the future

Based on the Future State scenario and the selected ideas for the different touchpoints, we tested them in several design sprints. The goal was to generate a fictitious visual idea for the future and to make it tangible, imaginable and presentable.


More about this topic

We share our insights on how cultural probes made our user research even better on our blog and on Medium.