Miles and More | Design Fictions

New Premium and the Future of the Loyalty Program

Katja Wenger, Co-founder & Creative Partner
by Katja Wenger, Co-founder & Creative Partner

What does the future hold for Miles & More’s frequent flyer program? This was the exciting question that the Lufthansa subsidiary came to us with. Their 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 through digital brand management? These were amongst the considerations framing our first vision project for Miles and More, in which we explored the future of the frequent flyer and rewards programme in a multi-stage process.


Imagining the future of premium

In the initial discovery phase, we further developed already-defined personas, supplemented by an extrapolation of the customer journey and a touchpoint analysis. Upon these foundations – supported by intensive user research – we examined what premium status looks like in the digital sphere. Our second phase involved us extrapolating 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 a variety of methods tailored to the project. In addition to individual interviews, we employed the technique of cultural probes, a user diary study aimed at finding out more about the target audience's motivations, barriers, needs, wishes and behaviours. Guided by these insights, we launched the ideation phase of the project.


Developing a future state scenario

Over the course of two ideation workshops, we worked together with the Miles & More team to generate numerous ideas and concepts for services, as well as communication and product improvement. Based on our workshop results, we defined an idealised (future state) scenario and outlined the relevant user throughout the journey. Based on the scenario, we proposed strategic fields of action.


Agile future visualisation

We tested the chosen future state scenario and the selected ideas for the different touchpoints throughout the course of several design sprints. The goal was to generate a fictional visual idea for the future and to render it tangible, conceivable and presentable.


Want more?

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

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