As presented at the Retail Loyalty Congress 2016 in Toronto: Mapping motivations to create relevant experiences You can measure everything your shoppers do, but how can you use what drives them to create a better experience? How to use small data to unlock the full potential of big data? Please join Anna Witteman (Head of UX Lab) and Hans Ruitenberg (Associate Creative Director) in this session from IceMobile. Illustrated by best practice case studies, they will present a framework for data driven storytelling that can help you make sense of your big data, find out what drives your shoppers, and move from insight to action.

1. Mapping motivations
to create relevant
experiences
3 OCTOBER 2016
ANNA WITTEMAN & HANS RUITENBERG

2. RLC 2016 - Getting Personal
Anna Witteman
Head of UX Lab
Hans Ruitenberg
Associate Creative Director

3. Plus
The Netherlands
Appie (AH)
The Netherlands
Azbuka
Russia
Carrefour
France
Big C
Thailand
Alfa Mart
Indonesia
IceMobile: Worldwide experience with
a strong focus on Loyalty & Retail

4. RLC 2016 - Getting Personal
“Big Data is like teenage sex: everyone talks about it,
nobody really knows how to do it, but everyone
thinks everyone else is doing it, so everyone claims
they are doing it.” - Dan Ariely

5. RLC 2016 - Getting Personal
Big Data isn’t the
key to Getting
Personal

6. RLC 2016 - Getting Personal
About machines
Shows scale
Slow and expensive
Big data tells
you what
About people
Shows opportunity
Fast and cheap
Martin Lindstrom
Small DataMichael Fertik
Big Data
Small data tells
you why

7. RLC 2016 - Getting Personal
Big and small data at IceMobile
BI Department UX Lab

8. RLC 2016 - Getting Personal
Agenda
Experience Mapping: A tool to leverage
big data with small data
WHY
WHAT
HOW
Case studies from Loyalty and Retail
The Experience Mapping process

9. RLC 2016 - Getting Personal
Leveraging big data
with small data through
Experience Mapping

10. RLC 2016 - Getting Personal
When learning
about the
program: Joins
if she likes the
rewards.
MOT
When learning
about the
program: Joins
if she likes the
rewards.
MOT
;-)
When learning
about the
program: Joins if
the rewards are
good quality.
MOT
When halfway to his
first reward: Doubts if
he will collect enough to
redeem something.
Will stop IF he thinks he
is not going to collect
enough.
MOT
MOT
When learning
about the
program: Joins
if he needs
the rewards.
MOT
Midway through the
program: Doubts if he
will collect enough for
another reward.
Will stop IF he thinks
he is not going to
make it
MOT
MOT
MOT
When he has
collected enough
stamps: Checks
the rewards. He
stops cheerily IF
he doesn’t like
any of them
When he has
explored the entire
app & program:
Decides if he likes
more rewards. He
may become a
Laid-back Luke,
otherwise stops
cheerily
When learning
about the
program: Joins
if there is an
app.
SKY-HIGH HELEN REALISTIC ROSE PLAYFUL PEGGY SWEET SUSAN LAID-BACK LUKE TECH-SAVVY TED
“A whole set feels as complete.” “I want to be sure to get my reward,
each time.”
“It’s all about the journey.” “Giving away quality rewards makes me
happy.”
“Collecting should be effortless.” “Digital collecting is cool!”
Realistic Rose participates because she really loves
the rewards. Rose sets small goals for herself that she’s
certain she can reach. She increases her collecting
by visiting the retailer more frequently, increasing
her basket size, buying BSO and sometimes asking
people to help her. She likes to get her reward as soon
as possible, so she knows that it is hers to keep. She
stops collecting after she has all the products she likes.
For Playful Peggy, the action of collecting is more
rewarding than the products themselves. She will
collect for almost anything. She is a loyal customer
of the retailer and will join the program almost
instinctively. Peggy has developed her own techniques
to speed up collecting, like smiling at the cashier and
paying attention to the program promotions. If the
reward she wants sells out, she will simply settle for
another reward.
Sweet Susan enjoys taking care of the people she
loves, so she collect for her children and grand
children. She wants only the best for her family and
expects the rewards to be of good quality. Susan
doesn’t need the rewards herself, so she is less likely
to be disappointed if the collecting goes slower than
expected or the reward is unavailable. Susan knows
enough people who would like to have a reward, so
she keeps collecting throughout the full program.
Laid-back Luke doesn’t like the activity of collecting,
but he needs the rewards. He thinks collecting should
be effortless and doesn’t want to think about the
program too much. He doubts from time to time
whether he is gonna make it but pleasant surprises
motivate him to continue. If he doesn’t forget, he
redeems the reward quite soon after having enough
stamps.
Tech-savvy Ted likes the innovative nature of digital
collecting. He doesn’t care much about the rewards
and won’t change his shopping behavior for it. Ted
likes to be at the forefront of technology and feels
good when he is one of the first people to use a new
app or technology. When he first uses the app, he will
explore it and start collecting to see how it works. If
the products were more appealing to him, he would
be a Laid-back Luke (effortless collecting).
For Sky-high Helen, collecting is all or nothing. She
will only participate in a program when the products
are something she really likes. Her ambitions are often
greater than her actual spending habits, so she will
often enlist friends and family to help her reach her
goal. Sky-high Helen wants the complete set or at
least several items that fit together, so she will wait
until she has enough points and redeem everything at
once.
Collecting is just OK
Enjoys collecting
Really enjoys collecting
Really enjoys collecting
The rewards are minor to the collecting itself The rewards should be good quality
She collects as much as she can, and when she has enough
stamps she will ask her (grand)children what they wantShe can change her mind about the rewards in a late stage
Continues till the end
“I can always make someone happy with a reward”
Redeems one or multiple rewards each
time
Redeems one or multiple rewards each
time
She aims high
Sets goals one by one
Redeems one (maybe two) rewards
at a time as soon as she has enough
stampsShe waits till she can redeem everything she
wants
She stops when she has reached her target She stops when she is satisfied, but she may never reach this
point within the duration of the program
She dreams about having the products
at home
She really wants to have the rewards
Only likes the digital part of collecting, not the collecting itself
Doesn’t like collecting
Doens’t like or need the rewards
Needs the rewards
Doesn’t have a goal
Has a clear goal
Might redeem one item to see how it works in the app
Redeems one or multiple rewards at a time when
he has enough stamps and remembers to redeem
Looses interest after he has explored the app
Stops when he has reached his goal
JOY
REWARD
GOAL
REDEEM
END
MOTIVATION & BEHAVIOR MAP: Stamps Program
What is a motivation & behavior map?
This map shows the different motivations and behaviors of participants in our loyalty programs. By looking at what drives
participants and what shapes their behavior we can identify opportunities and moments of truth for specific types of participants.
Six collector types based on the collector’s
motivations for participating in a loyalty
program are identified.
Collectors have different motivations and
drivers that affect their participation in
loyalty programs. The ideal experience for
each participant will depend on why they
are participating.
in collecting
drawn to
oriented
pattern
when to stop
Collectors behave differently during a
loyalty program. The most important
points for collectors during a program.
How to read the diagram?
The bubbles indicate the different points
along the collectors’ journey. The bigger
the bubble, the more important it is for the
collector. By looking at the biggest bubbles
for a collector you can see what matters to
them.
By reading the types from top to bottom
the order of the actions and moments in a
collector journey are explained. The points
are shown from top to bottom as they
occur in the collector’s journey. There are
four different points in a collector journey:
Size = importance to a
collector
Set goal
Ask others
to help
Increase
basket size
Increase visit
frequency
Being nice
to cashier
Explore
app
Give away
reward
Get stamps
from others
Buy
BSO’s
COLLECT ACTION
REDEEM ACTION
MOMENT OF TRUTH
STOP PARTICIPATION
How can we use this map?
This map gives insights on how to improve the loyalty program experience. We can not change the intrinsic motivation of
participants, but we can shape their behavior. By targeting participants opportunities and moments of truth we can improve their
experience and influence their collecting behavior.
How was this map created?
To uncover why and how people participate in loyalty programs we utilised various research methods. These methods include
context chatting, user interviews, Pulse UX tests, app statistics and transaction data. Both paper and digital programs were
studied: AH Kristalzegels (NL), AH Mes & Bestekzegels (NL), COOP Fontignac Knives (DK) and COOP Spiegelau Glasses (DK).
Made by: Miika, Lauren, Ricardo, Lotte,
Jan, Paul, Nikoleta, Arnoud, Ivo, Thiago,
Vivienne, Jeroen de Vrind, Jeroen Westen,
Rianne, Christian, Jaap, Karlijn, Jades,
Reinout, Holly, Anna and Emma.
COLLECTOR
TYPES
MOTIVATION
BEHAVIOR
;-)
MOT
A moment of truth is a
moment where a person
decides to stop or continue
with the program.
Collect actions are points
where a person performs
an action toward collecting
(different actions are
indicated with an icon).
Redeem actions show points
when the collector redeems.
Stop participation points
are when a collector decides
to stop participating. This
usually happens after a MOT
or a redeem action.
Different Experience Maps

11. RLC 2016 - Getting Personal
Anatomy of an
Experience Map
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Mauris luctus enim eu ipsum
suscipit porta. Mauris turpis dolor, volutpat a
dignissim sed, dignissim vel purus. Nunc
posuere eu nisi eget placerat. Phasellus
aliquam at lacus sit amet dignissim. Nam
elementum ut erat vel tempus. Nunc egestas
maximus molestie. Pellentesque vel odio
hendrerit, facilisis arcu a, viverra orci. Vivamus
rutrum nibh vel laoreet accumsan. Etiam vitae
odio convallis, pretium diam et, luctus eros.
Donec ut imperdiet est.
Insight
Discount DianaHealthy Hanna Efficient Emma Trendy Tim
Donec ut condimentum dui, sit amet volutpat
nisl. Praesent vel leo lacus. Nam neque massa,
placerat quis diam at, sollicitudin dignissim
lacus. Praesent porta rhoncus nisl. Maecenas
dignissim in sem et rutrum. Aliquam eu
egestas libero. Praesent nec lobortis nisi.
Class aptent taciti sociosqu ad litora torquent
per conubia nostra, per inceptos himenaeos.
Pellentesque rhoncus nibh nibh, vel dictum
tortor semper dignissim. Nulla aliquam
pulvinar nisl, egestas aliquam velit gravida et.
Class aptent taciti sociosqu ad litora torquent
per conubia nostra, per inceptos himenaeos.
Phasellus fringilla ac justo vel viverra. Aliquam
sodales diam at tempus vulputate. Mauris
mattis posuere magna vitae commodo. Ut
ultrices dapibus dolor eget convallis. Duis ac
vestibulum sem, nec molestie nulla. Integer id
aliquet arcu. Mauris ut metus eu augue
accumsan pretium. Ut tristique mi in rutrum
imperdiet.
Maecenas nisi mauris, sagittis sit amet placerat
quis, facilisis ut dolor. Quisque porttitor at arcu
eu commodo. Etiam efficitur ante nec finibus
placerat. Maecenas eu nisi ac ipsum pharetra
venenatis in eget lorem. Proin augue elit,
euismod eu leo sed, auctor laoreet lacus. In at
justo id nulla tristique convallis. Quisque
commodo augue nibh. In hendrerit nulla erat,
sollicitudin blandit mi varius sed.
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Insight
Fusce volutpat a eros at sodales. Mauris
egestas dignissim mi, at ultrices metus
malesuada pellentesque. In hac habitasse
platea dictumst. Donec ultricies dolor elit, a
convallis lectus convallis sit amet. Fusce
rhoncus, elit et fringilla suscipit, neque orci
sagittis odio, sit amet fermentum ex lacus sit
amet dolor.
Insight
Suspendisse rhoncus nec leo sed dignissim.
Suspendisse dignissim erat sed dolor
vulputate placerat. Mauris sagittis arcu ac
lectus interdum lacinia. Donec feugiat orci quis
tellus posuere eleifend.
Insight
Maecenas eu volutpat tortor. Vestibulum
commodo sit amet ex vitae aliquet. Integer
gravida felis egestas sollicitudin pharetra.
Nullam in scelerisque nulla. Phasellus et velit
ut lorem laoreet egestas vitae quis ligula.
Maecenas congue, nisi eu tempus sollicitudin,
quam erat finibus libero, eget vehicula felis
ligula id libero.
Insight
Maecenas congue, nisi eu tempus sollicitudin,
quam erat finibus libero, eget vehicula felis
ligula id libero. Ut a lorem ac lectus dictum
sollicitudin. Maecenas vulputate nulla eu velit
tincidunt auctor. Proin fermentum commodo
laoreet.
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Experience_Map_Generic.pdf 1 27/09/16 14:49
Anatomy of an Experience Map
(Customer Journey 2.0)

12. RLC 2016 - Getting Personal
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Mauris luctus enim eu ipsum
suscipit porta. Mauris turpis dolor, volutpat a
dignissim sed, dignissim vel purus. Nunc
posuere eu nisi eget placerat. Phasellus
aliquam at lacus sit amet dignissim. Nam
elementum ut erat vel tempus. Nunc egestas
maximus molestie. Pellentesque vel odio
hendrerit, facilisis arcu a, viverra orci. Vivamus
rutrum nibh vel laoreet accumsan. Etiam vitae
odio convallis, pretium diam et, luctus eros.
Donec ut imperdiet est.
Discount Diana
Healthy Hanna
Efficient Emma Trendy Tim
Class aptent taciti sociosqu ad litora torquent
per conubia nostra, per inceptos himenaeos.
Pellentesque rhoncus nibh nibh, vel dictum
tortor semper dignissim. Nulla aliquam
pulvinar nisl, egestas aliquam velit gravida et.
Class aptent taciti sociosqu ad litora torquent
per conubia nostra, per inceptos himenaeos.
Phasellus fringilla ac justo vel viverra. Aliquam
sodales diam at tempus vulputate. Mauris
mattis posuere magna vitae commodo. Ut
ultrices dapibus dolor eget convallis. Duis ac
vestibulum sem, nec molestie nulla. Integer id
aliquet arcu. Mauris ut metus eu augue
accumsan pretium. Ut tristique mi in rutrum
imperdiet.
Maecenas nisi mauris, sagittis sit amet placerat
quis, facilisis ut dolor. Quisque porttitor at arcu
eu commodo. Etiam efficitur ante nec finibus
placerat. Maecenas eu nisi ac ipsum pharetra
venenatis in eget lorem. Proin augue elit,
euismod eu leo sed, auctor laoreet lacus. In at
justo id nulla tristique convallis. Quisque
commodo augue nibh. In hendrerit nulla erat,
sollicitudin blandit mi varius sed.
2 Stage 3 Stage 4 Stage 5
Segmentation on Motivation
instead of behaviour

13. RLC 2016 - Getting Personal
Anatomy of an
Experience Map
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Mauris luctus enim eu ipsum
suscipit porta. Mauris turpis dolor, volutpat a
dignissim sed, dignissim vel purus. Nunc
posuere eu nisi eget placerat. Phasellus
aliquam at lacus sit amet dignissim. Nam
elementum ut erat vel tempus. Nunc egestas
maximus molestie. Pellentesque vel odio
hendrerit, facilisis arcu a, viverra orci. Vivamus
rutrum nibh vel laoreet accumsan. Etiam vitae
odio convallis, pretium diam et, luctus eros.
Donec ut imperdiet est.
Insight
Discount DianaHealthy Hanna Efficient Emma Trendy Tim
Donec ut condimentum dui, sit amet volutpat
nisl. Praesent vel leo lacus. Nam neque massa,
placerat quis diam at, sollicitudin dignissim
lacus. Praesent porta rhoncus nisl. Maecenas
dignissim in sem et rutrum. Aliquam eu
egestas libero. Praesent nec lobortis nisi.
Class aptent taciti sociosqu ad litora torquent
per conubia nostra, per inceptos himenaeos.
Pellentesque rhoncus nibh nibh, vel dictum
tortor semper dignissim. Nulla aliquam
pulvinar nisl, egestas aliquam velit gravida et.
Class aptent taciti sociosqu ad litora torquent
per conubia nostra, per inceptos himenaeos.
Phasellus fringilla ac justo vel viverra. Aliquam
sodales diam at tempus vulputate. Mauris
mattis posuere magna vitae commodo. Ut
ultrices dapibus dolor eget convallis. Duis ac
vestibulum sem, nec molestie nulla. Integer id
aliquet arcu. Mauris ut metus eu augue
accumsan pretium. Ut tristique mi in rutrum
imperdiet.
Maecenas nisi mauris, sagittis sit amet placerat
quis, facilisis ut dolor. Quisque porttitor at arcu
eu commodo. Etiam efficitur ante nec finibus
placerat. Maecenas eu nisi ac ipsum pharetra
venenatis in eget lorem. Proin augue elit,
euismod eu leo sed, auctor laoreet lacus. In at
justo id nulla tristique convallis. Quisque
commodo augue nibh. In hendrerit nulla erat,
sollicitudin blandit mi varius sed.
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Insight
Fusce volutpat a eros at sodales. Mauris
egestas dignissim mi, at ultrices metus
malesuada pellentesque. In hac habitasse
platea dictumst. Donec ultricies dolor elit, a
convallis lectus convallis sit amet. Fusce
rhoncus, elit et fringilla suscipit, neque orci
sagittis odio, sit amet fermentum ex lacus sit
amet dolor.
Insight
Suspendisse rhoncus nec leo sed dignissim.
Suspendisse dignissim erat sed dolor
vulputate placerat. Mauris sagittis arcu ac
lectus interdum lacinia. Donec feugiat orci quis
tellus posuere eleifend.
Insight
Maecenas eu volutpat tortor. Vestibulum
commodo sit amet ex vitae aliquet. Integer
gravida felis egestas sollicitudin pharetra.
Nullam in scelerisque nulla. Phasellus et velit
ut lorem laoreet egestas vitae quis ligula.
Maecenas congue, nisi eu tempus sollicitudin,
quam erat finibus libero, eget vehicula felis
ligula id libero.
Insight
Maecenas congue, nisi eu tempus sollicitudin,
quam erat finibus libero, eget vehicula felis
ligula id libero. Ut a lorem ac lectus dictum
sollicitudin. Maecenas vulputate nulla eu velit
tincidunt auctor. Proin fermentum commodo
laoreet.
C
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MY
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Experience_Map_Generic.pdf 1 27/09/16 14:49

14. RLC 2016 - Getting Personal
Anatomy of an
Experience Map
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Mauris luctus enim eu ipsum
suscipit porta. Mauris turpis dolor, volutpat a
dignissim sed, dignissim vel purus. Nunc
posuere eu nisi eget placerat. Phasellus
aliquam at lacus sit amet dignissim. Nam
elementum ut erat vel tempus. Nunc egestas
maximus molestie. Pellentesque vel odio
hendrerit, facilisis arcu a, viverra orci. Vivamus
rutrum nibh vel laoreet accumsan. Etiam vitae
odio convallis, pretium diam et, luctus eros.
Donec ut imperdiet est.
Discount DianaHealthy Hanna Efficient Emma Trendy Tim
Class aptent taciti sociosqu ad litora torquent
per conubia nostra, per inceptos himenaeos.
Pellentesque rhoncus nibh nibh, vel dictum
tortor semper dignissim. Nulla aliquam
pulvinar nisl, egestas aliquam velit gravida et.
Class aptent taciti sociosqu ad litora torquent
per conubia nostra, per inceptos himenaeos.
Phasellus fringilla ac justo vel viverra. Aliquam
sodales diam at tempus vulputate. Mauris
mattis posuere magna vitae commodo. Ut
ultrices dapibus dolor eget convallis. Duis ac
vestibulum sem, nec molestie nulla. Integer id
aliquet arcu. Mauris ut metus eu augue
accumsan pretium. Ut tristique mi in rutrum
imperdiet.
Maecenas nisi mauris, sagittis sit amet placerat
quis, facilisis ut dolor. Quisque porttitor at arcu
eu commodo. Etiam efficitur ante nec finibus
placerat. Maecenas eu nisi ac ipsum pharetra
venenatis in eget lorem. Proin augue elit,
euismod eu leo sed, auctor laoreet lacus. In at
justo id nulla tristique convallis. Quisque
commodo augue nibh. In hendrerit nulla erat,
sollicitudin blandit mi varius sed.
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Holistic customer journey

15. RLC 2016 - Getting Personal
Anatomy of an
Experience Map
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Mauris luctus enim eu ipsum
suscipit porta. Mauris turpis dolor, volutpat a
dignissim sed, dignissim vel purus. Nunc
posuere eu nisi eget placerat. Phasellus
aliquam at lacus sit amet dignissim. Nam
elementum ut erat vel tempus. Nunc egestas
maximus molestie. Pellentesque vel odio
hendrerit, facilisis arcu a, viverra orci. Vivamus
rutrum nibh vel laoreet accumsan. Etiam vitae
odio convallis, pretium diam et, luctus eros.
Donec ut imperdiet est.
Insight
Discount DianaHealthy Hanna Efficient Emma Trendy Tim
Donec ut condimentum dui, sit amet volutpat
nisl. Praesent vel leo lacus. Nam neque massa,
placerat quis diam at, sollicitudin dignissim
lacus. Praesent porta rhoncus nisl. Maecenas
dignissim in sem et rutrum. Aliquam eu
egestas libero. Praesent nec lobortis nisi.
Class aptent taciti sociosqu ad litora torquent
per conubia nostra, per inceptos himenaeos.
Pellentesque rhoncus nibh nibh, vel dictum
tortor semper dignissim. Nulla aliquam
pulvinar nisl, egestas aliquam velit gravida et.
Class aptent taciti sociosqu ad litora torquent
per conubia nostra, per inceptos himenaeos.
Phasellus fringilla ac justo vel viverra. Aliquam
sodales diam at tempus vulputate. Mauris
mattis posuere magna vitae commodo. Ut
ultrices dapibus dolor eget convallis. Duis ac
vestibulum sem, nec molestie nulla. Integer id
aliquet arcu. Mauris ut metus eu augue
accumsan pretium. Ut tristique mi in rutrum
imperdiet.
Maecenas nisi mauris, sagittis sit amet placerat
quis, facilisis ut dolor. Quisque porttitor at arcu
eu commodo. Etiam efficitur ante nec finibus
placerat. Maecenas eu nisi ac ipsum pharetra
venenatis in eget lorem. Proin augue elit,
euismod eu leo sed, auctor laoreet lacus. In at
justo id nulla tristique convallis. Quisque
commodo augue nibh. In hendrerit nulla erat,
sollicitudin blandit mi varius sed.
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Insight
Fusce volutpat a eros at sodales. Mauris
egestas dignissim mi, at ultrices metus
malesuada pellentesque. In hac habitasse
platea dictumst. Donec ultricies dolor elit, a
convallis lectus convallis sit amet. Fusce
rhoncus, elit et fringilla suscipit, neque orci
sagittis odio, sit amet fermentum ex lacus sit
amet dolor.
Insight
Suspendisse rhoncus nec leo sed dignissim.
Suspendisse dignissim erat sed dolor
vulputate placerat. Mauris sagittis arcu ac
lectus interdum lacinia. Donec feugiat orci quis
tellus posuere eleifend.
Insight
Maecenas eu volutpat tortor. Vestibulum
commodo sit amet ex vitae aliquet. Integer
gravida felis egestas sollicitudin pharetra.
Nullam in scelerisque nulla. Phasellus et velit
ut lorem laoreet egestas vitae quis ligula.
Maecenas congue, nisi eu tempus sollicitudin,
quam erat finibus libero, eget vehicula felis
ligula id libero.
Insight
Maecenas congue, nisi eu tempus sollicitudin,
quam erat finibus libero, eget vehicula felis
ligula id libero. Ut a lorem ac lectus dictum
sollicitudin. Maecenas vulputate nulla eu velit
tincidunt auctor. Proin fermentum commodo
laoreet.
C
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Experience_Map_Generic.pdf 1 27/09/16 14:49

16. RLC 2016 - Getting Personal
Insight
Donec ut condimentum dui, sit amet volutpatnisl. Praesent vel leo lacus. Nam neque massa,placerat quis diam at, sollicitudin dignissimlacus. Praesent porta rhoncus nisl. Maecenasdignissim in sem et rutrum. Aliquam euegestas libero. Praesent nec lobortis nisi.
Insight
Fusce volutpat a eros at sodales. Maurisegestas dignissim mi, at ultrices metusmalesuada pellentesque. In hac habitasseplatea dictumst. Donec ultricies dolor elit, aconvallis lectus convallis sit amet. Fuscerhoncus, elit et fringilla suscipit, neque orcisagittis odio, sit amet fermentum ex lacus sitamet dolor.
Insight
Suspendisse rhoncus nec leo sed dignissim.Suspendisse dignissim erat sed dolorvulputate placerat. Mauris sagittis arcu aclectus interdum lacinia. Donec feugiat orci quistellus posuere eleifend.
Insig
Maecenas eu
commodo sit
gravida felis e
Nullam in scel
ut lorem laore
Maecenas con
quam erat finib
ligula id libero.
C
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Y
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Opportunities focused on
Moments of Truth

17. RLC 2016 - Getting Personal
Anatomy of an
Experience Map
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Mauris luctus enim eu ipsum
suscipit porta. Mauris turpis dolor, volutpat a
dignissim sed, dignissim vel purus. Nunc
posuere eu nisi eget placerat. Phasellus
aliquam at lacus sit amet dignissim. Nam
elementum ut erat vel tempus. Nunc egestas
maximus molestie. Pellentesque vel odio
hendrerit, facilisis arcu a, viverra orci. Vivamus
rutrum nibh vel laoreet accumsan. Etiam vitae
odio convallis, pretium diam et, luctus eros.
Donec ut imperdiet est.
Insight
Discount DianaHealthy Hanna Efficient Emma Trendy Tim
Donec ut condimentum dui, sit amet volutpat
nisl. Praesent vel leo lacus. Nam neque massa,
placerat quis diam at, sollicitudin dignissim
lacus. Praesent porta rhoncus nisl. Maecenas
dignissim in sem et rutrum. Aliquam eu
egestas libero. Praesent nec lobortis nisi.
Class aptent taciti sociosqu ad litora torquent
per conubia nostra, per inceptos himenaeos.
Pellentesque rhoncus nibh nibh, vel dictum
tortor semper dignissim. Nulla aliquam
pulvinar nisl, egestas aliquam velit gravida et.
Class aptent taciti sociosqu ad litora torquent
per conubia nostra, per inceptos himenaeos.
Phasellus fringilla ac justo vel viverra. Aliquam
sodales diam at tempus vulputate. Mauris
mattis posuere magna vitae commodo. Ut
ultrices dapibus dolor eget convallis. Duis ac
vestibulum sem, nec molestie nulla. Integer id
aliquet arcu. Mauris ut metus eu augue
accumsan pretium. Ut tristique mi in rutrum
imperdiet.
Maecenas nisi mauris, sagittis sit amet placerat
quis, facilisis ut dolor. Quisque porttitor at arcu
eu commodo. Etiam efficitur ante nec finibus
placerat. Maecenas eu nisi ac ipsum pharetra
venenatis in eget lorem. Proin augue elit,
euismod eu leo sed, auctor laoreet lacus. In at
justo id nulla tristique convallis. Quisque
commodo augue nibh. In hendrerit nulla erat,
sollicitudin blandit mi varius sed.
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Insight
Fusce volutpat a eros at sodales. Mauris
egestas dignissim mi, at ultrices metus
malesuada pellentesque. In hac habitasse
platea dictumst. Donec ultricies dolor elit, a
convallis lectus convallis sit amet. Fusce
rhoncus, elit et fringilla suscipit, neque orci
sagittis odio, sit amet fermentum ex lacus sit
amet dolor.
Insight
Suspendisse rhoncus nec leo sed dignissim.
Suspendisse dignissim erat sed dolor
vulputate placerat. Mauris sagittis arcu ac
lectus interdum lacinia. Donec feugiat orci quis
tellus posuere eleifend.
Insight
Maecenas eu volutpat tortor. Vestibulum
commodo sit amet ex vitae aliquet. Integer
gravida felis egestas sollicitudin pharetra.
Nullam in scelerisque nulla. Phasellus et velit
ut lorem laoreet egestas vitae quis ligula.
Maecenas congue, nisi eu tempus sollicitudin,
quam erat finibus libero, eget vehicula felis
ligula id libero.
Insight
Maecenas congue, nisi eu tempus sollicitudin,
quam erat finibus libero, eget vehicula felis
ligula id libero. Ut a lorem ac lectus dictum
sollicitudin. Maecenas vulputate nulla eu velit
tincidunt auctor. Proin fermentum commodo
laoreet.
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Experience_Map_Generic.pdf 1 27/09/16 14:49

18. The three elements of an
Experience Map
1. Segmentation on motivation instead
of behaviour and demographics
2. Holistic customer journey focused on
the experience instead of channels
3. Leverage moments of truth with
actionable opportunities

19. RLC 2016 - Getting Personal
Experience Mapping
case studies

20. Case study:
Bright Loyalty
Platform

21. z
Maintenance
& Support
Retailer Systems
(POS, ERP, CRM, PIM, etc.)
Web
Business Intelligence
User Engagement Tool
(push, chat, email)
Customer Service
Tool
Apps
BRIGHT LOYALTY
PLATFORM
Social
API
Chat platforms

23. When learning
about the
program: Joins
if she likes the
rewards.
MOT
When learning
about the
program: Joins
if she likes the
rewards.
MOT
;-)
When learning
about the
program: Joins if
the rewards are
good quality.
MOT
When halfway to his
first reward: Doubts if
he will collect enough to
redeem something.
Will stop IF he thinks he
is not going to collect
enough.
MOT
MOT
When learning
about the
program: Joins
if he needs
the rewards.
MOT
Midway through the
program: Doubts if he
will collect enough for
another reward.
Will stop IF he thinks
he is not going to
make it
MOT
MOT
MOT
When he has
collected enough
stamps: Checks
the rewards. He
stops cheerily IF
he doesn’t like
any of them
When he has
explored the entire
app & program:
Decides if he likes
more rewards. He
may become a
Laid-back Luke,
otherwise stops
cheerily
When learning
about the
program: Joins
if there is an
app.
SKY-HIGH HELEN REALISTIC ROSE PLAYFUL PEGGY SWEET SUSAN LAID-BACK LUKE TECH-SAVVY TED
“A whole set feels as complete.” “I want to be sure to get my reward,
each time.”
“It’s all about the journey.” “Giving away quality rewards makes me
happy.”
“Collecting should be effortless.” “Digital collecting is cool!”
Realistic Rose participates because she really loves
the rewards. Rose sets small goals for herself that she’s
certain she can reach. She increases her collecting
by visiting the retailer more frequently, increasing
her basket size, buying BSO and sometimes asking
people to help her. She likes to get her reward as soon
as possible, so she knows that it is hers to keep. She
stops collecting after she has all the products she likes.
For Playful Peggy, the action of collecting is more
rewarding than the products themselves. She will
collect for almost anything. She is a loyal customer
of the retailer and will join the program almost
instinctively. Peggy has developed her own techniques
to speed up collecting, like smiling at the cashier and
paying attention to the program promotions. If the
reward she wants sells out, she will simply settle for
another reward.
Sweet Susan enjoys taking care of the people she
loves, so she collect for her children and grand
children. She wants only the best for her family and
expects the rewards to be of good quality. Susan
doesn’t need the rewards herself, so she is less likely
to be disappointed if the collecting goes slower than
expected or the reward is unavailable. Susan knows
enough people who would like to have a reward, so
she keeps collecting throughout the full program.
Laid-back Luke doesn’t like the activity of collecting,
but he needs the rewards. He thinks collecting should
be effortless and doesn’t want to think about the
program too much. He doubts from time to time
whether he is gonna make it but pleasant surprises
motivate him to continue. If he doesn’t forget, he
redeems the reward quite soon after having enough
stamps.
Tech-savvy Ted likes the innovative nature of digital
collecting. He doesn’t care much about the rewards
and won’t change his shopping behavior for it. Ted
likes to be at the forefront of technology and feels
good when he is one of the first people to use a new
app or technology. When he first uses the app, he will
explore it and start collecting to see how it works. If
the products were more appealing to him, he would
be a Laid-back Luke (effortless collecting).
For Sky-high Helen, collecting is all or nothing. She
will only participate in a program when the products
are something she really likes. Her ambitions are often
greater than her actual spending habits, so she will
often enlist friends and family to help her reach her
goal. Sky-high Helen wants the complete set or at
least several items that fit together, so she will wait
until she has enough points and redeem everything at
once.
Collecting is just OK Enjoys collecting Really enjoys collecting Really enjoys collecting
The rewards are minor to the collecting itself The rewards should be good quality
She collects as much as she can, and when she has enough
stamps she will ask her (grand)children what they want
She can change her mind about the rewards in a late stage
Continues till the end “I can always make someone happy with a reward”
Redeems one or multiple rewards each
time
Redeems one or multiple rewards each
time
She aims high Sets goals one by one
Redeems one (maybe two) rewards
at a time as soon as she has enough
stamps
She waits till she can redeem everything she
wants
She stops when she has reached her target She stops when she is satisfied, but she may never reach this
point within the duration of the program
She dreams about having the products
at home
She really wants to have the rewards
Only likes the digital part of collecting, not the collecting itselfDoesn’t like collecting
Doens’t like or need the rewardsNeeds the rewards
Doesn’t have a goalHas a clear goal
Might redeem one item to see how it works in the appRedeems one or multiple rewards at a time when
he has enough stamps and remembers to redeem
Looses interest after he has explored the appStops when he has reached his goal
JOY
REWARD
GOAL
REDEEM
END
MOTIVATION & BEHAVIOR MAP: Stamps Program
What is a motivation & behavior map?
This map shows the different motivations and behaviors of participants in our loyalty programs. By looking at what drives
participants and what shapes their behavior we can identify opportunities and moments of truth for specific types of participants.
Six collector types based on the collector’s
motivations for participating in a loyalty
program are identified.
Collectors have different motivations and
drivers that affect their participation in
loyalty programs. The ideal experience for
each participant will depend on why they
are participating.
in collecting
drawn to
oriented
pattern
when to stop
Collectors behave differently during a
loyalty program. The most important
points for collectors during a program.
How to read the diagram?
The bubbles indicate the different points
along the collectors’ journey. The bigger
the bubble, the more important it is for the
collector. By looking at the biggest bubbles
for a collector you can see what matters to
them.
By reading the types from top to bottom
the order of the actions and moments in a
collector journey are explained. The points
are shown from top to bottom as they
occur in the collector’s journey. There are
four different points in a collector journey:
Size = importance to a
collector
Set goal
Ask others
to help
Increase
basket size
Increase visit
frequency
Being nice
to cashier
Explore
app
Give away
reward
Get stamps
from others
Buy
BSO’s
COLLECT ACTION
REDEEM ACTION
MOMENT OF TRUTH
STOP PARTICIPATION
How can we use this map?
This map gives insights on how to improve the loyalty program experience. We can not change the intrinsic motivation of
participants, but we can shape their behavior. By targeting participants opportunities and moments of truth we can improve their
experience and influence their collecting behavior.
How was this map created?
To uncover why and how people participate in loyalty programs we utilised various research methods. These methods include
context chatting, user interviews, Pulse UX tests, app statistics and transaction data. Both paper and digital programs were
studied: AH Kristalzegels (NL), AH Mes & Bestekzegels (NL), COOP Fontignac Knives (DK) and COOP Spiegelau Glasses (DK).
Made by: Miika, Lauren, Ricardo, Lotte,
Jan, Paul, Nikoleta, Arnoud, Ivo, Thiago,
Vivienne, Jeroen de Vrind, Jeroen Westen,
Rianne, Christian, Jaap, Karlijn, Jades,
Reinout, Holly, Anna and Emma.
COLLECTOR
TYPES
MOTIVATION
BEHAVIOR
;-)
MOT
A moment of truth is a
moment where a person
decides to stop or continue
with the program.
Collect actions are points
where a person performs
an action toward collecting
(different actions are
indicated with an icon).
Redeem actions show points
when the collector redeems.
Stop participation points
are when a collector decides
to stop participating. This
usually happens after a MOT
or a redeem action.

24. When learning
about the
program: Joins
if she likes the
rewards.
MOT
When learning
about the
program: Joins
if she likes the
rewards.
MOT
;-)
When learning
about the
program: Joins if
the rewards are
good quality.
MOT
When halfway to his
first reward: Doubts if
he will collect enough to
redeem something.
Will stop IF he thinks he
is not going to collect
enough.
MOT
MOT
When learning
about the
program: Joins
if he needs
the rewards.
MOT
Midway through the
program: Doubts if he
will collect enough for
another reward.
Will stop IF he thinks
he is not going to
make it
MOT
MOT
MOT
When he has
collected enough
stamps: Checks
the rewards. He
stops cheerily IF
he doesn’t like
any of them
When he has
explored the entire
app & program:
Decides if he likes
more rewards. He
may become a
Laid-back Luke,
otherwise stops
cheerily
When learning
about the
program: Joins
if there is an
app.
SKY-HIGH HELEN REALISTIC ROSE PLAYFUL PEGGY SWEET SUSAN LAID-BACK LUKE TECH-SAVVY TED
“A whole set feels as complete.” “I want to be sure to get my reward,
each time.”
“It’s all about the journey.” “Giving away quality rewards makes me
happy.”
“Collecting should be effortless.” “Digital collecting is cool!”
Realistic Rose participates because she really loves
the rewards. Rose sets small goals for herself that she’s
certain she can reach. She increases her collecting
by visiting the retailer more frequently, increasing
her basket size, buying BSO and sometimes asking
people to help her. She likes to get her reward as soon
as possible, so she knows that it is hers to keep. She
stops collecting after she has all the products she likes.
For Playful Peggy, the action of collecting is more
rewarding than the products themselves. She will
collect for almost anything. She is a loyal customer
of the retailer and will join the program almost
instinctively. Peggy has developed her own techniques
to speed up collecting, like smiling at the cashier and
paying attention to the program promotions. If the
reward she wants sells out, she will simply settle for
another reward.
Sweet Susan enjoys taking care of the people she
loves, so she collect for her children and grand
children. She wants only the best for her family and
expects the rewards to be of good quality. Susan
doesn’t need the rewards herself, so she is less likely
to be disappointed if the collecting goes slower than
expected or the reward is unavailable. Susan knows
enough people who would like to have a reward, so
she keeps collecting throughout the full program.
Laid-back Luke doesn’t like the activity of collecting,
but he needs the rewards. He thinks collecting should
be effortless and doesn’t want to think about the
program too much. He doubts from time to time
whether he is gonna make it but pleasant surprises
motivate him to continue. If he doesn’t forget, he
redeems the reward quite soon after having enough
stamps.
Tech-savvy Ted likes the innovative nature of digital
collecting. He doesn’t care much about the rewards
and won’t change his shopping behavior for it. Ted
likes to be at the forefront of technology and feels
good when he is one of the first people to use a new
app or technology. When he first uses the app, he will
explore it and start collecting to see how it works. If
the products were more appealing to him, he would
be a Laid-back Luke (effortless collecting).
For Sky-high Helen, collecting is all or nothing. She
will only participate in a program when the products
are something she really likes. Her ambitions are often
greater than her actual spending habits, so she will
often enlist friends and family to help her reach her
goal. Sky-high Helen wants the complete set or at
least several items that fit together, so she will wait
until she has enough points and redeem everything at
once.
Collecting is just OK Enjoys collecting Really enjoys collecting Really enjoys collecting
The rewards are minor to the collecting itself The rewards should be good quality
She collects as much as she can, and when she has enough
stamps she will ask her (grand)children what they want
She can change her mind about the rewards in a late stage
Continues till the end “I can always make someone happy with a reward”
Redeems one or multiple rewards each
time
Redeems one or multiple rewards each
time
She aims high Sets goals one by one
Redeems one (maybe two) rewards
at a time as soon as she has enough
stamps
She waits till she can redeem everything she
wants
She stops when she has reached her target She stops when she is satisfied, but she may never reach this
point within the duration of the program
She dreams about having the products
at home
She really wants to have the rewards
Only likes the digital part of collecting, not the collecting itselfDoesn’t like collecting
Doens’t like or need the rewardsNeeds the rewards
Doesn’t have a goalHas a clear goal
Might redeem one item to see how it works in the appRedeems one or multiple rewards at a time when
he has enough stamps and remembers to redeem
Looses interest after he has explored the appStops when he has reached his goal
JOY
REWARD
GOAL
REDEEM
END
MOTIVATION & BEHAVIOR MAP: Stamps Program
What is a motivation & behavior map?
This map shows the different motivations and behaviors of participants in our loyalty programs. By looking at what drives
participants and what shapes their behavior we can identify opportunities and moments of truth for specific types of participants.
Six collector types based on the collector’s
motivations for participating in a loyalty
program are identified.
Collectors have different motivations and
drivers that affect their participation in
loyalty programs. The ideal experience for
each participant will depend on why they
are participating.
in collecting
drawn to
oriented
pattern
when to stop
Collectors behave differently during a
loyalty program. The most important
points for collectors during a program.
How to read the diagram?
The bubbles indicate the different points
along the collectors’ journey. The bigger
the bubble, the more important it is for the
collector. By looking at the biggest bubbles
for a collector you can see what matters to
them.
By reading the types from top to bottom
the order of the actions and moments in a
collector journey are explained. The points
are shown from top to bottom as they
occur in the collector’s journey. There are
four different points in a collector journey:
Size = importance to a
collector
Set goal
Ask others
to help
Increase
basket size
Increase visit
frequency
Being nice
to cashier
Explore
app
Give away
reward
Get stamps
from others
Buy
BSO’s
COLLECT ACTION
REDEEM ACTION
MOMENT OF TRUTH
STOP PARTICIPATION
How can we use this map?
This map gives insights on how to improve the loyalty program experience. We can not change the intrinsic motivation of
participants, but we can shape their behavior. By targeting participants opportunities and moments of truth we can improve their
experience and influence their collecting behavior.
How was this map created?
To uncover why and how people participate in loyalty programs we utilised various research methods. These methods include
context chatting, user interviews, Pulse UX tests, app statistics and transaction data. Both paper and digital programs were
studied: AH Kristalzegels (NL), AH Mes & Bestekzegels (NL), COOP Fontignac Knives (DK) and COOP Spiegelau Glasses (DK).
Made by: Miika, Lauren, Ricardo, Lotte,
Jan, Paul, Nikoleta, Arnoud, Ivo, Thiago,
Vivienne, Jeroen de Vrind, Jeroen Westen,
Rianne, Christian, Jaap, Karlijn, Jades,
Reinout, Holly, Anna and Emma.
COLLECTOR
TYPES
MOTIVATION
BEHAVIOR
;-)
MOT
A moment of truth is a
moment where a person
decides to stop or continue
with the program.
Collect actions are points
where a person performs
an action toward collecting
(different actions are
indicated with an icon).
Redeem actions show points
when the collector redeems.
Stop participation points
are when a collector decides
to stop participating. This
usually happens after a MOT
or a redeem action.
MOTMOT MOT
GH HELEN REALISTIC ROSE PLAYFUL PEGGY SWEET SUSAN
set feels as complete.” “I want to be sure to get my reward,
each time.”
“It’s all about the journey.” “Giving away quality rewards makes m
happy.”
Realistic Rose participates because she really loves
the rewards. Rose sets small goals for herself that she’s
certain she can reach. She increases her collecting
by visiting the retailer more frequently, increasing
her basket size, buying BSO and sometimes asking
people to help her. She likes to get her reward as soon
as possible, so she knows that it is hers to keep. She
stops collecting after she has all the products she likes.
For Playful Peggy, the action of collecting is more
rewarding than the products themselves. She will
collect for almost anything. She is a loyal customer
of the retailer and will join the program almost
instinctively. Peggy has developed her own techniques
to speed up collecting, like smiling at the cashier and
paying attention to the program promotions. If the
reward she wants sells out, she will simply settle for
another reward.
Sweet Susan enjoys taking care of the people
loves, so she collect for her children and gr
children. She wants only the best for her family
expects the rewards to be of good quality. Su
doesn’t need the rewards herself, so she is less li
to be disappointed if the collecting goes slower t
expected or the reward is unavailable. Susan kn
enough people who would like to have a reward
she keeps collecting throughout the full program.
Helen, collecting is all or nothing. She
cipate in a program when the products
g she really likes. Her ambitions are often
her actual spending habits, so she will
iends and family to help her reach her
gh Helen wants the complete set or at
tems that fit together, so she will wait
nough points and redeem everything at
s just OK Enjoys collecting Really enjoys collecting Really enjoys collecting
The rewards are minor to the collecting itself The rewards should be good quality
She collects as much as she can, and when she has enoug
stamps she will ask her (grand)children what they want
She can change her mind about the rewards in a late stage
Continues till the end “I can always make someone happy with a reward”
Redeems one or multiple rewards each
time
Redeems one or multiple rewards e
time
gh Sets goals one by one
Redeems one (maybe two) rewards
at a time as soon as she has enough
stamps
She waits till she can redeem everything she
wants
when she has reached her target She stops when she is satisfied, but she may never reach this
point within the duration of the program
She dreams about having the products
at home
She really wants to have the rewards
OTIVATION & BEHAVIOR MAP: Stamps Program
ion & behavior map?
he different motivations and behaviors of participants in our loyalty programs. By looking at what drives
hat shapes their behavior we can identify opportunities and moments of truth for specific types of participants.
How can we use this map?
This map gives insights on how to improve the loyalty program experience. We can not change the intrinsic motivation of
participants, but we can shape their behavior. By targeting participants opportunities and moments of truth we can improve their
experience and influence their collecting behavior.
How was this map created?
To uncover why and how people part
context chatting, user interviews, Pu
studied: AH Kristalzegels (NL), AH Me
Aspires to get full
set of rewards, but
does not expect it
Is afraid to be
disappointed

26. Feb 15
Feb 18
Feb 21
Feb 24
Feb 27
Mar 2
Mar 5
Mar 8
Mar 11
Mar 14
Mar 17
Mar 20
Mar 23
Mar 26
Mar 29
Apr 1
Apr 4
Apr 7
Apr 10
Apr 13
Apr 16
Apr 19
Apr 22
Apr 25
Apr 28
May 1
May 4
May 7
May 10
May 13
May 16
May 19
May 22
May 25
"You have
collected enough
stamps to get
WMF cookware!"
"Pick up extra WMF
cookware at your
Superbrugsen store"
Journey of Realistic Rose

27. RLC 2016 - Getting Personal
Feb 15
Feb 18
Feb 21
Feb 24
Feb 27
Mar 2
Mar 5
Mar 8
Mar 11
Mar 14
Mar 17
Mar 20
Mar 23
Mar 26
Mar 29
Apr 1
Apr 4
Apr 7
Apr 10
Apr 13
Apr 16
Apr 19
Apr 22
Apr 25
Apr 28
May 1
May 4
May 7
May 10
May 13
May 16
May 19
May 22
May 25
"You have enough
stamps to pick up a
piece of WMF
cookware at your
Superbrugsen store"
"You're on track to
collect enough
stamps for four
pieces of WMF
cookware"
"Pick up extra WMF
cookware at your
Superbrugsen store"
Solution for Realistic Rose

28. Results
49% open rate of push messages
Tenfold higher app visits same day
+144% registrations after notification
+12% collectors after notification
+27% redeemers after notification

29. Plus
The Netherlands
Appie (AH)
The Netherlands
Azbuka
Russia
Carrefour
France
Big C
Thailand
Alfa Mart
Indonesia
IceMobile: Worldwide experience with
a strong focus on Loyalty & Retail

32. RLC 2016 - Getting Personal
The Experience
Mapping process

33. GoPro visitor
Research made fast
Context Chat
Desk Research online & offline Interviews

34. RLC 2016 - Getting Personal
Not a black box but co-created

35. Our UX experts visualise your map

36. RLC 2016 - Getting Personal
When learning
about the
program: Joins
if she likes the
rewards.
MOT
When learning
about the
program: Joins
if she likes the
rewards.
MOT
;-)
When learning
about the
program: Joins if
the rewards are
good quality.
MOT
When halfway to his
first reward: Doubts if
he will collect enough to
redeem something.
Will stop IF he thinks he
is not going to collect
enough.
MOT
MOT
When learning
about the
program: Joins
if he needs
the rewards.
MOT
Midway through the
program: Doubts if he
will collect enough for
another reward.
Will stop IF he thinks
he is not going to
make it
MOT
MOT
MOT
When he has
collected enough
stamps: Checks
the rewards. He
stops cheerily IF
he doesn’t like
any of them
When he has
explored the entire
app & program:
Decides if he likes
more rewards. He
may become a
Laid-back Luke,
otherwise stops
cheerily
When learning
about the
program: Joins
if there is an
app.
SKY-HIGH HELEN REALISTIC ROSE PLAYFUL PEGGY SWEET SUSAN LAID-BACK LUKE TECH-SAVVY TED
“A whole set feels as complete.” “I want to be sure to get my reward,
each time.”
“It’s all about the journey.” “Giving away quality rewards makes me
happy.”
“Collecting should be effortless.” “Digital collecting is cool!”
Realistic Rose participates because she really loves
the rewards. Rose sets small goals for herself that she’s
certain she can reach. She increases her collecting
by visiting the retailer more frequently, increasing
her basket size, buying BSO and sometimes asking
people to help her. She likes to get her reward as soon
as possible, so she knows that it is hers to keep. She
stops collecting after she has all the products she likes.
For Playful Peggy, the action of collecting is more
rewarding than the products themselves. She will
collect for almost anything. She is a loyal customer
of the retailer and will join the program almost
instinctively. Peggy has developed her own techniques
to speed up collecting, like smiling at the cashier and
paying attention to the program promotions. If the
reward she wants sells out, she will simply settle for
another reward.
Sweet Susan enjoys taking care of the people she
loves, so she collect for her children and grand
children. She wants only the best for her family and
expects the rewards to be of good quality. Susan
doesn’t need the rewards herself, so she is less likely
to be disappointed if the collecting goes slower than
expected or the reward is unavailable. Susan knows
enough people who would like to have a reward, so
she keeps collecting throughout the full program.
Laid-back Luke doesn’t like the activity of collecting,
but he needs the rewards. He thinks collecting should
be effortless and doesn’t want to think about the
program too much. He doubts from time to time
whether he is gonna make it but pleasant surprises
motivate him to continue. If he doesn’t forget, he
redeems the reward quite soon after having enough
stamps.
Tech-savvy Ted likes the innovative nature of digital
collecting. He doesn’t care much about the rewards
and won’t change his shopping behavior for it. Ted
likes to be at the forefront of technology and feels
good when he is one of the first people to use a new
app or technology. When he first uses the app, he will
explore it and start collecting to see how it works. If
the products were more appealing to him, he would
be a Laid-back Luke (effortless collecting).
For Sky-high Helen, collecting is all or nothing. She
will only participate in a program when the products
are something she really likes. Her ambitions are often
greater than her actual spending habits, so she will
often enlist friends and family to help her reach her
goal. Sky-high Helen wants the complete set or at
least several items that fit together, so she will wait
until she has enough points and redeem everything at
once.
Collecting is just OK Enjoys collecting Really enjoys collecting Really enjoys collecting
The rewards are minor to the collecting itself The rewards should be good quality
She collects as much as she can, and when she has enough
stamps she will ask her (grand)children what they want
She can change her mind about the rewards in a late stage
Continues till the end “I can always make someone happy with a reward”
Redeems one or multiple rewards each
time
Redeems one or multiple rewards each
time
She aims high Sets goals one by one
Redeems one (maybe two) rewards
at a time as soon as she has enough
stamps
She waits till she can redeem everything she
wants
She stops when she has reached her target She stops when she is satisfied, but she may never reach this
point within the duration of the program
She dreams about having the products
at home
She really wants to have the rewards
Only likes the digital part of collecting, not the collecting itselfDoesn’t like collecting
Doens’t like or need the rewardsNeeds the rewards
Doesn’t have a goalHas a clear goal
Might redeem one item to see how it works in the appRedeems one or multiple rewards at a time when
he has enough stamps and remembers to redeem
Looses interest after he has explored the appStops when he has reached his goal
JOY
REWARD
GOAL
REDEEM
END
MOTIVATION & BEHAVIOR MAP: Stamps Program
What is a motivation & behavior map?
This map shows the different motivations and behaviors of participants in our loyalty programs. By looking at what drives
participants and what shapes their behavior we can identify opportunities and moments of truth for specific types of participants.
Six collector types based on the collector’s
motivations for participating in a loyalty
program are identified.
Collectors have different motivations and
drivers that affect their participation in
loyalty programs. The ideal experience for
each participant will depend on why they
are participating.
in collecting
drawn to
oriented
pattern
when to stop
Collectors behave differently during a
loyalty program. The most important
points for collectors during a program.
How to read the diagram?
The bubbles indicate the different points
along the collectors’ journey. The bigger
the bubble, the more important it is for the
collector. By looking at the biggest bubbles
for a collector you can see what matters to
them.
By reading the types from top to bottom
the order of the actions and moments in a
collector journey are explained. The points
are shown from top to bottom as they
occur in the collector’s journey. There are
four different points in a collector journey:
Size = importance to a
collector
Set goal
Ask others
to help
Increase
basket size
Increase visit
frequency
Being nice
to cashier
Explore
app
Give away
reward
Get stamps
from others
Buy
BSO’s
COLLECT ACTION
REDEEM ACTION
MOMENT OF TRUTH
STOP PARTICIPATION
How can we use this map?
This map gives insights on how to improve the loyalty program experience. We can not change the intrinsic motivation of
participants, but we can shape their behavior. By targeting participants opportunities and moments of truth we can improve their
experience and influence their collecting behavior.
How was this map created?
To uncover why and how people participate in loyalty programs we utilised various research methods. These methods include
context chatting, user interviews, Pulse UX tests, app statistics and transaction data. Both paper and digital programs were
studied: AH Kristalzegels (NL), AH Mes & Bestekzegels (NL), COOP Fontignac Knives (DK) and COOP Spiegelau Glasses (DK).
Made by: Miika, Lauren, Ricardo, Lotte,
Jan, Paul, Nikoleta, Arnoud, Ivo, Thiago,
Vivienne, Jeroen de Vrind, Jeroen Westen,
Rianne, Christian, Jaap, Karlijn, Jades,
Reinout, Holly, Anna and Emma.
COLLECTOR
TYPES
MOTIVATION
BEHAVIOR
;-)
MOT
A moment of truth is a
moment where a person
decides to stop or continue
with the program.
Collect actions are points
where a person performs
an action toward collecting
(different actions are
indicated with an icon).
Redeem actions show points
when the collector redeems.
Stop participation points
are when a collector decides
to stop participating. This
usually happens after a MOT
or a redeem action.
Our UX experts visualise your map

37. RLC 2016 - Getting Personal
Choose your Evolution or Revolution!

38. RLC 2016 - Getting Personal
In conclusion

39. Mapping motivations to
create relevant experiences
Big data tells you what your customers do. Small data tells
you why. Getting personal is all about combining these two
kinds of data with Experience Mapping.
WHY
WHAT
HOW
An Experience Map is unlike a traditional customer journey
because it contains: segmentation on motivation, a holistic
customer journey, and focuses on moments of truth.
Experience Mapping is a fast and effective co-creation
activity that empowers you to create an evolution or
revolution in your customer experience!

40. Thank you