SAS Loyalty Programme
Redesigning loyalty at scale
Company
Scandinavian Airlines (SAS)
Language
Date
2016–2017
Project Overview
Loyalty Experience
Redesigned the SAS loyalty experience to make value clearer and easier to use across the end-to-end journey.
The work focused on improving how customers understand, engage with, and benefit from the programme.
Problem & Motivation
SAS’s loyalty programme served millions of members, but the experience was fragmented and difficult to navigate.
Customers struggled to:
Understand how the programme worked
See the value of their points and status
Use rewards in a simple and predictable way
This led to low engagement and missed opportunities for both customers and the business.
Goal
Make loyalty value visible, achievable, and easy to use across all touchpoints.
Approach
Conducted in-context research with passengers during travel to understand real behaviours and needs
Mapped the end-to-end loyalty journey across digital and physical touchpoints
Identified gaps between customer expectations and operational delivery
Facilitated co-creation workshops with business and operational teams
Designed and tested improved mobile and web experiences
Design
The experience was redesigned to make loyalty simpler, clearer, and more usable.
The value of points and status is easier to understand
Rewards are easier to find and redeem
Journeys are more consistent across channels
interactions are designed to encourage ongoing engagement
Impact
Improved clarity and usability of the loyalty programme
Increased understanding and usage of rewards
Better alignment between customer expectations and delivery
Digital interfaces - app and web
Outcome
The programme shifted from a complex system to a more accessible and engaging experience, helping customers better understand and benefit from their loyalty.
Service Design · Customer Experience · Behavioural Design
