SAS Loyalty Programme
Redesigning loyalty at scale
Company
Scandinavian Airlines (SAS)
Date
2016–2017
Project Overview
Context
SAS’s loyalty programme served millions of members, but the experience was fragmented and difficult for customers to understand or use effectively.
This work focused on making value clearer and engagement easier across the end-to-end loyalty journey.
My Role
Conducted in-context research with passengers during travel
Mapped loyalty journeys across digital and physical touchpoints
Co-created future scenarios with business and operational teams
Designed and tested new mobile and web experiences
Service Design · Customer Experience · Behavioural Design
Key Highlights
Outcomes
Clearer and more intuitive loyalty journeys
Improved understanding and usage of rewards
Stronger alignment between customer expectations and delivery
Why this matters
Loyalty works when value is visible, achievable, and easy to use.
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