Our Lean Startup Machine team wanted to understand and improve customer loyalty programs, starting with the premise that loyalty punch cards are an unappealing way for local businesses and loyal (and potentially-loyal) customers to build and sustain a long relationship.
We considered loyalty programs from from both points of view by talking with small retail business owners and customers in Cambridge to come to understandings about what they value.
Based on these understandings, we proposed modeled two personas and three hypothetical systems and used sketches to evaluate them with owners and customers.
Our work was received positively in two ways: judges at the weekend event awarded us runner-up, and both the business owners we worked closely with gave us small cash downpayments on one of the services that we proposed.
We didn’t proceed with deploying the services after all, so we refunded their payments.