Back to work

Turning loyalty into momentum

Designing a challenge engine to encourage & reward member engagement.

Role

Project manager
Lead product designer

Cross functioning teams

Analytics

Customer support

Engineering/Systems

Loyalty

Marketing

Revenue management

Duration

1 month

Focus

Loyalty engagement Member behavior

Program projections

$50mm

25 2x

Annual revenue

Annual campaign
challenges

Increase in campaign launch efficiency

Alert member to new challenges available

Member explores challenges through email link or member portal alert

Display details & asks for permission to track

Makes decision to enroll or not based on benefit

Tracks members activity, caches data for future challenge offering

Pursues activity to accomplish challenge while occasionally checking progress

Deadline activates and member is informed of total reward

Member has no action to take as challenge reward is automatically applied

Service blueprint

JetBlue actions

User actions

Members participate in challenges and are presented with more ways to earn towards their membership whether they win or not.

Challenges are customized by AI offering tangible opportunities to close the gap on tier milestones.

Members participate in challenges and are presented with more ways to earn towards their membership whether they win or not.

Members build status momentum while new challenges are designed to push engagement.

Engagement Loop

Most TrueBlue members fly 2–3 times per year, leaving meaningful opportunity to drive incremental engagement. Based on a previous hack-a-thon project we found by offering personalized "Challenges" we found we could create an engagement loop amongst a certain percentage of TrueBlue members.

User

JetBlue

Screens

01 / 05

Discovery

02 / 05

Exploration

03 / 05

Details

04 / 05

Play the game

05a / 05

Times up

05b / 05

You win!

To keep members oriented across these overlapping timelines, I designed a three-layer notification system built directly into the platform: a main nav alert icon for at-a-glance awareness, contextual dashboard alerts for anything time-sensitive, and a dedicated active challenges section showing real-time progress. Together they let members track multiple challenges at once without losing track of any single deadline.

In page challenge tracker

Challenge notifications

What to watch for
post-launch

1. How well is AI building and customizing Challenge plans for members?

2. Is there a correlation between higher status tiers and the audience readily enrolling in Challenges?

3. What behaviors are separating those who complete and time-out of challenges?

Next project: Status Tracker ->

Nolan O'Bryan

Nolan OBryan

Back to work

Turning loyalty into momentum

Designing a challenge engine to encourage & reward member engagement.

Program projections

$50mm

25

2x

Alert member to new challenges available

Member explores challenges through email link or member portal alert

Display details & asks for permission to track

Makes decision to enroll or not based on benefit

Tracks members activity, caches data for future challenge offering

Pursues activity to accomplish challenge while occasionally checking progress

Deadline activates and member is informed of total reward

Member has no action to take as challenge reward is automatically applied

Service blueprint

JetBlue actions

User actions

Members participate in challenges and are presented with more ways to earn towards their membership whether they win or not.

Challenges are customized by AI offering tangible opportunities to close the gap on tier milestones.

Members participate in challenges and are presented with more ways to earn towards their membership whether they win or not.

Members build status momentum while new challenges are designed to push engagement.

Engagement Loop

User

JetBlue

Screens

Discovery

Exploration

Details

Play the game

Times up

You win!

In page challenge tracker

Challenge notifications

What to watch for
post-launch

1. How well is AI building and customizing Challenge plans for members?

2. Is there a correlation between higher status tiers and the audience readily enrolling in Challenges?

3. What behaviors are separating those who complete and time-out of challenges?

Back to work

Turning loyalty into momentum

Designing a challenge engine to encourage & reward member engagement.

Program projections

$50mm

25

2x

Alert member to new challenges available

Member explores challenges through email link or member portal alert

Display details & asks for permission to track

Makes decision to enroll or not based on benefit

Tracks members activity, caches data for future challenge offering

Pursues activity to accomplish challenge while occasionally checking progress

Deadline activates and member is informed of total reward

Member has no action to take as challenge reward is automatically applied

Service blueprint

JetBlue actions

User actions

Members participate in challenges and are presented with more ways to earn towards their membership whether they win or not.

Challenges are customized by AI offering tangible opportunities to close the gap on tier milestones.

Members participate in challenges and are presented with more ways to earn towards their membership whether they win or not.

Members build status momentum while new challenges are designed to push engagement.

Engagement Loop

User

JetBlue

Screens

Discovery

Exploration

Details

Play the game

Times up

You win!

In page challenge tracker

Challenge notifications

What to watch for post-launch

1. How well is AI building and customizing Challenge plans for members?

2. Is there a correlation between higher status tiers and the audience readily enrolling in Challenges?

3. What behaviors are separating those who complete and time-out of challenges?

What to watch for
post-launch