Loyalty Programs · The mechanism · Component
The comprehension
Whether members can actually explain how it works — because behaviour changes only when someone can see the consequence of a choice.
The deliverable
What it is
A member who cannot explain how the programme works cannot use it to make a decision, which means it changes nothing.
Testing comprehension is straightforward — ask five members how it works — and almost never done.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The test
What members say when asked how it works.
3 attributes: What they said · Accurate · Asked
LearnThe visibility
Whether members can see their position.
3 attributes: Balance visible · Progress shown · Where
LearnThe simplification
What could be removed to make it understandable.
3 attributes: Complexity · Why it exists · Removable
Learn
Ask five members how the programme works. The version they give is the version they act on.
The other components in the mechanism
The earning
What behaviour earns, and at what rate — because whatever earns is what the programme is actually asking for.
LearnThe redemption
What can be obtained, and whether it feels worth it — because redemption is what determines perceived value.
Learn