How can you measure the quality of the experience people are having with your service or your brand? Retailers want to give customers a good user experience because this leads to better business results like more revenue and higher loyalty. IceMobile can measure almost everything shoppers do, but how can you also use motivations of shoppers to create a better shopping experience? In this presentation Arnoud & Anna will share their learnings on data-driven storytelling & product development. They will share how combining big data & small data has helped them to make data quickly actionable in an agile way. Illustrated by case studies from their Retail clients all over the world they will show how & when the combination of big & small data can bring the best results. Speakers: Arnoud Andeweg has a Master's degree Human Centered Multimedia (Information Studies) and more than 15 years of experience in data processing, analysis and visualization with large datasets from Dutch companies like KPN, ING, CIZ, NRC, Trouw and Volkskrant. He leads the Customer Insights team at IceMobile. Today he uses the strengths of Small data & Big data to improve the shopping experience of people all over the world. Anna Witteman has a Master's degree in Industrial Design Engineering & more than 10 years of experience in UX. Anna worked on award winning apps like Appie for the Dutch retailer Albert Heijn (Appie won an Interaction Design Award & was rated by IGD as one of the 10 best apps for retail worldwide). She likes to challenge the ‘WHY‘ of user actions. She started the UX Lab at IceMobile to give a voice to our users by making use of (mainly) Small Data. Today she uses the strengths of Small data & Big data to improve the shopping experience of people all over the world.

1. Our learnings of combining
big data & small data for
our retail clients worldwide
15 DECEMBER 2016
ARNOUD ANDEWEG ANNA WITTEMAN

3. IceMobile: Worldwide experience with
a strong focus on Loyalty & Retail
Plus
The Netherlands
Appie (AH)
The Netherlands
Azbuka
Russia
Carrefour
France
Big C
Thailand
Alfa Mart
Indonesia

4. Data Science Meetup - December 15th 2016
Data team at IceMobile
CI Department UX Lab

5. Why?
How?
Customer Insights
Data Analysts & Data Scientist
UX Lab
UX Researcher / Data Storytellers
Who? What?
When? Where?
How many?
How often?

6. Why?
How?
Who? What?
When? Where?
How many?
How often?
Team
‘What’
Team
‘Why’

7. Data Science Meetup - December 15th 2016

8. Data Science Meetup - December 15th 2016
Team WHAT research tools

9. Team WHY research tools
Context Chat
placeorder
editorder
selectproducts
(frompreviousorder)
selectspecialoffers
choosedelivery/
pick-uptime
gotopickuppoint/
waitfordelivery
payment
receivedelivery
putgroceriesincabinets
selectproducts
cut-offtime
alldone
checkgrocerylistcheckgrocerylist
Look at discount
folder.
Limit delivery costs by
buying extra products.
Select special
offers.
Review shopping list and
remove superfluous items.
Freebies <3
Check favorite
recipes.
Let kids choose/
approve meals.
The replacement products
are not the same quantity.
Recipe steps
are incorrect.
Ingredient for
recipe is missing.
Recipes from the folder
are not in the app.
Add normal products
you need anyway.
Ah nice, I forgot
I ordered that
“What do I feel like this week?”
Add ingredients from
recipe to shopping list
“In a few clicks I can order a whole menu”
“Now I have to start over.”
“Oh no, my kids are waiting for food”
“I rather have what I ordered than a lot for free”
Choose delivery/
pick-up date and time.
Choose products that
might be sold out.
Freebies?
Why!?
All done!
Check
list
The staff is
super friendly
Thursday is the
favorite day to order.
“Lekker bestellen”
Select products from
previous orders.
Limit delivery costs by
buying special offers.
Choose delivery/pick-up
date and time.
Missed call
from Jumbo.
Get assistance from
customer service.
Going through the
drive-through pick-up.
Waiting at the
in-store pick-up.
Products are
missing from order
Unpack quickly to
give back the crate.
Pay.
Put everything
in cabinets.
Receive digital
receipt by email.
Unpack at the in-store
pick-up point.
Reminder email
from Jumbo.
Place order.
Get confirmation
email.
Edit order.
Receive
delivery
Everything is
available online.
Select
products.
Read apology letter
about missing products.
“It’s so unfair that the prices are
changing depending on the location”
“Is the marketing department trying
to sell me something, or what?”
“Ah, that’s helpful”
“This is taking forever.”
“Wow, so fast?!”
“All done”
Select special
offers.
Waiting for
delivery boy.
“I think I am the last
one in my time slot.”
“Everyone is looking at me.”
EXPERIENCE MAP: Grocery Pick Up Point & Home Delivery
What is an experience map?
An experience map is a representation of the
full cross-channel experience people have with
a service, company or brand over time. It is a
tool to identify opportunities and moments of
truth. This map shows the customer experience
of online grocery shopping.
ONLINE
SHOPPER
TYPES
CUSTOMER
JOURNEY
OPPORTUNITIES
Perfect Planning Patty
Perceived wait time is longer than the
actual wait time
The delivery or pick-up moment is the
most stressful point of the journey
Families want to be able to create easily
a weekly meal plan
Planners want to be in control when
preparing their order
People remember peaks and the end of
an experience
Discount Duo Recipes Ruben Carry-less Carrie Assortment Alice
perfectionist
& mother
doesn’t like
surprises
ordering =
necessary
evil
Perfect planning Patty likes
to be in control and is put-off
whenever she encounters anything
unexpected (even free products).
She appreciates good customer
service and likes to know that if
something goes wrong, Jumbo
will handle the issue well to ensure
she has a positive experience.
• When people are waiting, time is often perceived as slow and they will
report having to wait longer than they actually did.
• While waiting for a delivery, people don’t feel free to continue with
their regular routine. Is there still time to put the kids to bed? Do I have
enough time to jump in the shower?
• People have varying experiences at the same location, making it difficult
for them to rely on the service and know what to expect.
• The moment of delivery or pick-up should be the delightful peak of the
ordering-journey but it is often perceived as unpleasant.
• When receiving their order, people feel stressed to double check that
everything is there.
• To avoid being stuck with crates (and extra fees) people will hurry to
unpack their order.
• Supporting people at these moments will help alleviate unnecessary
stress.
• The ability to add recipes in a single click, the variety of recipes and
the possibility to choose recipes with the whole family are big selling-
points for customers.
• Families need to be able to trust and rely on the service they use for
meal planning.
• It is important that everything they need to prepare a recipe is included
in their order (in the correct quantities) and that recipes don’t leave out
any steps.
• Planners begin their order well in advance beginning with reserving
their delivery/pick-up moment.
• After the order has been started, they will continue to add products
they need until the cut-off time.
• A planner’s ordering pattern and the content of their shopping basket
is very constant.
• Planners benefit from the ability to reserve multiple time slots and
prepare future orders.
• If people experience a low in their online-ordering journey, and it is
properly addressed, that low can be reversed into a peak.
• These type of low-to-high peaks have a greater, more positive impact
on the customer than if everything had gone according to plan.
• There is big opportunity at the end of the journey to add a final positive
peak and leave customers with a more satisfied feeling.
ThisDUOlooksforwardtoordering.
With a glass of wine, they take a
seat behind their computer and
start browsing. They are discount
hunters and love scoring special
offers. The DUO don’t buy products
they need, but are spontaneous
shoppers who will spend more
money to get a bigger discount.
Recipes Ruben has tried many
different meal-plan services for his
family, but isn’t satisfied with any of
them. He likes that it’s easy to order
complete recipes with Jumbo but
has had problems with unavailable
ingredients and missing recipe
steps, so he’s still looking for the
perfect service.
Carrieisamindfulshopperwholikes
to travel by bike and has trouble
getting groceries home after big
shopping trips to the supermarket.
She likes to have basic, heavy, non-
fresh products delivered, especially
when she’s having a party, but she
enjoys the physical experience of
shopping for fresh produce, so she
rarely orders those online.
Alice lives in a village with her
family. Not every product she
needs is available in the smaller
shops in her village so she orders
her groceries online sometimes.
She enjoys exploring the website
and finding new products.
Shoppers have different motivations and
therefore different needs as cutomers. Based
on these different motivations we have
identified five different shopper types.
Shopping for groceries is an activity almost
everyone does, which means there are a lot of
experiences that are universal to all shoppers
(shown in dark green). Some shopper types
however have unique motivations and needs
which makes their journey specific to them
(shown in orange, light green and blue).
Key moments throughout the customer
journey that can be addressed to create a
more compelling customer experience.
How was this experience map created?
IceMobile followed the experiences of actual
customers through user interviews, bi-weekly
Pulse tests and an extended WhatsApp study.
The UXLab and Jumbo development team
analysed their experiences to identify touch
.stopselbuortdnaytinutroppofosaera,stniop
What is the purpose of this experience map?
The process of experience mapping captures
complex cross-channel customer interactions
and uncovers key “moments of truth” which
can be improved. This map can be used
to generate new ideas to create a more
compelling and valuable customer experience.
mindful
shopper
one-click
meal
ordering
99%
promotion
driven
likes a wide
assortment
stock up
basic kitchen
saples
chooses
healthy &
simple
menu
large
volumes
not all
products
available in
village
enjoys
physical
shopping
reliable
service
loves
freebies &
special
offers
explores
new products
online
Make order Edit order In progress Delivery / Pick Up Groceries at home
Made by: Arturo, Marjana, Holly, Christiaan,
Brechtje, Boy, Bart, Luz, Tom, Thomas, Martijn,
Waldo, Dennis, Emma, Mariam, Roderik, Olav,
Anna and Emma.
Discount Duo
Recipe Ruben
all shoppers
Perfect Planning Patty
USP
USP
USP
Experience Mapping
GoPro visitorInterviews

10. Data Science Meetup - December 15th 2016
About machines
Shows scale
Big data tells
you what
About people
Shows opportunity
Small data tells
you why

11. Case study:
Bright Loyalty
Platform

13. IGA Big C AlfaMart HuaGuanJJY Coop Lowes

14. Data Science Meetup - December 15th 2016

15. Data Science Meetup - December 15th 2016

16. Data Science Meetup - December 15th 2016

17. Data Science Meetup - December 15th 2016

19. Data Science Meetup - December 15th 2016

20. Data Science Meetup - December 15th 2016
In an ideal world……………

21. Data Science Meetup - December 15th 2016
we start with
WHY

22. Data Science Meetup - December 15th 2016

24. When learning
about the
program: Joins
if she likes the
rewards.
MOT
When learning
about the
program: Joins
if she likes the
rewards.
MOT
;-)
When learning
about the
program: Joins if
the rewards are
good quality.
MOT
When halfway to his
first reward: Doubts if
he will collect enough to
redeem something.
Will stop IF he thinks he
is not going to collect
enough.
MOT
MOT
When learning
about the
program: Joins
if he needs
the rewards.
MOT
Midway through the
program: Doubts if he
will collect enough for
another reward.
Will stop IF he thinks
he is not going to
make it
MOT
MOT
MOT
When he has
collected enough
stamps: Checks
the rewards. He
stops cheerily IF
he doesn’t like
any of them
When he has
explored the entire
app & program:
Decides if he likes
more rewards. He
may become a
Laid-back Luke,
otherwise stops
cheerily
When learning
about the
program: Joins
if there is an
app.
SKY-HIGH HELEN REALISTIC ROSE PLAYFUL PEGGY SWEET SUSAN LAID-BACK LUKE TECH-SAVVY TED
“A whole set feels as complete.” “I want to be sure to get my reward,
each time.”
“It’s all about the journey.” “Giving away quality rewards makes me
happy.”
“Collecting should be effortless.” “Digital collecting is cool!”
Realistic Rose participates because she really loves
the rewards. Rose sets small goals for herself that she’s
certain she can reach. She increases her collecting
by visiting the retailer more frequently, increasing
her basket size, buying BSO and sometimes asking
people to help her. She likes to get her reward as soon
as possible, so she knows that it is hers to keep. She
stops collecting after she has all the products she likes.
For Playful Peggy, the action of collecting is more
rewarding than the products themselves. She will
collect for almost anything. She is a loyal customer
of the retailer and will join the program almost
instinctively. Peggy has developed her own techniques
to speed up collecting, like smiling at the cashier and
paying attention to the program promotions. If the
reward she wants sells out, she will simply settle for
another reward.
Sweet Susan enjoys taking care of the people she
loves, so she collect for her children and grand
children. She wants only the best for her family and
expects the rewards to be of good quality. Susan
doesn’t need the rewards herself, so she is less likely
to be disappointed if the collecting goes slower than
expected or the reward is unavailable. Susan knows
enough people who would like to have a reward, so
she keeps collecting throughout the full program.
Laid-back Luke doesn’t like the activity of collecting,
but he needs the rewards. He thinks collecting should
be effortless and doesn’t want to think about the
program too much. He doubts from time to time
whether he is gonna make it but pleasant surprises
motivate him to continue. If he doesn’t forget, he
redeems the reward quite soon after having enough
stamps.
Tech-savvy Ted likes the innovative nature of digital
collecting. He doesn’t care much about the rewards
and won’t change his shopping behavior for it. Ted
likes to be at the forefront of technology and feels
good when he is one of the first people to use a new
app or technology. When he first uses the app, he will
explore it and start collecting to see how it works. If
the products were more appealing to him, he would
be a Laid-back Luke (effortless collecting).
For Sky-high Helen, collecting is all or nothing. She
will only participate in a program when the products
are something she really likes. Her ambitions are often
greater than her actual spending habits, so she will
often enlist friends and family to help her reach her
goal. Sky-high Helen wants the complete set or at
least several items that fit together, so she will wait
until she has enough points and redeem everything at
once.
Collecting is just OK Enjoys collecting Really enjoys collecting Really enjoys collecting
The rewards are minor to the collecting itself The rewards should be good quality
She collects as much as she can, and when she has enough
stamps she will ask her (grand)children what they want
She can change her mind about the rewards in a late stage
Continues till the end “I can always make someone happy with a reward”
Redeems one or multiple rewards each
time
Redeems one or multiple rewards each
time
She aims high Sets goals one by one
Redeems one (maybe two) rewards
at a time as soon as she has enough
stamps
She waits till she can redeem everything she
wants
She stops when she has reached her target She stops when she is satisfied, but she may never reach this
point within the duration of the program
She dreams about having the products
at home
She really wants to have the rewards
Only likes the digital part of collecting, not the collecting itselfDoesn’t like collecting
Doens’t like or need the rewardsNeeds the rewards
Doesn’t have a goalHas a clear goal
Might redeem one item to see how it works in the appRedeems one or multiple rewards at a time when
he has enough stamps and remembers to redeem
Looses interest after he has explored the appStops when he has reached his goal
JOY
REWARD
GOAL
REDEEM
END
MOTIVATION & BEHAVIOR MAP: Stamps Program
What is a motivation & behavior map?
This map shows the different motivations and behaviors of participants in our loyalty programs. By looking at what drives
participants and what shapes their behavior we can identify opportunities and moments of truth for specific types of participants.
Six collector types based on the collector’s
motivations for participating in a loyalty
program are identified.
Collectors have different motivations and
drivers that affect their participation in
loyalty programs. The ideal experience for
each participant will depend on why they
are participating.
in collecting
drawn to
oriented
pattern
when to stop
Collectors behave differently during a
loyalty program. The most important
points for collectors during a program.
How to read the diagram?
The bubbles indicate the different points
along the collectors’ journey. The bigger
the bubble, the more important it is for the
collector. By looking at the biggest bubbles
for a collector you can see what matters to
them.
By reading the types from top to bottom
the order of the actions and moments in a
collector journey are explained. The points
are shown from top to bottom as they
occur in the collector’s journey. There are
four different points in a collector journey:
Size = importance to a
collector
Set goal
Ask others
to help
Increase
basket size
Increase visit
frequency
Being nice
to cashier
Explore
app
Give away
reward
Get stamps
from others
Buy
BSO’s
COLLECT ACTION
REDEEM ACTION
MOMENT OF TRUTH
STOP PARTICIPATION
How can we use this map?
This map gives insights on how to improve the loyalty program experience. We can not change the intrinsic motivation of
participants, but we can shape their behavior. By targeting participants opportunities and moments of truth we can improve their
experience and influence their collecting behavior.
How was this map created?
To uncover why and how people participate in loyalty programs we utilised various research methods. These methods include
context chatting, user interviews, Pulse UX tests, app statistics and transaction data. Both paper and digital programs were
studied: AH Kristalzegels (NL), AH Mes & Bestekzegels (NL), COOP Fontignac Knives (DK) and COOP Spiegelau Glasses (DK).
Made by: Miika, Lauren, Ricardo, Lotte,
Jan, Paul, Nikoleta, Arnoud, Ivo, Thiago,
Vivienne, Jeroen de Vrind, Jeroen Westen,
Rianne, Christian, Jaap, Karlijn, Jades,
Reinout, Holly, Anna and Emma.
COLLECTOR
TYPES
MOTIVATION
BEHAVIOR
;-)
MOT
A moment of truth is a
moment where a person
decides to stop or continue
with the program.
Collect actions are points
where a person performs
an action toward collecting
(different actions are
indicated with an icon).
Redeem actions show points
when the collector redeems.
Stop participation points
are when a collector decides
to stop participating. This
usually happens after a MOT
or a redeem action.

25. When learning
about the
program: Joins
if she likes the
rewards.
MOT
When learning
about the
program: Joins
if she likes the
rewards.
MOT
;-)
When learning
about the
program: Joins if
the rewards are
good quality.
MOT
When halfway to his
first reward: Doubts if
he will collect enough to
redeem something.
Will stop IF he thinks he
is not going to collect
enough.
MOT
MOT
When learning
about the
program: Joins
if he needs
the rewards.
MOT
Midway through the
program: Doubts if he
will collect enough for
another reward.
Will stop IF he thinks
he is not going to
make it
MOT
MOT
MOT
When he has
collected enough
stamps: Checks
the rewards. He
stops cheerily IF
he doesn’t like
any of them
When he has
explored the entire
app & program:
Decides if he likes
more rewards. He
may become a
Laid-back Luke,
otherwise stops
cheerily
When learning
about the
program: Joins
if there is an
app.
SKY-HIGH HELEN REALISTIC ROSE PLAYFUL PEGGY SWEET SUSAN LAID-BACK LUKE TECH-SAVVY TED
“A whole set feels as complete.” “I want to be sure to get my reward,
each time.”
“It’s all about the journey.” “Giving away quality rewards makes me
happy.”
“Collecting should be effortless.” “Digital collecting is cool!”
Realistic Rose participates because she really loves
the rewards. Rose sets small goals for herself that she’s
certain she can reach. She increases her collecting
by visiting the retailer more frequently, increasing
her basket size, buying BSO and sometimes asking
people to help her. She likes to get her reward as soon
as possible, so she knows that it is hers to keep. She
stops collecting after she has all the products she likes.
For Playful Peggy, the action of collecting is more
rewarding than the products themselves. She will
collect for almost anything. She is a loyal customer
of the retailer and will join the program almost
instinctively. Peggy has developed her own techniques
to speed up collecting, like smiling at the cashier and
paying attention to the program promotions. If the
reward she wants sells out, she will simply settle for
another reward.
Sweet Susan enjoys taking care of the people she
loves, so she collect for her children and grand
children. She wants only the best for her family and
expects the rewards to be of good quality. Susan
doesn’t need the rewards herself, so she is less likely
to be disappointed if the collecting goes slower than
expected or the reward is unavailable. Susan knows
enough people who would like to have a reward, so
she keeps collecting throughout the full program.
Laid-back Luke doesn’t like the activity of collecting,
but he needs the rewards. He thinks collecting should
be effortless and doesn’t want to think about the
program too much. He doubts from time to time
whether he is gonna make it but pleasant surprises
motivate him to continue. If he doesn’t forget, he
redeems the reward quite soon after having enough
stamps.
Tech-savvy Ted likes the innovative nature of digital
collecting. He doesn’t care much about the rewards
and won’t change his shopping behavior for it. Ted
likes to be at the forefront of technology and feels
good when he is one of the first people to use a new
app or technology. When he first uses the app, he will
explore it and start collecting to see how it works. If
the products were more appealing to him, he would
be a Laid-back Luke (effortless collecting).
For Sky-high Helen, collecting is all or nothing. She
will only participate in a program when the products
are something she really likes. Her ambitions are often
greater than her actual spending habits, so she will
often enlist friends and family to help her reach her
goal. Sky-high Helen wants the complete set or at
least several items that fit together, so she will wait
until she has enough points and redeem everything at
once.
Collecting is just OK Enjoys collecting Really enjoys collecting Really enjoys collecting
The rewards are minor to the collecting itself The rewards should be good quality
She collects as much as she can, and when she has enough
stamps she will ask her (grand)children what they want
She can change her mind about the rewards in a late stage
Continues till the end “I can always make someone happy with a reward”
Redeems one or multiple rewards each
time
Redeems one or multiple rewards each
time
She aims high Sets goals one by one
Redeems one (maybe two) rewards
at a time as soon as she has enough
stamps
She waits till she can redeem everything she
wants
She stops when she has reached her target She stops when she is satisfied, but she may never reach this
point within the duration of the program
She dreams about having the products
at home
She really wants to have the rewards
Only likes the digital part of collecting, not the collecting itselfDoesn’t like collecting
Doens’t like or need the rewardsNeeds the rewards
Doesn’t have a goalHas a clear goal
Might redeem one item to see how it works in the appRedeems one or multiple rewards at a time when
he has enough stamps and remembers to redeem
Looses interest after he has explored the appStops when he has reached his goal
JOY
REWARD
GOAL
REDEEM
END
MOTIVATION & BEHAVIOR MAP: Stamps Program
What is a motivation & behavior map?
This map shows the different motivations and behaviors of participants in our loyalty programs. By looking at what drives
participants and what shapes their behavior we can identify opportunities and moments of truth for specific types of participants.
Six collector types based on the collector’s
motivations for participating in a loyalty
program are identified.
Collectors have different motivations and
drivers that affect their participation in
loyalty programs. The ideal experience for
each participant will depend on why they
are participating.
in collecting
drawn to
oriented
pattern
when to stop
Collectors behave differently during a
loyalty program. The most important
points for collectors during a program.
How to read the diagram?
The bubbles indicate the different points
along the collectors’ journey. The bigger
the bubble, the more important it is for the
collector. By looking at the biggest bubbles
for a collector you can see what matters to
them.
By reading the types from top to bottom
the order of the actions and moments in a
collector journey are explained. The points
are shown from top to bottom as they
occur in the collector’s journey. There are
four different points in a collector journey:
Size = importance to a
collector
Set goal
Ask others
to help
Increase
basket size
Increase visit
frequency
Being nice
to cashier
Explore
app
Give away
reward
Get stamps
from others
Buy
BSO’s
COLLECT ACTION
REDEEM ACTION
MOMENT OF TRUTH
STOP PARTICIPATION
How can we use this map?
This map gives insights on how to improve the loyalty program experience. We can not change the intrinsic motivation of
participants, but we can shape their behavior. By targeting participants opportunities and moments of truth we can improve their
experience and influence their collecting behavior.
How was this map created?
To uncover why and how people participate in loyalty programs we utilised various research methods. These methods include
context chatting, user interviews, Pulse UX tests, app statistics and transaction data. Both paper and digital programs were
studied: AH Kristalzegels (NL), AH Mes & Bestekzegels (NL), COOP Fontignac Knives (DK) and COOP Spiegelau Glasses (DK).
Made by: Miika, Lauren, Ricardo, Lotte,
Jan, Paul, Nikoleta, Arnoud, Ivo, Thiago,
Vivienne, Jeroen de Vrind, Jeroen Westen,
Rianne, Christian, Jaap, Karlijn, Jades,
Reinout, Holly, Anna and Emma.
COLLECTOR
TYPES
MOTIVATION
BEHAVIOR
;-)
MOT
A moment of truth is a
moment where a person
decides to stop or continue
with the program.
Collect actions are points
where a person performs
an action toward collecting
(different actions are
indicated with an icon).
Redeem actions show points
when the collector redeems.
Stop participation points
are when a collector decides
to stop participating. This
usually happens after a MOT
or a redeem action.
MOTMOT MOT
GH HELEN REALISTIC ROSE PLAYFUL PEGGY SWEET SUSAN
set feels as complete.” “I want to be sure to get my reward,
each time.”
“It’s all about the journey.” “Giving away quality rewards makes m
happy.”
Realistic Rose participates because she really loves
the rewards. Rose sets small goals for herself that she’s
certain she can reach. She increases her collecting
by visiting the retailer more frequently, increasing
her basket size, buying BSO and sometimes asking
people to help her. She likes to get her reward as soon
as possible, so she knows that it is hers to keep. She
stops collecting after she has all the products she likes.
For Playful Peggy, the action of collecting is more
rewarding than the products themselves. She will
collect for almost anything. She is a loyal customer
of the retailer and will join the program almost
instinctively. Peggy has developed her own techniques
to speed up collecting, like smiling at the cashier and
paying attention to the program promotions. If the
reward she wants sells out, she will simply settle for
another reward.
Sweet Susan enjoys taking care of the people
loves, so she collect for her children and gr
children. She wants only the best for her family
expects the rewards to be of good quality. Su
doesn’t need the rewards herself, so she is less li
to be disappointed if the collecting goes slower t
expected or the reward is unavailable. Susan kn
enough people who would like to have a reward
she keeps collecting throughout the full program.
Helen, collecting is all or nothing. She
cipate in a program when the products
g she really likes. Her ambitions are often
her actual spending habits, so she will
iends and family to help her reach her
gh Helen wants the complete set or at
tems that fit together, so she will wait
nough points and redeem everything at
s just OK Enjoys collecting Really enjoys collecting Really enjoys collecting
The rewards are minor to the collecting itself The rewards should be good quality
She collects as much as she can, and when she has enoug
stamps she will ask her (grand)children what they want
She can change her mind about the rewards in a late stage
Continues till the end “I can always make someone happy with a reward”
Redeems one or multiple rewards each
time
Redeems one or multiple rewards e
time
gh Sets goals one by one
Redeems one (maybe two) rewards
at a time as soon as she has enough
stamps
She waits till she can redeem everything she
wants
when she has reached her target She stops when she is satisfied, but she may never reach this
point within the duration of the program
She dreams about having the products
at home
She really wants to have the rewards
OTIVATION & BEHAVIOR MAP: Stamps Program
ion & behavior map?
he different motivations and behaviors of participants in our loyalty programs. By looking at what drives
hat shapes their behavior we can identify opportunities and moments of truth for specific types of participants.
How can we use this map?
This map gives insights on how to improve the loyalty program experience. We can not change the intrinsic motivation of
participants, but we can shape their behavior. By targeting participants opportunities and moments of truth we can improve their
experience and influence their collecting behavior.
How was this map created?
To uncover why and how people part
context chatting, user interviews, Pu
studied: AH Kristalzegels (NL), AH Me
Aspires to get full
set of rewards, but
does not expect it
Is afraid to be
disappointed

26. Data Science Meetup - December 15th 2016
Feb 15
Feb 18
Feb 21
Feb 24
Feb 27
Mar 2
Mar 5
Mar 8
Mar 11
Mar 14
Mar 17
Mar 20
Mar 23
Mar 26
Mar 29
Apr 1
Apr 4
Apr 7
Apr 10
Apr 13
Apr 16
Apr 19
Apr 22
Apr 25
Apr 28
May 1
May 4
May 7
May 10
May 13
May 16
May 19
May 22
May 25
Journey of Realistic Rose

27. Data Science Meetup - December 15th 2016
Feb 15
Feb 18
Feb 21
Feb 24
Feb 27
Mar 2
Mar 5
Mar 8
Mar 11
Mar 14
Mar 17
Mar 20
Mar 23
Mar 26
Mar 29
Apr 1
Apr 4
Apr 7
Apr 10
Apr 13
Apr 16
Apr 19
Apr 22
Apr 25
Apr 28
May 1
May 4
May 7
May 10
May 13
May 16
May 19
May 22
May 25
“You have collected enough
stamps to get WMF cookware!”
“Pick up extra WMF
cookware at your
store”
“You’re on track to collect enough
stamps for more pieces of WMF
cookware”
Solution for Realistic Rose

28. Data Science Meetup - December 15th 2016
When learning
about the
program: Joins
if she likes the
rewards.
MOT
When learning
about the
program: Joins
if she likes the
rewards.
MOT
;-)
When learning
about the
program: Joins if
the rewards are
good quality.
MOT
When halfway to his
first reward: Doubts if
he will collect enough to
redeem something.
Will stop IF he thinks he
is not going to collect
enough.
MOT
MOT
When learning
about the
program: Joins
if he needs
the rewards.
MOT
Midway through the
program: Doubts if he
will collect enough for
another reward.
Will stop IF he thinks
he is not going to
make it
MOT
MOT
MOT
When he has
collected enough
stamps: Checks
the rewards. He
stops cheerily IF
he doesn’t like
any of them
When he has
explored the entire
app & program:
Decides if he likes
more rewards. He
may become a
Laid-back Luke,
otherwise stops
cheerily
When learning
about the
program: Joins
if there is an
app.
SKY-HIGH HELEN REALISTIC ROSE PLAYFUL PEGGY SWEET SUSAN LAID-BACK LUKE TECH-SAVVY TED
“A whole set feels as complete.” “I want to be sure to get my reward,
each time.”
“It’s all about the journey.” “Giving away quality rewards makes me
happy.”
“Collecting should be effortless.” “Digital collecting is cool!”
Realistic Rose participates because she really loves
the rewards. Rose sets small goals for herself that she’s
certain she can reach. She increases her collecting
by visiting the retailer more frequently, increasing
her basket size, buying BSO and sometimes asking
people to help her. She likes to get her reward as soon
as possible, so she knows that it is hers to keep. She
stops collecting after she has all the products she likes.
For Playful Peggy, the action of collecting is more
rewarding than the products themselves. She will
collect for almost anything. She is a loyal customer
of the retailer and will join the program almost
instinctively. Peggy has developed her own techniques
to speed up collecting, like smiling at the cashier and
paying attention to the program promotions. If the
reward she wants sells out, she will simply settle for
another reward.
Sweet Susan enjoys taking care of the people she
loves, so she collect for her children and grand
children. She wants only the best for her family and
expects the rewards to be of good quality. Susan
doesn’t need the rewards herself, so she is less likely
to be disappointed if the collecting goes slower than
expected or the reward is unavailable. Susan knows
enough people who would like to have a reward, so
she keeps collecting throughout the full program.
Laid-back Luke doesn’t like the activity of collecting,
but he needs the rewards. He thinks collecting should
be effortless and doesn’t want to think about the
program too much. He doubts from time to time
whether he is gonna make it but pleasant surprises
motivate him to continue. If he doesn’t forget, he
redeems the reward quite soon after having enough
stamps.
Tech-savvy Ted likes the innovative nature of digital
collecting. He doesn’t care much about the rewards
and won’t change his shopping behavior for it. Ted
likes to be at the forefront of technology and feels
good when he is one of the first people to use a new
app or technology. When he first uses the app, he will
explore it and start collecting to see how it works. If
the products were more appealing to him, he would
be a Laid-back Luke (effortless collecting).
For Sky-high Helen, collecting is all or nothing. She
will only participate in a program when the products
are something she really likes. Her ambitions are often
greater than her actual spending habits, so she will
often enlist friends and family to help her reach her
goal. Sky-high Helen wants the complete set or at
least several items that fit together, so she will wait
until she has enough points and redeem everything at
once.
Collecting is just OK Enjoys collecting Really enjoys collecting Really enjoys collecting
The rewards are minor to the collecting itself The rewards should be good quality
She collects as much as she can, and when she has enough
stamps she will ask her (grand)children what they want
She can change her mind about the rewards in a late stage
Continues till the end “I can always make someone happy with a reward”
Redeems one or multiple rewards each
time
Redeems one or multiple rewards each
time
She aims high Sets goals one by one
Redeems one (maybe two) rewards
at a time as soon as she has enough
stamps
She waits till she can redeem everything she
wants
She stops when she has reached her target She stops when she is satisfied, but she may never reach this
point within the duration of the program
She dreams about having the products
at home
She really wants to have the rewards
Only likes the digital part of collecting, not the collecting itselfDoesn’t like collecting
Doens’t like or need the rewardsNeeds the rewards
Doesn’t have a goalHas a clear goal
Might redeem one item to see how it works in the appRedeems one or multiple rewards at a time when
he has enough stamps and remembers to redeem
Looses interest after he has explored the appStops when he has reached his goal
JOY
REWARD
GOAL
REDEEM
END
MOTIVATION & BEHAVIOR MAP: Stamps Program
What is a motivation & behavior map?
This map shows the different motivations and behaviors of participants in our loyalty programs. By looking at what drives
participants and what shapes their behavior we can identify opportunities and moments of truth for specific types of participants.
Six collector types based on the collector’s
motivations for participating in a loyalty
program are identified.
Collectors have different motivations and
drivers that affect their participation in
loyalty programs. The ideal experience for
each participant will depend on why they
are participating.
in collecting
drawn to
oriented
pattern
when to stop
Collectors behave differently during a
loyalty program. The most important
points for collectors during a program.
How to read the diagram?
The bubbles indicate the different points
along the collectors’ journey. The bigger
the bubble, the more important it is for the
collector. By looking at the biggest bubbles
for a collector you can see what matters to
them.
By reading the types from top to bottom
the order of the actions and moments in a
collector journey are explained. The points
are shown from top to bottom as they
occur in the collector’s journey. There are
four different points in a collector journey:
Size = importance to a
collector
Set goal
Ask others
to help
Increase
basket size
Increase visit
frequency
Being nice
to cashier
Explore
app
Give away
reward
Get stamps
from others
Buy
BSO’s
COLLECT ACTION
REDEEM ACTION
MOMENT OF TRUTH
STOP PARTICIPATION
How can we use this map?
This map gives insights on how to improve the loyalty program experience. We can not change the intrinsic motivation of
participants, but we can shape their behavior. By targeting participants opportunities and moments of truth we can improve their
experience and influence their collecting behavior.
How was this map created?
To uncover why and how people participate in loyalty programs we utilised various research methods. These methods include
context chatting, user interviews, Pulse UX tests, app statistics and transaction data. Both paper and digital programs were
studied: AH Kristalzegels (NL), AH Mes & Bestekzegels (NL), COOP Fontignac Knives (DK) and COOP Spiegelau Glasses (DK).
Made by: Miika, Lauren, Ricardo, Lotte,
Jan, Paul, Nikoleta, Arnoud, Ivo, Thiago,
Vivienne, Jeroen de Vrind, Jeroen Westen,
Rianne, Christian, Jaap, Karlijn, Jades,
Reinout, Holly, Anna and Emma.
COLLECTOR
TYPES
MOTIVATION
BEHAVIOR
;-)
MOT
A moment of truth is a
moment where a person
decides to stop or continue
with the program.
Collect actions are points
where a person performs
an action toward collecting
(different actions are
indicated with an icon).
Redeem actions show points
when the collector redeems.
Stop participation points
are when a collector decides
to stop participating. This
usually happens after a MOT
or a redeem action.
Our groups % of collectors % of Stamps % Redeems Redeem Potential
Sweet Susan 2% 7% 29% ?
Managing Mirjam 4% 6% 15% ?
Smart Simon 26% 44% 27% ?
Go Go Kevin 21% 18% 20% ?
Bye Bye Benno 34% 9% 0% ?
Passive Polly 7% 4% 6% ?
Not redeeming
Nick 6% 12% 2% ?
Add scale to small data with big data.

29. Results
49% open rate of push messages
Tenfold higher app visits same day
+144% registrations after notification
+12% collectors after notification
+27% redeemers after notification
Source: Push notification benchmark Accengage
(compared to an 2-9% retail average)

30. IGA Big C AlfaMart HuaGuanJJY Coop Lowes

31. Data Science Meetup - December 15th 2016
Learnings of
combining big data &
small data

32. Our Learnings
Combine big and small data in 1 team
As one team we can understand both WHAT and WHY
Iteration is key for faster results!
Use big data to define your goal> use small data for improvements> use
big data for scale & priority.
Clients want actionable insights
Big Data shows the scale of success, small data shows
direction for improvements.
It is much more fun when you understand the full story of the
customer :)

33. Data Science Meetup - December 15th 2016
Thank you!