A behind-the-scenes look at how Alaska Airlines partnered with UserTesting to design a more rewarding customer experience. Learn how leading brands are redefining loyalty through user insights—using research and testing to create intuitive, engaging, and differentiated rewards programs that drive brand affinity and growth.

By the end of this session, you’ll be able to:

• Understand: the evolving role of rewards programs in building loyalty, reputation, and engagement.
• Learn: from real-world examples—like Alaska Airlines—how customer insights drive design and innovation.
• Identify: common friction points in digital loyalty experiences and uncover opportunities for improvement.
• See: how continuous user testing informs both UX and strategic decision-making.
• Apply: research-driven best practices to strengthen your own loyalty or rewards initiatives.