Gamification is in, and Dunkin Donuts wanted to reward app users with badges based on number and frequency of purchases, location, weather, and more

The first step was to find out what data could be pulled from user purchases to inform the badging. These were broken down into six overarching categories and broken out into data points below each to start to define a structure for the badging. This created a way to see what categories had more/less data points and to cross reference points to begin creating badges.

Using the chart of possible data points, and a general knowledge of customers' coffee consumption habits, it was time to brainstorm badges. We wanted a variety that would be achievable, but ranged from fairly easy to specific enough that even regular customers would take some time to get the badge.