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Costa
Coffee chain
Costa's rewards app pairs themed loading animations with loyalty mechanics, including a case study on how the Goal Gradient Effect keeps people collecting.
Key takeaways from 1 Case Study and 1 UX Bite
The rewards screen loads behind a spinner of coffee cups and muffins, not a generic loader
Their loyalty scheme leans on the Goal Gradient Effect: motivation rises as the reward nears
Why unclear earning rules stall the purchase flywheel before it starts spinning
Often uses:
Last updated: 27/08/2026
UX Bites
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BFM+Exclusive
8 min to learn...
How To Design A Loyalty Scheme That Actually Motivates People
with aCase Study
focused onCosta
From rat mazes to coffee apps: why the motivation to reach a reward increases the closer your users get to their goal.
Skills you'll build
How to use the Goal Gradient Effect
Spinning the flywheel of purchases
Why your rules need to be clear
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