Brianna Van Zanten — VP of Customer Success, InCheq
Published:
Strip the points, the streak or the badge out of the experience. If the whole thing loses its value, the mechanic was novelty. If the user still feels momentum without it, the mechanic was doing real work.
What does Brianna Van Zanten say on The Agile Brand podcast?
Brianna Van Zanten, VP of Customer Success, InCheq, says: A Q&A with Brianna Van Zanten, VP of Customer Success at InCheq, about designing lower-effort, higher-value user experiences. Van Zanten argues for subtraction over addition on product roadmaps, focusing on reducing cognitive load, rewarding attention with legible payoffs, and auditing decisions rather than features. She warns against gamification that rewards metrics not behavior, and stresses that completion (especially in captive or compliance contexts) is not the same as genuine customer engagement.
From: The Agile Brand podcast
Cite as: Brianna Van Zanten. (2026). On The Agile Brand podcast. Retrieved from https://research.agilebrandguide.com/insights/brianna-van-zanten-strip-the-points-the-streak-or-the-badge-out-of-the-experie