Problem: You have recently joined as a Business Analyst in a retail chain. Following instruction from the board of directors, the customer relationship manager has asked you to give him an idea how the customer loyalty program could be designed following the agile values and principles. He wants to have meeting with you; where you need to advise him about the underlying principles to design this project. Considering the 'design and agile thinking' concept; you are required to develop a framework for designing the customer loyalty program based on agile values and principles. Your answer should consider the five steps model of design thinking process; along with outlining the role of leadership for ensuring the success of the project.