Building a loyalty system for a global pizza brand
My Role
UI UX Designer
Timeline
1 Month
What we heard from the team
When discussing with the team after using the application, they shared what they think and hear from users.
From the team
They are not using the points to buy pizzas
They are not aware that there is a loyalty system.
There are so many freebies they can get, but they don't use them well.
From the Users
Wait! Why is there a loyalty system... and what benefits will I get?
How will this help me... Is there anything free?
What are these slices for?
I use GrabFood, can I still get these offers?
Understanding the Problem
After diving deep into the issue, I identified three major pain points:
Lack of Visibility
The rewards system was pushed to a corner, making it difficult for users to discover and engage with it.
Complexity in Representation
The way the rewards were presented made it confusing for users to understand how to earn and redeem points.
No visible relation with ordering flow
The reward system was isolated from the core flows of how a user finds food and orders it.
I did an analysis of different platforms to understand why some of them are not working.
Establishing language for Rewards
I began by analyzing the existing visual language of the website's reward system. It felt uninspiring and lacked the impact needed to grab users' attention. To address this, I explored multiple visual directions while staying within the established design language.
Initial Concepts:
Dark Theme Layout – I experimented with a dark theme to create contrast and make the rewards section stand out.
Bold Typography – While scrolling through Instagram, I came across a bold, striking typeface. It felt like the perfect way to emphasize key reward information and create strong visual contrast.
However, due to certain design constraints, I couldn't deviate too far from the existing system. Despite my efforts, the feedback remained neutral, leaving me to rethink my approach and find a way to make the rewards system more engaging within the given limitations. Then we finalized the visual language!
Refining its skeletal structure
Instead of being discouraged, I focused on refining the flow and usability.
Drafted multiple wireframes.
Tested them internally with the team.
Iterated based on feedback until we found an approach that was intuitive and motivating for users.
Our final iteration simplified the redemption process, ensuring users could easily understand their points and the benefits associated with them.
Finally, cooking the ingredients
With a clear direction set, UI execution was smooth and efficient. Since we had already explored multiple visual styles, the final design came together. The team was very excited to see the new flow and designs. They gave me a lot of kudos for the work.
Later, when creating the handoff file, we encountered friction due to a lack of communication between our team and the Pizza Hut developers. But together we solved that issue and delivered the handoff file.
