Dunkin' Rewards: A Case Study
Dunkin Donuts aimed to enhance a crucial aspect of any quick service restaurant—the loyalty program. As the lead designer, I was tasked to redesign a new Bankable Points Loyalty program across their app and web experiences while reskinning the app as a whole. This project not only led to a 13% increase in new members but also established a strong relationship with Inspire Brands, leading to further signed work.
Role
Product Designer
Platforms
iOS | Mobile Web | Desktop Web
Team Structure
Business Analyst
Development Team
Quality Assurance
Product Designer
Illustrator
Stakeholders
Senior Director of UX
Product Owner
Senior Manager of Brand & eCommerce
Responsibilities
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Working with product, development, and business to understand the problem space and advocate for design direction
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Crafting and presented UX solutions to business stakeholders.
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Creating and maintaining updates to the component Library
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Reskinning the app with new branding, fonts, and colors
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Taking the "DD Perks" app, an automatic conversion loyalty program and transitioning it into "Dunkin' Rewards", bankable points loyalty program
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Managed the Source of truth files for the soft launch and national launch for App and Web
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Providing updated imagery and animations.
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Onboarding new design team members
The Ask
Dunkin' wanted to increase customer engagement through a redesigned and restructured loyalty program.
Challenges
The business needed a quick turnaround. We soft-launched in California in 4 months and hard-launched Nationally 2 months later. We knew the business wanted to soft launch to test the program out, but due to the quick timeline there were things that were not going to make it into the soft launch, such as font, icon, and color updates. To keep the development teams oriented we maintained a Figma file for the California launch and a Figma file for the National Launch. This was not ideal, but it helped us move and work faster as a team. Balancing celebration and being visually readable within the brand to meet the business ask of making the "Boosted Status" more apparent throughout the experience
Results
Increased Guest to Loyalty conversion by 13% in 6 months
Established a strong relationship with Dunkin' Digital team at Inspire Brands, leading to further work with the Jimmy Johns team and others.
Process
Redesigning Dunkin' Donuts' app involved two main aspects: translating updated branding, icons, colors, and fonts into the app and web experiences and infusing the already mapped out Dunkin' Rewards program into the design. The process was iterative and involved mapping out the experiences for a soft launch and a national launch. User feedback after the soft launch helped refine the experience and fix minor issues before the national launch.
The above shows the DD Perks program before Dunkin' Rewards
The above shows the Club Dunkin' program which was designed in 2020, but not launched
The above shows Exploration 1
The above shows Exploration 2
The above shows Exploration 3
The above shows Exploration 4
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The program saw a significant boost in engagement, with praise for the app’s updated look and functionality despite initial negative reviews.
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Within seven months of launch:
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Over 4 million new members joined
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Over 35 million free rewards were redeemed
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