Project: Rewards Experience
- Client: RBI
Platform: Mobile & Desktop Web
Restaurant Brands International
Creating rewards and offers experiences for
Burger King, Tim Hortons, and Popeyes
Working with Restaurant Brands International (RBI), the parent company behind Burger King, Tim Hortons, and Popeyes, I designed rewards and offers experiences across the three brands. Each brand had its own identity and approach to rewards, so the challenge was creating experiences that felt true to each brand rather than applying the same boilerplate design across all three.
My role on the project
As a Senior UI/UX Designer, I focused primarily on the mobile experience across Burger King, Tim Hortons, and Popeyes. In addition to designing rewards and offers experiences, I worked across several areas of each brand. My work primarily focused on UI, visual and interaction design, along with contributing to the design systems supporting each brand. I also helped adapt shared design patterns to the distinct visual identity of each brand.
The challenge
While the underlying rewards model was similar across the brands, customers earned points, redeemed rewards, and received exclusive offers, the experiences needed to feel unique to each brand. The challenge was balancing a consistent product experience across each brand, using each brand’s typography, color, imagery, illustration, and visual personality to shape the rewards experience.
Rather than treating rewards as a reusable template, I focused on giving each program its own character while maintaining familiar patterns that customers could easily understand.
Popeyes Louisiana Chicken
For Popeyes, I helped establish the visual styling for the rewards and offers experience, creating an interface that felt energetic and distinctive to the Popeyes brand while making earning and redeeming rewards feel like part of the broader Popeyes experience rather than a separate product feature.
I helped shape the visual direction of the rewards experience, using Popeyes bold brand
personality to create a more engaging way to view points, rewards, and redemption options.
Offers provide members with additional ways to save, using brand-specific visual styling to
make promotions easy to discover while keeping them connected to the rewards experience.
Tim Horton's
Tim Hortons was the only RBI brand I worked with that already had an established rewards program. In addition to earning points through purchases, members could use a “My Tim Card,” a reloadable payment card that provided additional opportunities to earn points. I helped refine the visual styling and UI of the rewards and offers experiences, balancing the established loyalty program with the changing Tim Hortons digital brand.
I refined the rewards experience to work within the established Tim Hortons loyalty program. The design
brings rewards and points together in a cohesive experience while maintaining a distinctly Tim Hortons feel.
The "My Tim Card" experience extended the rewards program into checkout, with visual
and UI treatments that connected it to the broader Tim Hortons experience.
Burger King
Burger King was the largest part of my work at RBI, and alongside a large broader digital rebrand, I helped shape the visual direction for the Burger King rewards and offers experiences. The challenge was carrying the new Burger King identity into a functional loyalty experience while maintaining clarity and ease of use, combining the updated visual language with familiar patterns for earning, redeeming, and discovering offers.
As part of the broader Burger King rebrand, I brought the updated visual identity into the rewards
experience, giving it a distinct Burger King character through typography, color, and visuals.
I extended the updated Burger King visual direction across the rewards journey, from promotion and
sign-up through checkout, creating a consistent visual experience across each touchpoint.
The outcome
Across Burger King, Tim Hortons, and Popeyes, I helped shape rewards and offers experiences that balanced a shared product experience with the personality of each brand. The project was a good example of how thoughtful UI and visual design can make familiar experiences feel unique to the brand.