// Project.Domino's Rewards
My Role
For years, the Domino’s reward system (Piece of the Pie Rewards) went unchanged. It worked very simply - every order is 10 points, and you can redeem 60 points for a free pizza. However, the landscape has changed when it comes to rewards programs, and we needed to adapt.
So we launched a new rewards program simply called Domino’s Rewards. The major change being you can now redeem various items at different point increments versus having to reach 60 points and only being able to redeem a free pizza.
The challenge presented to me was to figure out how we integrate this new system into an existing experience that wasn't created to handle a more complicated rewards system, and what the new rewards experience would look like.
So we launched a new rewards program simply called Domino’s Rewards. The major change being you can now redeem various items at different point increments versus having to reach 60 points and only being able to redeem a free pizza.
The challenge presented to me was to figure out how we integrate this new system into an existing experience that wasn't created to handle a more complicated rewards system, and what the new rewards experience would look like.
Project stats
1+ Million
New Users Within Months of Launch
// Domino's Rewards.Experience & Identity
Domino's is a powerhouse of a pizza company, and their website is a conversion machine. That said, it's not always the most beautiful conversion machine, and in general the design is a bit dated. So, the goal was to create something that elevated design quality, but didn't look out of place within the rest of the broader experience.
First, we created somewhere for the new rewards system to live called My Deals & Rewards (a bit on the nose for a name, but it's functional). This acted as a digital wallet; a hub where profiled users can see all their available offers. I designed a system in which each offer appeared as card that shows the offers expiration, availability status, and offer information. That was the first piece to launch, and was a much needed overhaul that aggregated deals and offers that were previously scattered on different pages throughout the site.
The second and larger piece was the replacement to Piece of the Pie Rewards® - Domino's® Rewards. The first step was figuring out the look and feel. Domino's wanted to keep the lockup fairly simple. Well, towards the end they did at least. Originally, I created a more bespoke mark that the CEO liked so much that he wanted to keep it in our pocket to use for something bigger like a global initiative. That was the first time I've ever had something killed because someone liked it too much.
Anyway, the challenge became making something that felt special within some very strict limitations. That led me to creating the glowing gradient point meter, which then influenced the rest of the look and feel where I used glows selectively on things like CTA's and points of emphasis, like the users point total. Then came the fun part of actually designing how the users would interact with it.
First, we created somewhere for the new rewards system to live called My Deals & Rewards (a bit on the nose for a name, but it's functional). This acted as a digital wallet; a hub where profiled users can see all their available offers. I designed a system in which each offer appeared as card that shows the offers expiration, availability status, and offer information. That was the first piece to launch, and was a much needed overhaul that aggregated deals and offers that were previously scattered on different pages throughout the site.
The second and larger piece was the replacement to Piece of the Pie Rewards® - Domino's® Rewards. The first step was figuring out the look and feel. Domino's wanted to keep the lockup fairly simple. Well, towards the end they did at least. Originally, I created a more bespoke mark that the CEO liked so much that he wanted to keep it in our pocket to use for something bigger like a global initiative. That was the first time I've ever had something killed because someone liked it too much.
Anyway, the challenge became making something that felt special within some very strict limitations. That led me to creating the glowing gradient point meter, which then influenced the rest of the look and feel where I used glows selectively on things like CTA's and points of emphasis, like the users point total. Then came the fun part of actually designing how the users would interact with it.
// Domino's Rewards.Design Scenarios
Like any digital project, one of the biggest challenges is accounting for all states and possibilities. The main component where this was relevant was the point-tracking widget - where the highest point tier you can redeem is 60, but your point balance can go up to 200. There are of course many other instances with varying states and scenarios to be accounted for, but this is mainly to say this project wasn’t a simple skinning of a UX wireframe, it took a lot of design thinking.
// Domino's Rewards.Landing Page
I was also tasked with creating a landing page detailing all the new features and changes to the program, which I executed using styling cues from the actual experience. Again, the challenge here was making something that felt clean and fresh within an older platform. You can check out the live page here.