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D&B Play Rewards

Overview

Goal

The Dave & Buster’s and Main Event Rewards Program Refresh Project aimed to simplify and combine the loyalty programs of both brands. The new program reduces the structure from 9 tiers to 5, making it easier for members to understand and earn rewards. Members can earn points and advance through tiers across both brands. The project aimed to maintain each brand’s identity while providing a unified and attractive user experience.

Solution

The solution included a UX audit with user flow analysis, navigation structure review, and market research to find ways to improve. This involved creating a new program enrollment process for both app and web platforms and designing app wireframes that showcased member benefits at each tier. Additionally, design work improved how both brands were presented, making the platform attractive to highlight the new loyalty program and encourage members to take advantage of its benefits.

Scope of Work

  • Play Rewards — Dave & Buster's and Main Event app intro, showing level-up progress screens
  • User Experience — redesigning the marketing landing page, 36 components across 2 viewports and 2 brands
  • Visual Directions — exploring the visual potential of the program across 3 rounds and 12 iterations
  • Marketing Landing Page UI — the entry point to a new experience
  • Tiers UI — bringing the main feature to life across 6 components and 26 variants

Impact

The project created a web Marketing Landing Page that clearly introduces the new loyalty program. An app tiers page was also developed to show how users progress, helping to integrate the loyalty program across both brands. This was done through several rounds of UX wireframing to present the information effectively for users, and a visual design was added to make leveling up appealing and encourage user engagement.

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