Overview
In 2023, Denny’s set out to modernize its digital rewards system as part of its broader brand revitalization. The goal was to attract a younger, digitally savvy audience while maintaining loyalty from existing customers.
As the Lead UX designer on this project, I defined the user flows and experience strategy for the new Denny’s Rewards Challenge system, a gamified approach to earning discounts and perks.
Working closely with stakeholders, product managers, and the UI team, I designed UX flows and wireframes that would later be handed off for UI development.
Role
Lead UX Designer
Contribution
User Personas, User Flows, Wireframes, Cross-team collaboration
Timeline
4 weeks, 2023
Gamifying Denny’s Rewards
Designing a Reward System That Keeps Diners Coming Back
The Challenge
Denny’s had an existing offers system, but it lacked engagement, users would claim deals but had little incentive to return consistently. The new Rewards Challenge System aimed to:
Increase participation by making rewards feel more interactive and personalized.
Encourage repeat visits through progress tracking and milestone incentives.
Create a seamless in-person & digital experience by allowing diners to check in at restaurants and track progress online.
How might we create a more engaging and seamless rewards experience that encourages participation, simplifies tracking, and drives repeat visits?
PROBLEM STATEMENT
Understanding the User
Because our stakeholders wanted to focus on attracting a younger audience while maintaining loyalty from existing customers, it was crucial to understand who the users are, why they engage with rewards, and where their pain points occur.
To ensure the new system resonated with both frequent diners and casual visitors, I conducted a short survey and user interviews to understand how different customer segments interact with rewards.
From this research, I identified two primary user personas:
The Loyal Denny’s Diner – A frequent visitor who values predictable, hassle-free rewards but prefers low-effort engagement.
The Casual Visitor – A younger, less frequent customer who engages with gamified, time-sensitive challenges and seeks instant gratification.
Defining the Strategy Moving Forward
Before the introduction of gamification and challenges, Denny’s Rewards functioned as a basic offers system, where users could redeem deals but had little incentive to engage beyond occasional discounts. While this system provided some value, it lacked the excitement and motivation needed to keep users actively participating and returning more frequently.
My research revealed four key pain points that prevented users from engaging with rewards effectively:
Lack of Visibility: Users forgot to check their rewards because they weren’t easily accessible.
Low Motivation to Engage: Without an interactive element, users didn’t see the benefit of participating regularly.
Unclear Progress & Incentives: Users had no way to track their activity, making rewards feel disconnected from their dining habits.
No Engagement Beyond Redemption: Once a reward was redeemed, there was no compelling reason to stay engaged until another offer appeared.
I aimed to transform the rewards system into something more engaging and habit-forming, my goals were:
Encourage Repeat Visits – By rewarding progress over time, rather than one-time redemptions.
Make Rewards More Fun & Interactive – Using gamification principles to keep users engaged.
Provide Clearer Tracking & Motivation – Ensuring users always know their progress and next steps.
Drive a Stronger Connection Between Visits & Rewards – Giving users a reason to check their app more frequently.
With these ideas in mind, I designed user flows that seamlessly integrated check-ins, challenge participation, progress tracking, and success/failure outcomes, creating a more dynamic and rewarding experience for both frequent diners and casual visitors.
User Flows