Turning Loyalty Into Habit:
Redesigning District Taco Rewards
Snapshot
Project: Redesign of District Taco’s loyalty program and in-app experience
Role: Lead designer
Platforms: Figma
Key Outcomes
Introduced a tier-based loyalty system that emphasized progress and repeat engagement
Positioned the mobile app as the primary driver of loyalty adoption and usage
Simplified rewards participation for both in-store and digital customers
The Problem & Opportunity
District Taco is a rapidly growing fast-casual brand inspired by authentic Yucatán flavors. As the brand expanded, its existing loyalty program was no longer supporting the brand’s growth goals. The program offered limited feedback or motivation, making it easy for customers to disengage or forget to participate. At the same time, District Taco had an opportunity to use its mobile app as a more active driver of repeat visits.
What Success Looked Like
A refreshed, easy-to-understand loyalty experience embedded directly in the app
Increased loyalty signups and participation
Clear incentives that encouraged repeat visits and ongoing engagement
Strategy & Approach
Conducted comparative analysis of successful loyalty programs in the fast-casual space to identify patterns that drive repeat behavior
Partnered closely with marketing and internal stakeholders to align on goals, constraints, and success metrics
Designed a solution that was proven, brand-aligned, and easy to deploy within the existing app experience
Design Highlights
Insight → Decision → Outcome
Insight
Through research and collaboration with District Taco’s marketing team, I learned that many rewards programs feel overly complex, which can discourage participation. For loyalty to be effective, it needs to feel enticing, easy to understand, and clearly beneficial to the customer.
Decision
We introduced a tier-based rewards structure, where customer spend accelerates progress toward higher tiers, creating a sense of momentum and long-term value.
Outcome
To align with the brand’s playful personality, each tier was named after chili pepper spice levels (poblano, jalapeño, habanero). I designed a clear informational view that explained the benefits and requirements of each tier, helping users quickly understand where they stood and what they were working toward.
Insight
Research also revealed that a major barrier to loyalty adoption was customers forgetting or skipping point collection during in-store orders.
Decision
We identified the need for a simple, prominent way for users to access their rewards during in-store ordering.
Outcome
I designed a “Scan QR” view that allowed customers to easily pull up their rewards ID and scan it at the register or kiosk, reducing friction and encouraging more consistent participation in the program.
Impact
The redesigned loyalty program shifted the experience from passive point accumulation to visible progress and motivation. By making the app the primary conduit for participation, the program became easier to use, more engaging, and better positioned to support repeat visits and long-term customer loyalty.
Reflection
This project highlighted the importance of designing loyalty systems that feel rewarding without being complicated. Looking ahead, I see opportunities to further increase engagement through gamification, introducing surprise-and-delight moments that reinforce brand personality while encouraging continued participation and repeat visits.