Designed an end-to-end customer engagement journey for the Royal Perks loyalty program to drive more frequent and intentional purchases from Burger King. The journey included automated emails and notifications for onboarding, level status updates, and personalized offers, all triggered through the Braze CRM platform.
Role
Lead Designer, collaborating closely with the marketing team and a copywriter (with some writing contributions of my own). And yes, I enjoyed a few free burgers along the way!
Design process
- Mapped out user flows for different engagement levels and corresponding email triggers.
- Designed a suite of email and app notification variants.
- Adhered to BK’s brand guidelines while pushing the limits with playful typography and illustrations.
- Conducted multivariate testing on subject lines, content variations, and timing for optimal delivery.
Outcomes & Results
- Increased customer engagement by up to 29%, outperforming the control group.