pub+
350+ pubs and growing.
90
k
total downloads
680
k
signups
25
%
Scan Rate
Project Overview
Role: Product Designer ( UX & UI )
Industry: Loyalty for Pubs
Timeline: 2023-2024 (Build → Launch→Continuous improvement)
Venues supported: 350+ (scaling)
Business impact: est: revenue increase 5.8%
Goals: The goal of the pub+ experience is to create a simple and intuitive system where users easily understand rewards, unlocking, and coins. It aims to sustain long-term engagement through surprise rewards, unlock moments, and gamified incentives. The experience seeks to encourage sign-ups by providing clear early value and a seamless onboarding process. It strives to be usable in real pub environments, accounting for lighting, noise, and connectivity. Another key goal is to build user trust through transparent data and privacy practices, while delivering locally relevant content and offers tailored to each venue. Finally, it aims to ensure rewards feel genuinely valuable, taking into account cost-of-living sensitivities.
App Overview:
pub+ is an app and loyalty program that rewards members with Deals, Benefits, Points and Coins, just for enjoying their local pub. And not just at one pub, but at over 350 ALH Hotels pubs across Australia.
Members earn 1 point for every $1 spent on food and drinks, and once a Points milestone is reached a reward in the form of ‘Coins’ is unlocked.
Gaming guests can register for a pub+ Play account to earn Points when gaming.
The Challenges
Encourage sign ups, reduce friction, support growth & gamify
The Process
Team structure & Planning
Team Structure
The team was structured into cross-functional squads comprising of planners, designers, and developers.
Initiatives were divided among the squads and planned, prioritised, and delivered within each financial year.
Benefits & Purpose
of Cross-Functional Squads
- Promotes cross-functional collaboration: Each squad has all the skills needed (planning, design, development) to deliver end-to-end outcomes without heavy handovers.
- Enables autonomy and ownership: Squads can make decisions quickly, iterate, and adapt to user or business feedback without waiting on other teams.
- Improves focus and accountability: Each squad is responsible for its own set of initiatives, making priorities clear and progress measurable.
- Supports iterative delivery: Working within financial-year cycles provides structure while still allowing agile sprints and continuous improvement.
- Enhances communication: Smaller, cross-disciplinary teams improve transparency, alignment, and problem-solving speed.
Meeting & Cadences
- kickoff workshops & regular cadences: align goals across business, design, tech, and marketing.
- Internal Brainstorming & Critiques: Collaborate to generate ideas, review work, provide feedback, and refine designs for alignment, quality, and innovation.
- Gather requirements & feedback: capture needs and iterate on designs.
- Map user flows & journeys: ensure experiences meet user and business priorities.
- Coordinate cross-functional teams: manage dependencies and third-party integrations.
- Track risks & decisions: address issues early and prevent scope drift.
- Maintain brand consistency: ensure visuals, tone, and UX are cohesive.
Squad Initiatives
Initiatives
- Welcome Screens
- Splash Loader
- Logo animation
- How it works
- Navigation animation
- Marketing Preferences
- Loading and micro animation effects
- Image gallery
- Clubs & membership
- Brand Amplification
My Tasks & Opportunities
- Welcome Screens
- Tasks applied: Onboarding flow design, visual identity integration, accessibility review.
- Goal: Create an engaging first impression that clearly communicates value and encourages sign-up.
- Splash Loader
- Tasks applied: UI design and motion design.
- Goal: Reinforce brand identity during load time and smooth the transition into the app.
- Logo Animation
- Tasks applied: UI Design, motion design.
- Goal: Add brand personality and memorability while maintaining performance and accessibility standards.
- How It Works
- Tasks applied: Information architecture, onboarding flow design, UI Design.
- Goal: Clearly explain earning, unlocking, and reward mechanics to reduce cognitive load and boost engagement.
- Navigation Animation
- Tasks applied: interaction design, motion design.
- Goal: Enhance app flow and wayfinding with subtle animations that make transitions feel fluid and intuitive.
- Marketing Preferences
- Tasks applied: Personalisation framework, privacy & trust design, feedback loop design, Information architecture, flow design, UI Design.
- Goal: Give users transparent control over communication preferences while enabling tailored experiences.
- Loading & Micro-Animation Effects
- Tasks applied: Performance and motion design, usability testing.
- Goal: Add delight and feedback through small, responsive animations that reinforce brand tone and system responsiveness.
- Image Gallery
- Tasks applied: UI design system, Performance and motion design,
- Goal: Visually showcase venues, events, and offers with accessible, mobile-optimised image displays.
- Clubs & Membership
- Tasks applied: Information architecture, flow design, personalisation framework, in-venue interaction flows, UI Design..
- Goal: Design membership tiers and club experiences that reflect user motivations and encourage loyalty.
- Brand Amplification
- Tasks applied: Visual identity integration, gamification design, marketing alignment,UI Design.
- Goal: Ensure every touchpoint—motion, layout, copy—reinforces the pub+ personality and connection to Endeavour Group brands.
Designing for pub+
Design & Delivery
Method
-
Discovery & Alignment – clarify goals, brand direction, and user needs.
-
Design System Integration – define scalable components and styles.
-
Design High-Fidelity: Enables efficiency by leveraging the design system to produce polished, consistent interfaces quickly.
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Collaboration & Handoff – work closely with devs for smooth implementation.
-
Testing & Iteration – review, refine, and update based on feedback
Reflections
Learnings : importance of a design system & keeper is such a cross-functional team
What I’d do differently: More post testing and iterating
Kudos & Awards
2025 Asia Pacific Loyalty Awards
• Best Overall Loyalty Program – Business to Employee (Winner)
• Best Overall Loyalty Program – Hospitality, Entertainment & Experience (Winner)
Australian CX Awards –
Shortlisted, Best Use of Technology to Revolutionise CX
2025 Australian Web Awards –
Finalist, Tech: Mobile App