Translate loyalty points into a sense of achievement through gamification, while ensuring the experience is functional, visually engaging, and resilient to interruptions.
Celebration Moment: Unlocking the Reward
Project Overview
Role: Product Designer
Industry: Hospitality
Goal: Design a gamified reward moment that celebrates users reaching 200 points and increases engagement with Food & Beverage offers.
Challenge: Translate loyalty points into a sense of achievement through gamification, while ensuring the experience is functional, visually engaging, and resilient to interruptions.
App Overview: pub+ is a gamified loyalty and rewards app for over 350 ALH Hotels across Australia. Members earn points on food, drinks, and gaming, which convert to redeemable Coins. The app includes location services, gamification, and seasonal promotions, built in a scaled agile environment with multiple cross-functional squads.
The Challenge
Users earn loyalty points through purchases ($1 = 1 point in F&B, $10 = 1 point in Pub+ Gaming). At 200 points, they unlock an exclusive reward — but the original flow lacked delight and motivation.
HMW (How Might We):
The Solution
Key idea: A reward takeover moment — a micro-interaction that interrupts the journey with a burst of anticipation and delight.
- A chest animation reveals exclusive, personalised offers when 200 points are reached.
- Users select one offer to apply toward their next F&B purchase.
- Unlocking mechanic: triggered by tapping, shaking the phone, or progressive coin build-up.
UI Design:
- Playful animations (confetti, glow effects, motion easing) to heighten excitement.
- Bright gradient palette paired with NightCap’s brand identity.
- Clear calls-to-action for offer selection.
- Accessible text contrast and large tap targets for all devices.
Then we took it one step further
Celebration moment holiday theming
Mission: Theme the gamification moments
Solution: To create celebration moments that line with some of Australia’s and international holidays to celebrate occasions such as Christmas New Year’s Easter Father’s Day Mother’s Day.
My Role: UI Designer – Created & team led themed moments to reflect holidays and celebrations. Designed, illustrated and animated.
Valentines Day
April Fools Day
Easter
Australian Tennis Open
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
Kudos
