Chipotle Rewards Redesign

Reimagining the Rewards user experience on the Chipotle app. View the Figma prototype.

The Background

The importance of a seamless, engaging digital rewards experience is clear especially when considering how critical mobile and online platforms are to Chipotle’s overall business:

• In July 2020, at the height of the pandemic, 60% of all Chipotle sales came through the app or other digital channels.
• By the end of Q3 2021, the Chipotle Rewards program reached 24 million members, rivaling Starbucks, which had 24.2 million at the time—despite Starbucks having over 10x the number of locations globally.
• In 2023, digital sales accounted for 37.4% of Chipotle’s total food and beverage revenue.
• Chipotle claims its Rewards program is among the fastest-growing loyalty programs in restaurant industry history.

As a real user of the app, it was fun to work through my own personal frustrations and pain points I had with the Rewards portion of the app. Below are my proposed recommendations on how I would improve the Rewards user experience!

Note: For the purpose of this case study, screens only pertaining to the Rewards program were designed and prototyped. All other screens were excluded.

The Conclusion

I realize that the current user experience may very well be by design in order to achieve certain business goals; however, I designed this case study under the belief that a company's reward program should exist to drive sales growth by attracting and retaining loyal customers through excellent user experience.

I believe that Chipotle has the potential to foster brand loyalty, improve customer satisfaction, increase digital engagement, and ultimately position itself as the industry leader in digital loyalty programs by implementing even just a few of these proposed design suggestions.