Designing a Cross-Brand Loyalty and Checkout Experience for Millions of Guests
Creating Consistent and Accessible Digital Experiences Across Distinct Restaurant Brands
Inspire Brands, the parent company of Buffalo Wild Wings, Sonic Drive-In, Arby’s, Jimmy John’s, and Dunkin’, aimed to unify its digital ecosystem through an updated loyalty and checkout experience spanning web and mobile. Each brand had its own visual identity, user base, and legacy systems, which made it challenging to deliver a cohesive, accessible experience across all platforms. As Senior UX Designer, I led design efforts focused on loyalty checkout flows, homepage enhancements for Buffalo Wild Wings, and cross-brand rebranding initiatives. The goal was to improve usability and brand cohesion while ensuring all designs met accessibility standards and supported the business’s digital growth strategy.
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A Unified Loyalty Experience and Modernized Digital Presence
I designed a modular loyalty and checkout flow that supported five distinct restaurant brands within the Inspire Brands portfolio, ensuring consistency in interaction design and accessibility while preserving each brand’s visual identity. Partnering with design system and product teams, I created scalable web and app components that improved checkout speed, customer retention, and overall user satisfaction. I also contributed to Buffalo Wild Wings’ homepage redesign and rebranding initiatives, helping modernize the digital experience across Inspire’s restaurant ecosystem. The updated interfaces met accessibility standards and reflected the company’s growing commitment to inclusive, user-centered design. These efforts streamlined checkout experiences, strengthened brand cohesion, and delivered scalable patterns that balanced individuality with a shared UX foundation.
