LOKE: Elevating a Global White-Label Loyalty & Ordering Experience
Designing a scalable platform across 250+ hospitality brands
Role
Senior Product Designer
Platform
iOS, Android, Web
Product
Consumer app
Project Timeframe
Dec 2024 - Aug 2025
Project Summary
LOKE’s core white-label platform powers loyalty and ordering experiences for 250+ hospitality brands across Australia, NZ, Singapore and the UK.
Over time, the consumer app had grown feature-heavy but structurally fragmented. Promotions were buried, loyalty lacked visibility, and the ordering experience felt visually underwhelming. For a platform designed to drive retention, visibility and engagement were not being prioritised.
At the same time, supporting 250+ white-label brands required balancing brand flexibility with platform consistency to ensure merchants could express their identity without compromising usability or visual quality.
The Challenge
As the Senior Product designer, my task was to redesign the core customer experience in a way that increased campaign visibility, strengthened loyalty engagement, and improved product discoverability - while remaining flexible enough to scale across multiple brands.
The Problem
User Needs
• No clear home experience after selecting a location
• Redeemable promotions and general announcements were mixed together, reducing campaign visibiliity
• Unintuitive navigation made it unclear how to start an order and where to find previously saved rewards
• Product presentation and description didn’t make items easy to scan when ordering
• The customer loyalty experience was underwhelming
Business Needs
• Promotional campaigns lacked visibility and clear hierarchy
• Weak product merchandising reduced sales impact
• Merchant branding was underutilised within the white-label structure
• The platform needed a scalable structure that worked across 250+ brands
• The loyalty program was not positioned strongly enough to drive retention
Research & Discovery
To understand key friction points, I exported App Store reviews using Appbot and used AI-assisted synthesis to identify recurring themes across our white-label apps. I conducted an audit of the existing Home experience to pinpoint navigation confusion and assessed whether users could clearly distinguish between redeemable promotions and general announcements. Competitor analysis provided additional context around common navigation patterns, ordering UI, and loyalty presentation. I also reviewed platform constraints to ensure any structural changes would scale across multiple brands.
Analysis & Planning
Content Rearchitecture & Navigational Model
To improve clarity and engagement, I restructured the app around clear primary destinations and introduced a persistent bottom navigation.
Defining Primary Destinations
Home - A central point for engagement and campaign visibility
Order - Product browsing, selection and checkout
Cart / Order Again / Add Payment - A context aware action tab
Rewards - Action-based promotions, saved rewards and benefits
More - Account, activity, payment methods and support
Artifacts - in carousel
• Bottom nav architecture diagram
• Home page wireframes with carousel + feed
• Reward tab split
• Context aware action tab - Simple UI
Persistent Navigation
With the new architecture defined, I introduced a persistent bottom navigation to clearly separate promotional content, loyalty, ordering, and account functions - removing uncertainty around where to start.
Context Aware Action Tab
The central navigation tab dynamically updates based on user state - surfacing Cart when items are present in the checkout, Order Again for returning users, and Add Payment for first-time customers.
Home Experience Redesign
With the navigation model in place, I redesigned the Home experience to prioritise engagement, clarity, and actionability.
1. Promotion & Content Hierarchy
I regrouped content based on intent, separating redeemable promotions from informational cards. This created clear visual distinction between actionable and passive promotional content
• Merchant's top 3 redeemable offers are displayed prominently in a carousel
• General announcement content moved into a structured vertical feed
2. Loyalty Visibility & Engagement
A future enhancement on the roadmap introduced a loyalty balance slider at the top of the Home experience to strengthen visibility and reinforce value.
Product Presentation Improvements
Beyond structural changes, the ordering experience required stronger visual merchandising to better showcase products and increase conversion.
1. Product Card Redesign
The original product cards used rectangular layouts with small images and truncated descriptions, resulting in excessive white space and low visual impact.
Solution
• Redesigned card into a vertical stack layout with the product image on top to maximise image prominence
• Descriptions were moved below the image to improve readability, and truncation was replaced with dynamic text wrapping to maintain consistent card heights across the grid.
2. Handling Missing Product Images
Many merchants did not upload imagery for all products, resulting in empty white space and an inconsistent browsing experience. We needed a more visually appealing solution to cover this common use case.
Improvements
• Introduced structured placeholders for missing images using the merchant's accent font and brand primary colours
• Ensured consistent card proportions regardless of content availability
• Ensured a consistent visual standard across 250+ brands.
Visual System & Brand Flexibility
With structure and hierarchy defined, the UI was refined to strengthen brand expression while maintaining consistency across the white-label platform.
1. Brand Adaptability
• Headings and button labels use the Merchant's chosen brand accent font
• Custom primary and secondary accent colours are used strategically for icon and buttons
• Layouts are kept consistent between all pages regardless of brand styling
• Customisation was intentionally limited to key brand elements to maintain visual consistency and usability across 250+ brands
2. Component Consistency
• Standardised product card patterns
• Unified and improved promotion card styling
• Introduced clearer spacing and hierarchy rules
3. Visual Hierarchy Improvements
• Stronger image prominence in the ordering experience
• Clear distinction between actionable and informational content
• Improved typography scale for readability
Outcomes
The first phase of the LOKE Loyalty & Ordering redesign launched on mobile in August 2025, followed by web in January 2026. The loyalty card and rewards experience will continue to evolve through iterative improvements.
Impact
The redesign established clearer engagement pathways, strengthened merchandising, and introduced a scalable navigation foundation across 250+ branded applications over mobile and web platforms.
Following rollout, app reviews and stakeholder feedback reflected improved UI clarity and usability, validating the structural and visual enhancements.
Shortly after release, LOKE secured a major quick service restaurant (QSR) client - Town & Country Pizza & Pasta (15 locations, $32M annual revenue) - who are in the process of adopting online ordering, loyalty, and LOKE Terminal across every site. This partnership represents a significant milestone for the APAC region and reinforced the platform’s commercial credibility.
Testimonial
"This looks amazing! Something to be super proud of all involved. Great work Ari!
Tom Booth - Director at LOKE
Testimonial
"New app looks good!"
New Zealand Venue Co
© 2026 by Ariana Yeung