DOMINO’S PIZZA

Ye-Kazan: A Rewarding Loyalty Program

A refreshed loyalty experience built to boost engagement and bring more value to every order.

Adem Ay

Founder & UX Director

With over 17 years of extensive experience, he offers innovative solutions at VOYA, guiding projects with a unique vision. Striving to achieve a perfect balance between aesthetics and functionality in every design, he prioritizes user satisfaction and the success of the company.

Pınar Susüzer

Senior Product Designer

Specializing in product design, she prioritizes user experience and places high value on brand identity. By achieving a balance between aesthetics and functionality, she delivers solutions tailored to user needs, creating unique experiences that reflect each brand's distinct image in every project.

Simay Kızıl

UI/UX Designer

Her journey in industrial design has given her a strong foundation in problem-solving and creativity, which she now channels into crafting intuitive and engaging interfaces. Every project is an opportunity for her to learn and grow, continually pushing the boundaries of what’s possible in digital design.

Fatma Nur Koyuncu

Sr. Product Manager

A user-focused product manager with experience in product management and development. Diligently works to understand user needs and deliver effective, design-driven solutions. Experience across various industries and a passion for design contribute to creating projects that are both functional and aesthetically strong. With a commitment to continuous learning and improvement, generates innovative ideas that support teamwork and enhance user experience.

Project Team

UX Director, Sr.UX Designer, Sr. Product Designer, Sr. Product Manager

FintechDigital PlatformUser Experience

Project Insights

Domino's Ye-Kazan was a long-standing loyalty program within Domino's, but it hadn't gained much traction among users.

The concept was simple: earn one slice with every order and claim a reward after collecting five slices. However, reaching that reward felt unclear and challenging due to a lack of transparency throughout the process. Users couldn't easily track how many slices they had or how close they were to a reward, which negatively impacted the overall experience.

At the same time, the UI needed to better reflect Domino's brand identity. Through detailed analysis, we identified several UX pain points within the existing flow. With a redefined reward and redemption strategy, our goal was to build a process that felt easier, more fun, and more intuitive for users.

By enhancing clarity at every stage and addressing user concerns, we aimed to create a trustworthy loyalty experience—one that would boost engagement and make every slice count.

Research and Planning

Assess the campaign and uncover user needs.

Competitor analysis, user feedback review, and data analysis were conducted. The shortcomings of the campaign and user pain points were identified, leading to the definition of design goals and user experience criteria.

Design and Prototyping

Design a clear and user-friendly reward experience.

Wireframes and UI designs were designed. Clear visuals and guidance were provided to help users easily track their progress. The design was modernized to meet current visual standards and aligned with the brand identity.

Handoff and Testing

Ensure accurate implementation and testing.

The design was handed off to developers, and user testing was carried out on prototypes. Improvements were made to ensure users could understand the flow and redeem their rewards effectively.

Launch and Monitoring

Launch the campaign and monitor its effectiveness.

The campaign went live, and continuous improvements were made based on user feedback and performance analytics. These insights helped refine the experience and increase overall engagement.

Explorations in Progress

We translated our insights into wireframes and concept designs aligned with the brand. Some ideas took off with bold exploration. Others landed right on target as part of the creative ride.

Learnings from the Past, Ideas for the Future

Through close analysis of user feedback and behavioral data, several key pain points were identified that impacted the campaign’s effectiveness. From unclear reward mechanics to limited visibility and inconsistent design, these insights have shaped clear, actionable ideas for improving both user experience and engagement moving forward.

Clear Rewards, Transparent Progress

Users can now track their rewards at a glance, see exactly how many slices they’ve earned, and know when and how to redeem them. This clarity makes the program more engaging and trustworthy.

Users couldn’t clearly understand their rewards or expirations, which reduced engagement. Analysis of feedback and behavioral data revealed unclear mechanics, limited visibility, and inconsistent design, leading to clear ideas for improving user experience and participation.

Previous Design

Easy and Transparent Reward Usage

Users now get clear instructions to use their rewards, easily track expiration dates, and redeem them smoothly during checkout for a better experience.

After earning rewards, users often didn’t know how or when to redeem them, causing missed opportunities and reduced effectiveness. Providing clear instructions, timely updates on expiration, and step-by-step guidance, especially at checkout, ensures rewards are applied easily and improves the overall experience.

Previous Design

UI and UX Design Aligned with the Brand

The campaign’s interface now fully aligns with the brand identity, making it easier for users to recognize and trust the design. Colors, typography, and style have been modernized and consistency has been ensured.

Clear Visibility into User Activity

Users can now view their actions within the campaign, clearly seeing their progress and earned rewards.

Users were unable to view their actions within the campaign, making it unclear where they stood or what they had earned. The redesigned interface now reflects Domino’s brand identity with cohesive colors, fonts, and visuals, while a modern and user-friendly design with clear icons improves clarity and increases engagement.

A clear activity log or reward history should be provided so users can easily track what they’ve done and what rewards are available or expiring soon.

From Old to New :

The Transformation of the Ye-Kazan

The new design delivers a clearer, more consistent, and visually improved experience, making the program easier to understand and more engaging for users.

Homepage Ye Kazan Badge Design

A Clearer and Easier Journey

Users can now clearly see the Ye-Kazan process as soon as they enter the app, quickly and effortlessly understanding which step to take next.

Fun and Clear Details

Instead of overwhelming users with unnecessary text, the design highlights the information they want to see and makes interaction enjoyable. This way, users can quickly access the details they need and take action with ease.

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Design Studio

VOYA Head Quarters

Maslak Mah. AOS 55. Sk. 42 Maslak
Plaza B Blok No: 4 D: 573 Sarıyer,
34485, İstanbul / Türkiye

VOYA Teknokent R&D Office

Üniversite Mah. Sarıgül SK. No: 37/1
Entertech Teknokent Avcılar,
34320, İstanbul / Türkiye

[email protected]

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