Reward Machine

Overview

Reward Machine was high-traffic but lacked meaningful connection to loyalty. This presented an opportunity to turn it into a moment that reflects player status and progression.

I led the design and animation of a personalized experience branded to each user’s loyalty level, using motion and visual identity to turn a simple spin into recognition. The result transformed a routine interaction into a loyalty-driven moment that deepens engagement and strengthens retention.

Problem

How might we personalize the Reward Machine experience so that it not only delivers meaningful progression and excitement for our customers, but also reimagines the visual design, motion, and overall interaction to create a more dynamic, immersive, and emotionally resonant way to earn and celebrate rewards.

Solution

• Update all Reward Machine components to reflect the different levels of Rewards club
• Refresh the look and feel to a more modern and updated Reward Machine experience
• Update animations for a more fun, exciting and delightful experience

Design Decisions & Motion Strategy

I evolved motion from purely functional to expressive, transforming a routine interaction into an unmissable moment while ensuring it scales for future tentpole experiences.

• Shimmer animations built continuity with existing RM static animations, reinforcing brand consistency while elevating perceived quality.
• Trim path animations leveraged the neon design language and aligned with the broader Rewards Club motion ecosystem, ensuring cohesion across surfaces.
• Energy animations supported the new “machine” motif, using rotational movement to visually communicate momentum and reward activation.
• Camera shake and responsive icon movement introduced tactile visual feedback—adding delight today, with the opportunity to integrate haptics in the future for enhanced accessibility and multi-sensory feedback.

These motion decisions were strategic, not decorative. Each animation reinforced brand identity, aligned the ecosystem, and elevated a standard task into a memorable, high-quality experience.