Work / Loyalty
Punchh
A white-label mobile framework powering hundreds of restaurant apps—dated next to competitors, right as delivery volume exploded.
The challenge
Punchh’s framework served everyone from quick-service chains to upscale restaurants. Some needed complex rewards; others needed deep food customization. One system had to stay usable and feel current for all of them.
As the sole mobile designer I owned the product from research to UI. Competitive analysis showed what “modern” meant in food apps—not to copy, but to learn the patterns people now expect. Research mapped journeys from deals to customization to rewards. Prototypes tested how far we could modernize without breaking white-label flexibility.
The solution
I split brand-neutral structure from customizable brand elements. Navigation, hierarchy, and actions follow modern mobile conventions. Colors, logos, imagery, and menu structure can change without breaking the bones.
Rewards flex across points, punch cards, and tiers. Customization covers simple add-ons and build-your-own. Expected features—nutrition, favorites, reorder, checkout—were designed to live inside that same structure.
When delivery orders surged, restaurants on Punchh could offer an experience on par with category leaders without giving up their brand. The framework moved from “functional at minimum” to genuinely competitive.