Shaping and designing a new loyalty program for Sweetgreen that rewards guests with every purchase.
Role
Lead Product Designer
Timeline
July 2024 — May 2025
Platforms
iOS, Android, Web, Kiosk
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Earn 10 points for every $1 spent and redeem free menu items.
As the sole designer, I led the end-to-end mobile and web design for SG Rewards. I partnered with a core team of Product, Marketing, Brand, and Engineering to shape the loyalty program, define the brand direction, and bring it all to life throughout the digital customer journey.
In 2023, Sweetgreen launched Sweetpass, a two-tiered membership program. Although it resonated with existing loyalists, it alienated casual and prospective customers, which left them feeling under-valued.
Pivoting from a tiered membership to points was a marketing-led initiative to engage a broader audience and improve value perception.
Still in the early months since launching in April 2025, results show an increase in engagement and activation across digital and in-store channels.
80k
Increase in 90 day active members since launch (+5k to forecast)
110k
New members who have transacted
6.5%
Increase in loyalty sign-ins for in-store transactions