Role
UI/UX Designer
Team
2 UI/UX Designer - 1 PM
Timeline
2 Months
Platform
Mobile App
Link
Status
Completed
01 — Overview
AB InBev is the world’s largest brewing company headquartered in Belgium. Known for its extensive global portfolio, AB InBev owns and manages a variety of popular beer brands, including Budweiser, Stella Artois and Corona. The company operates in over 50 countries and is renowned for its large-scale production, innovation, and global reach. Marketed as “The King of Beers,” it’s a staple at sports events and celebrations across the globe.
This project is protected by a Non-Disclosure Agreement (NDA), so I can only share the full case study upon request. However, the images below highlight some of the polished visuals featured in the live product.
02 — The Problem
AB InBev wanted to create a loyalty experience that could turn everyday and occasional purchases into meaningful customer engagement. The challenge was to design a simple way for users to earn, track and redeem loyalty points through multiple touchpoints - including purchase bills, bottle crowns, and QR codes on can tabs.
The experience also needed to support referrals, rewards from 30+ partner brands and product updates, while keeping the journey simple and engaging.
A major challenge was designing within India’s strict regulations around alcohol marketing and user engagement, which made user research, communication and product design more complex.
Our goal was to create a compliant, easy-to-use loyalty platform that encouraged repeat engagement without compromising the brand experience or regulatory requirements.
03 — My Role
On Cheers Club, I designed the loyalty app experience for one of the world’s largest brewing companies, balancing playful brand energy with everyday usability.
Concept Design
Explored how loyalty and rewards could feel playful without feeling gimmicky.
Interaction Design
Designed reward redemption, scanning and points flows end-to-end.
Design System
Built a bold, brand-forward design system that scaled across features.
Stakeholder Presentations
Presented concepts directly to brand and marketing stakeholders.
04 — Research
We started with a discovery workshop to understand the business and user pain points, identify key business goals and define the problems we needed to solve.
From there, we conducted desk research to understand the business, market, competitors and user needs. We also used a combination of qualitative and quantitative research to validate assumptions and uncover deeper user pain points.
Thoughtful UX helped create a more engaging experience while making the content and product offerings easier to explore.
05 — Information Architecture
The architecture keeps rewards, points and redemption close together so members can act on offers without extra navigation.
06 — Design System
Cheers Club’s design system leans into bold color and playful motion, matching the brand’s social, celebratory tone.
Typography
Colour
Modern style
Icons
07 — Final Output
The final app turns everyday purchases into a rewarding, playful loyalty experience for members.
08 — Impact
Since launch, member engagement with rewards and redemptions has grown steadily.
Conversion Rate
1% → 5.5%
Engagement
0% → 37%
New User
100+
Redeeming rewards
60%
09 — Reflection
Designing a loyalty app reminded me that fun and usability aren’t opposites - they need each other.
Playful needs structure
Bold visuals still needed clear, predictable flows underneath.
Rewards need to feel earned
Small delight moments made redemption feel more rewarding.
Brand energy is a constraint
Staying true to brand tone shaped nearly every UI decision.
Simplicity drives repeat use
The simplest redemption flow saw the highest repeat engagement.