TGI Fridays | App Redesign

Timeframe:

3 months

Client:

TGI Fridays

Summary

TGI Fridays approached us to redesign their mobile app as part of their strategy to strengthen customer loyalty and create a seamless digital extension of the restaurant experience. The goal was to modernize the app, highlight the brand’s personality, and make rewards and offers easier to access.

Our mission was to build a user-friendly rewards platform that not only encouraged repeat visits but also showcased the energy of the TGI Fridays brand. From $15 birthday vouchers to weekly wins and exclusive offers, the redesign aimed to deliver value upfront and keep users engaged.

With a focus on fast time-to-market, we streamlined the experience to validate user engagement quickly, measure adoption of key features (points system, vouchers, weekly deals), and iterate based on real-world feedback.

Team

1 Project Manager
3 Software Engineer
3 Marketing Manager
1 Product Designer

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Goals

Create a modern and consistent design system that reflected the bold and playful TGI Fridays brand.
Prioritize loyalty and rewards visibility, making it easy for users to find vouchers, track points, and redeem offers.
Enhance usability with clear navigation, clean layouts, and engaging visuals.
Improve retention by surfacing weekly offers and exclusive rewards that encourage repeat visits.

My Role

As the Product Designer, I:

Led the UX/UI redesign of the app, working closely with marketing and product teams.
Built component-driven layouts that allowed for scalability and consistency across screens.
Designed loyalty-specific features (points tracking, rewards hub, birthday vouchers).
Created annotated Figma files to hand over to developers, ensuring accurate implementation.
Collaborated with marketing on brand messaging to align visual design with campaign tone.

Key Features

Birthday Voucher: Users receive a $15 voucher as part of their birthday celebration.
Rewards Hub: A central screen showcasing offers, vouchers, and weekly deals.
Points System: Clear credit display and balance updates tied to user activity.
Weekly Wins: Time-limited offers like half-price ribs, steak nights, and wings specials, integrated into the app calendar.
Onboarding Flow: Simplified login and sign-up, encouraging more customers to join “MyFridays.”

Outcome

The redesign delivered a clean, high-energy, and engaging platform that matched the TGI Fridays identity while making loyalty rewards the hero of the app. By prioritizing usability and quick access to offers, the app became an effective retention tool, driving both repeat engagement and brand affinity.

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Navigating the realms of simplicity and delight, our redesigned TGI Fridays app doesn’t just digitize loyalty — it reimagines the dining experience. From birthday vouchers to exclusive weekly wins, the platform makes every visit feel like a celebration.

Built with speed, precision, and a bold confidence in user needs, this redesign transforms rewards into a seamless, joyful journey. With a fresh design system, intuitive flows, and an engaging rewards hub, we’ve created a digital companion that keeps guests coming back.

Cheers to loyalty made easy — and to building a platform where fun, food, and rewards meet.

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