Dave & Buster’s isn’t just a place to play—it’s a neon-lit, high-energy world of competition, camaraderie, and celebration. Tasked with translating this electric in-venue energy into the digital space, I led the UX and visual transformation of their loyalty and food service apps, reimagining the experience to make every visit feel like a win. Building upon the foundational D&B brand identity developed by Mother Design, my team extended its vibrant visual language into the product space, crafting a digital ecosystem that felt as dynamic and immersive as the IRL experience. The challenge wasn't just to modernize and improve CX functionality, but to amplify the rush of play—turning routine interactions into moments of excitement, engagement, and reward.

We also helped to design a custom badge system and motion kit that celebrated player achievements, fueling deeper engagement and brand loyalty. Every interaction was designed to channel the thrill of competition, from game-inspired animations to seamless reward tracking that made progress feel tangible and exciting. The client was deeply invested in capturing the spirit of being inside a Dave & Buster’s, and we ensured the app reflected that—delivering bold, energetic content that resonated with users and kept them coming back. By streamlining the platform and injecting it with a sense of play, we created an experience that was an extension of the brand’s core promise: bringing people together through the joy of gaming.