In 2021, Burger King launched Club BK as part of its digital and omnichannel transformation strategy. The goal was to strengthen recurrence, better understand consumption habits, and use this data to offer more personalized experiences, rewards, and offers.

My role was to collaborate, in partnership with other professionals, in the definition of program rules, user experience, creation of the interface design and monitoring the application of focus groups to test the usability of the new app.

I worked on the construction of the program's digital experience, contributing to transform the rules for accumulating and redeeming points into a clear and functional journey. The work considered different points of contact of the experience and the need to connect convenience, personalization and relationship with the consumer.

The BK Club has become an important relationship and data collection tool for Burger King. By February 2024, the program had reached 15 million users, more than 2 billion points issued, and more than 16 million rewards redeemed.