cjy
Pizza Hut: Enhancing Hut Rewards
Role: Experience Designer
Agency: T3/Material Plus
Timeline: Mar - Jun 2021
project overview
Pizza Hut sought to make strategic, high-impact improvements to their existing Hut Rewards landing page and dashboard. Analytics and baseline testing revealed a significant drop-off during registration and low engagement on the rewards dashboard, indicating friction and unclear user value.
Our team was tasked with uncovering key pain points and applying UX strategies to boost sign-ups, engagement, and redemption rates—while ensuring a seamless, on-brand experience across the platform.
results and impact
12%
reduction in
registration drop-off
9%
increase in
rewards redemption
17%
growth in overall engagement across rewards ecosystem
While the changes were intentionally scoped as small, strategic enhancements, the results validated the impact of targeted UX improvements. From the start, both the team and the client aligned on focusing on achievable wins within the project’s timeline and scope.
The client was satisfied with the outcomes and recognized strong potential to expand upon the work in subsequent phases - building on identified opportunities to further optimize the rewards experience.
discovery process
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Baseline Testing & Survey Results
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Current State Analysis
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Competitive Analysis - Domino's, Starbucks, Dunkin' Donuts, Chipotle, etc.
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Landscape Analysis - Sephora, Target, Best Buy, etc.
current state data analytics
Hut Rewards - Landing Page
Hut Rewards - Dashboard
competitive analysis snapshot
competitor analysis key themes:
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Simple, straightforward rules
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Scannable content with minimal copy
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Action-oriented (“Earn Now”)
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Easy reward redemption process
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Gamification and personalization add delight and generate excitement
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Honest, transparent, fun tone
key discovery findings
hut rewards landing page
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Desktop users slightly outperform mobile (56% vs 44%), with a 35–38% bounce rate and average time on page under 30 seconds—indicating users quickly scan for key info.
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The page primarily serves existing members (80% of desktop actions were logins), with limited sign-ups from new users.
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A lower login completion rate on mobile suggests usability friction or low perceived value.
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With users spending under 30 seconds on-page, the value proposition and CTA placement must be immediately clear.
hut rewards dashboard
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Despite engagement, fewer than 20% of users redeem available rewards, indicating a lack of visibility or motivation.
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Many users exit the dashboard to return to active orders rather than explore or redeem rewards.
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Frequent address edits suggest usability issues or mistrust in saved address accuracy
optimization opportunities - prioritized
design solutions: hut rewards landing page
To reduce friction and capture user attention earlier, the landing page was redesigned to be cleaner, clearer, and more visually engaging.
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Reduced Copy & Clear Hierarchy: Simplified content and bold section titles made the value of Hut Rewards immediately clear.
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Visual Engagement: Added appetizing imagery for faster recognition and stronger emotional appeal.
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Streamlined Layout: Reorganized the rewards display into a more linear, scannable format—especially improving clarity on mobile.
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Improved Access Points: Introduced an additional sign-up/login button at the bottom of the page to capture users who scroll through the entire experience.
Original State
Final Design
design solutions - hut rewards dashboard
To increase engagement and reward redemption, the dashboard experience was redesigned around clarity, visibility, and motivation.
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Progress Tracker: Added a clear visual indicator of how close users are to their next reward to encourage ongoing participation.
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Enhanced Visual Recognition: Larger reward images help users quickly identify items and feel more connected to the benefits.
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Improved Accessibility: Increased touch target sizes for easier mobile navigation and overall usability.
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Stronger Calls to Action: “Redeem” buttons were made more prominent and strategically placed near reward visuals.
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Expanded Benefits Section: Introduced a “More Great Benefits” area with CTAs to popular actions (including address management), keeping users engaged within the ecosystem.
Original State
Final Design
final results and impact
🍕 12% reduction in registration drop-offs
🍕 9% increase in rewards redemption
🍕 17% overall engagement growth across the rewards ecosystem
While changes were intentionally scoped as small, strategic enhancements, the results validated the impact of targeted UX improvements. From the start, both the team and the client aligned on focusing on achievable wins within the project’s timeline and scope.The client was satisfied with the outcomes and recognized strong potential to expand upon the work in subsequent phases—building on identified opportunities to further optimize the rewards experience.
appendix: design explorations
hut rewards landing page
desktop
hut rewards landing page
mobile
hut rewards dashboard
desktop
hut rewards dashboard
mobile
