The Payoff: What Did We Bake?
#1 App of the Day in the HK App Store (Free App category)
25,000+ new members onboarded in just two months
3+ new product modules shipped, boosting the product's value
Featured in ulifestyle
The Goal: Turn Popularity Into Loyalty
The queue outside Bakehouse was a sign of success, but also a bottleneck. We needed to move beyond simple points and create a tool that would:
Reward the brand lovers.
Streamline the experience for "grab & go" customers.
Manage the dine-in queue efficiently.
Strengthen the overall brand community.
Our Design Recipe: A Frictionless Journey
1. The Brand Oven: Baking European Charm into the UI
The app needed to feel as warm and artisanal as the bakery itself. After studying their brand assets, I used their signature illustrations and patterns to create a cohesive interface. Integrated their mascot to guide users through different functions. This makes the app felt authentically "Bakehouse," strengthening brand recognition and trust.
2. The Loyalty Engine: Points, Missions & Shareable Gifts
We turned simple transactions into an engaging ritual. Using the existing loyalty system, we made sure members can earn points via purchases and missions, redeem rewards, and introduced digital gift cards with customizable designs and a delightful unlock animation for recipients. This Increased customer retention and created a powerful, shareable tool for organic customer acquisition.
3. The Queue Buster Enhancement: Pre-Order & Virtual Queuing
In order to achieve operational efficiency, we further enhanced the app by integrating with Eats365 for pre-ordering and designed a virtual queuing flow that provided live updates and reminders to improve customer satisfaction for both takeaway and dine-in services.
Building to Scale: A Foundation for Future Growth
This project was about more than one app; it was about enhancing the core product.
I documented all new UX flows and edge cases for clarity and speed in development.
We carried out a robust UAT checklist to ensure design fidelity upon launch.
Most importantly, the 3 new modules (gift cards, pre-order, queuing) were formally added to the white-label product, making it more competitive and valuable for every future client.
Key Learnings: Architecting Within a System
This project honed my ability to design within technical and business constraints. It reinforced how to:
Map complex third-party ecosystems by analyzing available data to design seamless integrations.
Translate strategic business needs into feasible technical designs, balancing vision with platform stability.
Architect scalable, reusable components within a white-label framework to serve current and future clients.
