Chubby Club
Introduction
Chubby Club is the digital hub for Chubby Group's high end US restaurants, covering dining discovery, points, rewards, and tiered membership. The existing app had two compounding problems. Customers couldn't tell what benefits they actually had, what a paid membership added on top, or how the reward structure worked at all. And redemptions relied entirely on manual staff verification, with no tracking tied to actual visits, creating real fraud exposure and slowing down service.
We led the end to end redesign: brand identity, design system, discovery, benefits and rewards, server tooling, and manager dashboards.
Process
Putting Every Benefit in One Place
The single most common complaint from the existing user community was that benefits were scattered with no way to see them all at once. We consolidated Home and Explore into one discovery hub, then built a dedicated My Benefits page unifying points, tier status, and Lifetime Passes, while giving Chubby Club room to surface membership upgrades without it feeling like an ad.
We also fixed a specific point of confusion: Tier Progress (earned through dining, non-spendable, a status indicator) versus Spendable Points (a real redeemable balance) had never been clearly distinguished. Contextual info icons now surface the distinction on demand, and a unified history timeline consolidates visits, claims, redemptions, and benefits into one structured view, with clear status indicators showing whether a reward has already been used.
Redesigning Discovery Beyond the Map
The old discovery experience was map only, and slow. We optimized map performance and added a list view alongside it, plus filtering by cuisine, distance, price, and real time availability, giving users a faster way to scan and compare restaurants without being locked into map interaction.
An Account Page That Works Like a Dashboard
The old Account page was a flat list. We rebuilt it as a modular bento layout surfacing membership status, rewards, and benefits at a glance, with visible user tags reinforcing identity and progress. The redesign contributed directly to a measurable lift in click-through to Lifetime Passes.
A Secure Redemption Flow for Servers
Working closely with the project and engineering leads, we designed a Server Mode built into the same app staff already used as customers, toggle into Server Mode, scan or manually check in a customer, and redeem rewards directly against their real loyalty profile. This replaced a manual, visual-only verification process that had real fraud exposure, and removed the guesswork over whether a reward had already been redeemed.
Dashboards Scoped to Each Role
The legacy manager dashboards showed the same cluttered view to Location Managers, Group Managers, and Executives regardless of what each role actually needed. We rebuilt the dashboard architecture around role based relevance, so each stakeholder sees only the tools and data tied to their actual responsibilities.
Conclusion
The redesign was validated through a controlled one month pilot: 100 users across 5 restaurants, split across non-members, mid-tier, and top-tier members, with feedback gathered through in-app analytics, server questionnaires, and the brand's active Discord community. The results: a 31 percent increase in point spend and benefit redemption, a 23 percent increase in paid membership conversion, a 29 percent increase in average session length, a 46 percent increase in click-through to Lifetime Passes, an 82 percent approval rating from servers, and a 99 percent approval rating from customers.
