Dairy Queen

Driving Outcomes for a Classic Brand


I had the honor of working with Dairy Queen on two occasions. Initially, I contributed to the redesign of the DQ native app as one of three designers, helping to create an award-winning product during the 5-month engagement. The following year, I undertook a 12-month role as the sole designer providing live support across the account. During this period, I focused on enhancing and innovating the website and the DQ app on iOS and Android. My efforts led to multiple periods as the #1 Food & Drink app in both the App Store and Play Store.

My Impact

65% ↑

increased sign up completion

55% ↑

increased order location accuracy

85% ↓

decreased call volume

for receipt point redemption

10+ features

designed solo and shipped on time

Taking DQ's digital footprint to the next level

After the initial launch of DQ's website and native apps, I performed a comprehensive audit of both platforms. I scored each item according to the RICE prioritization framework, identifying the enhancements that would drive the most ROI. The audit is still being used in conjunction with DQ's business goals to determine the project roadmap.

Getting users through account creation

Working closely with our analytics architect to pinpoint user drop-off, I hypothesized what was blocking users from getting through the entire sign up flow. I designed three phases of enhancements, the first of which targeted the specific pain points while minimizing scope and led to a 65% decrease in account creation abandonment.

Keeping customers from placing orders at the wrong location

The DQ Fan Relations team was reporting a high volume of complaints from users who had accidentally placed their orders at the wrong location. To help ensure users had the right location selected, I implemented a modal asking users to confirm their location at a key point in the order flow, resulting in a 55% reduction in complaints.

Driving loyalty with receipt scanning

Long on DQ's roadmap, I implemented the ability to scan receipts from previous orders, allowing customers to earn points if they forgot to scan while they were placing the order. This feature has resulted in an 85% decrease in Fan Relations requests about earning points from previous orders and driven more sign-ups to DQ Rewards.

Encouraging menu exploration on the web

I completely redesigned the web menu experience, pulling DQ Rewards and active promos to the forefront. I also consolidated the menu categories into one scrolling page to create a more engaging and explorative experience to increase average ticket size.

Unveiling the new DQ Rewards brand

With DQ's newly launched rewards branding, they needed app and web updates and matching marketing materials. I pulled the new brand language into the digital platforms and storyboarded this promo video to be used on and the app stores.

Helping customers find the right store

I worked closely with our Director of SEO to redesign the location detail page on Reimagining the hierarchy and using timely promos to drive visitors to the menu, this redesign uniquely encouraged increased traffic to DQ online ordering and brick-and-mortar stores.

Supporting customers with food allergies

DQ wanted to provide an easy way for customers to note allergens in the context of each menu item being ordered. I collaborated with the DQ legal team to ensure full compliance balanced with a streamlined experience.

Project Outcomes


Food and Drink app

App Store and Google Play Store

2 MM+

loyalty accounts created

35% increase YoY 2021 vs. 2022

46% ↑

increased conversion rate

2022 vs 2023

5 MM ↑

increased organic search terms

2022 vs 2023

4.7 ★

App Store Rating

90k+ reviews

4.5 ★

Google Play Store Rating

40k+ reviews

9+ awards

Best Restaurant Website - Web Marketing Association WebAwards,

Webby Honoree - The Webby Awards,

Best Loyalty Program - Newsweek,

Winner in Six Categories  The Communicator Awards

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Copyright © 2024 Jake Martin