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 DQ.com 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.
increased sign up completion
increased order location accuracy
decreased call volume
for receipt point redemption
designed solo and shipped on time
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.
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.
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.
“Jake has done a great job putting himself in the shoes of DQ in the creation of the receipt scanning screens and concepts for us. He was very receptive of our limitations and provided the best possible solution with what he was given.”
"Jake has been an integral part of the DQ team for as long as I have been on this project. He is incredibly thoughtful, hard-working, and a solid communicator with the rest of his team.
He is invested in not just the team's success overall, but in that each individual member is feeling uniquely successful. Not to mention, he is excellent at his craft as a designer!"
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.
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.
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 DQ.com and the app stores.
I worked closely with our Director of SEO to redesign the location detail page on DQ.com. 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.
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.
Food and Drink app
App Store and Google Play Store
loyalty accounts created
35% increase YoY 2021 vs. 2022
increased conversion rate
2022 vs 2023
increased organic search terms
2022 vs 2023
App Store Rating
90k+ reviews
Google Play Store Rating
40k+ reviews
Best Restaurant Website - Web Marketing Association WebAwards,
Webby Honoree - The Webby Awards,
Best Loyalty Program - Newsweek,
Winner in Six Categories The Communicator Awards
