Loyalty Integration
Designing OwnersBox’s first compliant external loyalty integration
Team
1 Product Designer (me)
2 Product Managers
2 Developers
Focus
Partnership Compliance
Trust & Clarity
Information Architecture
Timeline
2 weeks
Overview
Designing a compliant loyalty integration between a regulated DFS platform and Kroger’s legacy Fuel Points rewards system.
This was OwnersBox’s first external brand partnership. I led the product and design architecture for integrating Kroger Fuel Points, balancing strict legal compliance, partner branding requirements, and loyalty logic within the existing DFS platform.
The integration introduced a new acquisition channel via Kroger affiliated establishments and required immediate user trust to drive account linking at launch.
Problem Definition
Users are hesitant to link third-party accounts without strong trust signals and brand recognition.
Kroger’s Fuel Points rules are legally constrained and operationally complex, but needed to feel simple and transparent to DFS users.
The integration had to operate as a self contained system without altering core OwnersBox navigation or gameplay flows.
Opportunity
Create a high trust, auditable loyalty experience that delivers real world rewards while meeting 100% of partner compliance requirements.
Business Goals
Success was defined by achieving compliance and ensuring the user understood the mechanics of the rewards immediately.
Drive Account Linking
Maximize account linking conversion at launch and enable user acquisition from Kroger-affiliated channels.
Increase Retention
Increase retention through real world rewards tied to DFS activity.
Partnership Success
Launch OwnersBox’s first major brand partnership on schedule and fully compliant.
User Goals
Fast Onboarding
Connect a Kroger account in seconds.
Clear Value
Instantly understand how Fuel Points are earned.
Auditability
Access a chronological, trustworthy log of earned points.
Constraints & Scope
The project was executed under tight constraints that shaped the final solution.
All copy and imagery used Kroger approved terminology and imagery.
Strict adherence to Kroger brand guidelines to establish immediate trust.
The feature functioned as a dedicated loyalty hub without altering core DFS navigation or flows.
Research and Analysis
Given the 2 week timeline, I prioritized pattern validation over exploratory discovery, auditing established loyalty systems across retail, airlines, and e-commerce platforms.
High trust loyalty systems clearly separate earning actions from reward balances and provide a chronological, auditable activity history. This insight directly informed the decision to design a dedicated Fuel Points Activity Log.
Solution & Design Process
I designed a dedicated loyalty hub structured around three core screens:
Account Linking & Eligibility
By pulling down the Homescreen of our app users are presented with this Kroger Play screen, encouraging them to connect their Kroger Account.
Clear confirmation states and Kroger-brand was the key focus here.
Earn vs Spend Overview
A simplified mental model translating complex rules into understandable actions.
Fuel Points Activity Log
A chronological, auditable record of earned points to reinforce trust and transparency.
Stakeholder Success & Impact
The designs were reviewed directly with Kroger stakeholders, including product and legal teams. I presented the system architecture, interaction logic, and compliance rationale to support approval and integration planning.
Time-to-Market
Delivered a partner ready integration in 14 days with only minor legal adjustments unrelated to UX logic.
Strategic Foundation
The architecture now serves as the baseline for future third-party integrations at OwnersBox.
User & Business Value
Enabled new user acquisition through Kroger-affiliated establishments and introduced tangible rewards into the DFS experience.
This launch marked the beginning of OwnersBox’s external brand partnerships.
~22% increase in new users during launch through Kroger affiliated establishments.
Takeaways
Compliance heavy integrations demand designing for auditability first, usability second.
Trust is earned through brand fidelity and structural clarity, not persuasive UI patterns.