Case Study

Kum & Go &Rewards Loyalty App

My Role: Sr. UX Architect

  • Heuristic Analysis (UX)
  • Competitive Analysis
  • Stakeholder Interviews
  • Wireframes
  • Flowmaps
  • Notification Strategy Planning
  • Requirement Gathering
  • Information Architecture Sitemapping
  • Design Thinking Workshop


About Kum & Go

Kum & Go is a convenience store chain primarily located in the Midwestern United States. The company, based in West Des Moines, Iowa, operates over 400 stores in 11 states—primarily in its home state of Iowa. Other states include: Missouri, Arkansas, Oklahoma, Nebraska, South Dakota, Minnesota, Montana, Colorado, and Wyoming. Kum & Go was ranked as the 23rd-largest convenience store chain in the United States by Convenience Store News in 2010.


Taking Kum & Go &Rewards App to The Next Level


The goal was to redesign the Kum & Go app (mobile and web) and align it with the business’s 2018 roadmap. The most important goal for K&G was to introduce elements of dynamism, surprise and delight in the new experience that would lead to customer engagement.

To help with this project, I was brought in by and for Mobiquity, a digital engagement provider that helps the world’s leading brands show they care to the people who matter most.


From kick-off to final release, we followed an agile process. We started off with a face-to-face read-out at Kum & Go headquarters with stakeholders that involved Competitive Analysis and Heuristic Analysis (UX and UI) of the current app along with some rough concepts of the new design.

Project Timeline

4 Months


Design Thinking Workshop

Before diving directly into design, we conducted a design thinking workshop (on a much smaller scale – 2 days) to gather requirements, understand customer pain points and talk about the overall process at our Philly design center. The workshop included key client stakeholders from Marketing & Development.

Since we had a very tight schedule, we focused mainly on value proposition mapping for gamification (how can we make the app more engaging for the customers with the help of gamification, keeping personas in mind), notification strategy planning (how can notifications play a major role in creating excitement and engagement – the what, why and how), visual design directions (different mood boards, imagery, etc.) and card sorting (to evaluate the information architecture of the apps).

Sprint Planning

After the workshop, we sat down together to go over the information captured during Design Thinking session. We leveraged the information provided by the client to develop sprint planning strategy. Then we broke down the features in respective sprints and backlog, got approval from client, and began executing the next steps in the process.

User Experience

Based on the features in each sprint, I began my process of gathering requirements; creating wireframes with annotations and flowmaps (where needed); keeping the devs and the team in loop; and reviewing with the client for final approval. The goal was to make the end customer feel engaged with the feeling of instant gratification and delight in the app.

The same process was followed for the web app where I would create wireframes for the features and evaluate internally and externally for final approval so that the UX designer could take them over to continue with the progress.

The goal with the redesign for the web app was to make it look and feel the same as the mobile app, but since the web had more real estate, we kept some content visible without making the experience feel wonky or out of place.

From an experience perspective, compared to the earlier version, the screens had a lot going on: the ability to select a reward involved two taps with a lot of clutter in general. With the introduction of carousel for selecting rewards; card layout for active clubs and challenges; and making sure people don’t miss out on offers and celebrations via notifications; the new experience makes the app feel more intuitive, user friendly and easy to use.

Final Outcome

UX/UI Redesign Goals Achieved

The new Kum & Go UX/UI achieves the goals set out by the client: it’s got all the ingredients of dynamism and engagement. The uncluttered screens feel both modern and intuitive, and keep the core functionality at the center of the design. I really enjoyed working with this challenging project.


“Very excited and happy where the app is now from where we were. It functions exactly how we had pictured it in our head. It’s awesome! Can’t ask for more than that.”

Kum & Go