Casey's
Evolving a digital ecosystem that connects ordering, rewards, and marketing into one seamless customer experience.
As a Senior UX/UI Designer, I partnered with Casey’s to continuously evolve their digital products across mobile and web. Rather than focusing on a single feature, I worked across multiple initiatives that supported customer engagement, online ordering, loyalty, and digital marketing.
From rewards and promotions to curbside pickup and ordering experiences, my role was helping create a consistent, customer-focused experience while strengthening Casey’s digital brand.
My Role
Designing experiences that connect products, marketing, and customer engagement.
I worked closely with product managers, developers, marketers, and researchers to deliver new features across Casey’s digital ecosystem.
My contributions included:
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UX and UI design
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Digital marketing campaigns
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Rewards and loyalty experiences
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Online ordering (OMS)
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Curbside pickup experience
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Custom icons and illustrations
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Interactive prototypes
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Design system contributions
The Opportunity
Keeping the experience consistent across a growing digital ecosystem.
As Casey’s continued expanding its digital products, new features were introduced across ordering, rewards, promotions, and fulfillment.
The challenge wasn’t designing individual screens—it was creating a consistent experience that felt unmistakably Casey’s, regardless of whether customers were ordering pizza, earning rewards, or interacting with marketing campaigns.
The Approach
Building one brand across many experiences.
Every feature was designed to feel like part of the same product ecosystem.
I focused on:
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Creating reusable UI patterns
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Extending Casey’s visual identity into the product experience
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Designing custom icons and illustrations that reinforced the brand
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Supporting marketing campaigns without disrupting the core user experience
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Balancing promotional content with fast, intuitive ordering
The Impact
My work helped Casey’s continue growing its digital ecosystem by delivering consistent experiences across customer-facing products and marketing initiatives.
The project contributed to:
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A more cohesive digital brand experience
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Consistent UI patterns across products
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Stronger customer engagement through rewards and promotions
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Improved ordering and pickup experiences
Styleguide
User Testing
Design
