Chipotle Customer Journeys
Turning complex loyalty data into rich, real customer stories, an on-brand, data-driven motion system animated across the Chipotle Rewards experience, built to make milestones feel alive, playful, and personal.
OutcomeA reusable motion system that turned raw analytics into shareable stories, making loyalty milestones feel human and reinforcing Chipotle as a digital-first brand.
The Challenge
Chipotle was rapidly evolving from a restaurant chain into a digitally driven brand. As Chipotle Rewards grew past 18 million members, the goal wasn't only to keep members engaged, it was to surprise and delight them with experiences that felt alive, playful, and personal.
The challenge was clear: take complex reward data and turn it into engaging customer stories that reflect the unique experience of being a Chipotle Rewards member, the milestones, the numbers, the journey, without ever feeling like an analytics dashboard.
- Rapid Storyboarding
- Visual Explorations
- Motion Design
The Motion System
I designed and animated the motion graphics across the key experiences of the Rewards Analytics program. Working closely with the brand and CRM teams at GALE, I built a motion system that was on-brand, dynamic, and data-driven, a consistent visual language that could take any member's reward data and turn it into a story worth watching, and worth sharing.
Principles
On-brand
Every frame speaks Chipotle, its palette, its wordmark, its warmth, so the motion reads as the brand in motion, not decoration layered on top of it.
Data-driven
The system animates real reward data, so each member's story is genuinely theirs: their milestones, their numbers, their journey, not a generic template.
Playful & human
Loyalty milestones are moments to celebrate. The motion leans into humor and delight, so a data point lands as a personal, shareable moment.
Results
- Turned raw analytics into shareable customer stories, delivered across the Rewards experience.
- Made loyalty milestones feel human and fun rather than transactional.
- Strengthened Chipotle's identity as a design- and technology-led, digital-first brand.
- Built a reusable motion system that scaled across a Rewards program of 18M+ members.