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.