New York Based
Want to see more?
Growth Designer
Hard Rock Experience
A cross-platform design initiative to connect Hard Rock’s loyalty, hospitality, retail, and entertainment into one lifestyle app.
Project Status: V1 In-Development
.png)
A cross-platform design initiative to connect Hard Rock’s loyalty, hospitality, retail, and entertainment into one lifestyle app.
Project Status: V1 In-Development.png)
The Hard Rock Experience app transforms how guests engage with the brand—shifting from a casino-centric loyalty app to a full lifestyle platform connecting hotels, cafes, concerts, and retail experiences. The goal was to unify multiple business lines and create a successful, cohesive digital journey for guests ahead of Hard Rock’s 2027 Las Vegas flagship launch.
I contributed to both UX and UI design for key features within the app; ensuring browsing, booking, and engagement flowed seamlessly with the updated website experience. I helped concept and design across Experiences, Offers, and Moments, aligning with the evolving design system to maintain brand cohesion.
Timeline: April 2025—Present (Ongoing)
.png)
.png)
.png)
The HRX app evolves how millions of customers interact with Hard Rock. From casino floors to concert halls, HRX connects all parts of the Hard Rock brand into one seamless, loyalty-driven experience.
Explore, share, and connect with Hard Rock Moments from around the world. Discover unique experiences across all our lines of business and see what Hard Rock is truly all about.
The project originated from Hard Rock’s goal to modernize and expand its loyalty program beyond casinos. The existing Unity app primarily served players, leaving out broader audiences like hotel guests, diners, and concert-goers. HRX was designed to bridge those gaps by connecting all Hard Rock fans through one unified experience.
Hard Rock operates globally across casinos, hotels, cafes, live events, and retail; each with distinct systems, teams, and audiences. The challenge was to design a single, scalable experience that could flex to each property while still feeling undeniably Hard Rock.
Outdated & Not Functional
The original Unity app lacked modern functionality, requiring a reboot and uplift.
Offer & Reward Confusion
Users were often confused or weren't aware of offers/rewards achieved by their account.
Narrow Loyalty Focus
.png)
The existing app rewarded only casino play, ignoring non-gaming engagement.
Global, Yet Local Needs
Every property required unique integrations, regulations, and user flows before launch.
These users are driven by loyalty tiers, promos and rewards, and exclusive access. They value status, fast redemption, and recognition across every property.
Key Jobs To Be Done
Track and redeem rewards easily, across all properties.
Access tier-based offers without needing manual approval.
See loyalty updates and casino credits in real time.
Get personalized event and table invitations based on play history.
Frequent travelers who expect seamless booking, quick check-in, and lifestyle-focused experiences beyond gaming.
Key Jobs To Be Done
Browse and book rooms quickly, with visible perks and upgrades.
View loyalty benefits tied to each stay.
Discover on-property dining, events, and experiences.
Access entertainment offers personalized to their itinerary.
Casual guests visiting Hard Rock Cafés worldwide for dining, souvenirs, and memorabilia moments.
Key Jobs To Be Done
Find nearby cafés and menus easily.
Collect digital badges or rewards for visits.
Link café purchases to their Unity account.
Share café experiences and photos seamlessly in-app.
Music-first users driven by live events, exclusive access, and the energy of Hard Rock performances.
Key Jobs To Be Done
Discover upcoming shows at Hard Rock venues.
Purchase tickets and add to their itinerary.
Unlock early or exclusive event access via loyalty status.
Rewatch or relive shows through post-event content.
The superfans. They live the brand through merch, memorabilia, and consistent engagement across channels.
Key Jobs To Be Done
Track and purchase collectible merchandise easily.
Earn special rewards for continued engagement.
Store and showcase memorabilia digitally.
Link retail and online shopping with loyalty points.
See their lifetime relationship with the Hard Rock brand in one place.
We looked at leading platforms across hospitality, entertainment, and lifestyle to inspire HRX’s unified experience.
We believed expanding the loyalty program into a full digital ecosystem would unlock deeper engagement and cross-sell opportunities. By connecting hotels, events, and dining into one experience, HRX could deliver real value to every customer, not just casino players, and create a scalable platform for global growth.
Notification/Location Permissions
Tier-Status Card Animations
New Tier Status Celebration
Goal: Show lifestyle experiences of the brand to increase experiences per customer.
Moments Categories
Moments Home vs. Focus
Moments Scroll
Moments Share
Goal: Simplify the experience to reserve, change and acknowledge eligble offers.
Reserve Offer
Modify Reservation
Calendar Selection
Calendar Filters
Each line of business had its own systems, goals, and user needs making unification a design and operational challenge. On the other end, every property operated as it's own multi-million-dollar company with their own systems and ways of doing things. It
We designed the foundation for the new Hard Rock Experience app to connect users across every property, line of business, and loyalty tier. The end goal: to increase the number of Hard Rock experiences per customer.
The app is now in development, with phased integrations across properties ahead of the 2027 Las Vegas flagship launch.
This project focused on harmonizing identity across a complex global organization. Understanding how each business unit and property operated, particularly the casino ecosystem with offers and promotions, was critical.
Conduct more stakeholder interviews earlier on. We shared demos and prototoype links, and gaining alignment between the different departments was a challenge. Sharing initial vision slightly earlier could have mended this.
Continue property-level testing, expand integrations, and prepare for the 2027 Las Vegas flagship launch.