Project Overview
This project marked the creation of Burger King’s first-ever framework for showcasing marketing campaigns within the BK App—debuting with a significant partnership alongside Paramount for the launch of The SpongeBob Movie. As Principal Designer, I developed the design concept that introduced stakeholders to a bold vision: a complete app takeover that blended visuals, motion, and sound to elevate the guest experience throughout the campaign.
It was also the first time we delivered a cohesive, multi-touchpoint experience across the app, kiosk, and drive-thru. As the sole designer, I defined the overarching concept with a strong focus on scalability—ensuring the framework could support future campaigns and brand partnerships while guiding the creation of assets to launch SpongeBob. I led both the user experience and art direction, crafting an immersive, delightful journey that meaningfully elevated how guests interacted with the brand.
Outcome & Impact
The results were significant, and guest feedback was overwhelmingly positive. Users loved the immersive experience, and the campaign gained organic traction across multiple social media channels. Internally, both the Guest Team and I, as the lead designer, received multiple shoutouts for the experience's success and the thoughtful design process behind it.
The Menu section generated over 1.13 million clicks within the first 48 hours.
The Bikini Bundle became the most-clicked item in the special SpongeBob menu.
11% of unique guests who landed on the homepage chose to unmute the experience, actively engaging with the audio component.
Example of guests sharing enthusiastic reactions on Reddit, praising both the campaign and the enhanced app experience, along with internal shoutouts celebrating the campaign’s success.
My process
My process began with early discovery work to uncover a key gap in the guest experience: the lack of connection between traditional media and our digital touchpoints, such as the app and kiosk. In many cases, new products or partnerships were highly visible in-store and in marketing channels but had little—or no—presence in the app. As a result, guests were not consistently exposed to new launches, and high-priority items were easily lost within our extensive menu.
This insight revealed the need for a unified digital framework that could both showcase campaign content and drive meaningful visibility to featured menu items. It laid the foundation for designing an experience that bridged physical and digital interactions while amplifying the impact of future campaigns.
I created a storyboard-based design concept to share with the internal Digital Product team and the Chief, illustrating how we could engage guests through a more dynamic and immersive app experience. After initial feedback, I designed the whole app experience and produced a video demo that the Product Lead used to present the concept to BK stakeholders. From there, I prepared and oversaw the final design handoff for engineering. I partnered closely with the Lead Engineer to support implementation, advise design decisions, and optimize visual and motion assets for performance.
Example of an initial storyboard used to brainstorm ideas and align with the Product Manager and other stakeholders.
Example of an early demo video used to showcase the design concept to stakeholders and secure approval to begin the project.
My Responsibilities
- Conducted in-store observations to uncover gaps in the end-to-end guest journey
- Created a storyboard and initial designs to pitch the concept to internal stakeholders
- Produced a video demo to present the experience to BK leadership
- Ran informal user testing with internal team members to gather first impressions
- Iterated on the solution based on feedback and insights
- Prepared detailed design handoff for the development cycle
- Supported implementation with asset creation, specifications, and guidance
- Performed testing and design QA to ensure visual and interaction quality
- Launched and monitored the experience to validate execution
Throughout the process, I was in day-to-day communication with the Digital Product Chief and Product Lead to stay aligned on business priorities and our primary goal: improving product visibility and conversion for this specific campaign.
In parallel, I designed the corresponding experience for kiosks—another critical in-store touchpoint. I provided design direction to an external vendor responsible for kiosk development and stayed closely involved after the initial handoff to ensure the final execution matched the intended design details.
The Experience
The experience spanned app and kiosk touchpoints, supported by a 360° campaign that extended from a Miami pop-up activation to packaging, crowns, toys, and an in-app SpongeBob voiceover. You can read 👉 more here
Example of campaign implementation across multiple touchpoints, including menu boards, drive-thru, kiosks, and in-store signage.
This project was gratifying, as it pioneered the use of immersive audio and full app theming to showcase a campaign within the BK App. Beyond delivering a standout experience for the SpongeBob partnership, the work helped shape how we approach campaign integration across digital touchpoints moving forward.
Strengthened brand awareness and consistency across mobile and kiosk experiences
Improved usability and accessibility, ensuring guests could easily discover and engage with featured products
Established a reusable campaign framework that can be adapted for future marketing partnerships
Advancing a design-centric mindset within the organization, emphasizing the importance of understanding the entire guest journey—not just a single touchpoint
Example of a social media ad paired with app screen flows, illustrating the SpongeBob menu experience.
Example of kiosk screens showcasing the SpongeBob menu experience.
Final Reflection
This project set a new benchmark for bringing campaign storytelling into BK’s digital ecosystem. By introducing immersive audio, dynamic visuals, and a scalable framework, we not only elevated the SpongeBob campaign but also shaped how future partnerships can live across mobile and kiosk.
Leading the work end-to-end strengthened cross-functional alignment and demonstrated how thoughtful, insight-driven design can create real business impact while delivering a delightful guest experience.
