Black Rifle Coffee
Black Rifle Coffee sells coffee direct to customers with strong military and veteran ties. As Product Designer I worked on both sides of its app: the tools behind branches, stock and deliveries, and the customer app with its loyalty system, The Regiment.
The situation
One app for the branches and the customer
Branch managers, logistics staff and event teams needed stock, orders and deliveries in one place. Customers needed subscriptions, roast and grind options, and delivery dates that matched their prepaid plans. Both sides ran on the same supply chain, so I designed them together.
Organises events and preps catering orders, usually on a tablet in a loud, busy space.
Manages packaging and delivery across the coffee range.
Browses products, buys, and tracks her orders.
Reads sales data to plan marketing around events.
The Regiment
Loyalty for people who spot manipulation
Members earn points on purchases, move up through ranks with challenges and squad orders, and unlock rewards by tenure and spend. I researched it with active-duty, veteran and civilian customers. They spot a manipulative pattern straight away, and the brand pays for it in trust, so game words like "missions" came out and the screens show rank, tenure and what each member adds to their squad.
There are five tiers: Member, Loyal, Devoted, Elite and Founding. Founding unlocks calls with the founders, exclusive roasts and a bag with the member's name on it. Verified service members earn double points.
Home widget
Rank and points on the app home screen.
Regiment HQ
The member's full profile: rank, tenure and progress to the next tier.
Challenges
A filterable list of ways to earn and rank up.
Rewards
What each tier unlocks, and how far away the next one is.
Squad
Three to five members pool their orders and track what each one adds.
Operations
Orders that restock the shelves
Branch staff schedule delivery orders in the app, and scheduling an order triggers restocking. Quality checks, stock levels, maintenance records and product details sit in the same place.
I mapped each role's tasks as flows before drawing screens, starting with the branch manager's daily overview and order fulfilment.
Design system
On-brand from the first screen
The app follows the look of Black Rifle's social channels and website: dark grounds, yellow actions and condensed capitals.
I built a branded mobile design system first, which made prototyping faster, from sign up to order confirmed.
Where it is now
Shipped inside the existing store
The customer app and The Regiment shipped. The Regiment is built into the existing e-commerce experience, so members earn on the orders they already place.
