Web-to-Wallet Guest Experience
The Web-to-Wallet Guest Experience is the consumer-facing side of Tap2Loyal. It allows guests to join a loyalty program through a simple flow: scan, tap, enter information, and add directly to Apple/Google Wallet, without the need to download an app.
This experience was critical for Tap2Loyal’s adoption. Without it, small hospitality businesses would need to invest tens of thousands into custom apps, deal with months of development and support, and still risk lower conversion due to onboarding friction.
For guests, the main issue was speed and convenience. Joining a loyalty program needed to take seconds, not minutes.
For businesses, there were two challenges:
Creating an intuitive, familiar process that felt as seamless as traditional stamp cards.
Giving them the same level of control and branding that large chains achieve with custom apps, but without the cost or complexity.
I was the sole designer on this project, leading research and design while collaborating with two full-stack engineers. Beyond design, I also worked on aligning the financial strategy and product marketing to ensure the experience supported both user adoption and business growth.
Competitive Analysis insights
To validate the design approach, I conducted a competitive analysis of loyalty apps with a focus on Piggy, one of the largest providers in the Netherlands. The analysis revealed several recurring end-user pain points:
Account access issues with persistent login failures and broken password resets.
Core functionality gaps where users often could not add new loyalty cards, directly undermining the app’s purpose.
Lack of customer support, leaving guests feeling abandoned with no clear help channels.
Poor reliability, with reviews frequently describing the app as “useless,” eroding trust and adoption.
These findings reinforced the need to build a frictionless, plug-and-play flow that avoided app downloads, ensured reliability at every step, and mirrored the simplicity of physical stamp cards. Where competitors struggled with complex login systems, Tap2Loyal instead leaned on the native security and familiarity of Apple Wallet.
Designing for Apple Wallet introduced strict technical and structural limitations, especially around layout and card functionality.
To work within these constraints, I prioritized understanding the minimum viable product and roadmap. Since our initial target audience was businesses transitioning from traditional methods, the first iteration focused on digital stamp cards rather than point-based systems.
This decision made the experience more familiar for guests and lowered the barrier for businesses to adopt Tap2Loyal.
The Design
I began with fast user flows and lightweight prototypes rather than wireframes. This allowed me to quickly test how guests would move through the process and to identify potential points of friction. Improvements were introduced over time as the product evolved.
For example, when scanning cards, the navigation was updated to separate the action of modifying card values from reward selection. These changes came from a mix of internal testing, and direct observation for early pilot client.
The final flow followed three straightforward steps: scan, tap to enter basic details, and add the card to Apple Wallet. By avoiding a login or app download, the process stayed close to the familiarity of physical stamp cards while giving businesses the digital control of a branded program, it felt their while retaining Tap2’s website traffic.
To support adoption and engagement, I designed two complementary features that worked alongside the Web-to-Wallet flow
These extensions helped bridge the digital and physical experience, giving businesses quick tools to promote adoption and giving guests more reasons to share and participate.
Referral Program
A dynamic banner prompted guests to share the same QR code linked to their card. This made referrals seamless for users while keeping management simple for businesses, since the same QR code could still be scanned and modified within the system.
In-Store Promotion
To work within these constraints, I prioritized understanding the minimum viable product and roadmap. Since our initial target audience was businesses transitioning from traditional methods, the first iteration focused on digital stamp cards rather than point-based systems.
Although quantitative data was limited in the early stage, both internal and external testing confirmed that the experience felt smooth and intuitive. Businesses were able to offer a loyalty program without costly app development, and guests could join in seconds.