Refreshing Daha Daha Loyalty App

Three questions to the project team

What was the particular challenge of the project from a UX point of view?
The most challenging aspect from a UX perspective was designing sustainable engagement. For many users, the app initially served a single purpose: entering a code and claiming a reward. The real challenge was transforming that one-time motivation into an ongoing relationship and embedding the experience into users’ daily lives. Instead of consuming rewards immediately, users could accumulate value over time and redeem it from a broader reward ecosystem. This shift fundamentally changed the experience from a transactional interaction into a long-term engagement journey.

What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?
Our biggest aha moment came when we stopped thinking of Daha Daha as a traditional loyalty app. We realized our opportunity was different: to transform these familiar behaviors into a distinctive experience that could bring together all Coca-Cola brands under one playful ecosystem. Rather than treating rewards and campaigns as separate features, we reimagined them through a unique visual language, interaction, and set of gestures. The turning point came when we integrated the Coca-Cola Polar Bear into this experience. At that moment, the platform gained a recognizable personality of its own. It no longer felt like a collection of loyalty mechanics, it felt like a living brand world that users could interact with and return to over time.

Where do you see yourself and the project in the next five years?
I was also involved as a strategic consultant during the platform’s major transformation three years ago. Back then, I jokingly said that I might still be working on the project five years later. Looking ahead, I see the platform continuing to set benchmarks for loyalty and engagement in its category, while I hope to remain one of the people helping shape its evolution and impact on the industry.