When designing a product of this scale, the biggest challenge was how to engage users and make them want to become active members of the community - share honest reviews and personalize their profiles.

So how exactly do you know if this particular burger you have just tried compares to the others? Because every single review is verified, The Collective guarantees that you will always be in the know who's the best. Also, premium restaurants incentivize users to eat at theirs by awarding double points for reviews.

The badges were designed to spark positive, friendly competition within the community. By adding gamification, the app becomes a personal achievement hub with unique badges for each user. Starting as a Burger Noob, users try and review more burgers to climb the leaderboard, ultimately aiming to become a Burger Grand Master.

Inspired by craft burgers from Australia, the team decided to play with the branding and incorporate tasty details into the design. We wanted to achieve the effect of the app becoming "alive", so the first thing you see when you open the app are two dancing burgers as part of a loader animation.

We also made a custom icon set and used animations as a form of feedback, where the user is rewarded for points and badges with flashy graphics and victorious sounds.

Since 2016, we have been a key partner in supporting TBC's local debut on the Australian market. Since then, the app has seen several versions and has been upgraded with a number of new features.

The app is being used by 45k people, which is like 1% of the population of Sydney. So in 2019, we decided to invest in their shares and support their international expansion as official partners. Global market, here we come!