As a Senior Product Designer at Starbucks, I was the UX subject matter expert for our Loyalty program. I’ve done everything from leading end-to-end programs, iterating on existing features, and creating illustration and motion assets that complement these experiences. I’ve also served as a key player in envisioning the future of Loyalty on Digital, and am currently designing an internal tool for Loyalty Campaigns that leverages AI.

Impact overview

Starbucks Rewards Landing Page redesign

Increased conversion (account sign-ups) by 8%.
Positive customer feedback, understanding, and NPS score for the Loyalty program (measured via post-launch email surveys and various external sources like online articles).

Offers uplift

Increased Offers engagement (average hurdled completed per user per Offer) by ~40% (0.6 hurdles to 0.84).
- Increased click-through rate from push notifications by 5%
Increase average Offers completion rate by 3% (8% of users completing all hurdles of an Offer vs. 11% of users afterwards).

Internal tool for Campaign creation (with AI integration)

Details coming soon

Impact on Starbucks Loyalty overall

Aligned with Loyalty Business team on the value of looking at Loyalty more holistically within our digital ecosystem, paving the way for key conversations and initiatives for the future of Loyalty (and the future of the app).

Skills and tools used

Skills: Product Design and Strategy, UX/UI, Visual Design, Digital illustration, Motion design, Design systems, Design and accessibility specs, etc.

Tools used: Figma, Figma prototyping, Adobe Illustrator, Adobe After Effects, Notion, JIRA, Confluence, MIRO, etc.

Educated customers on a huge Loyalty program uplift, through redesigning the Starbucks Rewards landing page

Context

In 2020, Starbucks introduced “Stars for everyone” — a new iteration of their Rewards program. This uplift was intended to reward customers for their Loyalty in even more ways than before, allowing them to Stars by (1) adding their preferred payment method to the app and paying through there, or (2) scanning a Starbucks ID card on their app and paying with a physical card or cash.

Problem

This uplift introduced new mechanics and nuances to the Loyalty program, so it was essential we provided a way for customers to easily see and understand this information.

Goal

Provide a central place for customers to learn anything they would need to know about the Loyalty uplift.

Solution

Launched on the Starbucks Rewards landing page (this page has since been updated but still showcases some essential Rewards information laid out in this project).

Became UX subject matter expert for Loyalty

I then became the new UX subject matter expert. This required quick onboarding, learning LOTS of information in a short time on how the entire Loyalty program works, and building trust with new stakeholders and team members.

Led an initiative to make Loyalty more personalized

Problem

Through research, UX and the Loyalty team identified business and customer problems for the current state of Loyalty, all laddering up to one theme: our Loyalty program isn’t personalized enough. This limited potential in user engagement and business performance, and we identified 3 smaller themes that contributed to this:

Offers are difficult to understand and not engaging
Acquisition tactics are limited and not enticing
Engagement with Loyalty is rewarded uniformly across customer base, causing customers to not feel like their loyalty to Starbucks was “worth it.”

Goals

Make Offers easier to understand and more engaging
Increase Rewards acquisition
Make Rewards and communications more personalized

Solution 1 — Increased user engagement through uplifting Bonus Star Offers

These are essentially “ordering challenges” that customers can participate in on the app to earn Stars even quicker - earning Stars every time they reach a milestone in the challenge, or complete it.

Problem

Despite our Rewards program offering multiple types of challenges to fit different customer behaviors, customers still rarely complete them, dropping off before they even reach a milestone or after reaching the first. Within this problem, we identified foundational program mechanic and UX problems that required more research to tackle, but a quick win we identified was the “celebration” experience.

Goal

Make the celebration experience more rewarding: provide a delightful confirmation whenever customers make progress in an Offer, providing awareness and celebration so that they are encouraged to continue engaging in that Offer.

Solution

Launched on: iOS, Android

Impact

Increased Offers engagement and completion.

Creating an internal tool with AI integration that enables Marketing Operations partners to create Loyalty Campaigns

Details coming soon.

Starbucks Rewards

Impact overview

Skills and tools used