Starbucks Rewards

As a Product Designer at Starbucks, I’ve led several significant projects for our Rewards program. I’ve launched features to uplift the existing program and served as a key player in envisioning the future of Rewards (and the future of the app as a whole).

Impact overview

• Rewards Landing Page

  • Improved content strategy and Rewards storytelling on the page, allowing for easy additions of new Rewards information since its launch

  • Collaborated with engineering to component-ize design patterns and add them to our pattern library, which allowed for quicker designing and delivery on subsequent Web projects

• Bonus Star Offers uplift

  • In working on the Program that this feature was a part of, I designed and presented a card UX that is more logical and scalable for everything in our Loyalty portfolio. This helped define a roadmap for future Loyalty endeavors and mobilized the Loyalty team to start executing that roadmap

  • Built relationships with the Loyalty team and educated them on the value and need to look at Rewards more holistically, which paved the way for key conversations about the future of Loyalty within our digital ecosystem

Educated customers on a new Rewards uplift through redesigning the Web Rewards landing page

Context

In 2020, Starbucks introduced a new iteration of their Rewards program, rewarding customers for their purchases in even more ways. Customers could now earn 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. Previously, they could only do so through an in-app pre-loaded Starbucks Card.

Project overview

Project duration: 3 months, 2020

My role: Product Designer

My responsibilities: Product Design leadership, wireframes, content strategy, UX/UI, led presentations and reviews, design and a11y specs

Problem and goal

This Rewards update changed key mechanics of the program, and we needed a way for customers to understand all of its complexities - and how it benefits them. What better place to provide this information than on one of our main Rewards touch points? The Starbucks Rewards webpage.*

Platforms launched on: Web

*This page has since been updated, but still showcases some essential Rewards information laid out in this project.

Increased user engagement through uplifting a core Rewards mechanic: Bonus Star Offers

Context

Another main mechanic of the Rewards program is 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.

Project overview

Project duration: 3 months, 2021

My role: Product Designer

My responsibilities: Product Design leadership, product strategy, illustration, motion, UX/UI, wireframes, led presentations and reviews, design and a11y specs

Problem and goal

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. Our goal was to make it more delightful, celebrating customers for their wins and encouraging more engagement with Rewards and Starbucks as a whole.

Platforms launched on: iOS, Android

Envisioning and strategizing the future of Rewards

In progress.