Starbucks premium membership experience
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Starbucks

Membership

Redesign

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Client:

Starbucks China

Duration:

5 weeks

Responsibilities:

Define the problem and use cases;
Wireframe;
Build prototype for testing;
Iterate interaction;
Craft visual details.
 

Deliverables:

Interactive prototype;
High fidelity mocks;
Design files & doc;
Presentation.

 

BACKGROUND
 

Membership system

Starbucks currently has a relatively complex membership system, with members being upgraded from Welcome Level to Green Level, and finally to Gold Level. The rewards for each level are different.

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Find the Problem

I started to design and found the problem. In the meeting with the client, I learned the core problems of the current version are:

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1. Low usage

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2. Low stickiness

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3. Users are confused

 

RESEARCH

Current version