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

The membership detail page is where the users check their membership level and level rewards, even further purchase. It’s an essential page for Starbucks membership.