Starbucks premium membership experience
27 (3).png
Group 600.png

Starbucks

Membership

Redesign

Group 601.png

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.

Group 646.png
168.png

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:

Frame.png

1. Low usage

Frame-1.png

2. Low stickiness

Frame-2.png

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.