Background

The previous Starbucks member system included Green and Gold levels, but the rewards for each level were not sufficiently attractive. To make spending at Starbucks more enjoyable, the rewards and benefits system was restructured, enhancing the appeal of both the entry-level and top-tier levels (Green & Gold).

Objective

Starbucks Thailand aimed to improve and enhance their promotions, encouraging repeat purchases and boosting their royalty program. The existing system was not sufficiently attractive, leading to the launch of the Multi-tier Redemption (MTR) project—a major restructuring of Starbucks Thailand's rewards program.

Working Process

I started by discussing the requirements and goals of this major feature with the Starbucks team. Without being constrained by rigid design ideas, I began by identifying objectives and then applied design thinking principles to guide some parts of the process.

Wireframe

For the wireframe phase, I researched various applications and websites with point systems and rewards redemption features. This included industry-specific research and exploring outside the box, such as examining the point exchange system in games like FIFA. I drafted several black-and-white wireframe versions and tested them with my team, company members, and through discussions with the Starbucks team.

Visual/ UI

Once the wireframe reached a solid version, I developed the UI using Starbucks' branding colors.

Challenges

This project posed numerous challenges as it was the most significant feature and involved overhauling the rewards and benefits system. One major concern was user onboarding—ensuring users understood and could use the new feature on their first try. Another challenge was the limited screen area, which risked pushing the news section out of view. Additionally, I had to handle over 40 different point redemption cases.