Tasked with bringing a fresh look and feel to Starbucks Rewards' nostalgic Bingo game, with the goal of increasing player engagement and transactions.
Tasked with bringing a fresh look and feel to Starbucks Rewards' nostalgic Bingo game, with the goal of increasing player engagement and transactions.
Tasked with bringing a fresh look and feel to Starbucks Rewards' nostalgic Bingo game, with the goal of increasing player engagement and transactions.
Role
Design Lead, UX/UI
Services
Visual Design
UI & UX Design
Websites
Travel
Date
January 2023
Starbucks sought to reintroduce their nostalgic Bingo game to increase customer engagement and deepen connections with Starbucks Rewards members. However, past player feedback indicated issues with readability, game progress clarity, and overall user experience.
To address these pain points, I began by thoroughly reviewing player feedback on the previous Bingo game. Key insights included:
1) Icons were difficult to quickly read and understand
2) Game progress and reward information was unclear on the game board
Based on this user research, I identified key areas to improve the Bingo experience.
Simplifying the UI: I streamlined the top menu bar to emphasize primary actions, and decluttered the bottom bar to focus on essential content.
Enhancing Clarity: I redesigned the game board to better display progress and challenge information, improving overall usability.
Infusing Playfulness: To make the game more engaging, I incorporated delightful animations and celebratory reward overlays that added a sense of excitement and personalization.
Ensuring Accessibility: Recognizing the importance of inclusive design, I optimized the color scheme to meet WCAG accessibility standards while maintaining Starbucks Rewards' visual identity.
The revitalized Bingo game was enthusiastically received by Starbucks Rewards members, who expressed delight and joy through social sharing. By addressing key user pain points and infusing the experience with a heightened sense of fun and personality, I was able to successfully breathe new life into this beloved Starbucks offering.
