Starbucks Bingo Game
Revitalizing a Beloved Starbucks Rewards Game
Revitalizing a Beloved Starbucks Rewards Game
I reintroduce Starbucks nostalgic Bingo game with a new look and experience to increase customer engagement and deepen connections with Starbucks Rewards members.
I reintroduce Starbucks nostalgic Bingo game with a new look and experience to increase customer engagement and deepen connections with Starbucks Rewards members.
Design Lead
Visual, UX, UI
Concept
Visual
UX, UI
Responsibilities
Designs / Prototype
Illustrations / Animation
Stakeholder Approval
Dev Handoff
Design Toolkit
Date
Date
2021
2021
Challenge
Starbucks wanted to being a fresh look to reintroduce the nostalgic Bingo game. However, past player feedback indicated issues with readability, game progress clarity, and overall user experience.
Challenge
Starbucks wanted to being a fresh look to reintroduce the nostalgic Bingo game. However, past player feedback indicated issues with readability, game progress clarity, and overall user experience.
Research & Insight
To address these pain points, I began by thoroughly reviewing player feedback on the previous Bingo game. Key insights included:
Icons were difficult to quickly read and understand
Game progress and reward information was unclear on the game board
Research & Insight
To address these pain points, I began by thoroughly reviewing player feedback on the previous Bingo game. Key insights included:
Icons were difficult to quickly read and understand
Game progress and reward information was unclear on the game board
Previous Bingo look and UX:
Previous Bingo look and UX:
Solutions
Based on this research, I identified key areas to improve the Bingo experience.
Simplifying the UI: I streamlined the top menu bar (1) to emphasize primary actions, and decluttered the bottom bar (4) to focus on essential content.
Enhancing Clarity: I redesigned the game board (2, 3) to better display progress and challenge information, improving overall usability.
Driving Engagement: To make the game more engaging, I incorporated delightful animations (5) and celebratory reward overlays (6) that added excitement and personalization. I also included an easter egg night mode with shooting star animation that started from 6pm - 5am, creating a surprising experience for players.
Ensuring Accessibility: Recognizing the importance of inclusive design, I optimized the color scheme to meet WCAG accessibility standards while maintaining Starbucks Rewards' visual identity (2, 3).
Elevating Brand Aesthetics: To give the game a fresh look, I incorporated unique animations for each icon, ensuring cohesion with the Starbucks Rewards ecosystem and brand expression.
Solutions
Based on this research, I identified key areas to improve the Bingo experience.
Simplifying the UI: I streamlined the top menu bar (1) to emphasize primary actions, and decluttered the bottom bar (4) to focus on essential content.
Enhancing Clarity: I redesigned the game board (2, 3) to better display progress and challenge information, improving overall usability.
Driving Engagement: To make the game more engaging, I incorporated delightful animations (5) and celebratory reward overlays (6) that added excitement and personalization. I also included an easter egg night mode with shooting star animation that started from 6pm - 5am, creating a surprising experience for players.
Ensuring Accessibility: Recognizing the importance of inclusive design, I optimized the color scheme to meet WCAG accessibility standards while maintaining Starbucks Rewards' visual identity (2, 3).
Elevating Brand Aesthetics: To give the game a fresh look, I incorporated unique animations for each icon, ensuring cohesion with the Starbucks Rewards ecosystem and brand expression.
Results and Impact
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.
Results and Impact
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.
