Starbucks Prize & Delight Game
Designing a Calming Escape through Interactive Gameplay
Designing a Calming Escape through Interactive Gameplay
In Winter 2022, I was tasked to design a new, seasonally-relevant Starbucks Rewards game utilizing a "match three" scratch-off mechanic to drive activation, acquisition, and strengthen Starbucks' role as a holistic well-being enabler.
In Winter 2022, I was tasked to design a new, seasonally-relevant Starbucks Rewards game utilizing a "match three" scratch-off mechanic to drive activation, acquisition, and strengthen Starbucks' role as a holistic well-being enabler.
Design Lead
Design Lead
Visual, UX, UI
Visual, UX, UI
Responsibilities
Responsibilities
Designs / Prototype
Illustrations/ Animation
Stakeholder Approval
Dev Handoff
Design Toolkit
Designs / Prototype
Illustrations/ Animation
Stakeholder Approval
Dev Handoff
Design Toolkit
Date
Date
2022
2022
Insight
Consumer research revealed that during the winter season, customers were seeking balance, discovery, and excitement to support their everyday well-being. They were looking for ways to reestablish routines in a way that nurtures their holistic well-being, with emotions like calmness, relaxation, and joy.
Insight
Consumer research revealed that during the winter season, customers were seeking balance, discovery, and excitement to support their everyday well-being. They were looking for ways to reestablish routines in a way that nurtures their holistic well-being, with emotions like calmness, relaxation, and joy.
Challenge
How might we create a game experience that would drive member engagement, acquisition, and transactions by tapping into these consumer needs and mindsets around well-being.
Challenge
How might we create a game experience that would drive member engagement, acquisition, and transactions by tapping into these consumer needs and mindsets around well-being.
Process
Game Flow: To tackle this challenge, I first developed a detailed game flow to serve as a blueprint and help me visualize the various user scenarios.
The First Wireframe: I was informed by dev that the initial wireframe design had too many screens, requiring optimization due to the tight project timeline. I brainstormed with another UX designer to reduce the number of screens while maintaining the ideal user experience.
Wireframe Version 2 with Features Prioritizations: In the revised wireframes, I prioritized the key content areas: the scratch tickets as the primary game play and transaction driver, prize information as secondary, and challenges as a supplementary transaction driver. By optimizing the layout and flow, we were able to remove 3 screens and reduce the user clicks by 6.
Process
Game Flow: To tackle this challenge, I first developed a detailed game flow to serve as a blueprint and help me visualize the various user scenarios.
The First Wireframe: I was informed by dev that the initial wireframe design had too many screens, requiring optimization due to the tight project timeline. I brainstormed with another UX designer to reduce the number of screens while maintaining the ideal user experience.
Wireframe Version 2 with Features Prioritizations: In the revised wireframes, I prioritized the key content areas: the scratch tickets as the primary game play and transaction driver, prize information as secondary, and challenges as a supplementary transaction driver. By optimizing the layout and flow, we were able to remove 3 screens and reduce the user clicks by 6.
Visual Direction
I aimed to create a sense of calmness and energy through a balanced use of bold graphics, soft gradients, textures, and pastel-bright colors. This aesthetic was further reinforced by referencing colors from the upcoming winter/spring campaign to ensure holistic brand alignment.
To foster a calming, inclusive, and supportive experience, I incorporated interactive elements like animated scratch tickets and celebratory prize overlays. I also hand-picked the colors to ensure accessibility and pass web contrast guidelines.
Visual Direction
I aimed to create a sense of calmness and energy through a balanced use of bold graphics, soft gradients, textures, and pastel-bright colors. This aesthetic was further reinforced by referencing colors from the upcoming winter/spring campaign to ensure holistic brand alignment.
To foster a calming, inclusive, and supportive experience, I incorporated interactive elements like animated scratch tickets and celebratory prize overlays. I also hand-picked the colors to ensure accessibility and pass web contrast guidelines.
Quality through Testing
Before the Starbucks Rewards game launched, I led a 2-week test on game flows to identify and resolve any potential issues. Some key optimizations I made based on the findings:
Functionality - Addressed bugs that prevented challenges from completing properly in both regular and OAMOE modes.
Misleading Copy - Adjusted the messaging hierarchy to focus on offering players a chance to win, rather than implying an automatic win.
Visual Hierarchy - Reduced the prominence and boldness of the reminder notifications to avoid disrupting the game's relaxing atmosphere.
Quality through Testing
Before the Starbucks Rewards game launched, I led a 2-week test on game flows to identify and resolve any potential issues. Some key optimizations I made based on the findings:
Functionality - Addressed bugs that prevented challenges from completing properly in both regular and OAMOE modes.
Misleading Copy - Adjusted the messaging hierarchy to focus on offering players a chance to win, rather than implying an automatic win.
Visual Hierarchy - Reduced the prominence and boldness of the reminder notifications to avoid disrupting the game's relaxing atmosphere.
Results and Impact
The revitalized Starbucks Rewards game was a huge success, exceeding forecasts across key metrics.
The game's performance validated the strategic value of the user-centric design approach, which seamlessly blended Starbucks' brand heritage with seasonal relevance and holistic well-being.
Results and Impact
The revitalized Starbucks Rewards game was a huge success, exceeding forecasts across key metrics.
The game's performance validated the strategic value of the user-centric design approach, which seamlessly blended Starbucks' brand heritage with seasonal relevance and holistic well-being.
+23%
+23%
Starbucks Rewards Registrations
Starbucks Rewards Registrations
+25%
+25%
New Rewards Game Players
New Rewards Game Players
+67%
+67%
Engagement
Engagement
+49%
+49%
Core Stores Spend
Core Stores Spend
79%
79%
Players enjoyed game's simplicity and over all experience.
Players enjoyed game's simplicity and over all experience.
20 Millions
20 Millions
Ticket Scratched
Ticket Scratched
1.7 Millions
1.7 Millions
Prizes Won
Prizes Won
"I just loved this game overall liked that it was easy to play, and anybody could win!” – Starbucks Rewards Gamer
"I just loved this game overall liked that it was easy to play, and anybody could win!” – Starbucks Rewards Gamer
"Beautiful game creative that brought the vision to life” – Starbucks CMO
"Beautiful game creative that brought the vision to life” – Starbucks CMO