Overview

In the past, the Starbucks year in review were primarily sent as emails with market trend content and later as personalized content via emails. For the 2023 year review Starbucks was looking at moving to a personalized experience that would give Rewards members a more interactive and personalized storytelling experience.

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Reason for the work

The Challenge

Past email campaigns were reaching audiences but data was limited, emails were not easy to share through social channels and some emails were not reaching the Rewards member inboxes.

Updated Strategy

Create a new experience that can utilize existing channels of communication with email and app notifications but drive to a web-based experience that highlights members’ relevant information for the year.

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The Process

marketing and experience strategy

visualize the users path and system structures

In order to help stakeholders visualize the journey for a user the project started with creating a user flow maps. Flow mapping helped communicate and present design in a clear and easy-to-digest manner.

Make it a system

Projects like this require rapid iteration and quick implementation of feedback so the structure, content and user experience can be reviewed quickly. Building out design patterns, as well as content structure inside Figma allows to quickly update, prototypes, designs, and layouts for review.

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Starbucks Team

It’s always great when working with a team like this

• Creative Director - Gary Jacobson
• Associate Creative Director - Luis Infante
• Lead Writer - Maria McNamara
• Designer - Charlotte Offin
• Project Manager - Tricia Fleischer”