Thai Airways
Project Overview
Year
/ 2023 - 2025
Industry
Aviation
Scope of work
/ Web Responsive / End-to-End Product Redesign
Challenge
starbucks thailand
Project Overview
Year
/ 2023 - Present
Industry
Food & Beverage
Scope of work
/ Mobile Application / Post-Launch UX & UI
CLIENT & BRAND PRIORITIES
Client & Brand Priorities
Client & Brand Priorities
DRIVING LOYALTY THROUGH DIGITAL EXPERIENCES
For Starbucks Thailand, customer loyalty and membership rewards are central to the brand’s marketing strategy. The mobile app plays a critical role in supporting this relationship, acting as a primary touchpoint for rewards, promotions, and personalized experiences. While the core features were established at launch, the app continues to evolve through ongoing UX and UI updates shaped by customer feedback, new campaigns, and changing business needs.
Client-Driven Enhancements
Client-Driven Enhancements
Client-Driven Enhancements
Rewards Progress Bar - Previous Design
Through client-driven enhancements, I evaluated the existing Rewards Progress Bar and identified clarity gaps in how rewards and tier progression were communicated. The previous design required extra interaction to access reward details and did not effectively guide members across tiers.
Client-Driven Enhancements
Client-Driven Enhancements
Rewards Progress Bar - NEW DESIGN
The rewards progress bar was refined to give members across all tiers clearer visibility into available rewards and upcoming milestones.
Redesigned reward graphics and smooth vertical animations improved clarity and engagement within a compact mobile layout.
Challenge
CLIENT & BRAND PRIORITIES
Client & Brand Priorities
DRIVING LOYALTY THROUGH DIGITAL EXPERIENCES
For Starbucks Thailand, customer loyalty and membership rewards are central to the brand’s marketing strategy. The mobile app plays a critical role in supporting this relationship, acting as a primary touchpoint for rewards, promotions, and personalized experiences. While the core features were established at launch, the app continues to evolve through ongoing UX and UI updates shaped by customer feedback, new campaigns, and changing business needs.
Client-Driven Enhancements
Client-Driven Enhancements
Rewards Progress Bar - Previous Design
Through client-driven enhancements, I evaluated the existing Rewards Progress Bar and identified clarity gaps in how rewards and tier progression were communicated. The previous design required extra interaction to access reward details and did not effectively guide members across tiers.
Client-Driven Enhancements
Rewards Progress Bar - NEW DESIGN
The rewards progress bar was refined to give members across all tiers clearer visibility into available rewards and upcoming milestones.
Redesigned reward graphics and smooth vertical animations improved clarity and engagement within a compact mobile layout.
Client-Driven Enhancements
Rewards Progress Bar - Visual Enhancements
As part of the progress bar redesign, I designed and incorporated graphic icons to visually represent each reward available to Starbucks members, making rewards easier to recognize and more engaging to track.
Free Drink Size Upgrade
25% Off on Food/ Drink
Free Drink
200 THB Off
50% Off on Food/ Drink
4 Free Drinks
Client-Driven Enhancements
Rewards Progress Bar - Components Added
These additions transform the progress bar from a static tracker into an interactive, tier-aware reward system.
Rewards UI
Increased reward recognition and engagement.
Added Carousel
Horizontal Scrolling allows for more detail shown of each reward and saves vertical spacing.
Added Carousel
Horizontal Scrolling allows for more detail shown of each reward and saves vertical spacing.
Selected States
Easily see which rewards are available for you through indicator states.
Selected States
Easily see which rewards are available for you through indicator states.
See Upcoming Reward Goals
See required conditions to upcoming rewards.
See Upcoming Reward Goals
See required conditions to upcoming rewards.
Rewards UI
Increased reward recognition and engagement.
Rewards UI
Increased reward recognition and engagement.
Client-Driven Enhancements
Rewards Progress Bar - Components Added
These additions transform the progress bar from a static tracker into an interactive, tier-aware reward system.
Rewards UI
Increased reward recognition and engagement.
Added Carousel
Horizontal Scrolling allows for more detail shown of each reward and saves vertical spacing.
Selected States
Easily see which rewards are available for you through indicator states.
See Upcoming Reward Goals
See required conditions to upcoming rewards.
Rewards UI
Increased reward recognition and engagement.
Client-Driven Enhancements
Client-Driven Enhancements
Rewards Progress Bar - Visual Enhancements
As part of the progress bar redesign, I designed and incorporated graphic icons to visually represent each reward available to Starbucks members, making rewards easier to recognize and more engaging to track.
Free Drink Size Upgrade
25% Off on Food/ Drink
Free Drink
200 THB Off
50% Off on Food/ Drink
4 Free Drinks
