PRODUCTS
iOS, Android
ROLES
Sr. Copywriter
Content Designer
TOOLS
Figma, Adobe XD
The Starbucks Rewards app offers a convenient way to order ahead, scan & pay, and customize your orders. However, in 2022 the app experienced a significant lapse in use among its new users following their initial sign up.
The Approach
Working cross functionally with product, business insights, and data science we were able to identify new user education as a key factor in retention. Thinking holistically, we identified potential entry points throughout the app where we could serve users the educational screen. We applied progressive disclosure to the new user messaging strategy—conveying just the right amount of info for the right time and surface. Our goal was to clarify the benefits of being a Starbucks Rewards member, simplify the language and terminology within the program, and deliver a tangible value proposition statement.
Revised Onboarding
Original Onboarding
Revised Flow
