- Client:Starbucks
- Categories:UI/UX
Overview
This project focused on designing a promotional landing page for the launch of Starbucks’ eGift feature within the mobile app, allowing users to send digital drink vouchers to friends and family.
The objective was to increase awareness and adoption of the new feature by creating a seamless experience that clearly communicated its value and guided users from discovery to action.
Role
As the designer on the project, I was responsible for:
- Landing page UI design
- User journey planning
- Information hierarchy and content structure
- Motion graphics and interactive elements
- Visual storytelling aligned with Starbucks brand guidelines
Challenge
The eGift feature introduced a new user behaviour within the Starbucks ecosystem.
The key challenge was helping users quickly understand:
- What the feature does
- How it works
- Why they would use it
The experience needed to educate users while maintaining a lightweight and engaging interaction flow that encouraged immediate action.
Design Approach
The landing page was structured around a clear conversion-focused journey.
Feature-First Storytelling
The page introduced the eGift concept through simple, visually-led messaging, allowing users to immediately understand the benefit of sending digital gifts through the Starbucks app.
Guided User Flow
Content was organised into digestible sections that progressively explained:
- What an eGift is
- How the gifting process works
- How recipients redeem their gift
- How to get started
This reduced cognitive load and supported quick decision-making.
Visual Hierarchy
Strong typography, clear call-to-actions, and layered content blocks were used to direct attention towards key actions while maintaining a clean and approachable experience.
Motion & Interaction
Subtle motion graphics and micro-interactions were incorporated throughout the page to:
- Highlight important content
- Reinforce user actions
- Create a more dynamic and engaging browsing experience
The animations were designed to support the narrative rather than distract from it.
Solution
The final landing page combined product education with brand storytelling, creating a clear pathway from feature discovery to engagement.
Key outcomes included:
- Simplified communication of a new app feature
- Clear step-by-step explanation of the gifting journey
- Improved visibility of calls-to-action
- Enhanced engagement through motion and interactive elements
- Consistent visual experience aligned with Starbucks’ digital ecosystem
Key Takeaway
This project demonstrated how UX structure, content hierarchy, and motion design can work together to support feature adoption and user engagement.
By balancing education, storytelling, and interaction, the landing page helped transform a new product feature into an intuitive and approachable user experience.