Star App — Redesign

Project

After nearly six years in market, I led a strategic redesign of the Star App to address evolving business priorities, customer requirements and a brand uplift.

Role

UX Research
Product Design
Stakeholder Engagement

Platform

iOS & Android
Mobile App

Deliverables

UX Strategy
Wireframes & IA
User Journeys
High-Fidelity POC

Challenge

Although the existing Star App contained the value members used — loyalty benefits, offers, and rewards — they were not surfaced clearly or contextually, making it difficult for members to appreciate the full value of their membership.

Key Insight

It came down to visibility — members needed to see their rewards, status, and relevant offers together, in the moments when they were most useful.

Design Response

I redesigned the app around a more contextual member experience, bringing loyalty status, rewards, offers, and key actions into a clearer home screen — and introduced a single rebranded theme for build and testing efficiency while removing non-member content.

Outcome

The redesign made membership value easier to understand and access, and improved the overall member experience — while updating the IA to accommodate recent functionality, including Cashless Play and StarCare.

UX Workshops & Discovery

The discovery phase included workshops with the loyalty team centred on translating the research insights to map the key member journeys around offers, draws, jackpots, and rewards, and to identify friction points in how users accessed and understood their benefits.

Low-Fidelity Wireframes

A series of low-fidelity wireframes was developed to explore, test, and validate two distinct approaches to the Home screen. Each concept was designed to evaluate different interaction models for surfacing member content.

Low-Fidelity Wireframes
— Option 1

Low-Fidelity Wireframes
— Option 2

UX Design Assessment

Both navigation concepts were evaluated through user testing and AI-assisted UX analysis. Option 2 consistently emerged as the stronger solution for loyalty-focused interactions, performing better in content discovery and engagement. While Option 1's tabbed navigation pattern tested well and offered greater simplicity, it was ultimately integrated into the final design.

Hi-Fidelity Wireframes

Updated high-fidelity wireframes were developed from the UX assessment findings, and revised navigation flows were used to compare the proposed information architecture with the existing app. The redesign also introduced an AI-powered assistant, envisioned as the primary entry point for key member interactions, including bookings, promotions, and content discovery.

Drag to explore

Clickable POC in Figma

The high-fidelity prototype brought the redesigned experience to life — translating the UX logic and wireframes into high-fidelity screens built on the proposed updated design system, allowing stakeholders to navigate the key journeys and experience the proposed redesign firsthand.

High-Fidelity Clickable Prototype

High-Fidelity Screens

Final UI across the core loyalty experience — the redesigned home screen, offer and draw interactions, jackpot feeds, voucher redemption, and the Star Concierge AI assistant.

The Impact

↑ Improved

Visibility of Member Value

Integrated dashboard data points are now contextually available within core member screens, making member value more immediate and actionable.

↑ Increased

Engagement Opportunities

Introduced app-exclusive offers delivered via push notifications and QR codes to encourage on-property engagement and repeat visitation.

↑ Simplified

Content

Reduced low-value content by moving brochure-style information to webviews, creating a focused, member-first app experience. Removing the logged-out experience and replacing tier-specific theming will simplify production, testing, and maintenance.

↑ Updated

Navigation & Features

Updated the app's core navigation, better integrated Play Limits with the Digital Wallet, while introducing Star Concierge — an AI-powered assistant designed to help members complete key tasks and discover relevant content.