Case Study

The Star App Product Redesign.

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Project
After nearly six years in the market, the Star App's original design was approaching end-of-life, requiring a redesign, strategic repositioning and brand uplift.
Role
UX Research
Product Design
Stakeholder Engagement
Platform
iOS & Android
Mobile App
Deliverables
UX Strategy
Wireframes & IA
User Journeys
High-Fidelity POC

01 — Where We Started

The Challenge
& Objectives

User research commissioned by the Loyalty team identified a gap between the value of member benefits and their visibility within the app, prompting a strategic redesign focused on surfacing key rewards through a simpler, member-centric experience.

The Challenge

As the Star App's purpose evolved, the challenge was to enhance the loyalty experience for members while accommodating a growing set of regulatory requirements.

The Objectives

Increase member engagement and time in-app by elevating high-value interactions — offers, draws, and vouchers — to the forefront, rationalising non-essential content, and restructuring the core navigation while keeping the structure of the 2nd- and 3rd-tier screens unchanged.

02 — UX Discovery

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

After consolidating insights and requirements gathered through UX workshops, 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.

AI UX Design Assessment

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.

Revised Home Screen Wireframes
Revised Home Screen Wireframes 2
Drag to explore

03 — High Fidelity Design

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.

Final UI Screen 00
Final UI Screen 01
Final UI Screen 02
Final UI Screen 03
Final UI Screen 04
Final UI Screen 05
Final UI Screen 06
Final UI Screen 07

04 — Where We Landed

Project
Outcomes

The redesigned Star App is intended to deliver measurable improvements across key loyalty metrics — with greater visibility of member value and a streamlined experience that puts members firmly at the centre.

↑ 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.
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