The Star App — Loyalty Redesign

Project

A tiered loyalty app connecting gaming, hospitality, and rewards into a single personalised mobile experience for The Star Club members.

Role

UX Research
Product Design
Stakeholder Engagement

Platform

iOS & Android
Mobile App

Deliverables

UX Strategy
Wireframes & IA
User Journeys
Design System
High-Fidelity POC

Challenge

Members managed their loyalty experience across physical cards, kiosks, the website and a limited mobile experience. The opportunity was to bring these interactions together and give members a compelling reason to engage with The Star digitally.

Key Insight

I recognised that the app could become more than another way to check points. By bringing the most useful membership interactions together in one place, it could become the digital home for a member's relationship with The Star.

Design Response

I designed a centralised loyalty experience that brought tier status, points and benefits into a single dashboard, with offers, draws and vouchers consolidated into one easily accessible destination. A digital membership card further connected the physical and digital experiences.

Outcome

The redesign established the app as a primary digital touchpoint for members, increased the visibility and accessibility of loyalty benefits, supported adoption of the digital membership card and laid the foundation for future digital initiatives.

UX Workshops & Discovery

After auditing the existing app, I facilitated cross-functional workshops with Marketing, Loyalty and Operations to map the Star Club ecosystem, understand tier progression and member value, establish content priorities and define the MVP feature set and future roadmap.

User Personas

Seven distinct visitor types were identified through workshops — each with different motivations, behaviours, and app needs. From first-time casino visitors to high-tier Star Club members, the redesign had to serve every segment.

Drag to explore

Comparative Analysis

A comprehensive comparative analysis was undertaken of the existing Star App, originally designed around a member kiosk experience. Additional benchmarking was conducted across industry-leading loyalty apps, focusing on key areas including home screens, loyalty dashboards, and offer redemption mechanisms.

IA, Journeys & Testing

Workshop outputs were translated into a content strategy, information architecture, and customer journey maps — validated through early concept testing to align stakeholder priorities and surface key experience gaps before design began.

View IA Diagram

Built to Theme by Tier

A flexible design system was built to dynamically theme the app according to a member's Star Club tier — from entry-level Bronze to premium Diamond.

View Design System

Platform Design Final UI

A redesigned home screen and centralised action button transformed the app into a personalised digital companion for Star Club members — surfacing key balances and benefits, with restructured content carousels improving discovery across all categories.

The Impact

↑ 22% Usage

Engagement & Personalisation

Personalised content delivery increased awareness and uptake of member offers, resulting in a 22% increase in app usage in the first 3 months.

↑ 17% Sign Ups

Increase in Sign Ups

The introduction of the new app saw a 17% increase in sign-ups in the first 3 months after launch, with 11% converting through the guest version of the app.

↑ Increased

Content Discoverability

Restructured homescreen with category carousels, improving visibility of promotions across casino, dining, and entertainment — reducing reliance on deep navigation.

↑ Clarity

Loyalty Transparency

Clear surfacing of PTS, Casino Dollars, and tier benefits improved member understanding of progression and rewards, supporting long-term retention.

The Star App Loyalty Program.