Case Study

The Star App Loyalty Program.

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

01 — Where We Started

The Challenge
& Objectives

Coinciding with the Star Club loyalty program relaunch, an existing app needed redesigning to reflect new branding in a premium, member-first mobile experience.

The Challenge

The program's complexity — spanning five membership tiers, multiple reward currencies, and three venues — made it essential to create a clear and intuitive way for members to access their benefits dashboard and personalised offers.

The Objectives

Design a unified guest and member experience that would simplify access to bookings and promotions, drive member acquisition, and encourage tier progression.

02 — UX Discovery

UX Workshops
& Discovery

After a thorough audit of the existing app, a series of cross-functional workshops was held with the marketing, loyalty, and operations teams to map the full Star Club ecosystem and identify key experience gaps.

Phase 01
Tier Progression
Understanding tier progression mechanics and how members perceived the value of loyalty benefits across five membership levels.
Phase 02
Content Hierarchy
Mapping content hierarchies across Casino, Dining, Bars & Clubs, Hotels, and What's On to establish clear navigation priorities.
Phase 03
Feature Prioritisation
Defining the MVP feature set and establishing a phased roadmap — prioritising core member value at launch while planning subsequent feature releases.

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.

Persona 1 — Just Visiting
Persona 3 — New to Gaming
Persona 7
Persona 5 — Lower Tier Member
Persona 2 — Hotel Guest
Persona 4 — Experienced Gamer
Persona 6 — Higher Tier Member
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.

Before — Legacy App
After — Redesigned App
Before — Detail View
After — Detail View

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.

Content Strategy 01
Content Strategy 02 View IA Diagram
Content Strategy 03
Content Strategy 04

03 — Design System

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
Tier Theming A
Tier Theming B

04 — High Fidelity

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.

High-Fidelity Screen 01
High-Fidelity Screen 02
High-Fidelity Screen 03
High-Fidelity Screen 04
High-Fidelity Screen 05
High-Fidelity Screen 06
High-Fidelity Screen 07
High-Fidelity Screen 08

05 — Where We Landed

Project
Outcomes

The redesigned app delivered measurable improvements across engagement, navigation efficiency, and loyalty clarity — transforming a kiosk-era utility into a personalised digital companion for Star Club members.

↑ 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.

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