2022
Starbucks
Project
Starbucks
Services
Associate Creative Director – Led the team in developing the Starbuck at home website and campaign concepts
Role
Video production, Photography, Web design & development, Social media, Influencer activations, Paid & organic media, eCommerce
Starbucks Coffee at Home Website Site Launch | Coffee
Web Design & Development
CPG
UX & UI
E-commerce
360 marketing campaign
Overview
Starbucks' digital campaigns lived in silos—launched fast, lived briefly, and disappeared without leaving a lasting mark. Each campaign spoke into its own echo chamber, with no thread to connect the stories across platforms. We changed that. We created the Starbucks Coffee at Home website: a single, evolving digital footprint where every campaign, coffee story, and social activation converged. One destination. One brand voice. A seamless hub that made home coffee experiences as rich and connected as those found in any Starbucks café. From there, the platform continued to scale—integrating e-commerce, loyalty (MSR), and branded content to deepen engagement and drive growth. What started as a fix for fragmentation became a foundation for Starbucks' next generation of digital storytelling.
A familiar foundation
Intelligent User Interface
To create a seamless experience, we leveraged key iUI elements from the My Starbucks Rewards app as the foundation for the website’s design. Familiar gestures, intuitive navigation, and visual language drawn from the app helped create instant recognition, build trust, and make the transition between mobile and web feel effortless—turning occasional visitors into loyal, long-term users.
Designing for Discovery
User Experience
With such a wide range of product offerings, navigation needed to be effortless. We built a card-based design system that made browsing intuitive, helping users quickly find exactly what they were looking for. Clean, scannable, and visually driven, the card structure matched both the content and the experience we wanted to create—making every coffee discovery feel simple, satisfying, and just a click away.
An everchanging experience
Content Strategy
Designed as the central hub for all things Starbucks, the site was built on a flexible content strategy that could evolve as fast as the brand itself. An intuitive CMS allows new pages, events, and promotions to be added or updated seamlessly, keeping the experience fresh and dynamic. Access to Starbucks’ broader ecosystem—from rewards to curated content—is just a click away. Campaigns are interactive and engaging, inviting users to participate and share in real time. Social media feeds and user-generated content are woven into the experience, blending brand storytelling with authentic community voices. The result is a digital platform that's always alive, always growing—and always connected to the heart of Starbucks' community.
Results
Build for Now, Design for What's Next
We approached the site with a phased strategy—starting with a focused MVP and scaling thoughtfully toward the long-term vision. Every decision, from information architecture to user interface design, was made with sustainability and growth in mind—ensuring the hub could evolve seamlessly as Starbucks’ digital ecosystem expands.
MVP
MINIMUM VIABLE PRODUCT
We launched with a streamlined MVP focused on delivering core content, rich visuals, and essential brand experiences from day one.
Build
ADD CONTENT & FUNCTIONALITY
We expanded the experience by layering in social avatars, curated news and events, and rich coffee stories to create a dynamic, living hub.
Grow
Expand the experience
As momentum built, we scaled by adding new pages, fresh campaigns, and evolving storytelling that kept the experience vibrant and relevant.
eComm
Bring the experience to every cart
We deepened brand loyalty by integrating e-commerce functionality and expanding the library of shoppable, premium branded content.
// redesign // New homepage
Conclusion
By transforming fragmented campaigns into a unified digital ecosystem, we reimagined how Starbucks shows up online—seamlessly blending storytelling, commerce, and community. With a phased, future-focused strategy, a flexible CMS, and a mobile-first design foundation, we built a living, breathing brand hub that evolves with Starbucks and its customers. The result is a digital experience as rich, connected, and enduring as the brand itself.
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