Editor’s note: This was contributed by Clement Ledormeur, Digital Project Director at digital agency 31Ten, and Vladimir Garnele, UX-UI designer and partner at 31Ten

Starbucks released its brand new website solely for China on February 27th, a strong step forward in its “digital flywheel” strategy (Rewards + Payment + Personalization + Ordering). How well does it fare in terms of UX/UI and fulfilling the coffee giant’s aspirations?

Starbucks’ status and positioning as a digital pioneer in the West has been acknowledged consistently for a long time. The digitalization of an already well-serviced loyalty program and willingness to invest in across-the-board innovation have helped Starbucks stay ahead in the game in the US and other countries. According to CEO Kevin Johnson, it also made digital relationships one of their most powerful demand generation levers.

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