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Company
Costa
Costa

Costa

Coffee chain

Costa's rewards app pairs themed loading animations with loyalty mechanics, including a case study on how the Goal Gradient Effect keeps people collecting.

Key takeaways from 1 Case Study and 1 UX Bite

  • The rewards screen loads behind a spinner of coffee cups and muffins, not a generic loader

  • Their loyalty scheme leans on the Goal Gradient Effect: motivation rises as the reward nears

  • Why unclear earning rules stall the purchase flywheel before it starts spinning

Often uses:

Loading & Waiting

Similar companies:

Food & Drink
Blank Street logo
Blank Street
BlinkIt logo
BlinkIt
CookShelf logo
CookShelf
Swiggy logo
Swiggy
Mob logo
Mob
Last updated: 27/08/2026
UX Bites
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UX Bitefrom
Costa logoCosta
Real example
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UX Case Studies

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How To Design A Loyalty Scheme That Actually Motivates People

with aCase Study
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Costa
Costa Coffee Logo 1
Preview study
The UI displays a large white "S" centered on a solid purple-blue background, with no additional text, logos, or interface elements visible.The UI shows a stylized "M" logo with teal, cream, and red color blocks on a dark blue background. No text or markings are highlighted or underlined.

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"An exceptional resource for learning how to build habit-forming products that people love."

The UI contains the yellow book cover "HOOKED" by Nir Eyal in the bottom right, with black text in a white box with blue borders stating "COMPLETELY REVISED AND UPDATED."
Nir EyalAuthor of Hooked

"I’d never met anybody who looks at usability and UX the way I do until I met Peter. Only he’s smarter."

Photo: site-map sketches with pen annotations, yellow sticky notes and folder of labeled cards, black phone cord, red book cover reading "DON'T MAKE ME THINK".
Steve KrugAuthor of Don't Make Me Think

"The completest view of the psychological underpinnings of human behaviour that I’ve ever seen."

Circular avatar: smiling man, navy jacket, blue‑checked shirt, blurred green bg. Overlays: red EA badge lower-right; black square with white up‑left arrow.
Bing GordonKleiner Perkins & EA

"What a nice idea! Christopher Alexander would be proud to see patterns collected like this."

Profile picture of a man with medium-length hair and stubble wearing a grey hoodie and dark jacket. Two app icons overlay bottom right: yellow Asana and blue Miro.
DHHHey! & Basecamp