From Punch Cards to Platform: Scented Leaf Tea House

I was part of a team of five marketing master's students who reimagined the digital ecosystem of Scented Leaf Tea House, a locally owned Tucson tea shop with four locations. Our goal: transform a rudimentary punch card loyalty program into a data-driven platform strategy targeting the University of Arizona student market.

The project included a loyalty app mockup with gamification features, a digital acquisition campaign with social media mockups, and a platform network analysis examining direct and indirect network effects, customer journey mapping, and KPIs — delivered across three presentations for a Special Topics in Marketing course with an emphasis on digital transformation.

I contributed the company overview and rationale, the improved customer journey, the evaluation/KPI framework, and the concluding summary, and I provided input on many other aspects of the project.