Bringing relevance to Starbuck’s physical store experience.
Project Brief: Work in a team to identify problems and/or an opportunities
with an existing mobile application and utilize your knowledge
to design a solution.
Starbucks Singapore is an app for users to pay with their Starbucks Card, earn Stars and redeem rewards. Users can also reload their card balance, find the nearest store, and learn of Starbucks latest promotions and more.
“Bottom line is we can’t exceed expectations of shareholders unless we exceed the expectations of customers first. And we do both by inspiring our partners and refocusing them on the customer.” — Howard Schultz, Retired CEO and Executive Chairman Starbucks
Starbucks have consistently established themselves as frontrunners in the F&B industry, and the key to their success lies in the reputation their brand carries. Starbucks Coffee is not just a place to get a coffee, but a place to embrace the “Starbucks Experience”, one that promises a cozy and welcoming ambience in addition to top quality beverages and snacks.
With this in mind, my team and I wanted to modify the app such that it would not only be functional but it would also reflect the warmness of the Starbucks Experience as best as possible. And here are our processes:
The burger menu, on the top left corner, is the primary button of the app since all the functionalities begin there. But it is currently placed outside the Thumb Zone, which makes navigating inconvenient. Even though there was an option to open the navigation tab by swiping right instead, it was not an intuitive action.
Furthermore, this swipe function did not work on the Menu. and Discover Coffee. pages, which brings us back to the inconvenience of the burger menu.
Despite these minor shortcomings, the platform does what it needs to do and there can be no complaints made on its functionalities.
User Interviews and Contextual Observations
To collect more data and gain some user perspective, we conducted user interviews and contextual observations. We interviewed 12 Starbucks customers, between the ages of 20 and 45 The questions focused on their app experiences.
- Most customers are third place users — for meetings, studying and relaxing.
- It’s really hard to secure seats at times.
- The app is buggy and logs users out of it frequently.
- Sign up process is too tedious.
Crafting Personas and Customer Journey Maps
Based on the research data, we then came up with proto-personas that form the core users of the Starbucks app. This helped us understand our users, their needs and goals better.
We then came up with customer journey maps for each individual personas. This helped us identify all the personas’ pain points which in turn, became opportunities for improvements to be made.
We then crafted our problem statements to narrow down possible solutions.
- Customers want to know which Starbucks outlets have the most available seats.
- App users need a quicker and simpler payment process.
- Users needs a simpler way to register for a Starbucks account.
We then. developed some. design strategies, and. implemented features to address. the above problems. This would tie both business goals and user goals to provide more accessibility to the app users.
To build a personalized digital relationship with Starbucks customers which will result in new opportunities for revenue.
To learn about availability of seats without physically heading down to check . And to have. simpler payment and sign up processes.
Implemented Key Features
Some of the key features implemented are:
- Combined the pages that are most used in the current app: Payment and Rewards tracking page.
- Simplified payment process by swiping selected card up to reveal payment overlay for scanning.
- Adding crowd level indicators and other relevant informations at the Stores page. (I.e. Seat capacities, no. of Power Outlets and Popular Timings graph)
- Quicker logging in options like Google/Facebook accounts and Touch ID.
The above mentioned are features that we filtered and prioritised based on the Effort against Impact matrix scale.
Some of the future works or unexplored features are like: Exclusive access to limited edition merchandise for Gold Level members; Importing bulk orders drink orders on the app and then scanning it at the payment counter for quicker ordering process; Integrating Starbucks card into the Apple Wallet; Bookings of seats at selected work/study outlets.
The project was extremely insightful — I experienced the unpredictability of users and their needs. Without ample research and interviews, we wouldn’t have gotten all these datas. Sadly, I felt that with more time the prototype could’ve been done better. Onwards to project 4!!
Here’s the link to the prototype: https://invis.io/HKNZNJNUEXV