THE PRODUCT OVERVIEW
No time? No line. The Starbucks® mobile app for iPhone® allows customers to place an order and pay ahead before they reach the store. Mobile Order and Pay mean you can walk in and without waiting in line, ask a barista for your freshly made order at the pickup area. The mobile ordering experience is seamlessly integrated into the Starbucks® mobile app and Starbucks Rewards™’ loyalty program.
Role: User Research, UX Design, UI design
Client: Starbucks Headquarters
Duration: 8 Week Sprint; April 2021 - May 2021
THE PROBLEM
Currently, there is no way to cancel or change a mobile order. Also, users cannot order drinks when they run late in the morning and need to drive. At this time, there isn’t an option to specify order pick-up time. After placing an order through Mobile Order & Pay, it is immediately sent to the selected store and our baristas will begin preparing the order. The mobile ordering feature will provide you with an approximate wait time, you can go to the selected store within the approximate wait time.
TOP 3 CUSTOMER COMPLAINTS IN MOBILE APP STAR
BUSINESS PROBLEM
Starbucks USA’s Business Analytics team noticed that some orders are processed by baristas but never picked up by the customer who ordered them through the mobile application. This is wasting food and ingredients that could have been used for another customer. This is assuming that customers don’t make order mistakes. Altogether, time, revenue, and food are lost.
USER GOAL
Keep customers happy with their mobile orders
Speed when ordering Starbucks items and grabbing items
Autonomy with their mobile orders
BUSINESS GOAL
Retention in customers
Increase Starbucks mobile orders by 10% for YTD
USER INTERVIEWS FOR CONCEPT TESTING
I conducted moderated 1:1 interviews with 10 current Starbuck’s customers as well as a survey (50 responses) to find patterns and behaviors in ordering the wrong items.
INTERVIEW FINDINGS
Cancelation
100% of people said if they messed up their Starbucks order, they would reorder.
Modifying Order Concept
70% of people said this concept would be useful to them.
Order Ahead Concept
The majority of people talk about very efficient and convenient websites or uber’s orders ahead as useful. Many people have talked about worrying about the status of their food when making online orders.
WIREFRAMING & BUTTON VARIATIONS
NEW SYSTEM
Order ahead, Order details, and order cancelation help increase mobile orders as stress is reduced with getting orders wrong or not having enough time to order while driving.
ORDER AHEAD
Help users set a specific day and time to pick up their mobile order
Choose check out time: Helps user set order for “now” as default but users have the autonomy to choose the time they want
ORDER DETAILS
See additional details to keep users in the loop
ORDER TRACKING
Users can see the status of their order.
Tracking: Helps users save time
Cancelation: Now users have the option to change their minds. We quickly give customer a survey as to why they cancel order to capture top reason for future improvements
LEARNINGS & REFLECTION
With the redesign, customers are more quickly happier with their mobile orders as the ability to modify their mobile orders can address any mistakes they made — such as wrong store location, wrong item, or change of mind.
Customers being able to order ahead can help save time in their morning commute and reduce the stress when trying to order in stressful situations.
