a. Field Observation
First, I conducted a field study in the retail store to observe the process of behaviors when people enter the store until they finish paying for their purchases. The Research focused primarily on determining the key type of Starbucks customer and whether they used the mobile app function to help order. It was also an occasion to understand the pain points that customers faced in-store and how the mobile solution could ease these.
c. Questionnaires
With these insights, I released a second survey to obtain additional quantitative data and did a qualitative analysis to identify users' most pressing needs. Overall, the questionnaire received 102 responses that defined interviews and divided into two parts: app content feedback and customer habits in retail stores.
Our target customer segments are office workers (primary) and students (secondary). Regarding their occupation, 57.1% are office workers, 29.4% are students. Besides, 71.8% of participates are female. Participants aged 29-39 accounting 58.2%, and the age of 18-28 accounting 34.6%.
d. Persona
a. Ideation + Validation
Come up with ten concepts to solve the problem for the initial phase, tested ideas with five target customers, and finally inquired them to vote for the best idea.
b. User Journey
The rewards mechanism is the most crucial reason 90% of members use the Starbucks app. By engaging in member activities and purchasing drinks, members can earn rewards like stars or coupons, which also serve as a motivation to keep them engaged. Despite this, 5/5 interviewees have experienced expired benefits because they weren't notified that the free benefits had been obtained and the original Rewards design does not encourage users to check their coupons.
The questionnaire revealed that nearly 70% of users often order the same drink each time, and fewer than 3% are willing to try out a new flavor because they are not sure if they will like it. Moreover, 5/5 interviewees want the drinks ranking as a reference to make the decision. Hence, the new design is intended to encourage customers to experiment with new flavors since the current app menu content cannot assist them with their drink selections.
Conclusion
I have changed some use patterns based on the interviews and questionnaires with participants. This will improve the usability of Starbucks users.
What can I do better?
1. Research about the features and results of competitors.
2. Select participants from different areas.
3. Usability test of the prototype with users.
4. Design direction.
What can I do better?
1. Research about the features and results of competitors.
2. Select participants from different areas.
3. Usability test of the prototype with users.
4. Design direction.
Learnings
I have enhanced my understanding of the broad spectrum of design in the design process, thinking about the limitations and defining the right questions. This project gives me a sense of how difficult it is to introduce a minor new feature into a reputed company application and understand what we are doing to achieve user and business goals.