OBJECTIVE:
Being a Starbucks partner for three years, I have my bones to pick with the Starbucks mobile app. The objective of this project is to make the mobile app experience better for customers and Starbucks partners, who both need the app to be quick, efficient, and easy to explain.
IDENTIFYING USER NEEDS:
In order to understand how to improve the Starbucks mobile app, I needed to get an idea of what current users liked and disliked about the app. Additionally, since Starbucks is my hypothetical client, I need to do some research on the company’s missions and values so my designs will keep in line with Starbucks’ priorities.
To reach this understanding, I:
- Researched and created a Starbucks Case Study
- Hosted a survey on Google Forms about the current Starbucks mobile app
- Created personas for the Starbucks mobile app
THE PROBLEM:
Starbucks’ current app is not intuitive to use, with too many different sections to get lost in while you are trying to do one of two main functions: scan and pay or place a mobile order. Starbucks notoriously emphasizes and expects quick transactions with customers, but partners often are having to take time to explain how to use the app. The current design serves Starbucks as a company by pushing advertisements to buy cups and other retail items, on the other hand, this design does a disservice to the customers by making the app too busy and overwhelming.
KEY GOALS:
- Make the Home page more useful with intuitive buttons, icons, and interactions
- Make it easier to navigate past orders/receipts
- Ensure that each feature is recognizable and findable
BRANDING:
This is a copy of the original Style Tile I made to guide my visual designs for the new app.
STRUCTURE:
Features/Functions List:
- Home page (hosting the user profile and settings, receipts, find a store, rewards info, scan to pay, track Stars)
- Order (includes a menu that is browsable without selecting a store location, find a store near you, past ordered stores/”favorite” stores, and a new categorizing system that is more similar to Starbucks’ point of sale system)
- Scan (scan to pay or scan to only earn points, about rewards info link, track Stars)
Low-fidelity wireframes:
FINAL DELIVERABLE:
Explore the new Starbucks app, hands on!