STARBUCKS
2021
Starbucks Mobile Order & Pay Redesign
The Starbucks® Mobile App allows customers to place an order and pay ahead before reaching the store. Mobile Order & Pay means you can walk in and grab your freshly made order at the pickup area without waiting in line — seamlessly integrated with the Starbucks Rewards™ loyalty program.
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 means you can walk in, skip the line, and pick up 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 to May 2021
The Problem
Currently, there is no way to cancel or change a mobile order. Users cannot order drinks when they run late and are driving. There is no option to specify a pick-up time — after placing a Mobile Order & Pay order, it is immediately sent to the selected store and baristas begin preparing it right away, with only an approximate wait time provided.
Top 3 customer complaints in the mobile app
Business problem
Starbucks USA’s Business Analytics team noticed that some orders processed by baristas are never picked up by the customer who ordered through the mobile app. This wastes food, ingredients, time, and revenue — assuming customers don’t make order mistakes.
User Goal
Keep customers happy with their mobile orders
Speed when ordering 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 Starbucks customers, as well as a survey with 50 responses, to find patterns and behaviors in ordering the wrong items.
Interview Findings
Cancelation
100%
of people said if they messed up their order, they would reorder
Modifying Order
70%
said the modify order concept would be useful to them
Order Ahead
Users talked about very efficient and convenient websites like Uber’s order ahead as useful. Many worry 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 around 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 checkout time: sets order to “now” by default but users have the autonomy to choose the time they want.
Order Details
See additional details to keep users in the loop on their order status.
Order Tracking & Cancelation
Tracking — helps users see the status of their order and save time
Cancelation — users now have the option to change their minds; a quick survey captures the top reason for future improvements
Learnings & Reflection
With the redesign, customers are more quickly satisfied with their mobile orders — the ability to modify orders can address any mistakes 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 stress when trying to order in difficult situations.
