Starbucks Kiosk
This is my first UX designer project and I wanted to adapt the design thinking process while keep user-centric design as focus to create a better in-store purchase experience at Starbucks.
Timeline
3 weeks
Year
2017
Role
UX Designer
Tools
Sketch, Invision
Problem Statement
Connaught Place is one of the crowded places in Delhi and to no surprise, Starbucks is one of the busiest stores on the block. Traveller walking around in the extreme heat need to wait in long queues just to get a cool refreshing drink. It's gets worse during peak hours as Starbucks loses customer who see the rush and leave.
How Might We…
How might we reduce the order time of customers to fasten and improve their in-store purchase experience?
Goal
Improve Starbucks in-store experience.
Process
Discover
Conducted user research with methods like contextual inquiry and customer interviews to understand their pain points and needs.
Define
Created user personas and customer journey map to identity where the users were poorly served or stressed during the journey to provide improvement opportunities.
Design
Created a user flow and creatine wireframes that lead to a kiosk design
Deliver
Iterations were done to the wireframe to make the interaction more comprehensive .
Discover
User pain points and needs
In order to design a solution, I needed to understand the user's pain points and needs. I used contextual inquiry and customer interviews to better understand the context. I also used a couple of google review to get more insights on the customers' in-store experience. Below are a few examples:
"Too much waste but the barista. Wifi wasn't good and the Baristas weren't specific about taking the order Like they didn't ask me about kind of milk I wanted and any customisation" - Kanika Sharma
"Order taking guy didn't explain about the product" - Nidhi Vaisakh
"Insane line at this place. But nobody cares enough about operating the second or third counter" - Nikhil Pawa
From the information gather, I noticed that most of the customer spoke about their in-store experience. Hence, I decided to focus on the customer's in-store purchase experience
Existing solution
It was worth nothing that before I design a a better solution for customers' in-store experience, I wanted to understand an existing solution, the Starbucks's mobile app. The app is mostly used by most loyal customers that frequently visit Starcbucks. Hence, most of the time, Starbucks make most of its sales from occasional customer who come to their physical store.
However, the app still does not resolve the in-store traffic issue and sometimes may cause more rush and inconvenience for customer taking a "to go" order. While leads to potential customer wanting to come into the store notice the in-store traffic and decide not to go into the store.
Define
Customer journey map
After gather the information, observing and reading google review, I was aware the one of the major issue is how smoothy and quickly can customer place an order, specially during peak hours when in-store traffic increases which at times causes mistake in the order and for potential customer to flee, hence causing more bad user experience.
In-store traffic
My research and observation emphasised that may times customer wait 15-20 minutes, sometimes more, to collect their order during rush hours. The his experience become even more unpleasant when other customers order using the Starbuck's mobile-app also wait their orders creating an increase in in-store traffic, hence losing potential customer.
Communication difficulty at the counter
According to my research, customers who occasionally visit Starbucks have a tough time communicating with the baristas when they are unsure about the products in the menu or want to customise an order. This not only cause confusion between the baristas and the customer but also to the waiting time for other customer, hence, leading to bad user experience.
Personas
It was worth nothing that before I design a a better solution for customers' in-store experience, I wanted to understand an existing solution, the Starbucks's mobile app. The app is mostly used by most loyal customers that frequently visit Starcbucks. Hence, most of the time, Starbucks make most of its sales from occasional customer who come to their physical store.
However, the app still does not resolve the in-store traffic issue and sometimes may cause more rush and inconvenience for customer taking a "to go" order. While leads to potential customer wanting to come into the store notice the in-store traffic and decide not to go into the store.
Design
After gather the information, observing and reading google review, I was aware the one of the major issue is how smoothy and quickly can customer place an order, specially during peak hours when in-store traffic increases which at times causes mistake in the order and for potential customer to flee, hence causing more bad user experience.
