Starbucks Singapore App Redesigned
The Brief
Redesign a mobile application and service.
The Problem
We browsed the app store and discovered that Starbucks Singapore’s App has a low rating of 1.7 due to inefficiency and errors. As users ourselves, we experienced the same set of frustrations raised and resolved to work on it.
About the App
Starbucks Singapore’s app allows users to pay with their Starbucks Card, earn Stars and redeem rewards. Users can also reload their card balance, find the nearest store, and learn of Starbucks latest promotions and more.
Research
We began by conducting a content audit to better understand the features available in the app and proceed to carry out 10 user interviews and usability testing with new, existing and previous users (age 18-40) to find out users’ experiences with the app and the physical store. Thereafter, we carried out contextual inquiry at 2 Starbucks outlets to observe the physical store experience and usage of the app. We also conducted a heuristic evaluation based on Jakob Nielsen’s 10 Heuristics for User Interface Design on the app.
Synthesising Data
The observations made were placed into an affinity map and synthesised into the following key takeaways on the app and the physical store:
The app:
- The app is underutilised.
- Most users use the app to pay for their beverage in the store, track their Starbucks Rewards and check for deals. 90% of users were unaware of the other features (check store location, menu) on the app as the
- Users are repeatedly logged out of app
- even though they have selected the function for the app to “keep me logged in”. Some users abandon the app and decide to use the Starbucks card instead.
- Users had to re-enter their credit card details every time they reload their Starbucks Gift Card.
- Lacking in visibility of system status –
- there were no loading screens or indications when tasks are completed.
Existing app Homescreen
Main task of the app is upfront upon log-in, users complete their task and exit the app. They accumulate Stars and redeem rewards through the app.
Users also use the app to check the rewards available for them.
Other features such as gifts, menu, stores, discover coffee in the hamburger menu that 90% of users do not recall or are unaware of.
The physical store:
- Long queues and waiting time for the beverage during breakfast and lunch peak hours.
- Stores can get too crowded and there will be no seats available.
- Customers are unsure when to collect their beverage.
Starbucks might not adopt the name on beverage system at every store and sometimes users are confused if the ready beverages are theirs. When the queue is long, users also tend to return to their seats to wait for their beverage and not know when their order is ready.
- Customers use a secondary app, Foodpanda, for delivery of beverages.
Business Analysis and Brand Alignment
We followed up with research on the Starbucks brand to understand their business goals and studied Starbucks’ apps in China and USA as they had very good ratings on the app store. The following are our findings:
The tone of voice for Starbucks China and the USA app is more align with the brand – informal and the language used is friendly and use emojis as if one is texting a friend. In comparison, the SG's app is more factual and informational.Pick-up service is available in Starbucks China and USA. - Starbucks is big on their CSR programme, aside from ethical sourcing, they had several
sustainability-focused initiatives in place such as the rolling out of reusable cups and tumbler. The CSR has no presence on its current app.
The Hypothesis
We believe that by redesigning the current Starbucks app to streamline user flows, improve the app’s performance and introduce order service from the app for Starbucks’ customers and members, we help them complete their task of purchasing easily.
Feature Prioritisation
We charted the points to address and ideas we had in a feature prioritisation matrix and worked mainly on the features that yield higher impacts.
Service Blueprint
Based on the customer journey of our users we mapped two service blueprints – one on the present physical store experience and another on the new order and pick-up service.
We can infer from the physical store blueprint
Customers will have 2 direct touchpoints with the front stage employees, once when they place an order and another when they collect their beverage.
The implementation of the order and pick-up service will mean that there is
It also meant that there is
With the new pickup service, it will mean that there will be lesser touchpoints between the frontstage staff and the user. We will have to
Design Considerations
- Prioritising key activities, making content accessible.
- We reorganized the most used features from the existing app and the new order and pick-up feature into the main navigation bar so they can be easily accessed.
New items and deals are given priority on the landing page as those are content of interest.
- Introduction of order and pick-up service.
- Looked at the introduction of pick-up service in totality – from user input of location and pickup time to browsing and carting, order confirmation and tracking.
- Address frustrations of the current app.
Users can now save their credit card details for future reload or payment.
The system also provides users with prompt feedback whenever it is processing, error in input or when task is completed.
Aside from backend support to ensure sign-in is stable, we also saw the opportunity in allowing guest to explore the app and encourage subscription during activities such as ordering.
- Alignment with Starbucks brand and practice.
We aligned the app with Starbucks’s CSR by providing users with sustainable cup options and opt-in for bagging and utensils.
We looked at the tone of voice across Starbucks apps and introduced greetings in-app for an ‘informal, genuine and friendly touch’.
Prototyping, Usability Testings and Iterations
A total of 2 rounds of usability testings and iterations were made to better the usability and user flow of the app. Users tested 3 scenarios revolving the key tasks – to place an order as a guest and onboard after, to reload credits into Starbucks card and to order 3 specified beverages and redeem reward to offset the cost of beverages.
Main areas of revision include:
- Re-looking at layout and user flow of ordering experience
- Improvement of visual cues
- Introduction of on-boarding to explain new features of the app
- Additional search function as users are not sure of the categories that certain drinks fall under (Eg. latte is under espresso).
By the last round of iteration, the task completion rate was at 100%.
Try the latest version of the prototype here: Figma prototype
Future Developments
There were a few functions that we held back on introducing during the prototype such as delivery service (as it is now being covered by Foodpanda and Grabfood) but felt that it could be potentially be integrated to make it a one-stop app for users. We also want to allow users to be able to browse the menu without having to select a store location or pickup time. And as all food delivery service, we felt that a live support function was crucial for users to feedback and search for help should they require. Overall, still an abundance of room for improvement!