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Ever placed a mobile order, expecting a quick pickup, only to wait in uncertainty alongside other customers? Daily frustrations arise as people navigate unpredictable lines and wait times.
This project is a key component of my capstone, involving the addition of a feature to an existing product. I decided to confront a frustration I've personally encountered.
Starbucks customers frequently encounter long lines or uncertain wait times when picking up their orders. Even with the convenience of the mobile app for placing orders in advance, users still find themselves waiting without clarity on when their drink will be ready.
Create a new insightful feature for both app and non-app users.
Implemented a queue feature that allows customers to view their estimated wait time. This enhancement displays a live wait time so users are able to track their order, regardless if they have the mobile app.
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Picture this: You're at Starbucks, craving your favorite pick-me-up, only to be faced with an overwhelming line. Ever placed a mobile order, thinking your drink is ready, but end up waiting with the other pickups in uncertainty? Customers deal with this frustration daily, navigating unpredictable lines with no clue about how long they have to wait or when they'll recieve their drink.
We want to learn the frustration and struggles people face with lines/waits at Starbucks, so we can create a feature that gives users more insight.
Difficult finding frequent Starbucks customers in time frame, so the survey will focus on people and their experience with long lines to buy coffee.
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Survey was created using Qualtrics and sent to ~15 people. I’m able to learn more about users and their attitudes towards long lines while ordering coffee by requiring various open ended responses and using different survey elements.
I crafted user personas representing diverse Starbucks customer profiles, tailoring each persona to capture the unique needs and preferences of various types of users. In addition, each persona resembles a Starbucks card!
The customer journey begins the moment they step into the store and scan the QR code. At this point, they receive an estimated wait time and are presented with the choice to either place a mobile order instantly or proceed with waiting in line.
For this journey, I stepped into the shoes of a Starbucks customer from the entrance to leaving as a happy customer!
The task flow involves users scanning the QR code to access the new feature. Through a series of steps, pages, and decisions, they can place an order and track their drink's completion process.
In the wireframing process, my emphasis was on the key pages both pre and post-ordering. These screens showcasing the queue feature, providing users with an estimated wait time. Notably, the app ordering system has been extended to the website, enabling users without the app to place orders as guests for a seamless experience.
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Analyze how users interact with a wait time feature in Starbucks to determine whether this feature solves their frustration of uncertain wait times by observing their experience, while navigating the prototype.
All participants unanimously rated the usability as a perfect 5 on a scale from 1 to 5, indicating the feature's simplicity and ease of use. The feedback indicated that participants found the feature to be highly beneficial, particularly in aiding their decision-making process when considering placing an order at Starbucks.
Post-usability test, feedback revealed that participants would find it more beneficial to have visibility into the steps of their order process. Researching other competitors, it became evident that providing users with the status of their order contributes to a more positive experience in tracking their items. This insight highlights an opportunity to enhance the feature by incorporating a clear and informative order tracking system.
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The prototype starts in the camera app at the Starbucks store, allowing comprehensive testing of the entire experience, including scanning the QR code. The primary focus is testing the new feature both before and after users place orders through the Starbucks website.
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Introducing a feature for users to check wait times before ordering coffee can significantly boost customer satisfaction at Starbucks. Long lines often create uncertainty and frustration, sometimes prompting customers to leave. After ordering, the addition of a drink status feature keeps users informed about their order's progress, providing peace of mind during longer waits.
This project, aimed at addressing a common pain point, was not only fulfilling for me but also resonated with other users facing similar challenges. It was especially enjoyable as my first experience with adding a feature, presenting unique challenges while working on a personal project within an already established company.
