Eliminate the unpredictability of wait times with a queue feature.

Starbucks Queue Feature

Starbucks Queue Feature

Eliminate the unpredictability of wait times with a queue feature.

Case Study

5 min read

What are we solving?

Lack of real-time updates makes mobile ordering less effective.

Lack of real-time updates makes mobile ordering less effective.

PROCESS & SCOPE

My Role

UI/UX Designer

Tools

Figma, FigJam, Qualtrics, Zoom

Timeline

Jun 2023

~ 2 weeks

PROJECT OVERVIEW

Background

Waiting for your favorite Starbucks drink shouldn’t be a guessing game. Many customers, including myself, have experienced the frustration of placing a mobile order expecting a quick pickup, only to be met with uncertainty and long waits upon arrival. This project, part of my capstone, aimed to address this issue by enhancing the Starbucks experience through a queue feature that provides real-time wait time updates.

Problem

Even with the convenience of placing mobile orders, Starbucks customers often face unpredictable wait times. Without clear visibility into the status of their orders, users are left wondering when their drinks will be ready. This lack of transparency leads to frustration and, in some cases, customers abandoning their orders.

Impact

Enhanced customer satisfaction through real-time transparency.

• Implemented a queue feature that displays estimated wait times, allowing customers to make informed decisions about when to pick up their orders.

• The feature improves the overall Starbucks experience by reducing frustration and uncertainty for both mobile app users and guests ordering as non-app users.

Goals

Empower customers with visibility into their order status.

• Introduce a queue feature that provides real-time wait time estimates.

• Ensure both app and non-app users can access the feature seamlessly.

• Minimize uncertainty by giving users clear, actionable information about their order progress.

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?

The goal is to design a queue feature that integrates seamlessly into the Starbucks app, improving customer satisfaction by enhancing order visibility and control.

01 Introduction

Reducing wait-time uncertainty for Starbucks customers.

02 Research & Synthesis

Identifying opportunities.

Understanding Wait-Time Frustrations

To validate the need for a queue feature, I set out to uncover the frustrations customers face with long lines at Starbucks. My research aimed to answer:

• How do users feel about waiting in line?

• Would knowing wait times beforehand change their behavior?

• How would a queue feature improve their overall experience?

Methodology: Mixed-Methods Approach

I conducted a mixed-method survey on regular customers (app and non-app users) using Qualtrics, combining:

Quantitative Data: Using scales, rating systems, and numerical responses to gauge user preferences.

Qualitative Data: Open-ended questions to gather insights into attitudes toward wait times and feature expectations.

I conducted a mixed-method survey on regular customers (app and non-app users) using Qualtrics, combining:

Quantitative Data: Using scales, rating systems, and numerical responses to gauge user preferences.

Qualitative Data: Open-ended questions to gather insights into attitudes toward wait times and feature expectations.

I conducted a mixed-method survey on regular customers (app and non-app users) using Qualtrics, combining:

Quantitative Data: Using scales, rating systems, and numerical responses to gauge user preferences.

Qualitative Data: Open-ended questions to gather insights into attitudes toward wait times and feature expectations.

Key Survey Insights

Survey data from ~15 participants provided critical insights:

Competitor Analysis: Learning from Existing Platforms

I analyzed platforms such as Chick-fil-A, Dunkin’, and McDonald’s to assess how competitors manage wait time transparency and queue features. This analysis highlighted gaps in Starbucks' current system, where most competitors provide more accurate time estimates or order progression indicators.

03 Defining the user

Understanding and empathizing with the user.

Who are the customers?

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!

Customer journey

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 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 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!

Task flow

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.

04 Design Process

Crafting an intuitive queue feature.

Coming Up with Designs

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.

Let’s Hear What the Customers Think

Once designs were complete, I conducted usability tests on the queue prototype.


Goal

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.


Task Flows

  1. Scan QR code to check wait time

  2. Order as guest or in mobile app

  3. Order a grande pumpkin cream cold brew

  4. Check out and check wait time


Success Metrics

• Users know to scan QR code and are able to check their wait time without difficulty

• Users are able to complete tasks without confusion.

• Users are able to appropriately estimate their wait time before and after placing an order

Usability Test Results

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.

Key Takeaways

• Although users understood the wait time, there was difficulty correlating time to the moving time bar

• Wait time was helpful, but a user was unsure of how reflective that time was to actual fulfillment of drink


Next Steps & Revisions

• Iterate the progress bar to better reflect time

• Possibly add specific time stamp

• Add note that “order has been received” or “barista is preparing order” to allow users a more accurate depiction of where their drink is at

Key Takeaways

• Although users understood the wait time, there was difficulty correlating time to the moving time bar

• Wait time was helpful, but a user was unsure of how reflective that time was to actual fulfillment of drink


Next Steps & Revisions

• Iterate the progress bar to better reflect time

• Possibly add specific time stamp

• Add note that “order has been received” or “barista is preparing order” to allow users a more accurate depiction of where their drink is at

Key Takeaways

• Although users understood the wait time, there was difficulty correlating time to the moving time bar

• Wait time was helpful, but a user was unsure of how reflective that time was to actual fulfillment of drink


Next Steps & Revisions

• Iterate the progress bar to better reflect time

• Possibly add specific time stamp

• Add note that “order has been received” or “barista is preparing order” to allow users a more accurate depiction of where their drink is at

Final Solution & Impact

A transparent, real-time queue experience.

Final Designs & Prototype

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.

Takeaways

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.

Let's Connect

Get in touch, or just say hello!