Analysis of Starbucks UX

User Experience Design

MRKT9021: 2022-23

D22124450

Seoha Kim
 Contents

1. Introduction............................................................................................... 2

1.1 Why Starbucks......................................................................................... 2

2. Application Analysis .................................................................................. 3

2.1 Analysis of positive attributes..................................................................... 3

2.2 Analysis of negative attributes.................................................................... 4

3. Value proposition....................................................................................... 4

4. Persona Development................................................................................ 5

4.1 Persona one : Coffee Lover who uses application........................................ 5

4.2 Persona two : Student who use application................................................. 6

4.3 Persona three : Frappuccino Lover who doesn't use application................... 8

5. Main user goals.......................................................................................... 9

6. Competitive Analysis ................................................................................. 14

7. Conclusion................................................................................................ 16

7.1 UXD Recommendations............................................................................ 16

1
 excellent.
1. Introduction

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1.1 Why Starbucks

The Starbucks application is the most regularly used loyalty reward app among major
restaurant chains, the best in QSR (Quick Service Restaurant) space in all respects, and
boasts impressive numbers such as 71% of users visit a store at least once a week. 25% of
transactions are conducted through applications. In 2021, it received 22.9 million rewards in
the second quarter, and it uses the second most mobile Pay applications after Apple Pay(22,
N.E.| M. , 2022).
In addition, According to Manifest, T. (2018), a survey of restaurant loyalty apps found that
Starbucks was the most preferred by users. New research shows that user experience,
games, and rewards determine user preferences for specific restaurant loyalty apps.

- Starbucks' app is the most popular of

several popular restaurant loyalty rewards
apps, a new study finds. Nearly half (48%)
of the app users surveyed regularly use the
Starbucks Loyalty app, compared to 34%
for the Domino's app and 30% for the Pizza
Hut app.
-The Starbucks app's user experience (UX)
contributes to its popularity, say experts
who are good at pointing out UX elements.
For example, users must pre-load money
into the Starbucks app to pay with it. Since
the money is there and can't be spent
elsewhere, it drives users to visit Starbucks
more.
-The Starbucks app also clearly
communicates to users how they can earn
rewards, and it provides real value by
providing not only free food and drinks, but
also free music, games, and other goodies
in the US.

Based on this research, why is the Starbucks app so popular? What drives users to
Starbucks? I wanted to know why, and analyze "Digital Engagement" at the center of it.
In addition, I chose this application because I use the Starbucks application, work as a
Starbucks supervisor, and know the process. Through this analysis, it will be a meaningful
study that can discover problems, seek solutions, and substantially reflect future solutions.

2
 the
screenshots of year
Add illustrate
2. Application Analysis
- D
app
to analysis
2.1 Analysis of positive attributes
1) There's everything on the Starbucks home screen
On the home screen, users can immediately know how to use what they want.
At the top of the screen, there is an inbox and setting icon where users can see
recent transactions and payment methods. At the bottom, there are home, pay, order
history, and convenience store icons, which are convenient because they remain at
the bottom even when the user scrolls up. All options appear instantly in the center of
the screen so that users can start ordering right away with their loyalty reward points
and card balance appearing, and mobile payment for contactless orders is optimized.
2) It provides a user-friendly mobile experience
The Starbucks app is optimized for personalization because it remembers users'
favorite orders, suggests food that can go well with them, and finds the nearest store.
Using the geographic location function, users can see the nearest Starbucks location
and the menu of each location, and see if they can arrive and receive it in a few
minutes. The app also offers Starbucks Rewards program members a "challenge" to
get additional "stars" for free food and drinks. The Starbucks app menu offers detailed
I justgiving descriptions and nutrition information for all products without strong publicity for main
foods, beverages, and new drinks. It allows customers to drink customized drinks by
came
you
asking for additional options (such as adding shots and creams) when ordering.
The layout is also simple and easy to move to the home screen.
theoretical 3) Starbucks Royalty Rewards Program Leads the Competition D uses
and
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The Starbucks Rewards program is a prime example of how to get customers to use
terms for the mobile app. Simply put, the more money a user spends at Starbucks, the more
gic:
analy
what reward points (or "stars") they earn. Rewards programs provide many benefits to app
you

grofia
users. In addition to receiving 3 stars per 1 euro, it also provides a variety of
identified, personalized services for users, such as coffee refills and free drinks on users'
birthdays, as well as personalized offers based on past orders. The Starbucks
for you
ar
Rewards system is designed with high accessibility, always showing how users can
gain and apply points. Users often earn points, enjoy small freebies, and sometimes
academic
use up accumulated points. Rewards produce high loyalty through user participation
knowledge ( and sometimes lead to a lot of sales through user psychology, just like playing games.
Sometimes, some users think that points are unimportant, but they also use this
application to save time. Also, whenever they use it, they unconsciously look at the
point number and naturally try to increase it.
4) The payment process is smooth and convenient.
Customers can order without waiting in line with the Starbucks app, and it has created
a space exclusively for mobile order customers to differentiate them from the existing
till counter in the store. In addition, it can be used as digital marketing because
customers can preview new promotions through applications. Often, these digital
tools make customers interested in sampling the new drinks.
In the United States, Orders can be made from Amazon's Alexa and Ford vehicles.
Based on this, My Starbucks Barista, a feature integrated into the Starbucks app, has
been expanded so that customers can order through voice commands or messages.
Speed and convenience have increased, and Starbucks' mobile orders and payments
provide various functions, allowing users to order and pay in the most convenient
way, driving sales growth.

3
2.2 Analysis of negative attributes good identificatiint
on
1) There are no reviews or FAQs to communicate with customers.
Users cannot send reviews or messages from stores through app, so they cannot
feedback on satisfaction with orders or services, or improvements. In addition, there
are no icons or information linked to Instagram and Facebook, so more active
communication tools are needed.
2) Modification or cancellation is not possible after payment of the order.
Cancellation of orders through mobile applications is impossible for both users and
stores. If the user wants to cancel, they must send an email to the head office and it
takes a long time. Sometimes a refund is almost impossible, so they have to
double-check the store and order by recognizing that the user cannot return the order.
3) User can't see Starbucks' menu at night.
Since the store and the menu link are connected, users can't even see the menu
when the store door is closed. they can't see the drink menu because all of Starbucks
is closed at night or on holidays. Even if users don't order right away, they can't use
the application if they want to see the Starbucks menu or plan to order the next day.
4) Inventory update at each store is not well done.
After customers order and pay for a sold-out sandwich, they often have to visit the
store and choose another sandwich. Users are disadvantaged because the
application does not update inventory well and there is no payment cancellation
button. Because the store also cannot see the customer's information, it cannot
deliver the details to the customer, and because it does not have the right to cancel
the order, the only solution is to provide another sandwich when you come to the
customer's store.

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3. Value proposition a
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design thinking
problem
Statement

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identified
4. Persona Development
4.1 Persona one : Coffee Lover who uses application
personas.
great use
of the different
Persona
tools seen in class.

Empathy Map

5
 Customer Journey

4.2 Persona two : Student who use application

Persona

6
 Empathy map

Customer journey

7
4.3 Persona three : Frappuccino Lover who doesn't use application

Persona

Empathy map

8
 Customer journey

excellent
5. Main user goals
of presentingpathan
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5.1 Main user goals
1) Persona one
(1) Goal : High-quality coffee and fast and efficient orders.

alignment
w/lx
Design of
Starbucks.

User Activity Check reward star and card balances on the home screen
> Select the nearest store or favorite place > Select a drink > Pay

9
2) Persona two
(1) Goal : Collect Reward Stars, Study with Drinks and Food in Store.

User Activity Check the points and add money before going to the store
> Show the barcode when ordering at the store

3) Persona three
(1) Goal : Buying drinks when the store opens after work. Use applications for cash.

User Activity Check the closing time of the nearest store > Earn points when
paying in cash

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5.2 Review the design

Interaction: Be friendly to User

Inbox: Receive emails if agreeing to
marketing
Setting: User profile and Account
Reward Stars: Update for target point
Checking the balance and add cash
Barcode button required to pay in-store
Place where user can see new drinks.
and select the store user wants by clicking
on the menu.
The nearest store on the map.
The Home, Pay, Order, and Store buttons,
which are the most frequently used
functions, are always fixed even when
scrolling down.

>>It has high interactions with users and

Home Screen allows them to see the most used and
important things at a glance. Encourage
users' engagement by emphasizing Rewards
Stars program

If users agree to marketing, they will

receive promotions and emails about new
menus, but if they disagree, they will not
receive emails that they do not need.
There are accounts with birthdays for
events, emails, and transaction records.

Security and notification settings,

data analysis consent, and policies.

>>The basic contents are shown in the inbox

and setting, and the most important data
information consent in the mobile application
and birthday information necessary for the
event is shown simply.

>>Users Expect information about the

promotion or new menu, but there is no way
to request promotional mail within the inbox
page.
Inbox and Settings
>>Cannot see social media icons such as
Instagram and Facebook in the application.

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 Use psychology to increase the number
by exposing the reward number
Show Barcode for Payment

Scan to barcode and pay

Add payment method, or add money
It's not a payment, it's just to get points
Scan with QR code to get only points
(pay by cash)

>>It is complicated and inconvenient for

users to distinguish between the barcode
they pay and the QR code that only earn
points. (There are two functions at the same
page)

>>Although it needs to be integrated into

the QR code, it is currently impossible
because there is a technical problem to
integrate the barcode into the QR code.
Tap to pay Technology needs to be improved.

>>Users prefer either a bar code or a QR

code and should seek a simpler method.

It finds the nearest store based on GPS.

Also, you can save user’s favorite
places as
Favorite
Click Filter to search by option

Provide detailed store information

>>If users press the order or stores icon at

the bottom, they must select the store
opened. If they're in the open store, they
can't order or even see the menu because
can't access it.

>>When users click on the store, they were

expected pictures, phone numbers, reviews,
etc., but there are only operating hours.

Stores >>When users click on a map, there is no

choice between Google or Apple Map, and
it is directly linked to Apple Map. Users
prefer Google Maps with high accuracy.

12
 If users select a drink from the menu,
they
can check the details
Choose drinks for the user, including
size, cream and shot addition, milk type, etc

The nutrition and allergy components of

drinks and foods are displayed in detail,
which is very important information for those
who exercise or care about health

>>Customized orders that provide details

about drinks and food
Order

Continuous exposure to your current score

Re-check where users have to collect and
choose whether they’re walking in or in a car

Price, information, and score on purchase of

the drink
Food that matches user’s drink is
automatically recommended (This is useful
for users who have considered food)
>> Customized orders and payments are quick
and convenient, but double-checking is essential
because there is no button to cancel or change
the payment after ordering. In addition, if the
cookie is not in the store after the user pays,
Order & Pay there is no way for the barista to notify the user.

Users’ current scores and the target score

they need to fill out to briefly explain how
they can get a point and what benefits they
will get from a higher level. Gold level
The card clarifies the distinction between
green and gold levels

Provide detailed information on how to

upgrade to the gold level and what the
benefits are.
>> Users can always check in detail on the
screen that automatically appears when they
Rewards Star click on the numbers, icons, and levels that
represent scores on the Home screen.

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6. Competitive Analysis great breakdown of main feature
and
9

blu competitor
-

6.1 Cafe Nero and comparison

1) Strengths Starbucks.
- It operates and promotes various events. (Student discounts available) another
- If users register a card to pay with the application, the payment is automatically made
without adding money. tad you
could
use to
- QR code allows users to earn payments or only points give
- The blue design highlighting the Caffe Nero image and the Loyalty card catches thean overness
eye.
2) Disadvantages of all competitors is
a brand
- There are many letters on the home screen and It is too complicated. All functions
that customers don't use a lot are on their home screens. positioning
- There are too many sold-out menus, and there is no information on calories and map
nutrients for drinks and food. (Separate on the home page menu)
- There are two types of loyalty cards, so the card is used differently depending on the
drink user ordered.
- The user name is not on the home screen, so the interaction is somewhat poor.

Home Screen Mobile wallet function Events

6.2 Insomnia
1) Strengths
- If users sign up, they can get a free coffee.
- The home screen is simple and has important things.
- There is an E-gift function, so users can use it well.
- There is a feedback function for the application.
- Link to Instagram and social media
- Qualify curiosity with colorful designs while promoting promotions and events
2) Disadvantages
- The user’s mobile phone number is always shown on the home screen.
- It is inconvenient because the location and ordering function is not linked.
- The location cannot be viewed by Google or Apple Maps.
- The user can't see the loyalty card or point on the home screen. (Only credit)
- have to top up the money every time they order.
- There is no information (allergy, nutrients) about drinks or foods. And the photos are
14
 not good.
- The overall design is out of order.
- The function in the lower icon is also present in the left function, which is complexly
redundant.

Home Screen E-Gift Cards

6.3 Costa
1) Strengths
- Applications for customers who visit and order in person
- The home screen has the necessary features such as name, point, and a loyalty card
for QR code.
2) Disadvantages
- There are not many functions in the application. No logo.
- Payment is not possible in the application, and only points can be accumulated.
- There are no drinks and food menus.
- No mobile order capability.
- Directly connected to Apple Maps (requires Google Maps option)
- Requires a lot of information when signing up (mobile number, address, nationality,
etc.)

Home Screen Promotion event

15
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7.1 UXD Recommendations app experience customer.
The Starbucks application is famous all over the world and is the most used cafe application.
And compared to other cafe applications, it was far superior in quality design and design for you
out
users. According to Nightingale, I.L. (2019), overall cost to get a free equivalent coffee in pointed
in
starbucks is £39 and Cafe Nero is £21. Nevertheless, many people visit Starbucks, which
has a strong brand image. Also, because of the characteristics of Ireland, where there are
many tourists and foreigners, Starbucks is a natural place to visit without promoting. value
your
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However, currently working as a supervisor at Starbucks in Ireland, most of the regular
customers who actually come often do not use Starbucks applications. In fact, Persona 3 is a
type of regular customer who frequently uses cafes. ->
interesting
In addition, Starbucks apps vary by country, but the Irish Starbucks app is a mobile
order-only app with relatively few functions and convenience. In other countries, many events this
were held and various activities such as additional services (Spotify) and voice orders were
waiting
found. Overall, this application is designed to make it easier for users to use the application,
but the following points need to be improved.
a
sobte
might d

that
1) Add Starbucks store information and reflect Google Map.
Only brief information such as store operating hours and addresses in the location manifference
between
could be checked. Users should interact more by adding phone numbers and reviews
as well as storing photos for users. It should also give users the option to choose

charyarbucks
Google or Apple maps without automatically connecting to them.
2) Seeking an Easier Payment Method.
In order to pay at Starbucks, the user must check the balance of the application and
UC
present the barcode when calculating. However, in the case of Cafe Nero, payment is
automatically made on the card without charging the amount, and there is the
bal
a
convenience of not having to access the application. Most users prefer NCF payment
methods and need more technical improvements.
cafe.
3) A menu that you can always see anywhere, anytime.
To view the menu within the application, you must select a store, and if the store is
closed, you cannot see the menu. Sometimes, users want to see a menu of drinks or
food even if they don't order right away. But when it's night or holiday, all the shops
are closed so you can't see the menu.
4) Add features and information for non-order users.
Starbucks produces several gift card designs each season. It is to release an e-Gift
Card by applying this within the application This feature is also used within Starbucks
applications in other countries, and users often use it in Insomnia. In addition, the
Starbucks store function is added to make it easy to purchase tumbler mugs that is
the famous one among tourists. In addition, by adding a news category that allows
users to see various news such as Starbucks promotions and news, users can easily
know Starbucks news and provide secret menus and more vivid information through
social media (Instagram, Facebook, etc.) icons.

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 References

Kanada, P. (2018) The Starbucks app - pros and cons, The App Entrepreneur.
Available at: https://theappentrepreneur.com/starbucks-app-pros-and-cons (Accessed:
January 2, 2023).

Manifest, T. (2018) The success of Starbucks app: A case study, Medium. Medium.
Available at:
https://medium.com/@the_manifest/the-success-of-starbucks-app-a-case-study-f0af6709004
d (Accessed: January 2, 2023).

Manifest, T. (2018) Starbucks is user favorite in survey of Restaurant Loyalty Apps,

Medium. Medium. Available at:
https://medium.com/@the_manifest/starbucks-is-user-favorite-in-survey-of-restaurant-loyalty-
apps-1fd3085dcccd (Accessed: December 26, 2022).

Nightingale), (I.L. (2019) We compared 9 coffee shops to find best value for price vs
size, SurreyLive. Available at:
https://www.getsurrey.co.uk/whats-on/food-drink-news/compared-costa-starbucks-caff-nero-1
5924225 (Accessed: January 3, 2023).

Pearson, B. (2022) 12 Ways Starbucks' loyalty program has impacted the retail
industry, Forbes. Forbes Magazine. Available at:
https://www.forbes.com/sites/bryanpearson/2020/12/16/12-holiday-gifts-from-the-starbucks-c
ard/?sh=33a8b06f4534 (Accessed: January 2, 2023).

22, N.E.| M. (2022) 4 key takeaways from the Starbucks app, BlueLabel. Available at:
https://www.bluelabellabs.com/blog/starbucks-mobile-app-success/ (Accessed: December
26, 2022).

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