Starbucks

Evaluate a hybrid mobile solution to drive growth in the EMEA region

Ensure digital customer experience is at the centre of a regional growth strategy


  • Evaluated a tech-led initiative to adopt flexible PWA technology.

  • Identified critical barriers to user adoption and prioritised actionable insights from in-person interviews and usability testing.

  • Created a compelling experience vision to drive growth in new markets.

Client

Starbucks

Competencies

Expert review In-person interviews Usability testing Vision workshop

Industry

Food & beverages

Duration

12 weks

A slide from the vision deck
A slide from the vision deck
A slide from the vision deck

Context

  • Starbucks’ in-house delivery function provides configurable website and native app solutions to franchise licensees. Using the accompanying CMS licence operators are able to serve digital solutions suited to the maturity and needs of their regional market.

  • In the USA a progressive web application (PWA) delivered enhanced functionality to all platforms at a lower cost. Inspired by this success the UK delivery team adapted the solution for the EMEA region.


Problem

  • In contrast to the USA, solutions in the EMEA region support 43 licensed markets with diverse digital requirements and user needs.

  • To support growth in the EMEA region it was essential for the Digital Consumer Experience (DCE) team to define a clear vision and ensure that the PWA solution was flexible enough to meet the needs of current and future markets.


Objectives

  • Ensure the planned PWA experience at launch is equal to (or better than) the existing website and app offering.

  • Create a compelling experience vision for the future so Starbucks can move forward with confidence and inspire adoption in the EMEA markets.


My role

  • As senior UX consultant I led research activities, workshop facilitation, analysis and copywriting, providing direction to a junior colleague.

  • Work was overseen by the UX Director who’d shaped the approach and led the strategy work. A Project Manager and Client Success coordinated input from stakeholders.


Constraints

  • Evaluating design work of the incumbent agency required thoughtful communication to ensure positive engagement and collaboration. Being open and rigorous throughout I helped build trust with all parties while remaining accountable to the project sponsor.


Audience & users

  • Project sponsor & stakeholders - Starbucks' Digital Customer Experience and Software Delivery teams, external design agency

  • Regular UK customers using Starbucks native app - to evaluate the quality of the PWA relative to experience of native app

  • Occasional Starbucks customers using competitor apps - to test digital expectations of a mature market


Approach

  • Onboarding and review of previous research

  • Gap analysis of features and CMS

  • Expert review of as-is solution vs PWA design

  • Attitudinal interviews

  • Usability testing

  • Vision workshop

Whiteboard showing screens and observations
Whiteboard showing screens and observations
Whiteboard showing screens and observations

Slide from the vision deck, illustrating the concept of a configurable solution for regional markets

Workshop agenda and review of notes
Workshop agenda and review of notes
Workshop agenda and review of notes
Shadowing interviews on location
Shadowing interviews on location
Shadowing interviews on location

In-person research was rare so shadowing was a revelation to stakeholders (foreground)

Outcomes


  • Verified parity of PWA features and functionality with current solutions.
    As a technology-led initiative the requirements and capabilities of the new PWA solution were not clear to all. Gap analysis provided reassurance to CX stakeholders.

  • Recommended 27 usability and accessibility issues for consideration and further research.
    On review 28 of 38 observed issues were addressed in PWA designs. 12 non-critical issues persisted, 10 additional opportunities to improve and 5 common issues related to content management were observed.

  • Research revealed critical barriers to adoption and 25 opportunities to improve the PWA proposition.
    The EMEA team had little insight into the USA transition and response of customers. Usability concerns were both validated and invalidated. However, the benefits of PWA technology rely on user’s willingness to change their behaviour.

  • UCD applies to deliverables as much as research.
    Reports can become overwhelming and quickly forgotten. With over 200 slides clear wayfinding was essential to the longevity of research.
    Original research questions encouraged a user-centred perspective and provided relatable entry points to valuable findings.


  • Inspirational stories will enable stakeholders to socialise the opportunities of PWA for customers and licensees.
    The PWA initiative was initially motivated by operational efficiency. Strategic alignment between departments, third parties and partners was poorly defined. After leading groups though storyboarding exercise we reviewed the merits of each vision. This en abled me to iterate on the narratives and develop the two storyboards.
    The vision workshop encouraged stakeholders to consider the impact and opportunities for licensees, staff and customers in existing and potential markets.

A title slide showing a research question and related screen
A title slide showing a research question and related screen
A title slide showing a research question and related screen

Clear wayfinding and research objectives ensured the findings deck was consumable

Drawing on stakeholder feedback I was able to iterate on the narrative and develop the two storyboards