noya-inrd701

[noya-inrd701]

Week 11

There’s an issue making the menu less complicated with so many options available, as well as trying to organize them into categories.

I have here three different ideas that I’m playing with, it’s difficult to incorporate options such as “less, regular, extra” with every single add-on in a clear visual manner.

There’s possibly effective ways to do a card-sorting activity to re-invent some of these categories and cut them down, but I feel it’s a bit out of the scope of this project at the moment as I want to stick as close to the original menu options as possible.

[noya-inrd701]

Week 10

Playing around on Proto.io, I really like this tool! It’s so much easier to use and make it do what I want vs Figma and I may migrate my whole project here instead.

**Need to emulate a coffee house feel?

[noya-inrd701]

Mapping a user flow

Reference: https://uxdesign.cc/when-to-use-user-flows-guide-8b26ca9aa36a

1) User goal

Lavril wants to order a hot mocha through the Starbucks app for pickup.

2) Task flow

Draft user flow with my iterations / additions:

https://app.flowmapp.com/share/projects/fa455945-b17e-43bb-aae8-855dbf53041e/userflow/11697162-0bc4-4e68-bec2-6d749f284b54

The rationale is that having more ways to direct the user to the item they’re looking at regardless of the page they’re on, will help customers reach that point of purchasing much easier.

[noya-inrd701]

Week 8

How might we make it less confusing for new Starbucks app users to order the items that they want?

The below sketches were made with suggestions and ideas from week 7, and some peer reviewing in class during week 8.

Items of importance:

The drinks menu itself is fine but boring to read, just a bunch of text lines. People really like looking at images instead

The ordering process needs better looking buttons and more organization of options

Front page needs more function and purpose

More explanation for some Starbucks exclusive terms

Menu:

Added a Favorites section so you can go to previous choices quickly without having to redo the whole drink every time. 

Choosing a subcategory of drinks -> leads to a 3 grid page with options

Added order history to front page so that you can quickly re-order. Include an option to check card details or add payment method in the rank/rewards banner?

Added buttons that automatically chooses for you based on your pre-saved dietary choices. Make selected items Starbucks green instead of grey.

Adding an info button for new coffee drinkers to understand Starbucks lingo.

Some peer comments in class seem to agree with needing a pop-up with extra info, and so far these minor changes seem helpful to them as non Starbucks drinkers.

Adding some new ideas as I felt the previous concepts were too bland / not enough was changed:

1) Order status showing estimated time remaining / pickup ready

2) Tagging system. Popular/featured items have their own section in the menu for easier access.

3) In the submenus, you can favourite certain drinks that you may purchase frequently to cut down the time - or just group favourites under a single tag. Mainly making use of the tag system to sort items - also briefly describes the item to new users and opens them up to new items they may not know of.

Including the base price and larger pictures seem to be a popular idea with feedback from classmates.

Tags may include: roast, dairy-free, popular, etc.

Summary of things to add:

Better organization of add-ons for drinks

More images

Terminology explained

More personality in the app - lack colour contrast and functional banners

Saved or personalised dietary needs

Quicker ordering again and again

Better visual notification for your order progress

[noya-inrd701]

Week 7

In groups of 4 we brainstormed for eachother, how we would answer their HMWs.

These are the answers my group came up with for starbucks, amazing ideas such as:

Including a favorites or profile for yourself to quickly order from again without going thru the tedious menu. (Set profile to no milk, option auto selects non dairy??)

Menu is clear already but we can make it look visually more appealing, theres alot of text. Three grid layout with boxes or icons of the item.

On the menu, have some sort of sorting for popular items so new users can have an easier time choosing. Right now starbucks has too many items on menu, it takes too long to find something you might enjoy.

[noya-inrd701]

After formative

Some changes to text/info to include more detail. I’ve decided to omit the persona as I feel the demographics section covers the main users of Starbucks well enough- and the summary of possible pain points for a persona is already reflected in the results. We already know what the app is struggling with at this point, so to keep things easy to find in a poster format, I’ve highlighted the main ones in the bolder Starbucks typeface.

[noya-inrd701]

Creating infographic on Figma

Colours, brand images and typography were taken directly from Starbucks brand site https://creative.starbucks.com/

The concept was to emulate the look of the real mobile app- with its promo banners, buttons and colourful textures.

Mobile app:

[noya-inrd701]

HMW options:

How might we increase engagement with the Starbucks app?

How might we simplify the ordering process?

How might we make the app easier to navigate for new and existing users?

How might we make the language and ordering process easier to understand?

How might we make it less confusing for new starbucks users to order the drink they want? (Help them understand the options better, starbucks lingo)

[noya-inrd701]

Participant summary

Collected from live interviews, and surveys

Synthesis

Step 1: Organizing my data

Step 2: Datamining

(Additional notes and sentiments provided in above table)

Step 3: Start to Structure

Common highlights of the app:

Clean, visually adequate design and layout. 

Enjoys use of images in the menu

Ordering process to purchasing page is simple to follow

Common frustrations

Whole payment page is confusing, from adding the card to the purchase method

Front page design is unintuitive, has banners and advertising of new items but doesn’t let you directly purchase from

The extra selections are too much, difficult to understand and not organized in any sense. Tedious to scroll through to find “less sweet salted caramel”

Want to be able to order quickly, but need to go through the whole menu

Things of interest that I did not think about before:

The buttons don’t give visually distinctive feedback - lack of contrast in selected and unselected options

“ What store is this? This is Starbucks? where's the logo at least? “

Starbucks enthusiasts may understand what “Signature roast” means but moderate customers may not - there’s no tooltip given for options that use their own brand lingo (like Venti, Grande, etc)

The extra options page is very long and tedious to scroll through, there’s no organization for the options. You can find “caramel” and “salted caramel” at the top and bottom respectively, and many users assumed caramel was what I wanted as it appeared further up the list.

The process of adding a card is confusing. It is also impossible to remove your card.

P4 made an order via the app with some comments:

Theres no order number, nothing to show the progression of the order. Just a notification for when its ready to pickup. Order history also doesnt have details of what you bought so you can rebuy the same thing- no favorites system either.

Buttons had no colour differenciation so it was hard to see if you've selected it or not

[noya-inrd701]

Live interviews + Reviewing recordings

Survery form: https://forms.gle/HbCB7vMK7eg8Ginv7

Interviews: Screen recordings were taken of users navigating the app based on the interview questions posted previously. I mainly wanted to see how they felt about the app, areas of difficulty or confusion, and whether or not they would use the Starbucks app over popular alternatives like Ubereats

P1: Feels a little empty. Wish for smaller bits of info of drinks, what’s new

Straightforward menu

Difficulty rating: 3.5 - a lot of the same buttons, straightforward but better categories or grouping

Good to have pics with order

Confusing layout with add ons, not too sure about what the add ons or labels mean

4.7 payment options really confusing

Process of signing up for the card turns you off and the whole app in general- rather order Uber or in store

Easy for refs, but if you’re new and just want to try out it’s hard

=====

P2:

Really like the pictures with menu. Don’t know what the points system is, want to order from image (front page banners) but can’t, no option to try the advertised drinks

Hate the options, struggling to understand, Color of button has no contrast, hard to see if selected/applied already

Can’t directly add chocolate brownie to cart after using search, not intuitive. It’s not a button

Hard to find payment options, not very clear. Why is it another button

Difficulty rating: 4.5

=====

P3: Liked the options laid out

Disliked homepage, confusing. Want to order straight away from homepage but can't. Pressing the banners on main page leads to nothing, can't order from them.

Why is adding your card details difficult, it asks for a name but I thought it meant the company my card is from, but it wanted my own name.

I order from the app because I want to pickup from the closest store on the way

I'm really familiar with Starbucks but I've wondered how someone that wasn't familiar, how they can understand the options like roasted caramel and choose correctly on the app?

How likely they would use the app again: 3.5

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P4: "What store is this? This is Starbucks? where's the logo at least?" User attempted struggled to find almond milk without my help. Gave up here on completing the order.

Seems intuitive enough, menu looks good and straightforward. User spent some time to find chocolate brownie - did not notice the search option in the top corner

I prefer ordering from a tablet or device at the store if there's no delivery. Ubereats is great because I don't have to talk, and they deliver. But in terms of Starbucks, I would prefer to order in-store but still avoid interacting, so order from a touchscreen.

Difficulty rating: 1.0 (menu is clean and has pictures)

[noya-inrd701]

Week 5

Setting up a meeting in Teams with Bryan Lu.

[noya-inrd701]

Week 4

Identifying the characteristics of the range of people that frequent starbucks- to help me identify the group I should focus on for user testing.

[noya-inrd701]

Research Plan

Aim

To understand the pain points that users experience when using the Starbucks phone app and identify areas for improvement. Usability testing involving users that frequent the app will help us better the app UX/UI.

Usability testing questions

To understand how well users interact with the current app and improve on its weak points. Guide: https://careerfoundry.com/en/blog/ux-design/how-to-write-usability-testing-questions/

Pre-test questions for surveying

1. What is your gender? M/F/Please specify

2. What is your age? 0-17 / 18 - 24 / 25 - 30 / 31 - 35 / 36-40 / 41+

3. How often do you purchase from Starbucks? Daily/weekly/monthly/yearly; don’t purchase from Starbucks

(If they are a Starbucks customer) How often do you purchase items from the physical store? Daily/weekly/monthly/yearly

4. Do you use the Starbucks app? Yes/No

(If yes) How often do you make your purchases via the app? Daily/weekly/monthly/yearly

5. Do you prefer ordering in person or from a device?

Testing questions

A. Observing user behaviours

1. What are your first impressions of the app?

>Please order a Grande hot Americano.

With the addons: Blonde Roast, almond milk and salted caramel (less sweet)

1. On a scale of 1 to 5 (5 being the hardest ), how hard was it to complete this task? 1/2/3/4/5

2. What was something you liked about the design or layout?

3. What was something you disliked, or found frustrating during the process?

>Also add a chocolate brownie to your cart

>Proceed to purchase the items

1. On a scale of 1 to 5 (5 being the hardest ), how hard was it to complete this task? 1/2/3/4/5

2. What was something you liked about the design or layout?

3. What was something you disliked, or found frustrating during the process?

4. On a scale of 1 to 5 (5 being the highest), how likely are you to use this app to order from? 1/2/3/4/5

5. How would you describe your overall experience with the app?

————————

Post-testing questions

1. How would you describe your overall experience with the app?

2. What, if anything, caused confusion or frustration?

3. What features did you find enjoyable?

4. How likely are you to recommend this app to a friend?

5. How frequently would you use this app to order from?

*No need to include post testing questions as it is not necessary to follow up with them.

[noya-inrd701]

Week 3: Journey mapping

[noya-inrd701]

Week 2: Starbucks persona

Chosen experience: Starbucks

Draft of the possible steps that Lavril takes on a longer university day.

Research Plan

A summary of findings based on the assumptions and facts exercise

[noya-inrd701]

Week 2

Assumptions and facts

An idea: fully functional tablet app to order from in store- skip social anxiety and waiting line.

People like to sit at starbucks for long periods of time with their laptops and tablets, a better ordering system directly your own devices would be a good idea as the app is currently abysmal in NZ.

In store tablets to order from, like those at mcdonalds. Would need to improve tablet UX and UI.

[noya-inrd701]

Lightning demo on Ubereats