Starbucks Super Stars
Answering the question…
“What drink is that?”
Answering the question… “What drink is that?”
Project Type
Injecting into the current Starbucks Application
Tools Used
Figma
Procreate
Photoshop
Role
UX Research
Prototyping
Testing
Iterating
The Problem ☕️
PROJECT OVERVIEW
Starbucks is one of the most popular coffee shops in the world. With TikTok on the rise, popular creators are constantly recommending, but with Starbuck’s huge menu, it’s impossible to recreate the perfect drink!
Starbucks Super Star is the best way to keep up to date with friends orders, discover your favourite persons drink, rate and review drinks, and be a super star!
The Solution 📱
THE DESIGN CHALLENGE
How might Starbucks encourage users to order new drinks, reduce uncertainty, and connect with users?
Empathizing with the user 🌈
Once a week, I head on over to TikTok or Instagram to check out my favourite creators like @annaxsitar and @themacrobarista to check out their recent Starbuck’s orders. However, whenever I try to recreate the order, I get super nervous to create all the customizations in fear of it coming out horrible.
Despite being within the target user group of Starbuck’s users, I sought to conduct further internet research and & a series of user interviews to understand user frustrations, pain points, and thoughts on the current ordering system.
My user research showed that users are comfortable ordering through the Starbucks Application. However, the main issue was that users had trouble remembering specific custom orders and feeling shy.
An average drink at Starbucks is $4-6. This cost-prohibitive price prevents users from trying a new drink or customized old drink if users might not like the taste.
Asking real people their thoughts - user research👩🏻💻
In order to gain deeper insights into user experiences, I conducted user interviews with three acquaintances to explore their perspectives on their Starbucks encounters, interactions with social media, and the overall ordering process.
How can I transform these identified pain points into valuable design opportunities? 🤔
By conducting comprehensive primary and secondary user research, I uncovered areas of excitement that I can leverage to craft an enhanced user experience for Starbucks.
Let’s start ideating! 💡
It’s finally time for Ideation. During this process, I utilized the SCAMPER technique and NOW-HOW-WOW matrix to brainstorm a list of possible design solutions. With over 50 ideas, I shortlisted them based on user pains and research. Some ideas generated through this activity were:
Include influencer engagement
Ensure it’s easy to order
Allow users to read and write recommendations
Customized profiles with favourites
The Design Solution
Enhancing the current Starbucks application to integrate ways to view recent orders, review purchases, and discover favourite new custom drinks
FEATURES
View and recommend recently ordered drinks by giving them 1-5 stars on the application and selecting preset tags
01. Your profile
02. Fan engagement
Discover your favourite friends drinks by saving their profile & order
04. Discover new orders
Check out your friend recent orders by selecting their profile
03. View trending drinks
View recent trending drinks when going to order
LOW FIDELITY PROTOTYPE
Sketching my ideas using the Starbucks app
No need to reinvent the wheel 🎡
Starbucks is already renown for its charming brand and iconic logo. Thanks to the Starbucks Mobile App, users can order my favourite drink with a couple taps on their screen and pick it up efficiently.
“There are reasons to rave about the Starbucks mobile app. Customers can use it to get coffee, find stores, and manage payments. It performs all of its core functions well, but that shouldn’t be a shock. The app is super popular, has over a decade of improvements, and is used by millions daily. Of course, it’s going to run well.” - Michael Beausoleil
So why reinvent the wheel? After creating a comprehensive brand guide, I was able to create my medium fidelity with the current Starbucks iconography, product graphics, and key features.
Creating my medium fidelity prototype 🥤
User testing with contextual inquiry & think-aloud methods 🧪
01 - Contextual Inquiry
Contextual Inquiry testing involves an in-depth observation and interviews of a small sample of users to gain a robust understanding of their behaviours
Due to the pandemic, I asked my close friends and family to go through my medium fidelity prototype.
02 - Think Aloud Test
The Think-Aloud testing method is exactly as it sounds; participants speak their thought process or questions while navigating a product or prototype.
I conducted a series of remote usability tests on 5 participants using my medium-fidelity prototype.
Getting feedback from users 💬
After constructing my first prototype, I took it out for a test drive using the Contextual inquiry and the Think-Aloud Approach to see what they thought. Here are the top 2 insights:
01. “I wish I could filter my search when trying to find someone new to follow”
Users expressed wanting to view other creators quickly using search options. It’s clear that a search option is required.
02. “Sometimes I just want to see recommendations without seeing what’s trending”
Users mentioned wanting to view creators recommendations without seeing what’s trending. This can be included when discovering the menu.
Creating Search Filters - Finding Super Stars
ITERATION ONE 👀
Problem: Users are having trouble searching without any filters
In our previous iteration, users were unable to check out new Super Star’s near them. This prevents users from drilling down to their needs with ease.
Solution: Search filter for super stars
Create search filters that help improve the user experience
Eliminates the need for numerous searches queries just to find something specific. This is to improve brand loyalty and customer retention.
Recommending from the menu - Using Star Signifiers
ITERATION TWO 👀
Problem: Users may not want to go through trending drinks to find a recommendation
In my previous iteration, I separated the original Starbucks menu from trending drinks, popular profile’s orders, and the Super Star idea. However, users expressed wanting to view recommendations directly from the menu
Solution: Signifiers!
Utilizing signifiers to showcase recommendations
Clear gold outline on products and gold star next to product names
Starbucks Visual Design Guide 🎨
Since its founding days in the early 1990s, Starbucks has strived to build its brand identity by offering customers a relaxing and enjoyable experience. From the very beginning, the experiential aspect of the brand has been consistently and effectively implemented in all its stores across the world.
Using Starbucks cohesive brand guide, I used their typography, icons, and buttons throughout my high fidelity design.
Presenting… Starbucks Super Star’s! ⭐️💚☕️
Starbucks Super Star is the best way to keep up to date with friends orders, discover your favourite influencer’s drink, rate and review drinks, and be a super star!
WHAT I LEARNED 📖
01. Design is a non-linear process
As an avid Starbucks customer, application user, and advocate, I was constantly asking friends and family for their input. I love researching about my favourite products and hearing their experiences was tons of fun. I uncovered new findings and facts about Starbucks each step of the way.
02. Using your users
The source of my inspiration for this project was viewing other creators online post about their Starbucks but never really getting around to ordering it. Starbucks should capitalize on their users to connect with each other on the platform itself, rather than on other social medias.
03. Everyone loves to be apart of things
Connected with your user is everything. Connected users may not need to be enticed to come back, they come back because they want to. They may make more frequent purchases and become advocates for your business. By bringing together Starbuck Super Star’s, Starbucks can create a stronger community and deeper connection.