Boosting Confidence In Order Status
Client: Design Labs
Role: User Research | UI/UX Designer
Timeline: 2 weeks (Q2 2023)
Platform: iOS
Why add a new feature?
I sought to improve the user experience for customers who are waiting for their orders to be made. Currently, customers may have to wait in line or at their table without knowing how long their wait will be.
Process Deep-Dive
Discovery
User Interviews
User Interview Objectives
Identify perceived wait times, emotions, and pain points during mobile ordering.
User Requirement
Starbucks App users who utilize the mobile ordering feature at least a four times a month.
Participants
4 people (22-32 years old)
Interview Location
Conducted via Zoom
Key Insights: User Interviews
4/4 Interviewees expressed being annoyed and frustrated when waiting for their orders to come out if its taking too long.
3/4 Interviewees mentioned that they like to hang out in their car to wait for their order so they don’t have to stand around.
3/4 Interviewees mentioned that they mobile order prior to going somewhere so they tend to be on a time crunch and they use the mobile order to save time.
Current wait times on app don’t always correlate with the actual wait times, leading users to feel frustrated.
Define
Empathy Map
User Persona
User Journey
POV/HMW Statement
Develop
Ideation
How might we improve the accuracy of pick-up times and reduce wait times in the Starbucks mobile order process to eliminate frustration and anxiety for customers?
Deliver
From Exploration to Prototype
Current Confirmation
Horizontal Progress Bar
Vertical Progress Bar
High Fidelity Wireframes
Usability Testings
Usability Testing Objectives
gather data that quantifies users emotions waiting for their Starbuck's order.
Metrics
I asked users to rate their confidence in picking up their mobile order, using a scale of 1 to 7. I obtained ratings for both the original checkout process and the new progress bar feature.
Participants
5 people (22-32 years old)
Interview Location
Conducted via Zoom
Usability Testings Insights
Final Solution
Mobile Prototype
Customer can track order real time order status. If enabled customers receive push notifications with other updates.
How I tried to design for emotion
I tried to provide a positive and memorable experience. confirmation feature can help alleviate this anxiety by providing a positive and reassuring message that their order is ready.
Final Takeaways
Major learnings
Adding a simple feature like a cheers confirmation can have a significant impact on the user experience. It shows that even small touches can make a big difference in how users perceive and interact Starbucks. Through my usability testing I was able to quantify that user's on average felt 40% more confident when picking up their Starbuck's mobile order.
What would I have done differently?
If time permitted, I would have liked to explore more micro interactions to make the progress bar more delightful.
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