How Starbucks Stacks Up

Challenges

Given these challenges, it’s essential to explore how improvements to the mobile app can drive both customer retention and new user acquisition.

Research Question:
How can Starbucks improve its mobile app to retain current customers and attract new ones?

Methodology

Take a look at this research methods in detail:

• Desk Research
• Competitive Teardown
• Ethnography
• In-Depth Interviews
• Usability Interview

Recommendations

Based on the research findings, we have identified five key recommendations to improve the Starbucks mobile app, drive user engagement, and increase adoption of mobile ordering and payments:

Starbucks can consider how to onboard new users on how the loyalty program works so that customers can recognize its value

To provide new and existing users with navigation clarity, Starbucks can investigate which icons and CTA labeling users will best understand to move through the app

Starbucks can explore how to group customization options so that users can better understand how their choices are organized and find what they want

To raise awareness about the purpose of in-store app scanning, Starbucks can explore ways to highlight the “scan in-store” feature through its mobile app and physical locations

At least in the Boulder location on Baseline Rd, Starbucks can consider exploring ways to separate mobile and in-store pickup areas to streamline customer traffic and reduce crowding

For detailed information, check out: [Link].