Primary research
I designed a process diagram as a guidance and subdivided them into details. Among them, the field trip, interview and questionnaire are two-way processes, in which we can polish the question and frame the problem.
Field study and interview with ten in-store customers were done synchronously. Here is the pain points and design opportunities we found:
I drew the plan and user behaviors in one of retail stores I visited Pictures of two retail stores I visited
- Customers wait too long during rush hours. Stores were a little crowded at rush hours. The average waiting time from order to pick up is 10 minutes.
- Online order is the most urgent need to be met. 70% of interviewees wished to order beverages online in app. 90% of interviewees thought the current app have a great space to be optimized.
- Baristas were busy serving, making beverages, supplementing stuff and cleaning up the trash. The average serving time for each customer is one minute. Some customers were attracted by new products. However, they seemed feeling embarrassed of "occupying other customers' time" when they want to ask more details in front of the queue. Sometimes they ended up with a cup of Americano. We asked our interviewees why they gave up trying the new drink. 50% of them indicated that asking “stupid questions" in front of a bunch of people is embarrassed. 30% of them said they don't want to take up too much time of baristas because they seem very busy. 20% of them haven't encountered this problem.
- Beverage information and coffee knowledge are what customers want to know. To figure out what information is missed while ordering, we ask further questions. 30% of interviewees are eager to learn coffee knowledge and 20% of them have taken the coffee class that Starbucks held every Friday. Detailed information of each beverage helped 50% of our interviewees because they either want to drink healthily or learn how to make a cup of coffee by themselves.
- The retail store environment is a significant element for customers. Half of our interviewees visited Starbucks retail stores for its environment.
Based on the insights, we designed a questionnaire and conducted quantitive analysis to figure out the most urgent demand. The questionnaire consisted of two parts: the feedback of app contents and consumption habits in retail stores.
User segmentation Multiple-choice questions about useful contents currently and attractive contents in the future app
- We got 58 valid samples after screening. Coffee consumption frequency (purchase at least one cup of coffee per week) is our screening condition. We got 58 valid samples our of 78. The results presented below are all based on valid samples.
- Office workers (primary) and students (secondary) are our target customer segments. In terms of their occupation, 58.6% of them are office workers, 34.4% are students. Besides, 75.8% of participates are female. Participates in the age of 29-39 accounting 55.2% and in the age of 18-28 accounting 39.6%.
- Order on the app is the most popular function customers want to have in the future app. Which followed by the beverages information and visualized the coffee-making process.
Single-choice questions about consumption habits Cross analysis of the data
We got the following results from the cross analysis of consumption habits:
- Familiarity is an important reason that customers choose a beverage. New drinks ranked the second. How to design a convenient access to customers' familiar beverages and to recommend new beverages would be two of our design opportunities.
- Buy coffee and meet friends are top two purpose that participates visit coffee shops. Environment and location (close to office or home) are top two reasons that people choose Starbucks. We cross analyzed this two results and figured out the relationship between those two features.
- Participates who like to buy coffee in coffee shops tend to choose Starbucks for its location(close to office or home). A further cross analysis shows that most of those participates are office workers.
- Participates who like to meet friends in coffee shops are tend to choose Starbucks because of its environment and coffee culture.
Insights
Based on the result, our top priority is to design the online order function. However, we still need to figure out the most important feature to present in the order function and to address different needs for two target customers segments.
Persona
We created two personas to portray our two target customer segments and highlight the design opportunity.
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