I’ve always been a huge fan of Starbucks; my favorite drink as a kid was a Caramel Frappuccino (shout-out to mom & dad for allowing me to have all that sugar), my go-to study spot was the corner table at Starbucks off Oceanside Blvd, and my very first job in high school was as a Starbucks barista. It only makes sense that the Starbucks app is one of my favorites and is one I use often.
Though I’m quite familiar with the app, there are still things about its navigation that I think could use some work. To figure out if other users have experienced similar issues, I set out to test some Starbucks drinkers to see if I could uncover ways to improve the app’s user experience.
Run a guerrilla usability test to identify pain points in navigating the Starbucks app for mobile ordering.
Step 1: Identify & Understand Users
To figure out who I should run my guerrilla usability tests on, I came up with provisional personas of who I believe are the core Starbucks app users. This helped me understand the mindset of the users and further prioritize their needs and goals.
Using my personas, I went out to find 6 Starbucks drinkers to run through a usability test on the Starbucks app.
Each user was given questions and scenarios/tasks to help me identify their main objectives for using the app and pain points within the app.
Prior to running through the app, each user was asked what they use the app for or why they would download the app in the first place. Once that was answered, each user was tasked with:
Navigate the homepage to order a drink for pick-up
Find a nearby store to order drinks for pick-up
Pick a drink and make modifications to it
Confirm the order
Step 2: Synthesize
After reviewing my usability tests, I sorted each pain point to identify trends.