Observation and Interview Results
I interviewed 10 customers at this Starbucks @GT Barnes & Noble book store, as well as 10 friends who drink Starbucks frequently.
- 90% of them will not have deep customization
- Most popular customization item is milk and sugar
- 90% of them have Starbucks membership app/card
- 100% of them are return customers who have their favorites and will normally order them when visit
Different Landing Pages
They are designed to cater different needs for two groups of customers:
Repeat customers? They can access past orders quickly to have their favorite menu items ready in a flash by just scanning their card.
Choose a Payment Option & Checkout
Browse and make make sure the item in the shopping bag is
correct while browsing other promotional stuff. Choose either
mobile payment option or go to traditional way to pay by cards/
Starbucks' gift cards/cash.
- Swipe card/gift card at the pin pad on the kiosk or
- Pay cash at the counter
One stop shop style
Initially, I want to design a page where people want to either pay by cards or cash.
- Too much information on one page
- Seems to have two actions to take
- Cost time to digest information displayed
Separate pages for different payment options
The first idea causes confusion and hesitation, which will make the whole checkout process longer. This new idea, even though it has two steps, brings 3 clear options for users to choose. For each methods, the information now become less and easy to browse.
- Clear options with helpful visual cues
- Less information to consume during each step
- Give users the flexibility to cancel or change their minds at each step