Walker-Lečić
How the leading coffee roaster decided to take on food delivery
Role: Experience Director & Research Lead
Agency: Publicis Sapient
Cast: Starbucks Product, Creative & Technology Teams + PS Product & Creative Teams
Starbucks, the leading coffee company in the world, faced a challenge in introducing its new food service offering, "Marketplace." They were up against established competitors who were already excelling in this area. The question on everyone's minds was, what could Starbucks do differently to set itself apart?
The product strategists and creatives at Starbucks were busy cooking up some exciting ideas to take their offerings to the next level. They set out to entice customers with an array of new food options that included leveraging some partnerships for a new dine-in experience. They were also considering ways for customers to enjoy their Starbucks favorites and more from the comfort of their own homes.
With only 8 weeks from the "Define" to "Final Concept" phase, our team faced a challenging timeline and had to act swiftly. To maximize our time, we decided to adapt the well-known Google "Sprint" method, making adjustments to suit our specific needs. To ensure the successful execution of our Design Sprints, we identified several crucial components that we needed to establish beforehand, including defining the interaction model, selecting a target audience, and inviting the appropriate participants to test and validate our work.
Dig into the design problem through research, reviewing competitors and strategy exercises.
Rapidly develop as many solutions as possible.
Choose the best ideas and hammer out a user story.
Build something quick and dirty that can be shown to users
We explored 3 varying interaction models before sprints began. Some of the biggest considerations were understanding if we were going to leverage the existing Starbucks app or create a stand-alone experience.
Listing Model
Unfolding Model (Selected)
Layering Model
I led the team in an exercise of competive analysis and creative inspiration based on our customer themes. However different, Starbucks had clear competition with Postmates, Uber eats and GrubHub.
We created a persona and actor map to quickly identify the who, why, and how so we could begin our storyboard and scenario sketches.
Completed & tested 3 prototypes with customers.
Search
Order
Browse
Home Screen
Anticipatory, contextual recommendation based on day part, location, weather and personal preference.
Easily accessed menus that anticipate need state and maximize brand equity.
Brands
Easily accessed menus that anticipate need state and maximize brand equity.
Item Detail
Food items are easily accessed inline and carry brand equity and premium image style.
Food items are easily accessed inline and carry brand equity and premium image style.