Starbucks App UX Analysis: Coffee, Lattes, & Loyalty

By Stefan Bhagwandin

starbucks ux

It’s Pumpkin Spice Latte season, as every Starbucks across the country is keen to remind us. Whether you take your coffee black or your lattes with extra whip, there’s always a reason to consume caffeine. The Starbucks app eases the process for frequent shoppers, enabling digital payments and tracking reward points. The app has already taken off with customers — about a quarter of orders being placed or paid for via the app

How does Starbucks keep customers engaging with its mobile app? And is there a way for similar chains to do the same? Find out in our latest UX analysis.

Onboarding

What Starbucks Does Well

starbucks app ui

First impressions count, which means the first screen of your app is one of the most important.

Starbucks makes a good first impression by pairing its iconic logo with a simple value proposition. The app prompts users to create an account on the next screen, but this initial screen is free of any pushy calls to action (CTAs). It’s welcoming, not least because the headline simply says “welcome.”

starbucks user experience

The rest of the onboarding flow covers the key steps that nearly every app team must think about.

The first prompt is the Sign In/Sign Up screen. There are a few reasons why an app team might want users to create an account.

  1. User accounts allow for more consistent and complete analytics because marketers can track behaviors across multiple platforms and map them to a single profile
  2. User accounts let customers save their payment and shipping info, which makes for a frictionless shopping experience
  3. User accounts can track rewards points automatically, which may encourage even more conversions

Rewards are a major part of the Starbucks app’s value proposition, so it makes sense that they emphasize the importance of signing up. In this flow, the signup button doesn’t even say “sign up” — it says “join rewards.” The app makes it clear that users can save money by creating an account.

The next two screens are all about securing permissions for push notifications and location tracking. Push notifications are powerful tool in the mobile marketer’s toolkit — they can single-handedly lift retention rates by 7x. Likewise, geolocation marketing is especially valuable for brick-and-mortar retailers like Starbucks. By securing location permissions, the app can deliver timely and relevant promotions to drive in-store purchases.

One Way to Improve

The Starbucks app’s onboarding is pretty effective as it is. Each screen properly explains the value of ask, instead of hitting the user with a series of generic system permission prompts.

One way to potentially earn more push notification opt-ins is to delay the ask until later in the user journey. Even though the opt-in screen gives users a good reason to say yes, some people might not want to commit to the app before using it.

By waiting until users reach certain engagement milestones before asking for push permissions, there’s a higher Go to the full article.

Source:: Business 2 Community

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