EcoStar by Starbucks
Working as UX Designer for Starbucks App, My team and I were tasked with testing existing EcoStar prototype with 10 regional stores to gain feedback, observing store partners working hours, conducting stakeholders interview to validate existing features, and proposed new version of applications to present and pitch with stakeholders.
Role
UI/UX Designer Project Manager
Team
Duration
September 2019 - May 2020
Impact
SUS score ⬆️20%
Project Scope
Test the existing prototype and involve partner feedback to add new features that hasn't been covered in the prototype.
Deliverable
Develop research reports, conduct interviews, deliver a new version of local-based iPad application and pitch to stakeholders.
OLD EXPERIENCE
Starbucks has 16,000 stores in the USA. Recycling availability and regulations vary across store locations and stores use different items, so it is not possible for Starbucks to require the same recycling procedures for every store.
PROBLEM
The vast majority of store parters who will be using EcoStar’s primarily for its one-click ordering tab and recycling information associated with their store. Many don’t even want to spend more time on the app.
Store partners currently heavily rely on the physical tools in the stores to identify and sort recycling items. Therefore, business side still needs validation on how the app could support store partners.
OUR ASK
" How might we provide location-based information for store partners for the best recycling practice??"
USER RESEARCH
Interview & Testing
In the early phase of this project, we conducted user research to identify the core problems and get a sense of how store partners perceive the existing prototype. The followings are what we learned:
When testing out the previous prototype, we noticed that a couple issues were mentioned during the interviews.
Research Analysis
In the early phase of this project, we conducted user research to identify the core problems and get a sense of how store partners perceive the existing prototype. The followings are what we learned:
FINAL REQUIREMENT
An engaging, consistent and self-service wise application for partners
Based on our research, we capture primary requirement about new store employees, who are the primary target users for the Ecostar app.
Partner Engagement
Motivate partners to be engaged in recycling
Consistent Training
Easily digest & get onboarded with local-based information
Self-service Wise
Realtime communication & Feedback loop between partners and Headquarter
Partner Engagement
Meet Quiz & Scoreboard
The Challenge
Based on stakeholders interview, we identify that we need to build the habit for users to be motivated to open the application and reinforce the recycling behavior.
How it Works
To engage store employees in recycling, we ideated a Quiz for employees to select the right bin for each item. Points awarded for correct answers can be redeemed for prizes.
Consistent Training
Meet Quick Scan & Siren Chatbot
The Challenge
Based on store partners interview, users need ways to troubleshoot and get source of truth on recycling items information or communicate issues to headquarter easily.
How it Works
With the current ongoing development of recycling tutorial videos,
Self-service Wise
The Challenge
When doing user task testing on existing prototype, users have issue finding the right recycling tools to order due to role permission and current information layout.
How it works
The vast majority of store parters who will be using EcoStar’s primarily for its one-click ordering tab and recycling information associated with their store. Many don’t even want to spend more time on the app.
BREAKING DOWN THE INFORMATION ARCHITECTURE
Scale down the product
The vast majority of store parters who will be using EcoStar’s primarily for its one-click ordering tab and recycling information associated with their store. Many don’t even want to spend more time on the app.
CONCEPT EXPLORATION
Presented to Stakeholders on Ideas to Get Validation
We shared lots of ideas with stakeholders to vote for the top ideas that selected
USER TESTING
We conducted remote usability testing sessions with a Starbucks operation manager and three store partners. Participants were asked to complete three tasks using the prototype and to think aloud while interacting with the prototype.
Key Iteration #1
Make "Search" more visible for users to tap on
When testing, we found that users could not notice the "Search" icon on the top right corner of the application.
Key Iteration #2
Hide scoreboard into other
Based on testing result, we remove "Scoreboard" as the primary focus on homepage.
USER TESTING
The Starbucks operations manager share helpful feedback in our prototype. Previously, Operation Manager let us know he loves the new version of Eco-Star.
