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STARBUCKS for Accessible
Users(physical location)


Heuristic Research / User Persona / User Flow
Competitive Audit / Onsite Observation

Pratt Institute (2019)
User Experience Case Study



PROBLEM STATEMENT

One of the challenges which Starbucks has is the awkwardness of divided user exoerience between non-accessible users and accessible users.

This project suggests a solution for the efficient accessibility in STARBUCKS, especially in their physical location.











NOTES ON THE HEURISTIC  RESEARCH

Findable: 2.8 / 2.1
  • It was rather confusing
  • No price is shown/small letters
  • Easy to see the progress with the open kitchen

Accessible: 1.3 / 1
  • Letters are legible
  • Too many steps before getting a cup of coffee

Clear: 1.75 / 1.5
  • No price is shown  
  • The menu is not consistent with the app/website

Communicative: 3.25 / 2.6
  • Location/permissions are obvious
  • There is always an actual human being to help


Useful: 3 / 2.2
  • The staff allows the usability
  • Some of the staff remembers loyal customers
  • Some of the navigation labels are not so clear

Credible: 3 / 2.8
  • It is easy to contact a real person
  • Design is not appropriate to the audience: The menu is not clear enough

Controllable: 2.6 / 1.8
  • Tasks and needs are easy to accomplish
  • Where to wait, to pick up is not clear


Valuable: 3.4 / 2.4
  • It is desirable to the target user
  • The staff improves the satisfaction of the user

Learnable: 4.2 / 3.2
  • It is easy to recount/memorize
  • The actual staff is always there to offer support in a more complicated process

Delightful: 3.6 / 2
  • The behavior of the staff is the differentiator from the competitors
  • The communication between the customers and the staff can be explored to the delightfulness

IN SHORT;

What I love is solving problems through communication strategies and creating solid brand narratives — I have been enjoying this for 10+ years through my creative/management roles in the US and Japan.

More about me