How would you improve the Starbucks app?

Introduction

To improve the Starbucks app, we need to focus on enhancing user experience, increasing engagement, and driving business value. I'll analyze the current state, identify key pain points, and propose innovative solutions to elevate the app's performance.

Step 1

Clarifying Questions (5 mins)

• What are the current key performance indicators (KPIs) for the Starbucks app?

• Why this matters: Understanding current metrics helps identify areas for improvement.
• Hypothetical answer: Key KPIs include daily active users (DAU), order frequency, average order value, and customer retention rate.
• Impact: This will guide our focus on specific areas that need improvement.

• What is the current user base size and demographics?

• Why this matters: Knowing the user base helps in tailoring solutions and identifying growth opportunities.
• Hypothetical answer: 31 million active users, primarily millennials and Gen Z in urban areas.
• Impact: This will inform our user segmentation and solution design.

• What are the most used features of the app currently?

• Why this matters: Identifies strengths to build upon and potential areas for enhancement.
• Hypothetical answer: Mobile ordering, rewards program, store locator, and digital payment.
• Impact: Guides feature prioritization and improvement areas.

• How does the app integrate with Starbucks' broader digital ecosystem and in-store experience?

• Why this matters: Ensures solutions align with omnichannel strategy.
• Hypothetical answer: The app integrates with in-store POS systems, drive-thru operations, and Starbucks' e-commerce platform.
• Impact: Informs how proposed improvements can enhance the overall Starbucks experience.

Based on these hypothetical answers, I'll assume our primary goal is to increase user engagement and drive more in-app purchases while enhancing the overall user experience.