Interviews
Semi-structured conversations with users.
CASE STUDY · UX RESEARCH · ACADEMIC PROJECT
A better coffee experience begins by listening.
Research into the gap between a beloved brand and an app that many people had not made part of their routine.
Independent academic project. Not commissioned, approved or implemented by Starbucks. Illustrative cover and screens; this concept is not an official redesign or a current product feature.
01 / CHALLENGE
A strong brand. A digital experience with friction.
Interviews, reviews and survey responses suggested a gap between positive brand perception and everyday app engagement.
How might we offer a more reliable, useful and relevant digital experience?
02 / RESEARCH
Listen, analyze, synthesize, ideate.
Survey
Habits, issues and interest in new features.
Diagnosis
Benchmarking, reviews, heuristic evaluation and journey map.
Ideation
Affinity mapping, card sorting, HMW, Crazy 8 and low-fi prototyping.
03 / EVIDENCE
What the data revealed.
Self-reported results from the academic survey sample, not the overall customer base.
48.1%
Had installed the app but did not use it
48.1%
Reported login issues
77.8%
Would use delivery ordering
37%
Would use in-store pickup ordering
Central insight
The app needed to earn its place: less technical friction, more daily utility and benefits that are easy to use.
04 / OPPORTUNITIES
From findings to product decisions.
◎
Reliable access
Improve sign-in and error recovery.
↗
Convenient ordering
Explore delivery and pickup options.
★
Clear benefits
Make Stars and rewards easier to understand.
♡
Accessible help
Offer automated support with human escalation.
05 / CONCEPT
A design direction, still to be tested.
The team proposed a low-fidelity prototype with delivery or pickup ordering, Stars rewards, optional notifications and Starbot support. These features were hypotheses, not shipped outcomes.
Concept journey
Sign in→
Choose→
Delivery / pickup→
Stars→
Help
Concept visualization for the portfolio, not final product screens.
07 / PRODUCT DESIGN · INTERACTIVE CONCEPT
Try the interactive concept
An exploratory journey based on research opportunities. This is not a real app and does not place orders.
CONCEPT PROTOTYPE · SIMULATED DATA
Home
Fewer steps, clear choices and visible benefits.
〰
〰
✦
Your coffee, your way
9:41●●● ◕ ▰
SOL × COFFEE · UX LAB
Your next coffee starts here
Choose, customize, and decide how to get it.
☕
A little break your way
★ Stars112 / 150
Drinks, prices and benefits are illustrative; they do not reflect Starbucks Argentina's current offers.
06 / LEARNINGS
Great ideas are only the beginning.
The research connected qualitative and quantitative observations to actionable opportunities. The planned next step was usability testing, iteration and success metrics before claiming real-world impact.
Explore more work →