An interactive kiosk prototype to enhance customer engagement at Seattle Starbucks Reserve
Prototype
UX Design
UI Design
UX Research
An academic project creating an interactive kiosk design for Starbucks Reserve. Starbucks Reserve locations offer a unique and premium coffee experience that sets them apart from regular Starbucks stores. With only six locations worldwide, including the first one in Seattle, these roasteries attract tourists and coffee enthusiasts from around the globe.
UX Designer
UI Designer
UX Researcher
4 Weeks
Siripat Saithip
Shruti Vatsudha
Victoria Solomon
Enhance the customer experience at Starbucks Reserve
Boost customer satisfaction and loyalty by providing engaging and informative interactions
Showcase the unique offerings of Starbucks Reserve through a user-friendly interface
We conducted thorough research to understand what makes Starbucks Reserve special. This included studying the regions where coffee is grown, different coffee species, the roasting process, and how coffee transitions from beans to cups. I helped the team conduct interviews with two out of six people we approached at the Reserve. From these interviews, we categorized each insight into an affinity map to identify common themes and created customer profile based on this data.
“How might we create an engaging experience that allows customers to appreciate the unique drinks and roasting processes at Starbucks Reserve Roastery”
We use Victoria's initial sketches for the information architecture. To ensure a cohesive visual design, we looked up the Starbucks Reserve website for typography and color scheme inspiration, focusing on their elegant branding elements.
We developed initial wireframes for the kiosk. My section focused on the coffee bean information. Initially, I designed it so users could scroll down to explore the content. However, after further discussions, we realized that the scrolling motion doesn't work well on a large screen. Therefore, we decided to separate the content into several screens that users can navigate by clicking 'Next' at the bottom.
To ensure that the interactive kiosk would seamlessly blend into the Starbucks Reserve environment. We incorporate a rich color palette of deep browns, golds, and creams across all screens, adopting elegant fonts for a clean and sophisticated look. Additionally, we designed intuitive UI elements such as buttons, icons, and navigation menus that align with the premium brand identity.
I designed screens for the Coffee Journey slide, the Coffee Belt slide, and the Roast Spectrum slide. Each screen provides detailed information in a clear and engaging manner, making it easy for customers to navigate and appreciate the coffee-making process. I also assisted my team member with fixing glitches in her portion and contributed to the design of the menu page.
The prototype of our interactive kiosk was integrated into a real image I took from the Starbucks Reserve using AI for mockup and Photoshop. The kiosk is strategically placed near the front door and next to a pillar in the merchandise section, blending seamlessly into the environment while being easily accessible to customers.
User Testing: Conduct usability tests to gather feedback and refine the prototype.
Community Engagement: Involve the community in further iterations to ensure the kiosk meets customer needs.
Sustainability Initiatives: From additional findings during research phrase, integrate features that educate customers on Starbucks' sustainability efforts.
Expansion to All Reserve Locations: Roll out the interactive kiosk to all Starbucks Reserve locations worldwide to promote brand royalty.
What I've learned
I learned how to navigate working in an unfamiliar setting, like a busy Starbucks Reserve location. This experience gave me practical insights into how the store operates and how customers interact with the space. It highlighted the importance of being flexible and adaptable when conducting research and gathering user feedback in different environments. I gained a deeper understanding of the coffee industry, the intricacies of the coffee-making process, and what makes Starbucks Reserve unique. This knowledge not only enriched our project but also broadened my perspective as a UX designer. Through this project, I improved my skills in user research and prototyping , and aligning our solutions with both business goals and user needs.