Overview
As more locations reopen from lockdown in early 2023, Starbucks has set a goal to increase the percentage of mobile ordering.
Due to social distancing guidelines and in-store congestion, Starbucks aimed to shift more in-person orders to mobile. Our team addressed existing pain points and created a more seamless ordering experience for customers.
With the power of AI, we reimagined mobile ordering as a conversation, not a transaction. Users can interact with a digital barista who will take care of your hands-free ordering experience.
Jump to prototype ↓The Challenge
A simple daily order can feel as complicated as ordering an Iced Vanilla Latte!
I ordered some ice vanilla latte with oat milk for my team using the Starbucks App.
But what happened?
They are not Vanilla Latte!
I can’t find it! Menu is complicated!
Okay fine, I will customize it.
Would 6 pumps be too sweet?
What? I got extra charged!
I can’t choose pick up time.
Concept Research
Aha Moment: It’s Easier Said than Done!
Originally, I was focused on helping customers to get their drinks faster, maybe with a better menu architecture or pick up experience.
But after I visited stores and interviewed with one-time and loyal customers with sketches, I realized speaking orders to a Barista is more straightforward than searching for my drinks on the app.
So I reframed the problem space to:
How might we help customers find, customize, and order their next drink through a simpler, more natural experience using the app?
Solution
Introducing the AI Barista!
A conversational AI agent that feels natural – just like talking to a barista, who asks smart follow-up questions.
Design Decisions
Information Display
I researched state-of-the-art AI chatbots such as Cortana and Siri and prioritized:
- Clean, minimal design but still retain important information in card with contrast
- Showing the user’s previous input followed by AI prompts with quick options
- Natural, in-person-like conversational experience
Color Background
I focused on one user flow – ordering ahead in driving scenario with limited attention to the screen because we found many users order their drinks on the go. I set up my driving simulator and tested with participants to order an iced vanilla latte with oat milk.
Voice Input is active listening, so it is hands free!
I considered different use cases, including silent moments and incomplete inputs. Then I designed the system to surface smart suggestions after 5 seconds of inactivity, keeping the flow intuitive and responsive.
No Input
Active Listening
Introducing Tyler, your personalized AI barista!
I found a confusion regarding the functionality of the microphone icon on the homepage. I placed it in the center as the main action button, with pop up message for first time users.
Design Strategy
How should Starbucks make this happen?
I suggested evolving the concept in 3 phases, starting with incremental changes leading to revolutionary experience.
