BMK355.Assignment2

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1 Starbucks’ Six Qualities and UX Starbucks’ Six Qualities and UX Kathryn Brooke Jones Internet Marketing Professor Barbara Turner 19 March 2023 by Unknown Author is licensed under

2 Starbucks’ Six Qualities and UX Introduction Rob Stokes’ textbook claims that a UX also known as a user experience can be defined as “all the experiences- physical sensory, emotional, and mental- that a person has when interacting with a digital tool.” There are 6 qualities that make a good UX: Findability, accessibility, desirability, usability, credibility, and usefulness. Findability Findability answers questions like how easy is it to locate the URL, is the URL high on the search results, will different browsers affect your results, and how long will it take a consumer to find something on your URL. Findability also includes the three-click-rule, which states that a user must be able to find what they are looking for in three clicks to insure good user experience. Starbucks was incredibly easy to find. Upon searching Goggle for Starbucks, the first link was sponsored by Starbucks and the next link was also their website. They follow the three-click- rule. After comparing on different search engines like Yahoo and Bing to see if you will receive similar results. Yahoo had Ads above the Starbucks URL which would causes consumers to scroll and could be seen as annoying, but also may be at fault of Yahoo. After doing more research you will receive the same results as Google with Bing; Starbucks was the first on the list. The site is very easy to navigate, you can get to the location you need in one click.

3 Starbucks’ Six Qualities and UX image: 1 google search image: 2 Yahoo

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4 Starbucks’ Six Qualities and UX search image: 3 Bing search Image: 4 Starbucks home page

5 Starbucks’ Six Qualities and UX Accessibility Accessibility answers questions like how can a consumer use it when they need it, will it work on their mobile device even if they had a poor connection as well as could someone will disabilities be able to use their URL. The Starbucks website is available 24/7. They include large lettering and easy navigation throughout the site. There site claims they have, “Alternative text detail for appropriate images and other non-text elements, Title attributes for additional information about links and indication of new browser windows, Structural markup to indicate headings and lists to aid in page comprehension, Association of forms with labels, Association of all data cells in a data table with their headers, and JavaScript and style sheets to enhance the appearance and functionality of the site. If these technologies are not available, alternative content is provided where necessary to ensure a usable experience.” Upon doing research a company can use a SEO which is used to optimize a website on a search engine.

6 Starbucks’ Six Qualities and UX Based off research from an SEO called Wordtracker, it ensures that Starbucks website performs at 83% this tells you they have an excellent rating concluding in the URL will work even in poor connections. This site also concluded that 100% optimization which is a score given by google based off how many core SEO criteria the URL contains. Lastly In person they have screens in the drive thru for deaf people to communicate their order with sign language. Desirability Desirability ensures that a consumer would want to use it, and questions do they have a good experience while using it, and is it hard to log in. They have a provide an easy breezy guest experience online and in the mobile app. The mobile app encourages user to return, so they can collect stars to redeem for rewards like a free coffee. The mobile app enables you to use touch/face recognition while logging in and it remembers your login, it takes seconds. They save your cards on the app as well as Egift-cards to make checking out a pleasant and easy experience.

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7 Starbucks’ Six Qualities and UX Usability Usability defines how easy the URL is to use and if the tools you need to intuitive and easy to locate. In the images shown above you how easy it is to navigate and order. They have a home screen on the app and online that looks very similar. You click order and it informs you of the closest Starbucks nearby. Next is ordering which is the easiest part you can look at pervious orders you have made, enabling you to have the option to order again, you can look at their featured beverages of the season, as well as a full menu that is organized in groups. Online and in app they have an organized layout, which enables users to easily click on what they want to buy, for example they have categories and sub categories: Drinks- hot coffee, hot tea, hot drinks, frappuccinos blended beverages, cold coffees, iced teas, and cold drinks.

8 Starbucks’ Six Qualities and UX Credibility Credibility of a URL tells user that the site is trustworthy, it is legitimate and safe to use. Starbucks has a customer service rating of 3.42/5 stars. This tell us most people are satisfied with their order. Starbucks’ does not sekk any of your information in the app, they use your information to provide better customer experience, protect from fraud, and to make personalized marketing and promotions per user. Usefulness Usefulness tells consumers does this add value to the consumer and will they get something out of it by using it. Extremely useful, makes ordering easy at your fingertips. It saves you from the hassle of going in store and waiting to for your order. You can simply order online and arrive at your pickup time to a freshly made coffee on time. Starbucks also has a reward system that will encourage you to come back. Bluetooth Beacons

9 Starbucks’ Six Qualities and UX A beacon is a small device that sends radio signals to a customers wireless via Bluetooth, this signal then tells the store that the customer has arrived to pick up their order. It can also be used as a way to understand the occupancy with its room-level monitoring, auto counts people in the workplace can be used during emergencies, easier navigation, and to monitor things like humidity, carbon dioxide, light and motion. The beacon used in retail and the food and beverage industry is commonly used to send out promotion, coupons, or to pick up items on your shopping list. Starbucks uses their beacon to notify you when your coffee is ready. Also, if you have the app and close by to a Starbucks it will send you alerts trying to convince you to buy coffee. Starbucks launched their beacon at their experience bar in Seattle, WA. This beacon notifies users messages like “learn to refine your coffee palate at the experience bar.” To encourage them to tour and take on the extra expense of a coffee tasting.

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10 Starbucks’ Six Qualities and UX

11 Starbucks’ Six Qualities and UX References Don't miss Tomorrow's Retail Industry News . Retail Dive. (n.d.). Retrieved March 17, 2023, from https://www.retaildive.com/ex/mobilecommercedaily/starbucks-cooks-up-ibeacon-strategy- to-support-premium-coffee-emphasis#:~:text=Beacons%20use%20short%2Drange%2C %20low,up%20items%20on%20shopping%20lists. Free keyword research tool from Wordtracker. (n.d.). Retrieved March 17, 2023, from https://www.wordtracker.com/inspect?query=www.starbucks.com&from_search=true Starbucks Privacy Notice . Starbucks Coffee Company. (n.d.). Retrieved March 17, 2023, from https://www.starbucks.com/terms/privacy-policy/ What is beacon and how does it work? Ble Bluetooth Beacons Technology Guide . Kontakt.io. (2022, November 21). Retrieved March 17, 2023, from https://kontakt.io/what-is-a-beacon/

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