Starbucks

Traceability

Have you heard of Starbucks Traceability? No? You’re not alone. TLDR, it’s a digital experience that starts with the scan of a QR code and ends with a great wealth of knowledge about the journey that bag of coffee made to arrive in your hands (or mug). For all of the inspiring details and information found on the site experience, however, Starbucks knew it could be improved and needed help knowing where to start.

Defining our audience

As part of the initial discovery phase, we started with establishing shared language on who our target audiences were and what motivates their purchase behavior.

**OUTPUT =** Survey methodology, Survey Monkey survey, quantitative insights

Defining our testers

We wanted to know how Traceability could impact behavior in-store and how accessible the information was in the site’s current state with assessments for customers and employees. This involved aligning with the clients on *who* we would talk to and *what* we’d be inquiring about.

**OUTPUT:** Conversation guide, definition of testing groups, UserZoom study w/18 60 min. 1:1 customer interviews

EMPLOYEE KEY INSIGHTS:
Employees wanted this experience to help with information-sharing that they felt they didn’t have time for. In this way, any hiccups in the current UX needed to be addressed and the experience should make clear that customers can expect to easily find specific info that piques their varied interests. There was also a desire among employees to see themselves better represented in this app since they thought of themselves as being a meaningful part of the coffee’s journey.

CUSTOMER KEY INSIGHTS:
Customers presented three conditions under which they could imagine this content changing their purchasing behavior; 1) If they felt a strong personal connection to the people (i.e. coffee bean farmers, distributors, roasters, and employees). 2) If they could contextualize this effort within additional efforts at sustainability. 3)