Putting digital customer experience at the centre of regional growth strategy

• Evaluated tech-led initiative, identified critical barriers to adoption and prioritised actionable insights from in-person usability testing to improve the overall experience.
• Created a compelling experience vision to drive growth in new markets and deliver value to customers, as well as the business.

Duration: 12 weeks

Slide from the vision deck, illustrating the concept of configurable market solutions

“Congratulations for running a great vision workshop. It was fantastic to see the levels of engagement and energy from all the parties in the room. I think everyone enjoyed it, and I think we got a lot out of it.” Nicholas Weber, Business Analyst

Context

• Starbucks’ in-house delivery function provides configurable website and native app solutions to franchise licensees. Using the accompanying CMS licence operators are able to serve digital solutions suited to the maturity and needs of their regional market.
• In the USA a progressive web application (PWA) delivered enhanced functionality to all platforms at a lower cost. Inspired by this success the UK delivery team adapted the solution for the EMEA region.

Problem

• In contrast to the USA, solutions in the EMEA region support 43 licensed markets with diverse digital requirements and user needs.
• To support growth in the EMEA region it was essential for the Digital Consumer Experience (DCE) team to define a clear vision and ensure that the PWA solution was flexible enough to meet the needs of current and future markets.

Objective

• Ensure the planned PWA experience at launch is equal to (or better than) the existing website and app offering.
• Create a compelling experience vision for the future so Starbucks can move forward with confidence and inspire adoption in the EMEA markets.