At Digital Aisle, a former interactive shopper marketing firm, I served as lead UX designer on our Starbucks account.
Digital Aisle was a digital agency specializing in shopper marketing kiosks and apps.
Starbucks hired Digital Aisle to design an in-aisle, interactive kiosk as part of their efforts to reinvent the supermarket coffee section. Despite its iconic brand and ubiquitous “third place” cafés, shoppers were choosing competitors' bagged coffee at their local supermarket.
As part of a larger aisle reinvention with ChaseDesign, Digital Aisle was tasked with creating a large-format touchscreen kiosk to help bring the personalization and style of the beloved café experience to the grocery aisle.
I began the project with a shopper marketing-oriented approach. I analyzed grocery industry data and Starbucks’ wealth of sales and shopper insights to identify major objectives and opportunities for Starbucks and their supermarket partners.
Next, I identified shopper and consumer needs. Working in tandem with Digital Aisle’s Shopper Loyalty Director, I conducted a user interviews to gain a qualitative understanding of the coffee shopping experience. I also conducted field observations in over a dozen grocery stores in Illinois, Indiana, Minnesota and Washington state.Based on my user interviews and Starbucks’ insights, I developed user personas to guide the app design process.