Optimizing Starbucks's digital assets for the Chinese market
Wiredcraft worked with Starbucks China to optimize and improve their digital presence.
Starbucks entered China in force with numerous storefronts and they’re looking to optimize their digital presence in the market. They needed to rebuild their apps and introduce new functionalities to grow and retain their customer base.
Starbucks Corporation is a coffee company and coffeehouse chain seeking to optimize its presence in the Chinese market.
Challenges & Goals
Build new functionalities for Starbucks apps to expand users’ payment options
Optimize the client’s digital presence for the Chinese market
Reworking an existing product without breaking any of the existing features
Retaining a consistent base of users while introducing a new architecture & features
Working with legacy code we did not build and needed to understand to start the work
Work with a huge client and project with an incredibly fast timetable
Seamlessly integrating services from several other vendors
Wiredcraft partnered with Starbucks to improve both its mobile application offerings and its main website.
Fortunately, most of the design for the mobile apps remained intact and didn’t need to be made from scratch before work could get started. The core of our work involved adding new features while simultaneously improving the user experience. As of the July 2016 releases, Starbucks app users can now use Starbucks Gift Cards and My Starbucks Reward points to make purchases at their local stores using the mobile app. During the engagement, the Wiredcraft team played a role focused on assisting Starbucks product leads in devising and shipping the best possible product. We also provided strategic guidance by setting limits on the addition and design of the features.
The bulk of the Starbucks China website was designed from scratch by our team, which enabled us to provided a well-organized user experience. One big addition we provided was building a user account management section using React. Users can log in from the main page and check their card balances and make adjustments as desired.
1,004 Github issues
2.2 stars (aggregate user rating before we launched the new version)
4.9 stars (aggregate user rating after our version launched)