Starbucks UCP

The Starbucks Unified Commerce Platform (UCP) empowers internal partners to configure and manage reward and commerce promotions and coupons - available to all North American customers through the Starbucks Mobile App.

MY ROLE

Senior UX Designer

DELIVERABLES

Wireframes
Prototypes
HIFI Designs

DURATION

12 months

CONTRIBUTIONS

UI/UX
Visual Design
Design Operations

THE CHALLENGE

In 2017, Starbucks announced its new “Digital Flywheel” strategy which was built around four core pillars; rewards, personalization, payment and order. To power this new strategy, Starbucks needed to break away from its reliance on Siebel CRM and create a new more intuitive and modern commerce platform.

My role was to work with the UCP product and engineering teams to design their new commerce platform, which would allow Starbucks Partners to create and manage their coupon and promotion campaigns; as well as manage their customer details.

UNDERSTAND

To better understand the challenges of using Siebel, I conducted a task breakdown and heuristic evaluation of the key user flows.

KEY TAKEAWAYS

Legacy desktop based software – no browser support
Lacks “at-a-glance” usability – parsing future vs current promotions and coupons
Confusing, multi-step configuration process for promotions and coupons
Requires a technical user to navigate

PERSONAS

Working with the UX research team and the product owner, we identified two key groups of users:

Starbucks Partner | Internal

Technical user
Familiarity with Siebel and existing business processes
Has experience managing coupons and promotions

Starbucks Partner | Retail

Non-technical user
Some familiarity with existing business processes at the management level
No experience managing coupons and promotions

DESIGN GOALS

Keeping the challenges of using Siebel and our personas in mind, I outlined the design goals:

Better “at-a-glance” usability (dashboard)
Simplify the creation process for promotions (commerce vs reward) and coupons
- single page configuration flows
- batch assignment of SKUs to a promotion
Leverage existing mental models to introduce enhanced table interactions
- filter/sort/search
Consolidate membership details and improve table interactions

WIREFRAMES

Keeping my design goals in mind, my next step was wireframing key screens and flows.

Sketches

Members List View

Member & Membership Details

Dashboard

Reward Promotion Creation

WIREFRAME KEY FLOWS

HIFI DESIGNS

Some enhancements were made to simplify reward promotion creation based on user testing insights and stakeholder feedback.

The tabbed design approach for defining actions and criteria was flattened, removing the need to flip between tabs for campaign rule details.
Available components and patterns from the Starbucks design library were also referenced to save development time and ensure brand consistency.
- Some patterns required some tweaking as they were primarily consumer focused.

Commerce Promotion Creation

Member & Membership Details

Dashboard

Reward Promotion Creation

HIFI KEY FLOWS

OUTCOMES

The MVP launched in March 2019 and allowed internal users to recreate Siebel promotions and coupons in UCP. Phase 2 with members and membership details and user management at a later date.

Siebel | Promotion Dashboard