Forget your zodiac sign; what’s your Dunkin order?
It’s another Monday morning, and the first thing you want is coffee. Although you don’t feel like making one because of ‘efforts,’ DUH, ordering one seems more manageable. So here comes the affordable and known brand- Dunkin Donuts.
A coffee, for that matter, is no longer difficult to get. After all, America Runs on Dunkin’.
Dunkin’ Donuts, also referred to as Dunkin and with the initials DD is an American multinational espresso and doughnut business enterprise and a short provider restaurant. It was a beverage-led company and was renamed Dunkin’ in January 2019. Eventually, the brand created its own website and a separate mobile app for users.
Living in a world of digitalization, all brands must keep themselves updated with technology. With the availability of information everywhere, a website should have an excellent UX that separates identity for brands to portray strength and help them stand out.
Personally, I would not stay on a website with so many options thrown on my face right away. But, on the contrary, Dunkin’s thoughtful approach of stating the benefits first with the follow-up on the menu makes the website easily scannable for a user.
The touch of compassion makes the website and the brand quite compelling. Observing a brand’s UX warmth via visuals (color choices) built a comfort connection, leading to brand confidence. Hence, I felt they successfully created a visual and verbal bond.
Creating an account makes it more user-friendly; it includes a touch of career aspects for individuals who want to be involved with Dunkin. On top of that, it asks for your location permission and tells you where your nearest Dunkin is. More so, Dunkin mobile app always pushes user-friendly AI, remembering individuals’ orders and easy to scroll through content appealing to the eye.
In addition, it displays allergies and nutrients information to be aware of what and how much they are consuming. Mobile App gives you the flexibility to make an order as a guest even without signing it. In my opinion, it was the most creative approach by Dunkin.
Am I intrigued to know more?
Yes!
For users to stay for an extended period, the website uses a simplistic yet powerful approach with options on the top like Menu, Locations, Delivery, DD Perks, Dunkin’s Card, Shop. Moreover, the art of the website subtly grabs attention with the perks ( Earn On Every Run, Pay Any Way, Check out faster).
DD Perks offers valuable Dunkin’ insights into app users’ spending behavior and promotes customer loyalty- it tracks their favored menu objects, how frequently they order, and what time of day.
A user-centered nature that deals and provides the benefit to receive a free beverage reward, with each point on purchase, makes it attractive for users to go and purchase. Hence, it makes sure that the content is engaging and receives conversion.
But is everything okay in the cookie-fueled coffee-smelling Utopia?
It can’t be all shiny now, can it? The first impression of any brand is to show how strong its links could be directed on the top for more straightforward navigation. Although the main criteria of the website were directed towards what it sells, the main “perks”on the site had no links to directly click on. Additionally, the “Shop” feature on the website comes up with three options (Bottles ice, creamers, Dunkin’ at home); however, it leads us away from the Dunkin page and doesn’t have any chatbots.
Images were repetitive, and the visuals became bland after staying for a long time; nevertheless, aesthetics and coffee options with meals and various deals were appealing. It all boils down to questions — is it affordable? Is it easy to purchase? What kind of deals am I getting?
It is designed with the target audience in mind and justifies the aesthetics according to the brand personality.
Until next time,
I got to pick up my order at Dunkin.
TR.
