Tap the screen six times to get a Starbucks!
No Flashy Design, Just Straight Experience.
As I sat at my computer desk, ready to do some research on the Starbucks website, I imagined more than once that when I clicked on their site, I would see a site design that was beyond my wildest dreams — flashy text, stunning images, and more. But when I did, I was disappointed — there was nothing special.
However, when I got off the subway and walked down the street, I clicked on their mobile app, ready to buy a cup of coffee. I was surprised this time — I only tapped the phone screen six times, and then got my coffee!
The violent aesthetic makes everything easier
It’s hard to argue that the design of the Starbucks website and app reflects the brand’s personality well, but does it matter? There’s nothing more important to a coffee shop than being efficient
When consumers click through to their official websites and mobile apps, you don’t see anything eye-catching. There are no dynamic images, no flashy slogans, and even their logo is placed in the corner. All you see is their menu and products. All the design is oriented towards functionality. Store locations and menus are placed in the most prominent places. The user ordering process is minimized as much as possible.
Among the many coffee shops in the US, Starbucks is arguably the most successful one. It has also put considerable effort into promoting its brand culture and enhancing its brand value. (Get more Information about Starbucks LGBT+Campaign)
But when we look at its branding strategy together with its website and app design, I have to say that the two have nothing to do with each other.
So what led to such design? My answer is — to satisfy the consumers of FMCG products.
Does fancy design always mean a better user experience?
The user’s decision-making process determines the design approach — violent and direct or beautiful and artistic.
Going back to the opening scenario — I am walking down the street, feel a little thirsty and need a drink. In this scenario, my purchase decision process is very short： I feel thirsty — I have a need for the product; I know there is a Starbucks on the next corner — I aware of the brand; Then, I make the decision.
In this process, my decision making process is quite short and my need for the mobile app becomes quite simple — get my drink as fast as possible! And the simple, efficient, and even a little ugly App met my needs very well!
But in other cases, my decision making process can become quite lengthy. For example, I want to buy a piece of furniture for my new apartment. I may spend days lying in my bed, thinking through about the product: the color, material, and function of the furniture would meet my needs? If someone is coming to my house for a party, will this furniture reflect my style? And so on.
In this process, personalized art presentation is indispensable, through the beautiful visual effects, flashy text descriptions, can be very good to attract consumers to your brand for in-depth understanding, and left a deep impression.
