Confession time: I am a total brat about user experience and usability. I need for things to be easy, uncomplicated and uniform (you should pray for my husband. Really, go ahead, I’ll wait). So, when we went cable free a year ago, I needed to have simple, easy and uniform experiences on the all televisions in our house. That meant that we needed to get a bunch of Apple TVs (thanks Chase Ultimate Rewards!) and connect all the televisions in the house to the media server. So, we did that and now, I am living in television paradise because all of my experiences are uniform. Everyone knows how to use all of the televisions in the house because they are all the same. Same features, functionality, same, easy, requires little thought. YAY! Then, last month, Netflix rolled out “profiles”. And my experience got even better.
Like most of you, I drink coffee. I don’t drink too much, because then, I understand from those that love me most, I am a little hard to take. And probably like you, I have a favorite coffee shop. Problem is, I don’t go there anymore. I don’t go there anymore despite the fact that their latte’s are superior and their service is local and friendly. Nope, I just don’t go there anymore. And it’s all because Starbucks has made it so freakishly easy for me to drink coffee that doesn’t taste as good to me.
…because I can pay with my phone.
And I am clearly not alone. In June, Starbucks reported that 10% of all transactions in store are now done via mobile. In fact, Starbucks is processing more than 4 million mobile transactions PER WEEK. This has doubled since the beginning of the year and more than 10 million people are actively using the Starbucks mobile app. The coffee giant has clearly identified and addressed a customer need. It is worth noting that these massive increases in growth have all occurred at the same time the loyalty program that has shrunk in terms of rewards (No more free syrup?!?).