December 2019

Imagine downloading an app and not being able to navigate through it? Frustrating, right!? So, what do you think would you do with such an app? – most users would uninstall it in mere minutes. User experience (UX) on an app is of utmost importance to attract new users and keep the old ones to ensure long-term market success. Did you know that 90% of users reported that they have stopped using an app because of its poor performance?
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Reference Source: https://www.toptal.com/designers/ux/ux-statistics-insights-infographic

Apps are now defining a way-of-life for humans; for instance, there are apps for booking cabs, operating home appliances, listening to music, watching movies, interacting on social media, etc. Tomer Sharon, the senior UX researcher at Google, stated that “UX is a very much personal experience that a person feels while using the product. UX designs are implemented based on the emotion of the users.” This statement holds true – it is imperative to focus on architecture, visual design, usability, branding and functions of the app.
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Let’s take a look at few trends that we can expect in UX Design for the year 2020: 

Device Compatibility

Most people, especially in the cities, have more than one device that they use. Hence, it is absolutely essential that the app you create should be compatible with all devices – whether it’s a smartphone, a watch, a laptop, etc.
The social media app, Facebook is a good example. The user can connect with loved ones anytime, anywhere and with the use of any device. This app operates a single continuous operation on different platforms with uninterrupted action.

Keeping It Simple

Keeping an app simple doesn’t mean that it needs to be boring with just a few buttons. While constructing your app, make sure that it is simple for the user to navigate. There are few apps that are built that lose their sole purpose of existence by adding frills and fancies not needed. Therefore, it is always said that app companies must focus on the core functionality and then keep upgrading it as per the user’s feedback or market demands.
Key points:

• Easy navigation
• Minimum pop ups and notifications
• Easy-to-understand language
• Readable fonts/colours

Designing the App

As mentioned in the earlier point, users should be able to read the text and fonts used in the app. Also, it is important that the app is intuitive, for example, the Exit or ‘x’ should always be placed on the top right corner. Mindful designing seems to have a positive impact on user perceptions, as it helps the users to stay loyal to the brand. With the help of UX design, it’s the trendiest way to attract potential customers and enlarge your customer base.

Voice User Interface and AI technology

The year 2019 has made great progress towards personalization of mobile UX. User’s want the device to adapt to their thinking, wants and needs. When it comes to UX design, the key is to design something flexible to the individual. The functionality and the content produced by the app should be based on the user’s history such as their location, purchase patterns, the online communities that they are a part of, events and calendar events. Brands such as Spotify already do this, for example, by curating custom playlists with suggestions based on previous listening behaviours. These playlists are unique to the user and provide a service unique to them
Recently, AI has been widely used on mobile internet; credit for this largely goes to Siri. Artificial intelligence is commonly used in smartphones as a voice assistant and for face unlocking, beautifying, and smart shooting. Following the trend, it seems like, voice and vision functionality will have more advancement the way it has shifted from GUI to VUI.

Augmented Reality and Virtual Reality

There is still a lot of work to be done for augmented reality and virtual reality to manifest in its full form but many apps such as Snapchat, Sephora, etc. are being used from the convenience of their home. For example, the user doesn’t really need to get into a store to find the perfect outfit, instead they can sit on their couch and with the help of AR/VR visually see how the clothes would look on their body. The year 2020 will definitely see more features of AR/VR being added to apps.

Keeping Up With 5G

5G is finally starting to roll out across the globe which means that data transfer speed and latency time will improve significantly. With the time span of the user getting shorter and shorter, they don’t want to wait too long for information to download on the app.
Any mobile services, be it an application or a website optimized for mobile, will need to be optimized to support the speed and full capabilities of 5G networks. Hence, you must make sure that the UX design is compatible with the future speed that is going to be offered to the users.

Voice Assistance

“eMarketer forecasts that nearly 100 million smartphone users will be using voice assistants in 2020. Similarly, comScore data reveals that voice technology will account for 50% of all searches by 2020.”
Source Reference: https://searchengineland.com/voice-search-explosion-will-change-local-search-251776
More brands are starting to invest in voice technology, as more mobile apps are beginning to incorporate Vocal User Interfaces (VUI). At the very least, companies are beginning to integrate VUIs in some capacity to meet the changing expectations of smartphone users. Since these VUIs will differ, UX designers will be required to abandon old techniques and mindsets and get more creative.

​Looking into the Future

2020 is the year to look forward – we can expect the technological world to transform with improvements and enhanced designs. With AI/VR being explored, 5G being introduced to the world; there could be a total revolution.
Staying in sync with these UX trends will help you strategically form a digital world around your product or service that will attract users and keep them loyal to your app. If you wish to stay ahead of the curve, contact the App Scoop Mobile App Development Team for more information.
 

What makes a customer loyal to a product or a company? What exactly is customer Loyalty Program? It is a rewards program offered by a company to drive customer engagement and nudge them to buy the product often and enjoy its benefits. One such Loyalty Program that has caught the customer’s attention is – the Starbucks Loyalty Program. 

Did you know that the Starbuck Loyalty Program holds more money on its affiliated cards and app than many banks have in their deposits? Surprised! Here’s another fact: there are approximately $1.2 billion loaded on the Starbucks mobile app and the company’s loyalty cards. Above that, around 41% of US and Canada-based Starbucks transactions were made through the loyalty card, while around 24% of US-based payments were made through the Starbucks mobile app.
Reference Source: https://www.marketwatch.com/story/starbucks-has-more-customer-money-on-cards-than-many-banks-have-in-deposits-2016-06-09  
This should give you an idea on how Loyalty Programs increase the company’s revenue and their presence in the market. 

How Did Starbucks Loyalty Program Become Such a Hit?
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Just like every other company, Starbucks started out with a Loyalty Program to attract more customers. The Loyalty Program introduced initially did work but since, it was very easy to accumulate points, Starbucks cafés had longer queue which resulted in below par customer service. The customers were more disgruntled than pleased. 

After taking into account customer feedback, Starbucks decided to change their Loyalty Program.

• It would take 125 stars to get a free item
• Every $1 spent = 2 stars

The Loyalty Program also features 2 levels:

• Green (0-299 stars)
• Gold (300+ stars)

This persuades the customer to spend more money and unlock better rewards. This also helps to retain the customer and create a long-term relationship with them. Also, ensure that the functionality of the app is easy-to-use. The Starbucks in-app menu has the following tabs: Pay, Stores, Gift and Order – straightforward and simple!   
Now, let’s take a look at the 9 features that have made Starbucks Loyalty Program a hit.

Gathering Customer Feedback and Implementing It
Starbucks launched My Starbucks Idea back in 2008. In that year alone, according to Waterloo, the company received more than 70,000 ideas from customers; by 2015, they had received over 190,000.
Reference Source: http://smbp.uwaterloo.ca/2015/02/my-starbucks-idea-the-starbucks-crowdsourcing-success-story/
Recently, Starbucks uses machine learning which allows the system to make decisions based on customer feedback. It gives the customer a more personalized experience.

Order-Ahead, Pick Up Later
All Loyalty Program users can take advantage of the feature by placing and paying for an order online and then picking it up from the store at their convenient time. This doesn’t only make it convenient for the customer but also intimates the employees to keep the order ready and not rush at the last minute. This helps them improve customer service and it also means shorter queues and quick service.

Exclusive Rewards
Starbucks offers their members access to 3 exclusive features:

• Monthly Double-Star Days (once per month, Gold members can earn 4 stars/$1 spent)
• Personalized Gold Card (quite a nice touch)
• A Reward Every 125 Stars

According to a RedPoint Global survey, 63 percent of consumers expect personalization. These respondents also say they feel recognized by a brand as an individual when they receive personalized offers.
Reference Source: https://www.redpointglobal.com/news/redpoint-global-and-harris-poll-survey-exposes-gap-between-consumer-and-marketer-expectations-for-customer-experience/ 
Here, you need to remember to not make it very simple to get exclusive rewards. The customer needs to feel special if they are paying over and above to get that status. Ensure that your exclusive customers are the only privileged ones to receive exclusive rewards!

Targeting the Right Customer
By pricing 2 stars at $1, Starbucks made sure that all their clients will have an easy time accumulating stars at a decent pace. And when you take things like the Double-Star Days we just mentioned into account, it becomes apparent just how customer-friendly the new Starbucks mobile app and Loyalty Program is.
Many people who complained that this point system was not acting in their favor are the ones who abused the old check-out system in the first place. Starbucks actually managed to target consumers who are truly valuable to their business – people who love spending both time and money at their Starbucks.

Loyalty Program Members Get to Enjoy Mobile Payments
Mobile payments are becoming more and more popular – and they’re directly linked to Loyalty Programs! Most consumers, approximately 70%, state that it doesn’t only make paying easier, but they could also enjoy the benefits of various rewards and discounts. It’s expected that mobile wallets will end up surpassing the use of both credit cards and debit cards by 2020.
Plus, the Starbucks mobile app goes the extra mile. It allows program members to easily check their balance and reload their cards in seconds.
Reference Source: https://home.bluesnap.com/snap-center/blog/22-mind-blowing-mobile-payment-statistics/

Giving It the Personal Touch
The Starbucks Loyalty Program offers their customers access to:

• Member Events

For instance, Gold Members can get a drink of any size, or a single pastry, for 125 stars.

• Free Birthday Rewards

Starbucks gives the customer a free drink on their birthday to make their special day, extra special!

• Product Customization

Starbucks provides personalized suggestions based on the customer’s previous orders. For instance, if the customer often orders dairy-free drinks, the system recognizes this preference and recommends dairy-free products. In addition, the Starbucks app enables users to save their favorite orders and recommends things to add to an order.

• Special Offers

Starbucks loyalty members can find personalized offers in their offer card on their Starbucks mobile app. This offer can be easily redeemed with a simple tap on the app!

• Additional Third-Party Benefits

Starbucks has a tie-up with Spotify which allows the customers to identify the music playing in Starbucks and save the songs to their personal Spotify playlists.

Incorporating Location Functionality
Allow the app to trace the location of the customer (of course, asking for customer permission is mandatory). Incorporating the location functionality, allows the app to cater better. For instance, Starbucks allows its customers to set a location to pick up their order. Moreover, customers can easily find the nearest Starbucks and check the available amenities.
Starbucks also uses the app to send personalized push notifications with different offers to its customers. For instance, it may be information about featured drinks or promo items in the nearest store.

Engaging Customers
Customer engagement keeps them interested. Customers need to be reminded once in a while about your upcoming product or offers. They provide well-timed recommendations – they can predict a customer’s wishes before they even know they want something.
The Starbucks Happy Hour campaign uses a customer’s location data and time zone to send a push notification guiding them to a nearby Starbucks shop for a free Happy Hour drink. When customers get the invitation, they’re led to a screen in the app that explains the promo, then guides them to the nearest location.

Access to Product Information
In today’s date, the dietary preferences of customers have changed, and each of them have their own preferences. It is best that the customer knows the ingredients are sourced and what ingredients are used in the products that they are ordering.
Starbucks is on its way to implement a feature for its mobile app that gives users information on where its packaged coffee is delivered from, where it was grown, and what the company is doing to support farmers in those locations. With this feature, Starbucks also tells users where and when their coffee was roasted and provides tasting notes.
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Wrapping It Up
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​Let’s summarize what we can learn from a successful customer Loyalty Program like Starbucks:

• Give access to customers to pay conveniently only if they join your Loyalty Program.
• Provide only the most exclusive and loyal members exclusive rewards.
• Incorporate the order-ahead feature – this makes the customer feel special and also makes it super convenient for them.
• Keep the Loyalty Program budget friendly keeping a subtle balance between customers who actually enjoy and love your product versus those who are just in it for free goodies.
• Personalize some of the rewards, so that the members truly feel like your brand cares about them – this will help you build a brand-centered community of loyal consumers that will promote your services.

Designing a successful Loyalty Program like Starbucks in the year 2020, would be the best investment for any restaurant or business. It will help build a following for your brand and making customers feel special. If you wish to create an app and a brand like Starbucks, contact the App Scoop Vancouver Mobile App Development Team or Mobile app developers– https://app-scoop.com.