Journey Map: Peet’s Coffee Mobile Application

Journey Map: Peet’s Coffee Mobile Application 

Julia Posz 

 

TWC: 544 User Experience 

 

Professor Cooke 

 

June 10, 2023

 

Introduction

The Peet’s Coffee application was launched with the intention that customers would be able to easily order their favorite coffee beverages ahead of time, to pick up in store with ease. Upon reviewing (and working) for Peets, I have many customers who run into basic functionality issues. From the app not being able to load, not able to save the preferred store location, or constantly signing members out of their app – through this journey map we will pinpoint these errors in hopes of improvement for a better quality experience with Peet’s Coffee.

Task Scenario

The Peets application purpose is to have customers easily order their favorite items for pick up. I will be asking my participant tester to order their usual drink via the Peets app. A very realistic task, which, according to McCloskey’s article, “turn user goals into task scenarios, it is vital to avoid the “participant not fully engaging with the interface”.

 

Peet’s App Purpose:

  1. Customer can order contact free 
  2. Customer can pick up their order without waiting in store
  3. Customer can save preferred location for quicker ordering experience 

 

Task: 

Order drink from preferred Peet’s Coffee bar

 

User Journey Map:

According to Yale University, “a user journey map is a UX visualization document that showcases the steps that a user takes in a process to accomplish a goal”. 

 

We will be conducting a task scenario from the previous section. Since it is known we want customers to order their favorite coffee drink via the Peet’s mobile app, our phases and touchpoints are as followed: 

 

  • Phase One – Download App
  • Phase Two – Select preferred location 
  • Phase Three – Review order 
  • Phase Four – Send order through 

The user was able to order their coffee at the preferred selected location. However, Peet’s recent application format change has made the organization of the app much harder for customers to identify where to apply their credit card for payment, redeem rewards and search through the menu. 

 

Pain Point One: 

User is easily able to find and launch Peet’s application

 

Pain Point Two:

Based on the user journey map, user one had trouble logging into the app, because user one was automatically signed out of their account after the latest update. My recommendation for improvement would be to leave users with the option to have a “remember me” button at the bottom of the page when they first sign in. 

 

Pain Point Three:

User one had a difficult time trying to find their drink on Peet’s newest interface update. The menu is sorted by hot tea, cold tea, hot coffee, cold coffee, and plant based drinks. Suggestion for improvement would be to categorize the drinks into one section. For example:

 

Hot drink > Latte > Custom add almond milk > add vanilla 

 

Pain Point Four:

By this time user one is already unsatisfied with the duration of placing an order as well as having to recreate a password to login. User one successfully placed her drink order at her preferred location. 

With the inconvenience of having to recreate a login, user one will not choose Peet’s Coffee if she has to waste time to input new passwords. (Customers are typically in a rush to pick up their coffee when placing mobile orders on the way to work)

 

Conclusion:

A user journey map is an excellent tool to pinpoint room for improvements for an easier user and customer experience. An article on Hotjar.com states, “helps you visualize what customers are thinking, feeling and doing: the key is understanding their deepest needs and providing better service”. 

A continually improving application is a sign of a company who cares for their customers and wishes for their business to be an enjoyable and easy experience. 

 

 

References:

  1. “User Journey Maps.” User Journey Maps | Usability & Web Accessibility, usability.yale.edu/understanding-your-user/user-journey-maps. Accessed 10 June 2023. 
  2. “10 Major Benefits of Customer Journey Mapping.” 10 Major Benefits of Customer Journey Mapping, www.hotjar.com/customer-journey-map/benefits/. Accessed 10 June 2023.