Case Study

StarbucksMobile app


Starbucks have redesigned their mobile app to focus on personalisation. The app uses information it already knows about customers, like the type of coffee they drink or the time of day they usually visit a Starbucks branch, in order to create special offers, discounts or coupons.

Customers can also order, pay and find stores with the app, for ultimate convenience. And they can even find out what song is playing in store and keep an eye on the Starbucks loyalty program.

Results

  • Increase in store visits and spend
  • Plans to extend it to drive-thru screens and smartwatches

BEHAVIOURAL ECONOMICS USED

Starbucks really understand habit and the STATUS QUO bias which suggest people are very committed to keeping things the way they are. In fact so much so that they have built their app around this default principle which further cements the status quo behaviour.

Case Study

BellroySlim your wallet


Bellroy’s USP is that they sell thinner-than-typical wallets. To get it across to their customers, Bellroy split its product page into three stages for the buyer journey, made up of understanding the problem, how to fix the problem and how Bellroy can resolve the problem.

An interactive section shows how the Bellroy skinny wallet fills up against a standard wallet. Users can move the slider back and forth, from empty to full and keep track of how both perform, visually showing them how Bellroy solve the problem.

BEHAVIOURAL ECONOMICS USED

CHUNKING, the bias that says complex tasks are more appealing when “chunked’ into manageable pieces and effects how motivated we are to start and finish them, is used to excellent effect by Bellroy with its 3 stage process.