Dunkin' Rewards
Introduction
My Role
UX Researcher & Designer
Stakeholders
Dunkin’ senior executives; including Mark Hoffman (CEO & President) & Dunkin’ customers
Project Background
The Dunkin Rewards app is being redesigned to improve the functionality for users, as well as provide solutions for users that prefer the previous DD Perks app. After the app changed, from DD Perks to Dunkin' Rewards, many users were left confused and frustrated because of the new UI and changes to the rewards system.
Research Questions
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Do users find the current app layout easy to navigate?
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Would users find value in customizing their rewards options?
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Would users want a feature that would allow the Dunkin' crew to message them about changes to their orders?
Research Goals
To determine if users would find value in the proposed app features. Also, to determine if users can complete core tasks within the prototype without difficulty.
Personas
How might we design a simplified layout that is easy for users to navigate?
Ideation
How might we design a feature that allows users to customize their rewards options?
How might we develop a feature that allows crew members to communicate with users about substitutions?
Methodology
Methodology
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A survey will be conducted to collect data from users. The survey will be programmed in Qualtrics, and it will be distributed through an anonymous link. The participants will be recruited from the Dunkin' World Facebook group as well as faculty from Columbia University.
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Members of the Dunkin' World group are Dunkin' enthusiasts that ask questions and post about different topics relating to Dunkin'. Some of which include new & upcoming products, app perks, and tips for users. Most of the members use the Dunkin' Rewards app and are considered subject matter experts.
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Respondents will also be gathered from Columbia University in an effort to gather participants in person. This will be done to account for participant validity. Due to Facebook not being a true participant recruiting platform, I wanted to ensure that many of the participants were gathered through traditional means as well.
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The target sample size will be 150 participants that are Dunkin' Rewards app users, individuals from all genders, and those over the age of 18 years old.
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The survey will have fourteen questions that will include topics about product preferences, the DD Perks and Dunkin' Rewards apps, and a new feature that would allow crew members to communicate with customers. As well as five demographics questions.
KPIs
Schedule
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System Usability Scale
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Task Success Rate
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Recruitment starts: Nov. 23th
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Study dates: Nov. 25 - 26th
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Results available: Dec. 6th
Survey Flow & Questions
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This is the survey flow and questions. Participants were asked questions to verify their eligibility for the survey by confirming that they met the age requirement and that they use the Dunkin' Rewards app.
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186 people responded to the survey
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84% of respondents used the Dunkin rewards app for 1 year or longer (n=141)
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92% were female, 5% were male, & 3% identified as non-binary
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75% where White or Caucasian, 8% were Black or African-American, & 7% were Hispanic or Latino
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47% are employed full-time, 20% Stay at home, & 19% are employed part-time
Demographics
Results
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While analyzing the results, I built a dashboard in Qualtrics to view the results. This helped to give me a better view the distribution for each question.
Themes
Crew Communication
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85% of participants were interested in a feature that would allow crew members to communicate with them about their orders (n=117)
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49% (n=68) of users reported receiving an incorrect order when using the app
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Half were because of a wrong item given, followed by the wrong item product used (48%) and stock issues (44%).
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Reward Customization
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67% were highly interested in being able to customize their rewards options (n=150).
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Comment themes suggest that users would appreciate if the app made rewards suggestions that were specific to their interests.
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"Yes maybe it can suggest perks or rewards for you".
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App Personalization
Users expressed interest in personalizing their app. Comments display users interest in adding their product preferences and dietary restrictions.
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"I think an option for listing a food allergy would be beneficial. I’m allergic to cinnamon and a lot of the season drinks are cinnamon bases."
App Simplification
52% (n=52) preferred the older DD Perks app over the Dunkin' Rewards app.
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Comment themes show that this is driven by the ease of use of the app and the ability to accumulate points faster.
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"It was easier to use this app always screws up!"
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"I just like the simplicity of it."
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App Perks
Respondents stated that they missed the rewards they had in the DD Perks app. Users stated that they miss the birthday perks from the DD Perks app.
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“It was easier and faster to receive a reward.”
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“Old birthday rewards were better and the frequency of free beverages.”
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"I can choose what I want to redeem my points for while also getting other perks."
Order Customization
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67% were highly interested in being able to customize their rewards options (n=150).
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Comment themes suggest that users would appreciate if the app made rewards suggestions that were specific to their interests.
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"Yes maybe it can suggest perks or rewards for you."
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Users expressed interest in customizing their drink orders.
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"I keep asking them for the option to add multiple flavor shots, like you can the swirls."
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Wireframes
Mockups
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While developing some of the initial designs, I made a few modifications to improve spacing and the user flow. For example, I enlarged the 'Suggested Perks' section and moved the 'Featured' items to the menu section, since users were more interested in the offered perks.
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I also added an overlay to cover the drink modification options until the user selected "Customize", in an effort to not overwhelm the user.
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While developing some of the initial designs, I made a few modifications to improve spacing and the user flow. For example, I enlarged the 'Suggested Perks' section and moved the 'Featured' items to the menu section, since users were more interested in the offered perks.
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I also added an overlay to cover the drink modification options until the user selected "Customize", in an effort to not overwhelm the user.
Feedback
Feedback
Across the board, the designs were received positively. I sent the designs out to the survey participants to understand their thoughts. Many of the participants saw value in the new features and improvements. Some respondents stated:
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"Love the add your favs towards your rewards it makes the options seem more personal."
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"I liked the chat option. I think it's convenient and saves time. I know what I like best and so I know I'll get what I want when somethings out."
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"What I really like is the dietary restrictions ... Lastly I like the order confirmation in case a mistake was made or an add on is necessary before final check out."
Feedback
Overall, this wasn't a perfect project but it went very well!
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If I were to do this project again, I would want to diversify the sample size more. Many of the participants were White/Caucasian Women so this wasn't truly representative of DUNKIN's customers.
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I would ask more demographics questions, specifically about location. While working on this project I learned that Dunkin' has different products based on location.
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In my next project, I would also like to leave the survey open longer. I shortened the survey window to accommodate for Thanksgiving, but in hindsight I would have been better off leaving it open longer. Also, due to Facebook's algorithm not everyone saw my post about the survey at the same time, so it would have been helpful to keep the survey open longer for this reason as well.