The Starbucks mobile ordering feature became so popular that baristas were unable to cope with the demand, wait times were longer, and the company reported that a ‘mid-teens percent’ of mobile orders went uncompleted. In short, it worsened the problem it was set up to solve.
Friction as a force for good
In a world of seamlessness, brands can stand out by making life hard for consumers.
In 2012, Starbucks baristas started to write the name of the customer on the side of their cups. Yes, a bit of extra hassle. But a more personal and memorable experience in return.