John Huddleston Customer Journey Documentation Summer Term 2011 – Adjunct Professor Alisan Atvur Company: Caribou Coffee Task: Buying a gift card
How does one purchase a gift card at Caribou Coffee?
Differences in Navigation Experience <ul><li>While buying a gift card was simple online as well as in the store, it was actually easier to purchase one in store. It is likely easier after the first time somebody buys online, as the site saves your information so you don't have to enter it again. </li></ul><ul><li>However, it was very easy to find where to navigate to in order to get one. It was not the most prominent feature displayed, but being located in the main toolbar at the top of the page places buying gift cards in a prime real estate zone. The physical store is naturally geared more towards the in store sales of single drinks, but did have a large display of gift card next to the register. It only took a few seconds for the cashier to process everything. Overall, for a first time buyer it was quicker and easier to simply buy the card at the store. </li></ul>
In-Store Navigation Difficulties <ul><li>The only brief moment of confusion was when the cashier told me to grab a gift card off the rack, rather than her just doing it all herself. This was not a problem though, as they were located directly next to the cash register, so I didn't even have to move in order to grab one and hand it to her. Otherwise, the entire process was completely straightforward. </li></ul>
Online Navigation Difficulties <ul><li>It was very easy to find where to go to order the cards. The most difficult part was entering all of the text, but this is unavoidable to a certain extent. There were two areas that threw me off some though. </li></ul><ul><li>The first problem I had was the lack of an option to buy something without registering to the site. I understand it's more beneficial to the store, and can be to the customer as well, if everybody registers. However, I would suspect some people simply don't buy anything rather than go through the process of registering, which means the loss of easy sales. I know that in the past I personally have opted not to buy something than register to a site I know I won't frequent very often. </li></ul><ul><li>The other part which was a bit confusing was the site forcing me to enter both a billing and a shipping address. Some people may want to order the gift cards to be mailed to their own homes so they can take them to a party or give them as a gift in person. Entering your own address twice, while not difficult, is a little off putting. An easy way to fix this would be to have a dialogue box asking the user if the shipping address was the same as billing or if it was different, then react accordingly. </li></ul>
Conclusion <ul><li>I do believe users would (and probably do) perform this task both online and in store. The first time doing it online is a bit of a hassle, but I believe most people would realize once their information is saved the task would be much easier. Buying in store may be more of an impulse decision, as people may be there to buy a single cup then remember somebody's birthday (or something else) they haven't bought a gift for yet. Buying online is likely premeditated, as they had to make the decision to go the website in the first place, so people looking for a gift card would likely not be turned off by the aforementioned problems. Finding where to buy them is completely straightforward on the site as well. </li></ul>