Cognitive-Based Kiosk Design for Starbucks:
A Customer-Friendly Self-Ordering Machine
Questionnaire for Starbucks Customers
This survey aims to improve the design of self-ordering kiosks at Starbucks by
analyzing customer experiences and pain points. By analyzing feedback, cognitive design
principles like memory, attention, and decision-making can be leveraged to enhance the user
experience. Your participation in this survey will help us better understand customer needs and
behaviors, ensuring that the design solutions we provide are both practical and meet your
expectations. The information you provide is crucial in helping us create a more effective,
customer-friendly kiosk system. Thank you for participating in this survey!
1. Gender
Male
Female
LGBTQA+++
Prefer not to say
2. Age
18 years old and below
19 to 30 years old
31 to 50 years old
51 and above
3. Where is the nearest Starbucks branch in your area?
____________________________
4. How often do you visit Starbucks Coffee Shop?
Daily
Weekly
Monthly
Occasionally
Rarely
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5. How comfortable do you feel when ordering at Starbucks?
Very comfortable
Somewhat comfortable
Neutral
Somewhat uncomfortable
Very uncomfortable
6. What factors contribute to your discomfort when ordering?
(Check all that apply)
Unfamiliarity with menu items
Fear of mispronouncing drink names/ingredients
Concerns about customization options
Worrying about barista judgment
Language barriers
Fear of asking questions
Fear of judgment from other customers
Not wanting to hold up the line
Others (please specify) ___________
7. Do you feel rushed or pressured when ordering?
Yes
Sometimes
No
8. How do you usually prepare to place your order? (Check all that apply)
Look up the menu in advance.
Practice what I want to say
Ask someone else to order for me
None of the above
Other: ______________
9. How does the store atmosphere affect your ordering experience?
Very comfortable
Somewhat comfortable
Neutral
Somewhat intimidating
Very intimidating
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10. How do you think Starbucks could make the ordering process less intimidating?
(Check all that apply)
More friendly staff interactions
Clearer menu displays
More guidance on popular items
Comprehensible menu
Reduce wait times
Make a kiosk ordering machine
Other: _____________________
11. Are menu displays and ordering systems accessible to you?
Very accessible
Somewhat accessible
Neutral
Somewhat inaccessible
Very Inaccessible
12. Have you ever heard about kiosk machines in Starbucks?
Yes
No t yet
13. If no, and they are to be implemented, what type of self-service kiosk do you
want to be displayed in Starbucks?
Full touch screen type
Button Type Machine
Combination of both
14. If with buttons, in what place in the machine do you prefer for it to be located?
Right
Left
Top
Bottom
15. How often do you use a self-ordering kiosk machine?
Daily
Weekly
Monthly
Occasionally
Rarely
3
16. The interface layout of the kiosk affects the ease of how I order.
Yes
Sometimes
No
17. Does the position and height of the kiosk give ordering difficulties?
Always
Sometimes
Never
18. Do visual cues (guides, arrows, pop-up instructions, etc) help you order easily?
Very helpful
Somewhat helpful
Neutral
Somewhat useless
Very useless
19. Do you want the kiosk's visual design to be appealing and pleasing to the eyes?
Yes
No
If yes, state some design suggestions: _______________
20. What other features would you like to see in self-service kiosks while placing an
order?
____________________________________________________________
Thank you very much for taking the time to complete this questionnaire
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