Hi, my dear followers, long time no see! Hope you all had a great Valentine’s day and a happy lunar new year!
This week we are going to talk about the user experience(UX) across all platforms(Including website, tablet and mobile phone) for Cafe bene.
Cafe bene is a Korean Cafe franchise which provides traditional European coffee, modern creative drinks and delicious desserts. Now, it has more than 1,600 stores all over the world and is planning to expand and compete with Starbucks. Quite ambitious, isn’t it?
However, Cafe bene’s online platform UX is not that competitive compared with what Starbucks has done.
The visual design of the website is good.It is full of delicious and delicate picture of it’s coffee and food, talking about Cafe bene’s story, menu and expanding location. Simple and bright layout of all those things remind people of Cafe bene’s cozy and relaxing atmosphere.Besides, the website provides some related news and franchise join information. But this is not enough. In my opinion, the only purpose of the website is to let more people know about Cafe bene. It is not designed to be useful or to provide some useful functions like membership, online ordering and location reminding.
The content of the website is mostly introducing Cafe bene itself without interacting with its customers. I do like all those yummy pictures of it’s menu! They are very attractive. But they don’t put price on it or online purchase method or at least where is the nearest store to find those good-looking food. I don’t find it entertaining, convincing or inspiring enough. Because it mostly talks about how many new stores it is going to launch. How can it attracts more customers by talking about the store is expanding? With this kind of content, customers won’t have strong emotional reactions.
Cafe bene doesn’t have APP for tablets and mobile phones. The visual on tablets is almost the same with the computer screen which is fine. And the website for mobile phone is customized which means they do employ responsive design. The content for tablets and mobile phones are exactly the same.
If the website on computer doesn’t provide location reminder, I think it is fine. But if the version on the mobile phone can’t do that, it is not desirable. It is highly possible that when people search with mobile phone they want to find a nearest Cafe bene. But the Location button on the mobile phone web page only shows all the Cafe bene stores all over the world. At this time, it is a little bit disappointing for the user to talk about Cafe bene’s achievement. They should locate the customer and give the customer the direction to find a Cafe bene.
Maybe it is because that Cafe bene is just going to start in US. But they do have to pay attention to their online platform UX, there is a large space for them to improve. They can learn from Starbucks and Coffee Bean to design an App for customers. Creating membership card to gain customer royalty is also a way to grow bigger.
Anyway, they do have a long list to check their UX for all those online platforms. It is a digital world now, if they can’t think more for customer, they won’t get what they want.
Oh, my god. I seem to said too much passive things about Cafe bene.
I do have to tell you something they did perfectly! Their milk bubble tea is fabulous! Gave it a try, you will never regret!