Amazon introduced its Just Walk Out (JWO) technology in 2018. JWO, a computer-vision–based platform, has become a model for frictionless retail because it removes checkout entirely. Since I’m currently designing experiences in the retail space, I decided to visit a JWO-enabled Starbucks in Manhattan and document my observations.
I chose Starbucks because they’ve deployed JWO in select locations. I was especially curious to see how Amazon and Starbucks integrated their products. Unfortunately, the experience was frustrating—there was very little actual integration between the two.
Starbucks has already removed friction for many customers through its order-ahead features in the mobile app:
JWO, by contrast, is designed for grab-and-go scenarios that require no interaction with staff. A simplified JWO journey looks like this:
From a consumer perspective, the clash between these two systems is obvious. Imagine ordering a drink through the Starbucks app but also wanting to grab something from the fridge. At this JWO Starbucks, you’d need to use two different apps. In effect, it feels like shopping at two separate retailers under the same roof.
Quick Takeaways
- Multi-modal access felt out of place. To enter, you could use a debit/credit card or Amazon One palm scan—both prominently prompted at the entrance.
- Receipts were delayed. It took over four hours for my JWO receipt to arrive. I had to check my banking app to confirm the charge went through.
Pictures
