Brand Strategy - Branding - 3D/Package Design - UX/UI Design
Toolkit: Cinema 4D, Adobe Dimension, Photoshop, Illustrator, InVision, Sketch
My Role: I created the branding, mockups, UI design, and 3D models of the sleeve and kiosk. I collaborated with my teammate on the user journeys and personas.
Special coffee sleeves for the extraordinary people in your life.
THE QUICK PITCH​
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We created an experience for people to customize their Starbucks coffee sleeves at select Starbucks shops. Through the use of a digital kiosk, customers can craft a customized message to their loved ones and friends, print the one-of-a-kind sleeves instantly, and deliver a memorable cup of coffee to their special someone.
JUMP AHEAD
THE HOLIDAY TRUTH
THE ASK
THE INDUSTRY OPPORTUNITY
THE BRAND
Create a brand experience for Valentine’s Day that allows people to share their love for each other.
Valentine’s Day is a selfless holiday. In addition to planning extravagant dinners, people are looking for subtle ways to express their feelings towards others throughout the day.
Every day, millions of consumers opt out of the easy make-at-home Keurig Cup, and opt in to spending a few dollars at their local coffee shop. These consumers know that this recurring expense will add up financially, yet there is something about the taste, convenience, and environment that keeps them coming back for more.
The Starbucks Coffee Company has an unmatched brand loyalty.
An unexpected surprise to kickstart their Valentine's Day.
The Experience
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For Valentine’s Day, Starbucks places unique sleeve personalization kiosks in select stores throughout the country. The kiosks will show up unannounced, and they will be placed near the drink pick-up area of the stores. The sleeve customization is an opt-in experience for customers that wish to do something special for the extraordinary people in their lives.
DESIGNED FOR EFFICIENCY
In-store signage will direct customers to the kiosks, where they can create personalized sleeves for loved ones. In hopes of avoiding long lines, the machine and digital form were designed with efficiency as a priority.
Who This Serves​
We see this kiosk being used by all types of Starbucks drinkers on Valentine's day, most of whom would fall into one of these two categories:
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The Intentional Buyer
Goes to Starbucks with the intention of buying a cup of joe for someone in their life. They are pleasantly surprised with the option to customize their coffee sleeve and choose to do so.
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The Spontaneous Buyer
Goes to Starbucks with the intention of buying a coffee for themselves. Upon seeing the kiosk and option to personalize a sleeve, they choose to buy an extra cup of coffee and surprise their friend, coworker, or loved one with it.
THE RESPONSE
The custom sleeve kiosks would be installed in select Starbucks’ on Valentine's Day, resulting in earned media attention. Although this experience will only take place in select stores, Starbucks can use social media and PR to ensure this activation reaches a global audience. Establishing and promoting a single hashtag will encourage users to share their experiences and see the response from others around the world.
BEHIND THE SCENES
UNDERSTANDING THE USERS + HOW THE KIOSK WORKS
HOW IT WORKS
TEAM
Doug West - Concept/Research, Product strategy, UX Design