PROJECT NAME
Starbucks: Project Hope.
PROJECT CATEGORY
Trend Research, Branding, Web, UX/UI
PROJECT DESCRIPTION
Observing the current trends were key to the design process. By researching from macro to micro social movements and find why and how they started. What are the result manifestations of the trends and how are that implying to our everyday life?
Suggesting a brand direction to a company, Starbucks, with the observed trends. The mission is to blend the company motto, user needs, and social trend to create the next direction for their success.
Created a poster, slogan, logotype and website as the outcome.
Note: Trend research done with Jiwon Yang, Kelly Kim. Special thanks to Chesley Nassaney.
Starbucks and Trend
Starbucks is a global coffeehouse chain which was found in 1971. They became a global coffeehouse due to the transition of dessert trends in the mid 80s. At the moment, Starbucks is in the centre of the coffee industry and heavily influencing the coffee and dessert trend. In order for Starbucks to become a greater competitive edge among the coffee industry, a new strategy will be necessary to fulfill their motto:
“To inspire and nature the human spirit - one person, one cup and one neighbourhood at a time."
Starbucks' Vain Effort
The trend contributed the most on the success of Starbucks. However unfortunately their hard efforts of producing fair traded coffee are mostly ignored. They need to explore deeply into the current trends and carefully figure out their next plan.
Brand Advice for Starbucks
Intensive research of the current social trends have shown us several directions Starbucks can take. As a meso trend, “Qualitatively connecting with others” is chosen for Starbucks’ new direction.
Save the Poverty through Coffee
Insight
Starbucks spend incredible amounts of money and effort for clean(fair traded) coffee and giving back to the community. Meanwhile, the customers have almost no knowledge of their efforts. This is against the trend and the customers want to be involved in the movement.
Opportunity
Give the customers a chance to be involved in the Starbucks' effort to contribute to the society.
Proposal
Part of the money the customer spends on Starbucks goes to charity. The money is used to prevent child labor in the coffee industry. The customer will receive a choice on which child they would like to help.
User Experience Guidance
The above diagram indicates the different user experiences from entering Starbucks to the completion of the donation. Each stage of the values are designed to fulfill the needs from the trend research. The product segments have also been revealed. At the moment, Starbucks focuses heavily on the offline / physical experiences. Starbucks will start providing the users with the first online / virtual user experiences with this strategy.
Honest Approach
“Honesty” is the most challenging part of this strategy. Most of the failing cases of other similar strategies was due to not acquiring the customers’ trust. People become skeptical because of the overwhelming number of charity companies and advertisements. Revealing all the donation stages and reporting how much of the charity amount is actually being processed to the people in poverty are the key design criteria. The design should include and indicate the specific numbers and data to the customers.
Purchase Online, Donate Online
The donation process will occur online. Users will be able to track their money status. Instead of giving the money to the company and allowing the company to handle all the donation, this system allows the users to become involved in the process. First, each user will collect their donation money online and they can choose the child they wish to donate to out of the budget.
