Starbucks Service Desgin Case Study

The Brief

Starbucks Corporation is an American coffee company and coffeehouse chain. Starbucks was founded in Seattle, Washington in 1971.

Our Goal

Improve customers’ experience to explore the new featured drinks/items and can place orders right from app.

Project Scope


The Problem

  • Menu limitation on the wall display
  • Long wait line in the store
  • Brand awareness

The Solution

  • “Discover hub” in the store that presents full menu, featured item and story of Starbucks culture
  • Order with “ Discover hub” to reduce the wait line in the store

The Process

Our team: Ishan Liou, Ana Valencia, Francine Can, Katie Phan, Paul Lee

My role: User research, usability testing, illustrator, and high fidelity prototype designer

Tools: Sketch, Adobe Illustrator, Adobe Photoshop and InVision

Platform: Tablet

Timeline: Week 1 Users Research; Week 2 Information Architectures and Design; Week 3 Prototype and Usability Testing; Week 4 Iteration and final deliverable

The Research & Analysis

Store visit / Deep hanging out


The Journey Map

Alex is looking to grab a drink and a quick bite near class. She usually goes to her local coffee joint but today she is in a hurry and Starbucks is closer. This will be her first time ordering there.


The Ideation Phase

  • Crazy 8s solution sketching
  • Brainstorming the details

The prototype, affinity diagram & iteration


The Final prototype