Need-Finding

Survey

Responses remained anonymous, no emails were collected. Data and responses were collected to provide the following information from our Starbucks Ordering Experience survey form. Distributed survey amongst majority of U of R through via social media, networking, and verbal encouragements.

100% have been discouraged by the line & inefficiency.

96.2% are students part of the U of R community.

Roughly ~64% of drinks are asked to be remade.

Interviews

“I just want a morning cup of coffee without the wait” - Jennifer

“It would be nice if they didn’t get the order wrong, I don’t like asking them to remake it” - Alex

Barista

Daily Consumer

Fanatic

Main Takeaways: Staff

order barrier with components
lack of communications from order
leads to remaking

Main Takeaways: Student

customers accommodate 30-1hr+ just for coffee
interrupts day-to-day activities
lack of coffee options

Main Takeaways: Ex-employee/Current Student

customers accommodate 30-1hr+ just for coffee
interrupts day-to-day activities
lack of coffee options

Observation

Our team spent 8+ hours working in our campus Starbucks in order to observe and deeply understand how customers order and react, how baristas work, and problems in the overall experience.

We caught reactions to long lines, wrong orders, and frustrated moods.

Crucial Observation Times:

Morning Rush: 9am-1pm
Afternoon Rush: 3pm-6pm
Evening Rush: 7pm-10pm

*Additionally visited at random times, before & after popular class blocks (10:25, 11:40).

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