7/22/2019 Starbucks Experience Map

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EnterAnticipate Engage ReflectExit

EnrichedE

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PoachedE

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Touchpoints CarOffice Walk-In Line Order Pay Sit WorkDrink Pack Up Walk Out Car

1.a Discussing

with team thelocal places tograb a coffee.

1.b Decid-ing to go toStarbucks andwork on de-sign reports.

1.c Hoping

to find a closeparking spot.

1.d HopingStarbucks isnot overlycrowded andwill have avail-able seating.

2.a Notice

that there area couple ofpeople in line.

2.b Notice thenarrow, con-fined layout.

2.cEnjoy thearoma ofroasted coffeeand mixedsweet, robustsmells.

2.dThe light-ing is pleasant,not overlybright and nottoo dim.

2.eThe musicseems ethnic,

extendedvocals, soft instyle, volumetoo load andbut my taste.

1.e Consider-ing alternativeplaces just incase..

3.a The wait-

ing line occu-pies the maintraffic way.

3.b Themenus acrossthe counterare hard toread while inline.

baseline

3.c The linemoves slow,people whojust orderedare still in thesame area.Becomescrowded.

3.dThe order-ing processseems too

slow. Inconsis-tent structureof service.

4.a The Barista

acknowledgesme with asmile.

4.b I can seethe menu bet-ter now, but Ifeel rushed toorder a drink.

4.c I feelforced tomake a quickbeverage se-lection. I play itsafe by havingwhat I alwaysget.

4.d The baris-ta confirmsmy selectionand asks myname to writeon the cup.

4.e He writesdown myname andsome codeon the cupand hands itoff to anotherbarista whowill make itwhen he isfinished withother orders.

2.fThe roomclimate seemsintentionallycold.

5.a The barista

tells me thetotal and I paywith my creditcard. He asksme if I wantmy receipt, Idecline.

5.b My inter-action endswith him say-ing thank you.He doesnt usemy name.

5.cNow Imove to theleft of wherei paid. Onceagain I feelcrowded andout of place.People arewalking by me.There isnt adesignatedwaiting ,sittingarea.

5.dAs I stand,the drinkermaker shoutsfinished ordersand placesthem on adrink stand.He screamsGrande Chai.

5.e Confu-sion. Is this mydrink? Whydid he not callout my nameor name and

drink? I pickup the drinkand see that ithas Eric writ-ten on it.

6.a Grab my

drink and lookfor a place tosit.

6.b I need,most im-portantly, anoutlet and aworkspace.

6.cI noticethat there areonly a fewlocations inthe seating ar-eas that haveoutlets. This isdiscouraging.

6.dMostplaces areoccupied. Nooutlets are

available.

6.eThe work-spaces seemsmall andimpractical.Most are justhave a smallround woodentable withtwo woodenchairs.

6.fI find anempty reclinedcushionedarmchair.Next to it is asmall woodentable sharedby anotherperson sitting

in the otherarm chair.

6.gThe chairis comfortableand I continueto sit in it.

7.aThe cub is

hot, steaming,but withstand-ing in myhand.

7.b Smellsroasty andsweet.

7.cFirst sip istoo hot, butflavorful. Imhappy withthe taste andmy choice.

7.dThecontinuedsips remainsatisfying.

8.a I place my

drink on thetable next meand place mybag on thefloor.

8.bI removemy computerand accesso-ries and nowam shifting mycoffee to findroom for all ofmy things onthis little cof-fee table.

8.cThe tableis too low towork fromthere, so Iplace mylaptop in my

lap. My drinkremains onthe table, mybag on thefloor.

8.dIm feel-ing crowded.I have noroom to usemy wire-less mouse. Inow use thesurface of thearm chair asmy mousepad. Not veryeffective.

8.eThe crowdtalking doesntbother meafter awhile,but the musicis way too loudand beginningto become adistraction.

8.fI enjoy the

free wirelessand the unlim-ited use. Thesignal strengthis adequate.

8.g The musicis really both-ering me. I putmy head-phones on andplay my mp3songs.

8.h The bat-tery use on mycomputer is aconcern now.I will beginlooking foranother tableto work at.

8.i The airconditioningseems inten-tion. Its coldoutside andcold inside. Islip my jacketon.

8.j I continuallyfinding myselfpeople watch-ing while Iwork. Thereare interestingpeople here,so Im not toobothered. Inever like feel-ing alone. any

9.aThe barista

walks by meand makes anannounce-ment to thetore that itwill be closingshorty -10 pm.

9.bI would liketo continueto work. I feel10pm closingtime is muchtoo early,especially in acollege town.

9.cI standup and walkaround until Ifind a hiddentrash can tothrow my cup

into.

10.aI pack my

things up andhead out thedoor.

10.b The re-maining stafftell me to havea good night.

11.aI head to

my car andwish that Icould havestayed longerto work. Iknow thatonce I gethome, I will bein the wrongmind stateto continueworking.

11.bThe cof-fee was verygood, but Iwas disap-pointed in theenvironment.Distractingmusic, smallworkspace,lack of power

outlets.

Date: 3/22/10

Eric - Repeat Customer

Purpose: To work/drink coffee

Ambience

Aroma

Audible Sensations

Second guessing

Worrying

Cold, drafty

Slightly crowded

Greeting

Unwilling to try something new, risk

Feeling rushed

Lack of personal spaceUnstructured

Fake

Factory line

Quick, convenient

Impersonal

Polite

Feedback

Confusing

Inconsistent

Loud

Lack of seatingLack of outlets

Not large work spaces

Sofa chair is comfortable

Uncomfortable wooden chairs

Tasty drink

Flavorable

Appropriate temperature

Not large work spaces

Furniture not ideal for computer work

Crowd conversation noise

Loud music

Distracting

Repeating, not my taste

Blasting air conditioning

Free Wi-Fi

People watching

Closing time

Good byes

Annoyed about closing time

Good drink

Annoyed about where I sat

Back hurts

Starbucks Experience Map