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Simple for beginners
and rich for aficionados:
How Starbucks’ drink framework
and ordering language
engage customers at al...
Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at al...
Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at al...
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Designer Controls
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[
Designer Controls
                        Customizable gift cards


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[
Designer Controls
                        Customizable gift cards


  Drink framework and ordering language
            ...
[                                                                     |                                                   ...
Pine & Gilmore wrote
The Experience Economy
offering Starbucks as a prime example

 Commodity                      Goods  ...
An important component
of the Starbucks experience
is its drink framework
and ordering language




Simple for beginners a...
“I’ll have my usual—
 Iced Half-caf Double Tall
 Non-fat No-whip Mocha”




Simple for beginners and rich for aficionados:...
“I’ll have my usual—
 Iced Half-caf Double Tall
 Non-fat No-whip Mocha”

“Wait, I’ll try a Triple Grande Two-pump
 Upside-...
Barista-speak—
the language of Starbucks orders—
may sound alien to outsiders

But it is richly meaningful to
baristas and...
Do customers really order this way?

An informal study
at a Starbucks store in San Francisco
revealed that over 60% of cus...
Over 60% of customers
       change at least one variable

                  30




                  20

Number of
drink ...
Starbucks groups drinks
in 4 main categories
Category   Espresso   Drip coffee   Frappuccino   Tea
The espresso category is comprised
of 4 drink families
Category   Espresso        Drip coffee   Frappuccino   Tea


Family...
These families are made by combining
espresso, water, foam, and milk
Category                          Espresso           ...
A shot of espresso can be ordered alone

Category                          Espresso                Drip coffee            ...
A Latte is Espresso with a lot
of steamed milk and a little foam
Category                          Espresso               ...
A Cappuccino is an Espresso
with more foam and less milk
Category                          Espresso                Drip co...
An Americano is Espresso poured
into hot water
Category                          Espresso                Drip coffee      ...
Each family is a framework
for further customization
Category                          Espresso                Drip coffee...
The menu offers more than
10 variations on the Latte
Latte

Vanilla Latte

Cinnamon Dolce Latte

Pumpkin Spice Latte

Moch...
The menu offers more than
10 variations on the Latte
Latte

Vanilla Latte

Cinnamon Dolce Latte

Pumpkin Spice Latte

Moch...
The menu offers more than
10 variations on the Latte
Latte

Vanilla Latte

Cinnamon Dolce Latte

Pumpkin Spice Latte

Moch...
The menu offers more than
10 variations on the Latte
Latte

Vanilla Latte

Cinnamon Dolce Latte

Pumpkin Spice Latte

Moch...
The menu offers more than
10 variations on the Latte
Latte

Vanilla Latte

Cinnamon Dolce Latte

Pumpkin Spice Latte

Moch...
The menu offers more than
10 variations on the Latte
Latte

Vanilla Latte

Cinnamon Dolce Latte

Pumpkin Spice Latte

Moch...
The menu offers more than
10 variations on the Latte
Latte

Vanilla Latte

Cinnamon Dolce Latte

Pumpkin Spice Latte

Moch...
The menu offers more than
10 variations on the Latte
Latte

Vanilla Latte

Cinnamon Dolce Latte

Pumpkin Spice Latte

Moch...
The menu offers more than
10 variations on the Latte
Latte

Vanilla Latte

Cinnamon Dolce Latte

Pumpkin Spice Latte

Moch...
The menu offers more than
10 variations on the Latte
Latte

Vanilla Latte

Cinnamon Dolce Latte

Pumpkin Spice Latte

Moch...
The menu offers more than
10 variations on the Latte
Latte

Vanilla Latte

Cinnamon Dolce Latte

Pumpkin Spice Latte

Moch...
The menu offers more than
10 variations on the Latte
Latte

Vanilla Latte

Cinnamon Dolce Latte

Pumpkin Spice Latte

Moch...
The menu offers more than
10 variations on the Latte
Latte

Vanilla Latte

Cinnamon Dolce Latte

Pumpkin Spice Latte

Moch...
The main difference
is the flavor of the syrup




Simple for beginners and rich for aficionados: How Starbucks’ drink fra...
Iced drinks come in a plastic cup and
contain more espresso at larger sizes




Simple for beginners and rich for aficiona...
The Caramel Macchiato
is more complicated

 In Italy Macchiato means espresso
“marked” with foam

At Starbucks it means th...
Caramel Macchiato




Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language ...
Caramel Macchiato




Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language ...
Caramel Macchiato




Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language ...
Caramel Macchiato




Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language ...
Caramel Macchiato




Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language ...
Caramel Macchiato




Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language ...
But we’re getting ahead of ourselves




Simple for beginners and rich for aficionados: How Starbucks’ drink framework and...
Ordering a drink off the menu
requires just two choices:
a drinks name (i.e. “Mocha”)
and size (i.e. “tall”)

(If you forg...
Short is available to order,
but does not appear on the menu.




  Short     Tall      Grande       Venti
  8oz       12o...
Unspecified options are implied

For example,
The espresso will be caffeinated
unless you request otherwise




Simple for...
A “Tall Mocha” really means:

Category                          Espresso                Latte                   Cappuccino...
Warm and with regular (caffeinated)
espresso, unless otherwise requested
Category                          Espresso       ...
A tall comes with one shot of Espresso

Category                          Espresso                Latte                   ...
As of this year, 2% milk is standard

Category                          Espresso                Latte                   Ca...
Chocolate syrup makes a Mocha a Mocha

Category                          Espresso                Latte                   C...
And like most sweet drinks,
a Mocha comes with whipped cream
Category                          Espresso                Lat...
You can order more complex drinks by
choosing options within the framework
Category                          Espresso     ...
Another type of milk

Category                          Espresso                Latte                   Cappuccino        ...
More Espresso for stronger flavor

Category                          Espresso                Latte                   Cappu...
(Another) flavored syrup
for greater variety
Category                          Espresso                Latte              ...
Delete whipped cream

Category                          Espresso                Latte                   Cappuccino        ...
Add ice on a hot day

Category                          Espresso                Latte                   Cappuccino        ...
Cut back on the caffeine

Category                          Espresso                Latte                   Cappuccino    ...
Very savvy users may request
more obscure variations




Simple for beginners and rich for aficionados: How Starbucks’ dri...
Cup type


Order your Mocha for-here

Sip from a ceramic cup or
bring your own mug




Simple for beginners and rich for a...
Tempurature


Ask for an extra hot Mocha,
or have it cooler, or—
if you are very fussy—
have it at 167°F
Drinks are served...
Build order


Have your Mocha upside down
like a Caramel Macchiato

          Mocha                                       ...
Build order


Some people order
a Macchiato upside down,
which might seem like
a Vanilla Caramel Latte

But the the Macchi...
Long or short pull


 Have a short pull or
“ristretto” Mocha

 A short pull results
 in a sweeter,
 smoother shot.
 A long...
Espresso alternatives


Not all drinks in the Latte framework
contain espresso

Chai Lattes and Green Tea Lattes
are tea i...
Amount of foam


Have your Mocha dry

“dry” means more foam, less milk
“wet” means less foam, more milk




Simple for beg...
Amount of syrup


Order a 4 pump Mocha
when you need it a little sweeter




Size                                     Tall...
Other syrups


 Have a peppermint Mocha
 or choose from about 15 other syrups
 Regularly available                        ...
How many Latte variations are possible?


Cup type                          To-go                   For-here              ...
How many Latte variations are possible?

                                  Variables

Cup type                          3
...
With only 1 syrup the Starbucks
Latte framework offers
almost 200 million variations




Simple for beginners and rich for...
Add a second syrup
and there are over 1.3 billion

Enough for each Chinese citizen
to have his or her own personal drink

...
How do people learn to cope with
so many options?




Simple for beginners and rich for aficionados: How Starbucks’ drink ...
Starbucks has training dice
for new baristas




Simple for beginners and rich for aficionados: How Starbucks’ drink frame...
Starbucks also helps customers learn




Simple for beginners and rich for aficionados: How Starbucks’ drink framework and...
Imagine:
A new customer enters




Simple for beginners and rich for aficionados: How Starbucks’ drink framework and order...
She hears another customer order
 as she stands in line

“Grande Non-fat Latte”




 Simple for beginners and rich for afi...
She hears a barista
 repeat the order

“Grande Non-fat Latte”




 Simple for beginners and rich for aficionados: How Star...
She hears another barista call out
 the order when it is ready

“Grande Non-fat Latte”




 Simple for beginners and rich ...
She orders from the menu


“Small Mocha”




Simple for beginners and rich for aficionados: How Starbucks’ drink framework...
The barista clarifies the order


“Whipped cream?”




Simple for beginners and rich for aficionados: How Starbucks’ drink...
“No, thank you.
              ”




Simple for beginners and rich for aficionados: How Starbucks’ drink framework and orde...
The barista repeats her order
in Barista-speak

“Tall No-whip Mocha”




Simple for beginners and rich for aficionados: Ho...
And when it is ready
the other barista calls out:

“Tall No-whip Mocha”




Simple for beginners and rich for aficionados:...
Each order is repeated 3 times
             Repetition supports the learning process


                                   ...
Over time the new customer learns
new options from the baristas
                 other customers
                 her frie...
The customer may learn barista-speak
and the underlying framework
for designing drinks




Simple for beginners and rich f...
But not all at once




Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering languag...
Customers learn at the pace they set
after Mihalyi Casikszentmilhalyi




                               Flow
            ...
The process of learning barista-speak
         is a carefully designed journey
            Experience Cycle
              ...
Learning the language gives
the customer more control—
the power to order a drink precisely
to preference




Simple for b...
It also creates a sense of belonging—
of having insider knowledge and status




Simple for beginners and rich for aficion...
Empowerment
and belonging
make customers
feel they are a part
of Starbucks




Simple for beginners and rich for aficionad...
Closing notes


“Imagine your users
 are very intelligent,
 but very busy”
 –Alan Cooper

Creation, participation and cont...
Closing notes


“Design for the user, not yourself”
 —Alan Cooper

Respect that users may not want control
all the time—or...
Closing notes


“Do I do X or Y?… Do both”
 —John Maeda

Make systems easy and powerful




Simple for beginners and rich ...
Closing notes


Design the learning experience
after Shelley Evanson
John Rheinfrank

Engage users by matching challenge
t...
Thank you.




Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage ...
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Simple for beginners and rich for aficionados: How Starbucks' drink framework and ordering language engage customers at all levels

  1. 1. Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels December 1, 2007; v16 Option Shift Control Dubberly Design Office
  2. 2. Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 2
  3. 3. Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 3
  4. 4. [ Designer Controls | ] User Controls Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 4
  5. 5. [ Designer Controls Customizable gift cards | ] User Controls Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 5
  6. 6. [ Designer Controls Customizable gift cards Drink framework and ordering language | ] User Controls Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 6
  7. 7. [ | ] Grow, roast, grind, percolate coffee Customizable gift cards steam milk, build, and clean up Drink framework and ordering language Designer Controls User Controls Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 7
  8. 8. Pine & Gilmore wrote The Experience Economy offering Starbucks as a prime example Commodity Goods Service Experience 1¢–2¢ Per Cup 5¢–25¢ Per Cup 75¢–$1.50 Per Cup $2–$5.00 Per Cup Beans Roasted and ground Brewed and served Treating yourself to something special Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 8
  9. 9. An important component of the Starbucks experience is its drink framework and ordering language Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 9
  10. 10. “I’ll have my usual— Iced Half-caf Double Tall Non-fat No-whip Mocha” Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 10
  11. 11. “I’ll have my usual— Iced Half-caf Double Tall Non-fat No-whip Mocha” “Wait, I’ll try a Triple Grande Two-pump Upside-down Caramel Macchiato” Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 11
  12. 12. Barista-speak— the language of Starbucks orders— may sound alien to outsiders But it is richly meaningful to baristas and regular patrons Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 12
  13. 13. Do customers really order this way? An informal study at a Starbucks store in San Francisco revealed that over 60% of customers customize their drinks by changing at least one variable Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 13
  14. 14. Over 60% of customers change at least one variable 30 20 Number of drink orders in one hour 10 0 1 2 3 4 5 13 Number of variables ordered Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 14
  15. 15. Starbucks groups drinks in 4 main categories Category Espresso Drip coffee Frappuccino Tea
  16. 16. The espresso category is comprised of 4 drink families Category Espresso Drip coffee Frappuccino Tea Family Espresso Latte Cappuccino Americano - - - - - - - - - - - - - -
  17. 17. These families are made by combining espresso, water, foam, and milk Category Espresso Drip coffee Frappuccino Tea Family Espresso Latte Cappuccino Americano Base Espresso Water No water Water Milk No milk Little milk Lots of milk Foam No foam Little foam Lots of foam Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 17
  18. 18. A shot of espresso can be ordered alone Category Espresso Drip coffee Frappuccino Tea Family Espresso Latte Cappuccino Americano Base Espresso Water No water Water Milk No milk Little milk Lots of milk Foam No foam Little foam Lots of foam Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 18
  19. 19. A Latte is Espresso with a lot of steamed milk and a little foam Category Espresso Drip coffee Frappuccino Tea Family Espresso Latte Cappuccino Americano Base Espresso Water No water Water Milk No milk Little milk Lots of milk Foam No foam Little foam Lots of foam Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 19
  20. 20. A Cappuccino is an Espresso with more foam and less milk Category Espresso Drip coffee Frappuccino Tea Family Espresso Latte Cappuccino Americano Base Espresso Water No water Water Milk No milk Little milk Lots of milk Foam No foam Little foam Lots of foam Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 20
  21. 21. An Americano is Espresso poured into hot water Category Espresso Drip coffee Frappuccino Tea Family Espresso Latte Cappuccino Americano Base Espresso Water No water Water Milk No milk Little milk Lots of milk Foam No foam Little foam Lots of foam Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 21
  22. 22. Each family is a framework for further customization Category Espresso Drip coffee Frappuccino Tea Family Espresso Latte Cappuccino Americano Base Espresso Water No water Water Milk No milk Little milk Lots of milk Foam No foam Little foam Lots of foam Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 22
  23. 23. The menu offers more than 10 variations on the Latte Latte Vanilla Latte Cinnamon Dolce Latte Pumpkin Spice Latte Mocha White Chocolate Mocha Iced Latte Iced Mocha Chai Tea Latte Caramel Macchiato Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 23
  24. 24. The menu offers more than 10 variations on the Latte Latte Vanilla Latte Cinnamon Dolce Latte Pumpkin Spice Latte Mocha White Chocolate Mocha Iced Latte Iced Mocha Chai Tea Latte Caramel Macchiato Espresso Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 24
  25. 25. The menu offers more than 10 variations on the Latte Latte Vanilla Latte Cinnamon Dolce Latte Pumpkin Spice Latte Mocha White Chocolate Mocha Iced Latte Iced Mocha Steamed Milk Chai Tea Latte Caramel Macchiato Espresso Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 25
  26. 26. The menu offers more than 10 variations on the Latte Latte Vanilla Latte Cinnamon Dolce Latte Pumpkin Spice Latte Mocha White Chocolate Mocha Foam Iced Latte Iced Mocha Steamed Milk Chai Tea Latte Caramel Macchiato Espresso Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 26
  27. 27. The menu offers more than 10 variations on the Latte Latte Vanilla Latte Cinnamon Dolce Latte Pumpkin Spice Latte Mocha White Chocolate Mocha Iced Latte Iced Mocha Chai Tea Latte Caramel Macchiato Vanilla Syrup Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 27
  28. 28. The menu offers more than 10 variations on the Latte Latte Vanilla Latte Cinnamon Dolce Latte Pumpkin Spice Latte Mocha White Chocolate Mocha Iced Latte Iced Mocha Chai Tea Latte Caramel Macchiato Cinnamon Docle Syrup Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 28
  29. 29. The menu offers more than 10 variations on the Latte Latte Vanilla Latte Cinnamon Dolce Latte Pumpkin Spice Latte Mocha White Chocolate Mocha Iced Latte Iced Mocha Chai Tea Latte Caramel Macchiato Pumpkin Spice Syrup Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 29
  30. 30. The menu offers more than 10 variations on the Latte Latte Vanilla Latte Cinnamon Dolce Latte Pumpkin Spice Latte Mocha White Chocolate Mocha Whipped Cream Iced Latte Iced Mocha Chai Tea Latte Caramel Macchiato Chocolate Syrup Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 30
  31. 31. The menu offers more than 10 variations on the Latte Latte Vanilla Latte Cinnamon Dolce Latte Pumpkin Spice Latte Mocha White Chocolate Mocha Whipped Cream Iced Latte Iced Mocha Chai Tea Latte Caramel Macchiato White Chocolate Syrup Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 31
  32. 32. The menu offers more than 10 variations on the Latte Latte Vanilla Latte Cinnamon Dolce Latte Pumpkin Spice Latte Mocha White Chocolate Mocha Iced Latte Iced Mocha Chai Tea Latte Caramel Macchiato Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 32
  33. 33. The menu offers more than 10 variations on the Latte Latte Vanilla Latte Cinnamon Dolce Latte Pumpkin Spice Latte Mocha White Chocolate Mocha Iced Latte Iced Mocha Chai Tea Latte Caramel Macchiato Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 33
  34. 34. The menu offers more than 10 variations on the Latte Latte Vanilla Latte Cinnamon Dolce Latte Pumpkin Spice Latte Mocha White Chocolate Mocha Iced Latte Iced Mocha Chai Tea Latte Caramel Macchiato Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 34
  35. 35. The menu offers more than 10 variations on the Latte Latte Vanilla Latte Cinnamon Dolce Latte Pumpkin Spice Latte Mocha White Chocolate Mocha Iced Latte Iced Mocha Chai Tea Latte Caramel Macchiato Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 35
  36. 36. The main difference is the flavor of the syrup Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 36
  37. 37. Iced drinks come in a plastic cup and contain more espresso at larger sizes Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 37
  38. 38. The Caramel Macchiato is more complicated In Italy Macchiato means espresso “marked” with foam At Starbucks it means the reverse— foam “marked” with Espresso. The Espresso is poured last— through the foam Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 38
  39. 39. Caramel Macchiato Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 39
  40. 40. Caramel Macchiato Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 40
  41. 41. Caramel Macchiato Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 41
  42. 42. Caramel Macchiato Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 42
  43. 43. Caramel Macchiato Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 43
  44. 44. Caramel Macchiato Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 44
  45. 45. But we’re getting ahead of ourselves Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 45
  46. 46. Ordering a drink off the menu requires just two choices: a drinks name (i.e. “Mocha”) and size (i.e. “tall”) (If you forget the size, the barista will prompt you) Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 46
  47. 47. Short is available to order, but does not appear on the menu. Short Tall Grande Venti 8oz 12oz 16oz 20oz In Italian, venti means 20. Venti is a trademark
  48. 48. Unspecified options are implied For example, The espresso will be caffeinated unless you request otherwise Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 48
  49. 49. A “Tall Mocha” really means: Category Espresso Latte Cappuccino Americano Drink name Tall Mocha Drink type Warm Iced Kind of espresso Regular Decaf Half-caf Amount of espresso Single Double Triple Quad N shots Drink size Short Tall Grande Venti Milk type Non-fat Two percent Whole Breve Soy Syrup type None Chocolate Peppermint Caramel Etc. Whipped cream w/ Whip w/o Whip Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 49
  50. 50. Warm and with regular (caffeinated) espresso, unless otherwise requested Category Espresso Latte Cappuccino Americano Drink name Tall Mocha Drink type Warm Iced Kind of espresso Regular Decaf Half-caf Amount of espresso Single Double Triple Quad N shots Drink size Short Tall Grande Venti Milk type Non-fat Two percent Whole Breve Soy Syrup type None Chocolate Peppermint Caramel Etc. Whipped cream w/ Whip w/o Whip Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 50
  51. 51. A tall comes with one shot of Espresso Category Espresso Latte Cappuccino Americano Drink name Tall Mocha Drink type Warm Iced Kind of espresso Regular Decaf Half-caf Amount of espresso Single Double Triple Quad N shots Drink size Short Tall Grande Venti Milk type Non-fat Two percent Whole Breve Soy Syrup type None Chocolate Peppermint Caramel Etc. Whipped cream w/ Whip w/o Whip Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 51
  52. 52. As of this year, 2% milk is standard Category Espresso Latte Cappuccino Americano Drink name Tall Mocha Drink type Warm Iced Kind of espresso Regular Decaf Half-caf Amount of espresso Single Double Triple Quad N shots Drink size Short Tall Grande Venti Milk type Non-fat Two percent Whole Breve Soy Syrup type None Chocolate Peppermint Caramel Etc. Whipped cream w/ Whip w/o Whip Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 52
  53. 53. Chocolate syrup makes a Mocha a Mocha Category Espresso Latte Cappuccino Americano Drink name Tall Mocha Drink type Warm Iced Kind of espresso Regular Decaf Half-caf Amount of espresso Single Double Triple Quad N shots Drink size Short Tall Grande Venti Milk type Non-fat Two percent Whole Breve Soy Syrup type None Chocolate Peppermint Caramel Etc. Whipped cream w/ Whip w/o Whip Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 53
  54. 54. And like most sweet drinks, a Mocha comes with whipped cream Category Espresso Latte Cappuccino Americano Drink name Tall Mocha Drink type Warm Iced Kind of espresso Regular Decaf Half-caf Amount of espresso Single Double Triple Quad N shots Drink size Short Tall Grande Venti Milk type Non-fat Two percent Whole Breve Soy Syrup type None Chocolate Peppermint Caramel Etc. Whipped cream w/ Whip w/o Whip Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 54
  55. 55. You can order more complex drinks by choosing options within the framework Category Espresso Latte Cappuccino Americano Drink name Tall Mocha Drink type Warm Iced Kind of espresso Regular Decaf Half-caf Amount of espresso Single Double Triple Quad N shots Drink size Short Tall Grande Venti Milk type Non-fat Two percent Whole Breve Soy Syrup type None Chocolate Peppermint Caramel Etc. Whipped cream w/ Whip w/o Whip Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 55
  56. 56. Another type of milk Category Espresso Latte Cappuccino Americano Drink name Tall Non-fat Mocha Drink type Warm Iced Kind of espresso Regular Decaf Half-caf Amount of espresso Single Double Triple Quad N shots Drink size Short Tall Grande Venti Milk type Non-fat Two percent Whole Breve Soy Syrup type None Chocolate Peppermint Caramel Etc. Whipped cream w/ Whip w/o Whip Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 56
  57. 57. More Espresso for stronger flavor Category Espresso Latte Cappuccino Americano Drink name Double Tall Non-fat Mocha Drink type Warm Iced Kind of espresso Regular Decaf Half-caf Amount of espresso Single Double Triple Quad N shots Drink size Short Tall Grande Venti Milk type Non-fat Two percent Whole Breve Soy Syrup type None Chocolate Peppermint Caramel Etc. Whipped cream w/ Whip w/o Whip Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 57
  58. 58. (Another) flavored syrup for greater variety Category Espresso Latte Cappuccino Americano Drink name Double Tall Non-fat Peppermint Mocha Drink type Warm Iced Kind of espresso Regular Decaf Half-caf Amount of espresso Single Double Triple Quad N shots Drink size Short Tall Grande Venti Milk type Non-fat Two percent Whole Breve Soy Syrup type None Chocolate Peppermint Caramel Etc. Whipped cream w/ Whip w/o Whip Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 58
  59. 59. Delete whipped cream Category Espresso Latte Cappuccino Americano Drink name Double Tall Non-fat Peppermint Mocha w/o Whip Drink type Warm Iced Kind of espresso Regular Decaf Half-caf Amount of espresso Single Double Triple Quad N shots Drink size Short Tall Grande Venti Milk type Non-fat Two percent Whole Breve Soy Syrup type None Chocolate Peppermint Caramel Etc. Whipped cream w/ Whip w/o Whip Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 59
  60. 60. Add ice on a hot day Category Espresso Latte Cappuccino Americano Drink name Iced Double Tall Non-fat Peppermint Mocha w/o Whip Drink type Warm Iced Kind of espresso Regular Decaf Half-caf Amount of espresso Single Double Triple Quad N shots Drink size Short Tall Grande Venti Milk type Non-fat Two percent Whole Breve Soy Syrup type None Chocolate Peppermint Caramel Etc. Whipped cream w/ Whip w/o Whip Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 60
  61. 61. Cut back on the caffeine Category Espresso Latte Cappuccino Americano Drink name Iced Half-caf Double Tall Non-fat Peppermint Mocha w/o Whip Drink type Warm Iced Kind of espresso Regular Decaf Half-caf Amount of espresso Single Double Triple Quad N shots Drink size Short Tall Grande Venti Milk type Non-fat Two percent Whole Breve Soy Syrup type None Chocolate Peppermint Caramel Etc. Whipped cream w/ Whip w/o Whip Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 61
  62. 62. Very savvy users may request more obscure variations Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 62
  63. 63. Cup type Order your Mocha for-here Sip from a ceramic cup or bring your own mug Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 63
  64. 64. Tempurature Ask for an extra hot Mocha, or have it cooler, or— if you are very fussy— have it at 167°F Drinks are served at 160°F by default. Baristas hesitate to heat a drink above 180°F.— any warmer and the milk could scald Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 64
  65. 65. Build order Have your Mocha upside down like a Caramel Macchiato Mocha Upsidedown Mocha Whipped cream Whipped cream Steamed milk Chocolate syrup Espresso Espresso Chocolate syrup Steamed milk Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 65
  66. 66. Build order Some people order a Macchiato upside down, which might seem like a Vanilla Caramel Latte But the the Macchiato uses special caramel butter rather than normal caramel syrup A connoisseur will tell you that build-order affects flavor. Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 66
  67. 67. Long or short pull Have a short pull or “ristretto” Mocha A short pull results in a sweeter, smoother shot. A long pull results in more bitter flavor. (Newer espresso machines pull espresso automatically. As Starbucks replaces old equipment short and long pulls will no longer be available.) Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 67
  68. 68. Espresso alternatives Not all drinks in the Latte framework contain espresso Chai Lattes and Green Tea Lattes are tea in steamed milk A hot chocolate is steamed milk and chocolate syrup—no espresso or tea Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 68
  69. 69. Amount of foam Have your Mocha dry “dry” means more foam, less milk “wet” means less foam, more milk Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 69
  70. 70. Amount of syrup Order a 4 pump Mocha when you need it a little sweeter Size Tall Grande Venti Amount of syrup 3 pumps 4 pumps 5 pumps by default (1.5oz) (2oz) (2.5oz) Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 70
  71. 71. Other syrups Have a peppermint Mocha or choose from about 15 other syrups Regularly available Seasonally available* Chocolate Blackberry (Spring) White Chocolate Melon (Spring) Caramel Coconut (Summer) Vanilla (regular or sugar-free) Pumpkin Spice (Fall) Hazelnut (regular or sugar-free) Maple (Fall) Cinnamon Dolce (regular or sugar-free) Gingerbread (Winter) Orange (formerly called Valencia) Raspberry Peppermint Almond Simple (unflavored sugar) *Seasonal syrups change year to year. Some syrups return, others may not. If a seasonal syrup is very popular it may become permanent. (Peppermint syrup was once only available in winter) Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 71
  72. 72. How many Latte variations are possible? Cup type To-go For-here Personal cup Drink type Warm Iced Kind of espresso Regular Decaf Half-caf Tea None Amount of espresso Single Double Triple Quad N shots Drink size Short Tall Grande Venti Milk type Non-fat 2% Whole Soy (2 more) Syrup combinations (Choose from about 15 flavors) Whipped cream w/ Whip No whip Light whip Temperature Extra hot Cooler Specific degree Standard (160°F) Build order Upside down Right-side up Macchiato Otherwise Long/Short pull Long Short Normal Amount of foam Dry Wet Normal None Amount of syrup 1 pump 2 pumps 3 pumps 4 pumps N pumps Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 72
  73. 73. How many Latte variations are possible? Variables Cup type 3 Drink type 2 Kind of espresso 5 Amount of espresso 5 Drink size 4 Milk type 7 Syrup combinations 120 Whipped cream 3 Temperature 4 Build order 4 Long/Short pull 3 Amount of foam 4 Amount of syrup 5 Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 73
  74. 74. With only 1 syrup the Starbucks Latte framework offers almost 200 million variations Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 74
  75. 75. Add a second syrup and there are over 1.3 billion Enough for each Chinese citizen to have his or her own personal drink Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 75
  76. 76. How do people learn to cope with so many options? Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 76
  77. 77. Starbucks has training dice for new baristas Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 77
  78. 78. Starbucks also helps customers learn Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 78
  79. 79. Imagine: A new customer enters Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 79
  80. 80. She hears another customer order as she stands in line “Grande Non-fat Latte” Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 80
  81. 81. She hears a barista repeat the order “Grande Non-fat Latte” Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 81
  82. 82. She hears another barista call out the order when it is ready “Grande Non-fat Latte” Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 82
  83. 83. She orders from the menu “Small Mocha” Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 83
  84. 84. The barista clarifies the order “Whipped cream?” Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 84
  85. 85. “No, thank you. ” Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 85
  86. 86. The barista repeats her order in Barista-speak “Tall No-whip Mocha” Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 86
  87. 87. And when it is ready the other barista calls out: “Tall No-whip Mocha” Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 87
  88. 88. Each order is repeated 3 times Repetition supports the learning process Menu Learning from your order Order Learning from others orders Order Customer A Barista A Reconsider Echo 1 Order written on cup Order Customer B Echo 2 Barista B (When drink is ready) Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 88
  89. 89. Over time the new customer learns new options from the baristas other customers her friends Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 89
  90. 90. The customer may learn barista-speak and the underlying framework for designing drinks Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 90
  91. 91. But not all at once Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 91
  92. 92. Customers learn at the pace they set after Mihalyi Casikszentmilhalyi Flow by Mihalyi Casikszentmihalyi anxiety now you’re talking challenge exceeds ability getting the come on, uh oh hang of it hit me again challenge flow having fun boredom ability exceeds challenge beginner this is easy! ability Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 92
  93. 93. The process of learning barista-speak is a carefully designed journey Experience Cycle by Shelley Evenson and John Rheinfrank based on a framework by Shelley Evenson and John Rheinfrank Starbucks attracts customers with refreshments and a comfortable place to relax, socialize or study. Connect & Attract An experienced customer A new customer may suggest new variations can order from the menu. to friends and teach Advocate Orient Baristas echo back the language to beginners. orders in barista-speak, helping customers learn the language. Extend Interact & Retain Upon recognizing the language Customers may begin to customize a customer may begin to seek out drink orders after learning new options new options and experiment with through promotions, by hearing new variations. other customers order, and by sharing drink preferences with friends. Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 93
  94. 94. Learning the language gives the customer more control— the power to order a drink precisely to preference Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 94
  95. 95. It also creates a sense of belonging— of having insider knowledge and status Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 95
  96. 96. Empowerment and belonging make customers feel they are a part of Starbucks Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 96
  97. 97. Closing notes “Imagine your users are very intelligent, but very busy” –Alan Cooper Creation, participation and control make people feel good But they also require more work Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 97
  98. 98. Closing notes “Design for the user, not yourself” —Alan Cooper Respect that users may not want control all the time—or at all Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 98
  99. 99. Closing notes “Do I do X or Y?… Do both” —John Maeda Make systems easy and powerful Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 99
  100. 100. Closing notes Design the learning experience after Shelley Evanson John Rheinfrank Engage users by matching challenge to skill, and by helping them grow after Mihalyi Casikszentmilhalyi Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 100
  101. 101. Thank you. Simple for beginners and rich for aficionados: How Starbucks’ drink framework and ordering language engage customers at all levels 101

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