Date: 3/22/10

Enriched Experience

Starbucks Experience Map

Eric - Repeat Customer
Purpose: To work/drink coffee

Tasty drink

Free Wi-Fi

Good drink

Flavorable
Appropriate temperature
Aroma
PolitePeople watchingbaseline

Sofa chair is comfortable

Quick, convenient

Ambience

Crowd conversation noise

Good byes

Greeting
Fake
Audible Sensations

Poached Experience

Worrying
Second guessing

Impersonal

Factory line

Blasting air conditioning
Loud music
Distracting

Unwilling to try something new, risk
Cold, drafty
Slightly crowded

Annoyed about where I sat

Walk-InLine

1.a Discussing
with team thelocal places tograb a coffee.

1.c Hoping
to find a closeparking spot.

2.a Noticethat there area couple ofpeople in line.

3.a The waiting line occupies the maintraffic way.

4.a The Barista
acknowledges
me with asmile.

2.b Notice thenarrow, confined layout.

3.b Themenus acrossthe counterare hard toread while inline.

4.b I can see
the menu better now, but I
feel rushed toorder a drink.

1.e Considering alternative
places just incase..

2.c Enjoy thearoma ofroasted coffee
and mixed
sweet, robust
smells.
2.d The lighting is pleasant,not overly
bright and not
too dim.
2.e The music
seems ethnic,
extended
vocals, soft instyle, volume
too load andbut my taste.
2.f The room
climate seems
intentionallycold.

Furniture not ideal for computer work
Lack of seating
Lack of outlets
Uncomfortable wooden chairs

Inconsistent

3.c The line
moves slow,
people whojust ordered
are still in thesame area.
Becomes
crowded.
3.d The ordering process
seems tooslow. Inconsistent structureof service.

Order

4.c I feelforced to
make a quick
beverage selection. I play it
safe by having
what I alwaysget.
4.d The barista confirms
my selectionand asks myname to writeon the cup.
4.e He writes
down myname andsome codeon the cupand hands it
off to anotherbarista whowill make it
when he isfinished withother orders.

PaySitDrinkWork

5.a The barista
tells me thetotal and I pay
with my credit
card. He asks
me if I want
my receipt, I
decline.

6.a Grab mydrink and look
for a place tosit.

7.a The cub ishot, steaming,
but withstanding in myhand.

8.a I place mydrink on thetable next me
and place mybag on thefloor.

8.f I enjoy thefree wirelessand the unlimited use. The
signal strengthis adequate.

8.b I remove
my computerand accessories and now
am shifting mycoffee to findroom for all ofmy things on
this little coffee table.

8.g The music
is really bothering me. I put
my headphones on andplay my mp3
songs.

5.b My interaction ends
with him saying thank you.
He doesn’t use
my name.
5.c Now I
move to theleft of wherei paid. Onceagain I feel
crowded andout of place.
People arewalking by me.
There isn’t adesignatedwaiting ,sittingarea.
5.d As I stand,the drinker
maker shouts
finished orders
and places
them on adrink stand.
He screams
Grande Chai.
5.e Confusion. Is this mydrink? Why
did he not callout my nameor name anddrink? I pickup the drink
and see that it
has Eric written on it.

6.b I need,most importantly, an
outlet and aworkspace.
6.c I noticethat there are
only a few
locations inthe seating areas that haveoutlets. This isdiscouraging.
6.d Mostplaces areoccupied. No
outlets areavailable.
6.e The workspaces seemsmall andimpractical.
Most are justhave a smallround wooden
table with
two woodenchairs.
6.f I find an
empty reclined
cushionedarmchair.
Next to it is asmall wooden
table sharedby anotherperson sittingin the otherarm chair.
6.g The chairis comfortable
and I continue
to sit in it.

Reflect

Exit

EngageCar

1.d Hoping
Starbucks is
not overly
crowded andwill have available seating.

Back hurts

Not large work spaces

Not large work spaces

Feedback
ConfusingEnterOffice

1.b Deciding to go to
Starbucks andwork on design reports.

Annoyed about closing time

Repeating, not my taste

Feeling rushed

Lack of personal space
Unstructured

Anticipate
Touchpoints

Closing time

Loud

7.b Smellsroasty andsweet.
7.c First sip is
too hot, butflavorful. I’m
happy withthe taste andmy choice.
7.d Thecontinued
sips remain
satisfying.

8.c The table
is too low towork fromthere, so I
place mylaptop in mylap. My drink
remains on
the table, mybag on thefloor.
8.d I’m feeling crowded.
I have noroom to use
my wireless mouse. I
now use thesurface of thearm chair as
my mousepad. Not very
effective.
8.e The crowd
talking doesn’t
bother me
after awhile,
but the music
is way too loudand beginningto become a
distraction.

8.h The battery use on mycomputer is aconcern now.
I will begin
looking foranother table
to work at.
8.i The air
conditioning
seems intention. It’s coldoutside andcold inside. I
slip my jacket
on.
8.j I continuallyfinding myself
people watching while Iwork. There
are interesting
people here,
so I’m not toobothered. I
never like feeling alone. any

Pack Up

Walk OutCar

9.a The barista
walks by me
and makes anannouncement to thetore that it
will be closing
shorty -10 pm.

10.a I pack mythings up andhead out thedoor.

11.a I head to
my car andwish that I
could havestayed longer
to work. I
know thatonce I gethome, I will bein the wrong
mind state
to continue
working.

9.b I would liketo continue
to work. I feel
10pm closing
time is muchtoo early,
especially in acollege town.
9.c I standup and walkaround until I
find a hidden
trash can tothrow my cup
into.

10.b The remaining staff
tell me to havea good night.

11.b The coffee was very
good, but I
was disappointed in theenvironment.
Distracting
music, small
workspace,lack of power
outlets.