THE STORY OF STARBUCKS

PUMPKIN SPICE LATTE

VIEW PROJECT SUMMARY
THE PITCH
The launch of the PSL through an in-app purchasing challenge. Through the metrics of the Detour for More campaign, Starbucks can show seasonal popularity.
ROLE
Visual & Interaction Design, Design Thinking,  Advertising Strategy, User Research
TOOLS 
Photoshop CC, Illustrator CC, Sketch
How far would you go for a PSL?

THE CHALLENGE

How can Starbucks use their popular mobile app to launch the Pumpkin Spice Latte in a fun way?

THE CHALLENGE

How can Starbucks use their popular mobile app to launch the Pumpkin Spice Latte in a fun way?

DETAILS
The Pumpkin Spice Latte craze is happening again. Starbucks has sold 200 million PSLs since it was introduced in 2003, making it the most popular seasonal beverage ever.

But with a good idea comes the competition—the pumpkin flavor being put in everything from Oreos to Cheerios. Starbucks looks for a way to prove once again that they are the number one beverage of the season. The 2016 launch of the PSL would have to excite their loyal customer base and drive them to nearby locations to get their fix.

TECH OPPORTUNITIES

25%
of transactions done through Starbucks 
mobile app*
∆ 18%
in rewards program participation since 2015*
40%
of consumers want early access to special deals through loyalty rewards programs*
Starbucks has become a leader in tech-enabled services through its mobile app, which also serves as a convenient payment mechanism. The proof comes in sobering statistics, and other brands like McDonalds are implementing similar programs. 

With continued exploration, loyalty apps could give consumers in-the-moment opportunities, especially with beacon technology.

With continued exploration, loyalty apps could give consumers in-the-moment opportunities, especially with beacon technology.

TARGET DEMOGRAPHIC

Starbucks maintains their target reach to men and women ages 25 to 40. Entering into urban settings, college graduates focuses include: career advancement, becoming financially secure, and frivolous spending on expensive clothing. They crave convenience as result of their hectic personal and professional lives.
PSL modern yuppie
USER PERSONA

USER: MODERN YUPPIES 

Digital Connectivity
The relationship with their mobile devices dictates most what they do, activities like where to eat and how they will get there. GPS enabled smartphones are the key.
Inclination to Spend
Having annual household incomes for starters at $50,000, these young urban professionals are willing to spend for their passions.
Self-Motivated
These young millennials feel like workers in the force are underpaid, and yet they also see workers as overqualified. They have clear visions of what they want and go for it.
Social Reputation
They have a strong desire to impress, whether it be through appearances, feats, or recent accomplishments.

USER PURCHASE POINTS

These older Millennials stand out for brewed coffee consumption in the afternoon, which could be from workplace consumption and socialization. They're also known for their consumption of brewed coffee well into evening. It's not far fetched to see coffee consumption being a possibility—they see coffee as an energy booster to their long work day.

Using the app, they pick up their orders, spending more time on screen than in store. After an order is submitted, its a matter of picking up their pick-me-up.

SOLUTION

Create a launch campaign that challenges & rewards loyal PSL customers through game.

Create a launch campaign that challenges & rewards loyal PSL customers through game.

CREATIVE STRATEGY

Picking up some coffee is normally just going from A to B. After all, these young professionals have pinpointed their local Starbucks and rarely would there be deviation from that route. There has been need or incentive to go somewhere else.

Could Starbuck's Pumpkin Spice Latte draw customers from their normal routes to another store that's inconveniently further away?

Are they willing to take a detour for more rewards?

Are they willing to take a detour for more rewards?

THE REWARDS MAKE IT WORTH IT
Money Reimbursement
The farther you travel, the larger the discount:

1 mile traveled = $1.00 off
2 miles traveled = $2.00 off*


*Limit of $2.00 discount for promotion
Star Accumulation
The more detours you take, the more stars you obtain:

x2 Stars for orders made through Detour for More feature

CREATIVE EXECUTION

Detour for more GEO-LOCAL campaign - NEW YORK, NY
Introduce the campaign
Challenge & reward customers through application
Show the world the power of the PSL
INTRODUCE THE CAMPAIGN TO LOYAL CUSTOMERS
The Pumpkin Spice Latte will launch as a promotional item only available to Loyalty Rewards members for a two-week period. In-app communications will walk through the campaign and give them an opportunity to take a detour for their favorite treat.

Loyalty Rewards members receive a notification in their inbox. The notification informs them of the campaign and invites them to order a special PSL. The order will have at least one PSL plus they can grab more items. Users can swipe left to right, showing different locations. Upon arriving, the coupon code can be applied to their order, giving them a nice discount. Upon arriving, the coupon code can be applied to their order, giving them a nice discount.

APP USER FLOW WALKTHROUGH

Challenge & reward THE PUBLIC
Customers without the Loyalty Rewards app will hear of the PSL promotion through innovative map banner ads. They will point customers to a campaign landing page, a hub for all information and social activity during the fall campaign.
PSL map search results ad
Local search ad billboard on Google Maps for mobile
Starbucks banner ads will appear as customers look for the nearest locations through Google Maps. These local search ads  are traditionally designed to imitate the design of other location results.
Detour for More campaign website

The Pumpkin Spice Latte is the most popular Fall beverage. We’ll prove it.

The Pumpkin Spice Latte is the most popular Fall beverage. We’ll prove it.
SHOWING THE WORLD THE POWER of the psl
Starbucks understands their target market and their desire to connect with others through digital platforms. In a small way, we give consumers the ability to share their detours and show their dedication to the PSL. 
PSL - social posts
Facebook & Twitter social posts
Going the distance
Throughout the campaign challenge, Starbucks will aggregate the distance of all of the user participants. That total will be a real-time counter that lives on the Detour for More campaign website.
Starbucks distance tracker

RESULTS

Young professionals are gravitating to their favorite brands that bring ease and comfort to their overloaded lifestyle. Starbucks is wise to continue targeting these digital natives, because the mobile app is working.

Now we're giving loyal customers early access to a specialty drink, and giving them generous ways to get a PSL and a buck or two in return. Would you detour for more? We would be tickled to hear your comments about our launch campaign.
CLIENT
Starbucks
TIME FRAME
2 wks, Oct 2016
TEAM
Cody Eanes, UX Designer; Trevor Naughton, UX Designer
PROJECT EPILOGUE
In our first iteration of the Detour for More campaign, the Detour mapping tool was found within a standalone app, which we would promote to the general public. The concept seemed to work in a way, but I didn't feel right about it. After more brand exploration in the Starbucks Loyalty Rewards app, I found patterns in the design user flow that could incorporate our detour mechanic, simplifying the project and better targeting our key demographic.

I would like to pursue more testing with the updated designs to see if users of the rewards app would see it as an easy way to dive into the campaign idea, or a hindrance to their app experience.
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