Assignment 2 design business innovation part 1 copy22222
43
Ashley Chermak Professor Klinkowstein Selected Business Article http://money.cnn.com/2014/09/05/news/companies/starbucks-reserve/ index.html?iid=HP_LN Starbucks Plans New Types of Coffee Shops
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Transcript of Assignment 2 design business innovation part 1 copy22222
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Selected Business Article
http://money.cnn.com/2014/09/05/news/companies/starbucks-reserve/index.html?iid=HP_LN
Starbucks Plans New Types of Coffee Shops
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
• Limited brands in new stores
Summary Points of Article
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
• Drive-thru store in New York
Summary Points of Article
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
• App to order store products
Summary Points of Article
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
• Students having coffee at Starbucks
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Setting / Activity for Ethnographic Observation
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research, Students at Starbucks
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research, Students at Starbucks
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research, Students at Starbucks
Ashley Chermak! ! ! ! Professor Klinkowstein!
Ethnographic Research, Students at Starbucks
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research, Students at Starbucks
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research, Students at Starbucks
Ashley Chermak! ! ! ! Professor Klinkowstein!
Ethnographic Research, Students at Starbucks
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research Observations
• Studying is ubiquitous in a Starbucks environment
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research Observations
• Products advertised at ordering counter to subconsciously make the client want more Starbucks
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research Observations • The epitome of multi-tasking (drinking,
talking, laughing, looking at products)
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research Observations • Extensive drink options and sizes
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research Observations
• Long lines all throughout the day
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research Findings
• People use Starbucks as a way to accomplish multiple tasks on their agenda
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Reading Summary
TSA Checkpoint Evolution for Transportation and Security Administration
• Reconfiguring airport security and produces
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Reading Summary
TSA Checkpoint Evolution for Transportation and Security Administration
• Create peaceful environment that protrude hostile behavior
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Reading Summary
TSA Checkpoint Evolution for Transportation and Security Administration
• Allow for a more cooperative and understanding relationship between passengers and TSA officials
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Reading Summary
Ethnographic Research – Who are the users? How do they operate within our culture?
• Focus on gathering needs and wants from each individual
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Reading Summary
Ethnographic Research – Who are the users? How do they operate within our culture?
• Divert from the marketing approach to research
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Reading Summary
Ethnographic Research – Who are the users? How do they operate within our culture?
• Used as a method to understand the culture better
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Reading Summary
Going Deeper, Seeing Further: Enhancing Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design
• Interpreting and improving forms of ethnographic research
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Reading Summary
Going Deeper, Seeing Further: Enhancing Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design
• Act as a way to benefit those in the economic and social network
Ashley Chermak! ! Professor Klinkowstein!
Ethnographic Reading Summary
Going Deeper, Seeing Further: Enhancing Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design
• Shows detailed ways how corporate ethonography is a positive direction to go
Ashley Chermak! ! Professor Klinkowstein!
Proposal for an Innovative Business
Using advanced biorobotics, interactive servers replace baristas.
Ashley Chermak! ! !Professor Klinkowstein!
Proposal for an Innovative Business
Customer orders will be taken and made by such robots’ computerized technology.
Ashley Chermak! ! !Professor Klinkowstein!
Proposal for an Innovative Business
Improvements in the accuracy of orders and correct spelling of each customers’ name will be ensured in the process.
Ashley Chermak! ! !Professor Klinkowstein!
Tagline Research
• Burger King - It just tastes better
• Lays – Betcha can’t eat just one
• All-State – Are you in good hands?
New Taglines
Ashley Chermak! ! !Professor Klinkowstein!
• Are you in Starbucks hands?
• Betcha can’t drink just one
• Robots do it better
Ashley Chermak! ! !Professor Klinkowstein!
Raw Background Images
Blurred Background Images
Ashley Chermak! ! !Professor Klinkowstein!
Ashley Chermak! ! !Professor Klinkowstein!
Image and Tagline Study
Robots do it better
Ashley Chermak, Professor Klinkowstein FA014, Tagline Study
Ashley Chermak! ! !Professor Klinkowstein!
Infographic Elements • Scientists and Engineers will work together to create a robot using
computerized technology
• The robot will then take the place of the baristas at the ordering counter
• The robots will copy and process the customers order and name
• The computerized technology will tell the robot how to make the order and how to spell the name
• The customers will leave happy with efficient, fast, service
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ashley Chermak! ! Professor Klinkowstein!
Cafe
Customers
Robot
Knows Customer
PreferencesSpeaks 30
Languages
Makes Good
Jokes
Happy Customer
Ashley Chermak! ! Professor Klinkowstein!
