Case Study
Starbucks: The Future of Food
Gen-Z has a growing desire to have experiences that are mindful of a more sustainable future, incorporate digital engagement, and speak to their emotional, and physical needs.
Overview
As part of the Starbucks-ASU partnership, I led UX research initiatives to drive innovation in food, beverage services, and product design by uncovering key insights into Gen-Z consumer behavior and preferences.
Problem Statement
Food systems are rapidly evolving due to technological advancements, environmental concerns, and shifting consumer behaviors. However, there are several challenges in ensuring that these innovations are sustainable, transparent, and widely adopted specifically by Gen- Z.
- How can collaborative design methods help envision the future of food systems?
- What role does AI, automation, and bioengineering play in shaping food consumption?
- How can participatory ideation enhance consumer trust and engagement?
My role
- UX Researcher and Designer
- Workshop facilitator
- Data analyst
Research Methods
- Surveys
- Interviews & Card Sorting
- Usability Studies
- Diary Studies
- Co-Design Workshops
- Rapid Design
Research Process
Approach
1. Speculative Ideation Workshops
- Conducted co-design sessions where participants imagined future food technologies.
- Used storytelling methods to generate innovative and thought-provoking ideas.
2. Interactive Prototyping & Feedback
- Developed low-fidelity prototypes of speculative food technologies.
- Gathered insights through user testing, discussions, and iterative refinement.
3. Thematic Analysis & Insights
- Analyzed emerging themes around food sustainability, ethics, and consumer behavior.
- Identified patterns in consumer expectations for future food experiences.
...It would be a coffee equivalent of the "Cheers Bar where everyone knows your name!" It would also have art to support local artists that would be for sale (like a gallery), an immersive learning space...
Workshops
- I conducted several co-design ideation sessions with Gen-Z ( +150 participants) focusing on what the cafe experience would look like 35 years from now. Participants were provided with prompts as well as low fidelity prototypes used to inspire them regardless of their technical background or expertise.
- Participants were asked to walk through their desires, expectations, pain points and emotions that inspired their creations.
Workshop materials and Simulations of Starbucks Cafe used during testing
...I imagine a techno station where you can design food on a digital space and it would be created and catered to your individual wants and needs ...
Findings
Over the course of two years I ideated with and collected data from Gen-Z to create a low fidelity prototypes of what the future Cafe would look like to meet Gen-Z and Starbucks interests.
The overarching themes that emerged from my research gave insight into Gen-Z and Starbucks needs:
- A space for comfort an relaxation
- An immersive experience through AI and technology
- Social Interaction
- Multi-functional space
- A space that allows for self-service and convenience.
Impact
The low-fidelity prototypes will be used by Starbucks as blueprints for future cafe designs. This case study illustrates how design fiction and participatory ideation shape the future of food systems.
Key Takeaways for Recruiters
- Demonstrated expertise in collaborative design, speculative ideation, and HCI methodologies.
- Showcased experience in designing and analyzing user-centered research initiatives.
- Highlighted the ability to bridge technology, consumer behavior, and sustainability.
- Provided insights into future food technologies and their real-world applications.
😃 Oh, hello.
Feel free to reach out for collaborations or just a friendly hello at rdzva.ale@gmail.com