Date: 3/22/10

Starbucks Experience Map Eric - Repeat Customer

Enriched Experience
Purpose: To work/drink coffee

Tasty drink Free Wi-Fi Good drink

Flavorable
Appropriate temperature
Aroma

Polite
People watching
Crowd conversation noise
Ambience Quick, convenient Sofa chair is comfortable Good byes
baseline
Greeting
Fake

Audible Sensations Closing time

Worrying
Loud Factory line Impersonal
Poached Experience

Second guessing Blasting air conditioning

Loud music
Distracting
Unwilling to try something new, risk Annoyed about closing time
Repeating, not my taste
Cold, drafty Feeling rushed Annoyed about where I sat
Slightly crowded
Back hurts
Not large work spaces Not large work spaces
Feedback
Furniture not ideal for computer work
Confusing
Lack of personal space Lack of seating
Inconsistent
Unstructured Lack of outlets
Uncomfortable wooden chairs

Anticipate Enter Engage Exit Reflect

Touchpoints Office Car Walk-In Line Order Pay Sit Drink Work Pack Up Walk Out Car
1.a Discussing 1.c Hoping 2.a Notice 3.a The wait- 4.a The Barista 5.a The barista 6.a Grab my 7.a The cub is 8.a I place my 8.f I enjoy the 9.a The barista 10.a I pack my 11.a I head to
with team the to find a close that there are ing line occu- acknowledges tells me the drink and look hot, steaming, drink on the free wireless walks by me things up and my car and
local places to parking spot. a couple of pies the main me with a total and I pay for a place to but withstand- table next me and the unlim- and makes an head out the wish that I
grab a coffee. people in line. traffic way. smile. with my credit sit. ing in my and place my ited use. The announce- door. could have
1.d Hoping card. He asks hand. bag on the signal strength ment to the stayed longer
1.b Decid- Starbucks is 2.b Notice the 3.b The 4.b I can see me if I want 6.b I need, floor. is adequate. tore that it 10.b The re- to work. I
ing to go to not overly narrow, con- menus across the menu bet- my receipt, I most im- 7.b Smells will be closing maining staff know that
Starbucks and crowded and fined layout. the counter ter now, but I decline. portantly, an roasty and 8.b I remove 8.g The music shorty -10 pm. tell me to have once I get
work on de- will have avail- are hard to feel rushed to outlet and a sweet. my computer is really both- a good night. home, I will be
sign reports. able seating. 2.c Enjoy the read while in order a drink. 5.b My inter- workspace. and accesso- ering me. I put 9.b I would like in the wrong
aroma of line. action ends 7.c First sip is ries and now my head- to continue mind state
4.c I feel
1.e Consider- roasted coffee with him say- 6.c I notice too hot, but am shifting my phones on and to work. I feel to continue
forced to
ing alternative and mixed 3.c The line ing thank you. that there are flavorful. Im coffee to find play my mp3 10pm closing working.
make a quick
places just in sweet, robust moves slow, He doesnt use only a few happy with room for all of songs. time is much
beverage se-
case.. smells. people who my name. locations in the taste and my things on too early, 11.b The cof-
lection. I play it
just ordered the seating ar- my choice. this little cof- 8.h The bat- especially in a fee was very
2.d The light- safe by having
are still in the eas that have fee table. tery use on my college town. good, but I
ing is pleasant, what I always 5.c Now I
same area. outlets. This is 7.d The computer is a was disap-
not overly get. move to the 8.c The table
Becomes discouraging. continued concern now. 9.c I stand pointed in the
bright and not left of where is too low to
crowded. 4.d The baris- sips remain I will begin up and walk environment.
too dim. i paid. Once work from
ta confirms 6.d Most satisfying. looking for around until I Distracting
again I feel there, so I
3.d The order- my selection places are another table find a hidden music, small
2.e The music crowded and place my
ing process and asks my occupied. No to work at. trash can to workspace,
seems ethnic, out of place. laptop in my
seems too name to write outlets are throw my cup lack of power
extended People are lap. My drink
slow. Inconsis- on the cup. available. 8.i The air into. outlets.
vocals, soft in walking by me. remains on
tent structure conditioning
style, volume There isnt a the table, my
of service. 4.e He writes 6.e The work- seems inten-
too load and designated bag on the
down my spaces seem tion. Its cold
but my taste. waiting ,sitting floor.
name and small and outside and
area.
some code impractical. cold inside. I
2.f The room Most are just 8.d Im feel- slip my jacket
on the cup 5.d As I stand,
climate seems have a small ing crowded. on.
and hands it the drinker
intentionally round wooden I have no
off to another maker shouts
cold. table with room to use 8.j I continually
barista who finished orders
will make it two wooden my wire- finding myself
and places less mouse. I
when he is chairs. people watch-
them on a now use the
finished with ing while I
drink stand. surface of the
other orders. 6.f I find an work. There
He screams arm chair as
empty reclined are interesting
Grande Chai. my mouse
cushioned people here,
armchair. pad. Not very so Im not too
5.e Confu-
Next to it is a effective. bothered. I
sion. Is this my
drink? Why small wooden never like feel-
table shared 8.e The crowd ing alone. any
did he not call
by another talking doesnt
out my name
person sitting bother me
or name and
in the other after awhile,
drink? I pick
arm chair. but the music
up the drink
is way too loud
and see that it
6.g The chair and beginning
has Eric writ-
is comfortable to become a
ten on it.
and I continue distraction.
to sit in it.