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

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•  Limited brands in new stores

Summary Points of Article

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•  Drive-thru store in New York

Summary Points of Article

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•  App to order store products

Summary Points of Article

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•  Students having coffee at Starbucks

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Setting / Activity for Ethnographic Observation

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Ashley Chermak! ! ! ! ! Professor Klinkowstein!

Ethnographic Research, Students at Starbucks

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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

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Ethnographic Research, Students at Starbucks  

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Ethnographic Research Observations      

•  Studying is ubiquitous in a Starbucks environment

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Ethnographic Research Observations      

•  Products advertised at ordering counter to subconsciously make the client want more Starbucks

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Ethnographic Research Observations      •  The epitome of multi-tasking (drinking,

talking, laughing, looking at products)

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Ethnographic Research Observations      •  Extensive drink options and sizes    

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Ethnographic Research Observations    

•  Long lines all throughout the day

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Ethnographic Research Findings  

•  People use Starbucks as a way to accomplish multiple tasks on their agenda

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Ethnographic Reading Summary  

TSA Checkpoint Evolution for Transportation and Security Administration

•  Reconfiguring airport security and produces

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Ethnographic Reading Summary  

TSA Checkpoint Evolution for Transportation and Security Administration  

•  Create peaceful environment that protrude hostile behavior

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Ethnographic Reading Summary  

TSA Checkpoint Evolution for Transportation and Security Administration  

•  Allow for a more cooperative and understanding relationship between passengers and TSA officials

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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

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Ethnographic Reading Summary  

Ethnographic Research – Who are the users? How do they operate within our culture?  

•  Divert from the marketing approach to research

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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

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Ethnographic Reading Summary  

Going Deeper, Seeing Further: Enhancing Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design

•  Interpreting and improving forms of ethnographic research

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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

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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

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Proposal for an Innovative Business  

Using advanced biorobotics, interactive servers replace baristas.  

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Proposal for an Innovative Business

Customer orders will be taken and made by such robots’ computerized technology.

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Proposal for an Innovative Business

Improvements in the accuracy of orders and correct spelling of each customers’ name will be ensured in the process.

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Tagline Research

•  Burger King  - It just tastes better

•  Lays – Betcha can’t eat just one

•  All-State – Are you in good hands?

New Taglines

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•  Are you in Starbucks hands?

•  Betcha can’t drink just one

•  Robots do it better

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Raw Background Images

Blurred Background Images

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Ashley Chermak! ! !Professor Klinkowstein!

Image and Tagline Study

Robots do it better

Ashley Chermak, Professor Klinkowstein FA014, Tagline Study

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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

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