Design Thinking Success Story of Starbucks

Design Thinking Success Story of Starbucks

Challenge

The food and beverage industry was experiencing a drop in sales and poor margins.

Research

Starbucks decided to interview hundreds of customers to better understand what they expected from their coffee shops.

Insights

The predominant insight gained from these interactions was that customers actually wanted an atmosphere that provided a sense of belonging and relaxation.

Solution

Building on these insights, Starbucks changed square tables to round tables and positioned strategically to make solo coffee drinkers more comfortable and less self- conscious.

Outcome

This resulted in more sales and revenue for Starbucks. Their decision was inspired by a psychologist study from the 1950s where it is stated that psychology patients were more likely to talk to each other if they on a round table instead of square of any other shape.

Key Takeaway

Design thinking plays a pivotal role and understanding users is the key to problem solving.

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