Starbucks DOMUS Brewing System Redefining the Home Brewing Experience
The Challenge Premium home brewing experience is too unaccessible and expensive
“Our next phase of growth will come from extending the Starbucks Experience to our customers beyond the third place to every part of their day, through multiple brands and channels.”
Howard Schultz, Starbucks CEO
UNDERSTAND Comprehend attitudes, values, and behaviors regarding the premium coffee experience in America, uncovering key insights that will lead to viable design opportunities for providing a Starbucks-branded premium coffee experience for the home.
Research Methods Applied
A Day in the Life of Story boarding helped to visualize the behaviors and insights detected on the multiple interviews with experts and consumers. This helped to build hierarchies for the areas of opportunities.
There are four main coffee pod systems in the market. New open pods are appearing letting the consumer fill them with any coffee. The main systems in the market are being led by the large food companies like Nestle (Nespresso). None of the pods is compostable.
The Personas The insights driven from the research shape five type of customers and the opportunity for a family of coffee machines to offer a range of manual to automatic functionalities. Alignment with the new Starbucks store themes for rebranding helps to have a coherent dialogue with customers: Tribute, Heritage and Reserve.
IDEATION: The Home Brewing System The core layer of the ecosystem consist in a line of machines differentiated by manual or automatic operation. The pod is compostable based on consumer feedback providing a competitive advantage against key competitors. The system integrates a line of peripherals.
Divergent Exploration After defining the components and package, multiple iterations of sketches where done to explore the function and form possibilities. Quality and simplicity of use to provide the best home premium brewing coffee experience were the key drivers.
Component Configurations Components package after benchmarking OEM parts from existing vendors and competitors in the market. Explored different arrangements and most desired arrangements to provide usage and form simplicity.
Convergence Toward The Premium Experience Form molds around the function based on the aeropress system . Quality materials such as wood and aluminum blending together to deslocalize the placement of coffee machines at the kitchen. New functionality as book holder is explored adding extra use for the livingroom and bookshelfs.
Prototype Iterations The package components were modeled in Solid Works traspassing dimensions into tangible size. The model showed important improvements on dimensions and components placement and operation.
User Validation Qualitative research through focus groups validated these five designs among many other. Through the laddering in the conversation new insights emerged that would require further consideration on the next design refinement stages.
Starbucks DOMUS Brewing System Product Family & Pricing as part of the sub-brand extension into home.
Starbucks DOMUS Brewing System DOMUS brewing system coffee machines are based on aero-press process. This pneumatic process offers the capacity to vary time, pressure and turbulence impacting and enhancing the range of taste obtained.
The pods consist of a capsule where any Starbucks coffee can be introduced as well as a layer of additives to provide wider range of flavors and tastes. Additives like syrup, vanilla, chocolate can be also bought online. Once the pod is used in the machine, it can be disposed without without impacting the environment.
My DOMUS Application Capacity to select Basic of Full mode. Basic mode focuses on the 3 key variables to control a high quality brewing process. Full mode offers many more options to vary the taste.
The integration with social media like Facebook and Twitter let you discover how your friends drink coffee, learn from their tips and share yours with them. With two clicks you will be able to buy from the shop their coffee to try at home.
The DOMUS System A family of coffee machines targeting differing needs integrating a common pod, offer of accessories and managed with your mobile devices through the same application enhancing the social experience.
The DOMUS home brewing system consists of a family of coffee machines targeting differing needs integrating a common pod and offer of accessories… Read More
The DOMUS home brewing system consists of a family of coffee machines targeting differing needs integrating a common pod and offer of accessories that can be managed with your mobile devices through an app turning the process into a social experience. Read Less