Designing Starbucks

The keys to make people be-come regular customers

Jade

Lists• Level (in game design & in starbucks design)

• Badge (in both)

• Logo (in game design & in starbucks design)

• Experience point (in both)

Level in game design

The degree of player’s growth

A change of player’s level → successive changes of rewards

Passing through the highest level → great senses of achievement

Welcome → Green → Gold add ★x5 add ★x25

Being in the higher level → Getting more and more benefits

When getting into the Gold level→ Having a luxurious gold card

Level in Starbucks design

Benefits are different Anyway, it is amazing!

Wanna join?

Badges means the player’s position→ collecting all kinds of badges

Starbucks give customers badges whenParticipating in Starbucks’s coffee classes → badges indicate they are great buddies

•A Buddy is like an unofficial VIP

Badge in both

Logo → trademark of the game

People remember the game with the symbol

Game offers effort to make the game stand out

Logo in game design

Siren is the symbol of Starbucks→ everybody knows

Other symbols can’t be

Partner’s efforts such as…Make cup stout stand in contrast to the logo on sleeve → advertising brand with-out notice

Logo in Starbucks design

In games, increased attendance rate → increased visible experience point

In Starbucks, Regular visits → distinct treats means invisible experience point

Experience Point in both

For example,

Put starbucks waffle on the hot coffee. then,the waffle become more tasty

→One of the secret recipes between partners. They give this secret recipe only to ‘experienced customers’

LevelBadge

LogoExperience

point

4 fundamental elements making strangers become regular customers

References (Images)

Google imageswww.istarbucks.co.kr