Starbucks at Home

We developed an experience vision and global rebrand and digital redesign for the Starbucks at Home digital platform. The project distilled an influential 50-year-old brand into a progressive new digital platform and design system: faithfully connecting brand and customer experience. The result for the user is a more intuitive and guided way to explore products and brand heritage, and purchase iconic coffee for at home.

This was done by partnering with teams at Nestlé and Starbucks. The new platform launched in over 50 markets which leverages the heritage and cultural cues of an iconic brand whilst including pragmatic elements, from showcasing the product portfolio to brand stories.

Keywords: digital design, strategic vision, fmcg, ecommerce

Design discovery

To inform the experience vision and how the digital platform should manifest itself, I led the discovery and define work of the project. Activities included persona creation, user journeys, user need statements that all fed into how the design system, information architecture and key templates were built. This included best practices for how the users discover and purchase products. 

Defining key interactions

A key learning from the discovery phase was that users needed guidance in making decisions. Designing for radical simplicity of choice. The new experience balances inspiration with conversion for both coffee explorers who crave discovery and coffee purists who desire immediacy and service. Each small interaction is designed to remove uncertainty of product selection: displaying roast and format alongside stories of provenance.
 

New design expressions

Alongside the design system, our team developed a new art direction for recipe photography to make ingredient requirements easy-to-follow, alongside a new set of illustrations to bring product pages to life and introduce the expressiveness of the brand.

Modular approach for markets

To create a consistent modern homepage experience for all 50+ markets while still offering flexibility, we worked with a 3D artist to render a custom At Home setup that serves as the visual welcome of the website. The home modules were created to match the visual language of previous campaign, while still giving markets the freedom to showcase whatever products and recipes they see fit for their own homepage.

6. Launch

The global redesign is slated to be released in over 50 markets worldwide. The first 10 pilot markets are live today. 

Full team

Alexander Gardenberg – Art director
Daniel Cordoni – Associate Creative Director
Sindhuja Shyam – Experience Design Lead
Das Sunder Das – Visual Design Lead
Andrea Tamborini – Senior Product Designer

Other details

Agency – Publicis Sapient
Client – Nestle, Starbucks
Year – 2020-2021