Designed as a team project while in the Art Center College of Design Grad ID program.Starbucks had become a leader in coffee market by focusing on creating a third place for customers outside the home and office, but for its future growth, Starbucks was looking to extend their brand experience into the home.

We were tasked with determining what the premium at-home coffee experience of the future would be and how Starbucks could create a solution to maintain a sustainable competitive advantage in this new market.We underwent a thorough research process into current market solutions and coffee consumer culture to discover the needs of Starbucks customers. We came to understand coffee was a very personal beverage and there was no 'typical drinker' and as such developed a user model that encompassed these different coffee drinker archetypes. We then developed a press-based brewing architecture which could be reconfigured into five at home coffee machines that could address the varying needs of the coffee drinker archetypes we identified.

My role included participating in the team-driven functional and customer research, developing personas and overall strategy, and specifically developing the brand segmentation, the underlying architecture engineering and the concept design for the millennial coffee customer.