TECHNOLOGICAL DESIGN
One of the key concepts taught by Professor Shanks explains how the success of an object is determined by understanding how the object relates to the user. Throughout history, this relationship between users and objects was often physical (i.e. how a person would hold a hand axe, how someone would put blocks on top of each other to build a pyramid, or how someone would simply hold a coffee cup); however, companies today often create less tangible connections with their “users” (customers) through technology. Starbucks has been specifically innovative with their use of technology. While many companies simply maintain a Facebook and Twitter feed to keep in touch with their customers, Starbucks has deeply integrated technology into their user experience.
Starbucks’s technology innovation consists of four main aspects: their social media presence, their mobile app, their brewing machines, and their digital network.
Like many corporations, Starbucks has an active Facebook, Twitter, and Instagram following. However, Starbucks stands out as the second most followed Instagram brand, with over 2 million followers and 9 million Starbucks posts. Starbucks has reached this level of popularity by using various tactics that attract users. For example, they uniquely choose to re-share their fans’ photos, which enables users to feel a closer touch to the company than if the posts were always generic.
Starbucks’ mobile application has been successful by enabling mobile payment. This encourages customers to put money directly onto a Starbucks gift card, which ensures that the customers will spend their money at Starbucks stores. The application also connects users to other local stores, nutrition information, the users’ rewards balance, and Starbucks music.
Starbucks has also been innovative with their physical brewing machines. Starbucks recently acquired the “Clover” technology, which uses calculated algorithms to brew coffee at exact temperatures and to produce ideal flavors. The technology allows for customized drinks and specific control over all aspects of the coffee experience.
Starbucks’ final tech innovation lies in their digital network. While coffee shops used to be a place to simply get a cup of coffee, Starbucks’ revolutionary idea to provide free access to Internet in every store dramatically transformed the industry. Now, coffee shops are considered a “makeshift office” where people can meet to exchange ideas and do work together. Starbucks has expanded on this by creating their “digital network” which shares news and entertainment via a lifestyle channel in 6,800 locations. Starbucks has also created an online music store to promote locally and culturally relevant music that is often less well known. As Starbucks says on their music store website, “We’re just as passionate about music as we are about coffee.”
Professor Shanks explained what true innovation means: it’s not necessarily invention followed by implementation, but it’s reimagining, reiterating, and recreating existing objects with new ideas and new purpose. Starbucks has not really invented anything new. Coffee, coffee shops, coffee machines, the Internet, online music, and social media have all been around for decades. However, Starbucks’ unique use cases for all of these products enable them to more closely and effectively connect with their customers on and offline.
Starbucks’ mobile application has been successful by enabling mobile payment. This encourages customers to put money directly onto a Starbucks gift card, which ensures that the customers will spend their money at Starbucks stores. The application also connects users to other local stores, nutrition information, the users’ rewards balance, and Starbucks music.
Starbucks has also been innovative with their physical brewing machines. Starbucks recently acquired the “Clover” technology, which uses calculated algorithms to brew coffee at exact temperatures and to produce ideal flavors. The technology allows for customized drinks and specific control over all aspects of the coffee experience.
Starbucks’ final tech innovation lies in their digital network. While coffee shops used to be a place to simply get a cup of coffee, Starbucks’ revolutionary idea to provide free access to Internet in every store dramatically transformed the industry. Now, coffee shops are considered a “makeshift office” where people can meet to exchange ideas and do work together. Starbucks has expanded on this by creating their “digital network” which shares news and entertainment via a lifestyle channel in 6,800 locations. Starbucks has also created an online music store to promote locally and culturally relevant music that is often less well known. As Starbucks says on their music store website, “We’re just as passionate about music as we are about coffee.”
Professor Shanks explained what true innovation means: it’s not necessarily invention followed by implementation, but it’s reimagining, reiterating, and recreating existing objects with new ideas and new purpose. Starbucks has not really invented anything new. Coffee, coffee shops, coffee machines, the Internet, online music, and social media have all been around for decades. However, Starbucks’ unique use cases for all of these products enable them to more closely and effectively connect with their customers on and offline.