Year2023
RoleProduct UX Designer
Duration2 months
Kick off
Writing customer names on cups is a defining part of Starbucks' brand identity—personal, playful, and widely recognized. But in a world full of diverse names and accents, how can baristas consistently pronounce names correctly and keep the experience smooth? This project explores a user-centered solution to that challenge. Join me on a journey to reimagine this interaction through thoughtful UX design.
The Problem
If you've ever been to a busy Starbucks, you know how chaotic the pickup area can get—crowded lines, background noise, and baristas shouting out names that customers can't always hear or recognize. Pronouncing a wide variety of global names correctly can be challenging, especially under pressure. Staff often need to repeat or guess names, creating confusion, missed orders, and frustration for both customers and employees. This breakdown in communication affects the overall customer experience—and presents a unique UX challenge worth solving.
Meet our Users
Note: Images used to represent users are for illustrative purposes only. These personas are fictional and designed to reflect common user behaviors and needs. No real individuals are depicted.
Balakrishnam
Age: 38 Occupation: Technology Technician Balakrishnam is a tech professional who visits Starbucks weekly as part of her work routine. Coffee boosts her productivity—but she has considered switching brands due to one recurring frustration: her name is often mispronounced or completely butchered at the pickup counter. Each incorrect callout feels awkward and distracting.
Ming Je
Age: 29 Occupation: Real Estate Agent Ming enjoys grabbing an iced coffee on weekends, but the Starbucks name-calling process makes it hard for her to relax. She constantly listens for variations of her name, knowing it's often misread or mispronounced. It breaks the flow of her visit and adds a layer of social tension she'd rather avoid.
Najibulah Sanjad
Age: 29 Occupation: Entrepreneur Najibulah frequently stops by Starbucks between meetings for a quick break in her busy schedule. To avoid having her name mispronounced—or overlooked entirely—she sometimes gives a simplified American name to the cashier. It's a habit born out of convenience, but it distances her from her real identity.
Not only customers
Baristas and staff members are also key users who stand to benefit from this solution. Every day, Starbucks team members face the pressure of calling out complex or unfamiliar names in fast-paced, noisy environments—often mispronouncing them, which can feel awkward and uncomfortable for both sides. Mackenzie, a seasoned Starbucks barista, shared how her international travels made her more aware of name sensitivity. She knows firsthand that being called by the wrong name—or hearing it repeatedly mispronounced—isn't just inconvenient; it impacts the overall experience. This project isn't just about improving customer satisfaction—it's also about making the job easier and more inclusive for team members.
Solution thinking
A simple tablet interface placed next to the cashier—similar to those used for tipping—can prompt customers to enter their name at the moment of order. If the customer is using a mobile app, this feature can be integrated seamlessly into the checkout process. Once the order is confirmed, the application captures and prepares the name for correct pronunciation during order pickup.
Interactive demonstration of Company values
Through a playful and engaging animation, customers can view their name exactly as typed and receive a clear message encouraging them to listen for it. This not only reinforces brand values of personalization and inclusivity, but also enhances the overall customer experience with a friendly and tech-forward interaction.
Let's Roll
Branding Style Guide
I ensured the entire branding system was carefully applied throughout this project. This included the color palette, illustration style, textures, and typography—all aligned with the brand's core identity and values.
Full Experience Prototype
I developed an interactive, dynamic prototype with fully functional conditional variables and a working keyboard. This allowed users to engage with the prototype in a realistic, end-to-end experience—understanding how the final product would behave in real-world scenarios.
Flow 1 - First Sip
Flow 2 - the Calling
Transferable solution
Similar challenge at the world's largest McDonald's This solution isn't exclusive to Starbucks—it can be applied to any quick-service restaurant facing similar name pronunciation challenges. The world's largest McDonald's deals with the same issues: diverse customers, busy environments, and the need for accurate order fulfillment. By implementing a similar tablet-based name entry system, McDonald's and other chains could improve their customer experience while supporting staff efficiency.
Bad Words filter
While it's a criminal offense to display offensive content in public (e.g., "Disturbing the Peace"), my prototype included a built-in filter that detects and blocks inappropriate words—similar to content moderation systems used on social media platforms.
Curb-cut-effect
This solution is a real-world application of the "Curb-Cut Effect." Though originally designed to help a specific group (in this case, individuals with unique or uncommon names), it ends up benefiting everyone — customers, team members, and the brand.
Takeaways
Grabbing a coffee at Starbucks is meant to be a delightful moment. By reimagining how names are collected and recalled, we've turned a pain point into a moment of delight. As with any great design, the process is iterative — with user research, prototyping, and testing guiding continuous improvement.