Blog #5 Problem Definition

Refugees should not be let into the country. 

There can be many different reasons as to why people have the perspective that refugees shouldn't be welcome in our country. It can stem from many things such as family backgrounds, political agendas, a rise to xenophobia, fake news, and so much more.

Fewer Americans believe U.S. should accept refugees

This article talks about how there is a drop from the number of Americans that believe we should accept refugees into our country due to the influences from the Republican party in which they link the refugee crisis to a matter of national security.


The Trump administration doesn’t believe in the global refugee crisis

Summarizes the political changes that have affected the refugee crisis in a negative way. Which includes the United States withdrawing from the United Nations' Global Compact on Migration as well as the multiple implementations of the Muslim Ban.

How America’s refugee policy is damaging to the world and to itself

"In the first eight months of this fiscal year a measly 46 Syrian refugees and 11 South Sudanese refugees were resettled in the United States. By contrast, Turkey, Lebanon, Jordan, Iraq and Egypt—all poor countries—host more than 5.6m Syrian refugees, as well as large refugee populations from other nations."

Should people be free to choose the country in which they live?

This page is a debate that was held where 15910 people voted towards whether people should be free to choose which country in which they live in and 64% voted no.

Quick facts: What you need to know about the Syria crisis

This piece talks about the struggles and the trials and tribulations Syrian refugees have had to face when fleeing their war-torn country.

Blog #4 Preliminary Research and Summation

For my thesis, I have been thinking of tackling many different issues that I feel passionate about. Those issues being fake news, the refugee crisis, dealing with stereotypes, hate crimes, homelessness, aiding children in third world countries, along with some others. 

I keep debating whether or not I should continue a project from my Narrative class or if I should start from scratch and begin a new project. I have been leaning towards my project Migration Roots for quite some time now because of the time and research I spent behind it and because of the large issue that it confronts when it comes to the refugee crisis. 

My idea behind Migration Roots is that it is a neutral platform where people from anywhere around the world are able to go onto the website and input information from where their family originated from in order to distinguish the paths that their ancestors had to take along with the hardships along the way to end up where they are today. My hopes for this platform is to allow people who may or may not be more privileged in where their current life situation is and who may or may not have certain feelings and stances towards refugees that don’t allow them to have the same opportunities that their own family had at some point. I want Migration Roots to allow for an eye-opening experience that allows people to be aware of their roots and how they came to be where they are now, I want the sacrifices of their ancestors to be known so that they can be more compassionate towards those that are currently facing hardship in their lives. 

When I first began looking into this project I wanted to see if I could back up the platform with research and whether it would go in the direction I would hope. 

Below I have linked the case study for my Migration Roots project that includes all of the research and time that I spent trying to put together the concept for this platform. 

http://www.sossanamin.com/migration-roots/

If I were to continue this project I would like to turn it into a reality and actually turn it into a running website that can hopefully bring a change to the perspectives of those that don’t see eye to eye to providing the same opportunities to current refugees. 

Part 2: Design Research Question

In what ways can Starbucks broaden their product range to a coffee car freshener/deodorizer to new and current customers in a successful way?

Step 2: Starbucks Brand Research

Starbucks Brand Identity: 

https://www.google.com/search?q=starbucks&espv=2&biw=1280&bih=705&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjN-N31upnMAhUJ32MKHSoqDk4Q_AUICCgD


Starbucks Mission Statement: 

"To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time."

Values: 

"With our partners, our coffee and our customers at our core, we live these values:

•       Creating a culture of warmth and belonging, where everyone is welcome.
•       Acting with courage, challenging the status quo and finding new ways to grow our company and each other.
•       Being present, connecting with transparency, dignity and respect.
•       Delivering our very best in all we do, holding ourselves accountable for results.

We are performance driven, through the lens of humanity."

http://www.starbucks.com/about-us/company-information/mission-statement

The Starbucks brand branches out into six different brands which they call their family.
This includes;

1. Starbucks itself, which first opened in 1971, and now has more than 18,000 stores throughout 62 countries. "We strive to bring both our heritage and an exceptional experience to life."

2. Teavana was founded in 1997 and provides the retail experience of heavenly tea where "Teaologists" engage. 

3. La Boulange began in 1999  and offers French pastries and baked goods made from scratch. This branch is one of the newer brands that has become a part of the Starbucks brand. 

4. Evolution Fresh was established in 1992 and these retail stores provide juices that are fresh and filled with pure, vibrant flavor. 

5. Seattle's Best Coffee started in 1970 and provides "a great cup of coffee every day, no matter where they are." 

6. And finally there is Tazo Tea which was founded in 1994 that provides the tradition of blending teas with spices, herbs, and roots. 

http://www.starbucks.com/careers/brands

Customer Experience/Customer Relationships

Starbucks takes passion in constantly improving to keep it's current customers happy as well as future customers. 

-Constant redesigns to keep app looking fresh and appealing

-Improving reward program for customers (https://news.starbucks.com/news/rewards-automatic-gold) 

-Providing a site where Starbucks customers are able to give input on how Starbucks can improve (http://mystarbucksidea.force.com/)

(https://strativity.com/cem-topic/the-starbucks-customer-experience-a-work-in-progress/)

Starbucks Tagline

-The Best Coffee and Espresso Drinks.
-Make every sip more rewarding.
-Pay with your phone. And do so much more.

Starbucks Touchpoints


Difference between Starbucks and it's Competitors

-Fast Service (3-5 minutes)
-Trained baristas
-Fresh coffee
-Drink combinations/Customization
-Machinery
-Employee benefits
-Mobile Ordering
-Free wifi
-Constant improvement
-New locations
-Product expansion

(http://www.businessinsider.com/starbucks-does-better-2011-7)

Coherance

-Consistency in coffee (Use in same machinery, same training, same treatment)
-Welcoming environment in every location, no matter the size

http://www.theatlantic.com/business/archive/2010/10/starbucks-puts-quality-over-quantity/64511/

Market Positioning

Starbucks has been established as highly reputable and basically as number one. This was reached through customer satisfaction and constant growth physical growth around the world, as well as customer experience growth in order to encompass a brand known for constantly improving for the customer.

(http://www.essay.uk.com/free-essays/marketing/strategy-on-market-segmentation-starbucks.php)

Starbucks Commitment

-Sourcing ethically and sustainably
-Creating opportunities through employment, training, and education
-Green retail "minimizing environmental footprint"
-Encouraging service and citizenship (promoting conversation, civic engagement, voter registration)

(http://www.starbucks.com/responsibility)

Starbucks Flexibility

Starbucks is constantly aiming to change and improve its brand for the better. This goes for creating a different experience for different countries and creating a personal experience for each location that is cultural to them.


Starbucks Employee Incentives

-Being more than just an employee, being a partner.
-Being able to be a part of something bigger and inspiring a positive change in the world through community service.
-Benefits: "Your Special Blend" Starbucks College Achievement Plan: Full reimbursement (each year) for a bachelor's degree through Arizona State University online. For military partners additional SCAP benefits may be provided to available spouse or child.

-Recognition Programs, career sabbaticals, other time-off programs

-30% off and online discounts, along with other incentives

-Equal opportunity employer, goal is to create a diverse workforce

(http://www.starbucks.com/careers/working-at-starbucks)

Stage 1: Generative Research

Constructive Method:
Generally used for concept development where it focuses on constraining the field for participants in order to avoid overwhelming them by creating physical interactive kits. This method allows insights that can come from creative play.

My project is based online, therefore the closest I can get to a hands on experience would be to create the social media website for consumers to interact with.

Link: http://www.fastcodesign.com/1669192/starbucks-concept-store-is-a-lab-for-reinventing-the-brand

This method was used by creating a store prototype.


Projective Method: 
This method focuses on expressions and reactions from participants from whatever they are exposed to. Reactions allow you to see their thoughts, feelings, and desires. This method is generally based on exercises that are more creative and, therefore,  are more open to interpretation.

This method would be beneficial to use, it would allow me to see how the participants interact with the brand extension I create for Starbucks. It will allow me to understand if I am going in the right direction and whether or not I need to change anything.

Link: https://www.youtube.com/watch?v=sW7i-oUHvA0

This commercial depicts a projective method used to capture consumers raw reactions.


Exploratory Method: 
Is based on conducting surveys, interviews, observations, etc.

This method will be useful in my project because I can use interviews and observations on how Starbucks customers feel about having a social media brand extension.

Link: https://www.tellcharleys.com/

This company has provided a survey link on the back of its receipts where consumers may give feedback on their experience and get certain products for free in their next visit.

Stage 1: Design Research Ideas