Mapping the Starbucks Experience at Cornell University through a journey map. A user research considering the 5 E’s: Entice, Enter, Engage, Exit, and Extend. Highlighting pain points and delights throughout the full user journey.

• A majority of consumers (79%) are changing their purchase preferences based on sustainability.

• Green marketing has a positive impact on consumer spending and experience.

• Cornell students are willing to spend more knowing that the brand is actively working to reduce its carbon footprint and plastic usage. (65%)

• Students wanted to know the adverse environmental effects of the cups they drank from and showed greater willingness to opt for more sustainable alternatives.

• Most students at Cornell feel like Starbucks can do more towards improving sustainability. (~70%)