A persona profile for a Starbucks customer

1. Starbucks
Overview
October, 2015

2. On-the-Run Rachel
BACKGROUND:
• Assistant to a film executive in LA
• Moved to California right after college
• Recent NYU Film school graduate
DEMOGRAPHICS:
• Female
• 20-23
• $35,000 a year
• Urban
IDENTIFIERS:
• Always on the run
• No free time
• Confident, hard-working

3. On-the-Run Rachel
GOALS:
• Become a film director
• Be content in her job/salary
CHALLENGES:
• Overworked by the insane hours that
being an assistant comes with
• Not having enough free time to cultivate
other skills/relationships
HOW WE HELP:
• Her coffee breaks are her few moments
of zen everyday
• Using Starbucks’ resources, she can be
as efficient as possible while getting
orders for her bosses, making her look
good

4. On-the-Run Rachel
REAL QUOTES:
• “Working 12-hour days can be
very exhausting, drinking multiple
cups of coffee helps me get
through it.”
• “I need the quickest and most
convenient option when getting
coffee.”
• “Getting my bosses coffee order
right is paramount to doing a
good job.”
COMMON OBJECTIVES:
• Get through my long days while
staying alert and on-task
• Getting my bosses what they need
as quickly as possible
• Having an accessible coffee place
to visit no matter where I am
while on the job

5. On-the-Run
Rachel
MARKETING MESSAGING:
• The Starbucks App will cut
out time waiting in line and
you can save money by
using the Rewards system
SOCIAL MEDIA MESSAGING:
• Tweet: “5am call-time
today, thankfully I have my
vanilla latte to keep me
awake.”
• Instagram:
“Mid-day pick me up”
• Facebook post: “So happy
that pumpkin flavors are
back, I love festive coffee at
work!”