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Question: Propose a new digital service for a real-world organization...

22 Jun 2024,9:51 AM

Propose a new digital service for a real-world organization (3000 words). In doing so;

1. Select and introduce a real-world organization of your choice. Briefly reflect on the business-to-consumer (B2C) services the organization currently offers.

2. Discuss a new digital service that could be offered by this organization. This can be via a digital transformation of an existing service, or offering a digital service that would be new to this organization. Carefully justify the need for and added value of this new digital service.

3. Explain how this new digital service leverages one (or more) of the technologies discussed in the module (e.g., AI, multi-sided platforms, APIs). Demonstrate an adequate understanding of these technologies.

4. Discuss the key steps in deploying this digital service by referring to a relevant implementation lifecycle model discussed in the module.

5. Critically discuss the risks involved with offering this digital service. Develop and justify mitigations for the top two risks.




Proposing a New Digital Service for Starbucks Corporation


Starbucks Corporation, a global coffeehouse chain, is renowned for its extensive range of coffee and beverage products and exceptional customer service. Over the years, Starbucks has significantly invested in technology to enhance its business-to-consumer (B2C) services, such as mobile ordering and a loyalty rewards program. Despite these advancements, there remains an opportunity to further innovate and elevate the customer experience. This paper proposes a new digital service for Starbucks: a personalized AI-driven nutrition and wellness platform. This service aims to provide customers with customized beverage and food recommendations based on their dietary preferences and health goals. The introduction of this digital service will not only align with current health and wellness trends but also leverage advanced technologies such as artificial intelligence (AI) and data analytics to add significant value to Starbucks' customer offerings.

Current B2C Services Offered by Starbucks

Starbucks has effectively utilized digital technologies to enhance its B2C services. Some key digital offerings include:

Mobile Ordering and Payment
Starbucks' mobile app allows customers to order and pay for their drinks ahead of time, reducing wait times and enhancing convenience. This service has been particularly popular among busy professionals and commuters.

Starbucks Rewards Program
The Starbucks Rewards program incentivizes customers to make repeat purchases by offering points, or "stars," for each transaction. These stars can be redeemed for free items, discounts, and other perks, fostering customer loyalty.

Personalized Marketing
Through its mobile app and email communications, Starbucks delivers personalized marketing messages, offering tailored promotions based on customer purchase history and preferences.

Digital Menu Boards and In-Store Wi-Fi
Starbucks stores feature digital menu boards that can be quickly updated with new promotions and items. Additionally, free in-store Wi-Fi encourages customers to spend more time in their cafes, enhancing the overall customer experience.

Proposal for a New Digital Service: AI-Driven Nutrition and Wellness Platform

Justifying the Need and Added Value

The proposed AI-driven nutrition and wellness platform will provide customers with personalized food and beverage recommendations based on their dietary needs and health goals. In an era where consumers are increasingly health-conscious, this service will address the growing demand for nutritional transparency and customized dietary options. The platform will analyze individual customer data, such as dietary preferences, allergies, fitness goals, and past purchase behavior, to offer tailored recommendations.

1. Meeting Consumer Demand for Health and Wellness: As consumers become more health-conscious, they seek products that align with their dietary preferences and fitness goals. According to a survey by the International Food Information Council, 54% of consumers consider the healthfulness of food and beverages before purchasing. The AI-driven platform will meet this demand by offering personalized recommendations, thus enhancing customer satisfaction.

2. Enhancing Customer Loyalty and Engagement: By providing tailored recommendations, Starbucks can deepen its relationship with customers, fostering loyalty and encouraging repeat visits. Personalized experiences are known to enhance customer engagement, which can lead to increased sales and brand loyalty.

3. Leveraging Data for Improved Customer Insights: The platform will enable Starbucks to gather detailed insights into customer preferences and behaviors. This data can be used to refine product offerings, optimize inventory, and develop targeted marketing strategies.

4. Staying Competitive in the Market: The introduction of a personalized nutrition and wellness platform will differentiate Starbucks from its competitors, many of whom are also exploring ways to integrate health and wellness into their offerings. By being a pioneer in this space, Starbucks can maintain its competitive edge.

Leveraging Technology: Artificial Intelligence and Data Analytics

The proposed digital service will leverage advanced technologies, specifically artificial intelligence (AI) and data analytics, to deliver personalized recommendations and insights.

Understanding AI and Data Analytics

1. Artificial Intelligence (AI): AI involves the simulation of human intelligence in machines programmed to think and learn like humans. In the context of the proposed platform, AI will be used to analyze customer data, predict preferences, and generate personalized recommendations.

2. Data Analytics: Data analytics involves examining data sets to draw conclusions about the information they contain. By applying data analytics, Starbucks can gain insights into customer behaviors and trends, which can be used to refine and enhance the AI algorithms powering the platform.

Application of AI and Data Analytics in the Platform

1. Personalized Recommendations: AI algorithms will analyze customer data, including purchase history, dietary preferences, and health goals, to generate personalized beverage and food recommendations. For example, a customer who frequently purchases low-calorie items and expresses interest in protein-rich foods may receive recommendations for a high-protein breakfast sandwich and a low-sugar coffee beverage.

2. Nutritional Analysis: The platform will provide detailed nutritional information for each recommended item, helping customers make informed choices. AI can analyze ingredient lists and nutritional data to highlight key information, such as calorie content, macronutrient breakdown, and potential allergens.

3. Health and Wellness Tips: The platform can offer health and wellness tips tailored to individual customers. For instance, a customer aiming to reduce sugar intake may receive tips on how to modify their usual Starbucks orders to lower sugar content.

4. Continuous Improvement: As customers interact with the platform, the AI algorithms will continuously learn and improve, refining recommendations based on new data and feedback. This iterative process ensures that the platform remains relevant and accurate.

Implementation Lifecycle Model: Steps to Deploy the New Digital Service

Deploying the AI-driven nutrition and wellness platform will follow a structured implementation lifecycle model, ensuring a smooth and efficient rollout. The following steps outline the key phases of this process:

1. Conceptualization and Planning

1. Market Research: Conduct thorough market research to understand consumer needs, preferences, and trends in health and wellness. This research will inform the design and functionality of the platform.

2. Stakeholder Engagement: Engage key stakeholders, including customers, employees, and nutrition experts, to gather insights and feedback. This collaborative approach will ensure that the platform meets the needs of all parties involved.

3. Project Planning: Develop a detailed project plan outlining the scope, objectives, timeline, and resources required for the implementation. Establish clear milestones and deliverables to track progress.

2. Design and Development

1. Platform Design: Design the user interface (UI) and user experience (UX) of the platform, ensuring it is intuitive and user-friendly. The design should prioritize ease of use and accessibility.

2. AI and Data Analytics Integration: Develop and integrate AI algorithms and data analytics capabilities into the platform. This involves selecting appropriate AI models, training them on relevant data, and ensuring they can analyze and interpret customer data effectively.

3. Nutritional Database: Create a comprehensive nutritional database containing detailed information about Starbucks' menu items. This database will be used to generate personalized recommendations and nutritional analysis.

3. Testing and Validation

1. Internal Testing: Conduct extensive internal testing to identify and resolve any issues or bugs in the platform. This includes testing the AI algorithms, data analytics capabilities, and overall functionality.

2. Pilot Program: Launch a pilot program in select locations to gather real-world feedback and validate the platform's performance. Use this feedback to make necessary adjustments and improvements.

3. Security and Privacy Assessments: Perform security and privacy assessments to ensure that customer data is protected and that the platform complies with relevant regulations, such as the General Data Protection Regulation (GDPR).

4. Deployment and Launch

1. Employee Training: Train Starbucks employees on how to use and support the new platform. This includes baristas, store managers, and customer service representatives.

2. Marketing and Promotion: Develop a marketing campaign to promote the new digital service to customers. Highlight the benefits of personalized nutrition and wellness recommendations to generate interest and excitement.

3.Full-Scale Launch: Roll out the platform across all Starbucks locations, ensuring a smooth transition and addressing any issues that arise promptly.

5. Monitoring and Optimization

1. Performance Monitoring: Continuously monitor the performance of the platform, tracking key metrics such as user engagement, recommendation accuracy, and customer satisfaction.

2. Feedback Collection: Collect feedback from customers and employees to identify areas for improvement. Use this feedback to make iterative enhancements to the platform.

3. Ongoing Support: Provide ongoing support and maintenance to ensure the platform remains functional and up-to-date. This includes updating the nutritional database, refining AI algorithms, and addressing any technical issues.

Risks and Mitigations

Implementing the AI-driven nutrition and wellness platform comes with certain risks. The top two risks are data privacy concerns and the accuracy of AI recommendations.

Risk 1: Data Privacy Concerns

Mitigation Strategy: To address data privacy concerns, Starbucks must implement robust data protection measures. This includes encrypting customer data, using secure servers, and adhering to data protection regulations such as GDPR. Additionally, customers should be informed about how their data will be used, and they should have the option to opt out of data collection if they choose.

Risk 2: Accuracy of AI Recommendations

Mitigation Strategy: Ensuring the accuracy of AI recommendations is crucial for the platform's success. To mitigate this risk, Starbucks should invest in high-quality data and continuously refine the AI algorithms. Regular testing and validation, coupled with feedback from customers, will help improve the accuracy and relevance of recommendations over time.


The introduction of an AI-driven nutrition and wellness platform represents a significant opportunity for Starbucks to enhance its B2C services. By providing personalized recommendations based on individual dietary preferences and health goals, Starbucks can meet the growing demand for health-conscious options, foster customer loyalty, and gain valuable insights into customer behavior. Leveraging AI and data analytics, the platform will offer tailored recommendations, nutritional analysis, and health tips, creating a unique and engaging customer experience. Implementing this new digital service will involve a structured lifecycle model, ensuring a smooth rollout and continuous optimization. While there are risks associated with data privacy and recommendation

 accuracy, robust mitigation strategies will ensure the platform's success. Overall, the proposed digital service will position Starbucks as a leader in the health and wellness space, driving growth and innovation in the competitive coffeehouse industry.

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