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Rogier van Est is leading Starbucks EMEA Concept Design, a small team of Concept Designers that is part of the Starbucks store design team. With his team he focuses on the constant evolution and innovation of store design, touching all customer facing touchpoints. For many years Starbucks is listed in the top 5 of companies with the best customer experience. The company creates genuine moments of connections in their coffee houses, which results in a high level of brand trust and brand loyalty. Rogier and his team deliver new store concepts and store design programs to elevate the Starbucks Brand Experience in the EMEA region (Europe, Middle East & Africa).

Before working at Starbucks Rogier worked at several (architectural) agencies, like OMA, ASWA/Merkx & Girod and EGM. During his career he gained experience with all aspects and scale of spatial, customer experience and customer interaction design. Rogier has a Ph.D degree in Applied Science, Interior Architecture, by the Willem de Kooning Academy Rotterdam University of Applied Sciences.

Event role
Case study speaker

Case study

'How to design a successful total customer experience'

Customer experience is all about people. So it is not surprising that the main pillars of Starbucks’ experience are their employees, who are called: partners. Their passion and stories are rooted in Starbucks' DNA and heritage: coffee passion, connecting humanity and empowering partners. Next to the unique store experience, Starbucks offers the largest and most robust digital mobile ecosystem. With over 12 million Starbucks Reward members, 8 million mobile paying customers and the unique mobile order and pay platform Starbucks creates a seamless experience both in-store as digital.

How do you know what to design and develop for your customer? How do you map their (ideal) journey and their spatial and digital experience? Rogier will explain why coffee houses are the linking pin for a coffee brand like Starbucks. And highlight the role of the employee in offering a well-balanced service experience, in combination with other spatial and digital touchpoints. Get ready for the Starbucks experience!


Friday, October 6th, 11:30 am

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