Project Background

Each semester upper-level university students pursuing a New Media Certificate participate in a capstone class as the final step to completing the certificate. In this class, students are put into teams, assigned a theme, and challenged to develop a new media project from a creative idea to a working promotype.

Travel was our team’s theme. We focused our attention on a project that addresses two main things:

1. Solve a travel dilemma or desire using new media technology
2. Utilize the Starbuck's WiFi network

We began by researching Starbucks and brainstorming ideas in order to build a project that fit into the Starbuck's culture. Ultimately, we decided to develop an iPhone Web application that harnesses the power of the Starbuck's brand, its WiFi network, and its commitment to the community by providing authentic hyperlocal content, created by Starbuck's baristas, to tourists and new residents.

We called our project The Neighborhood. Our tagline is "Don't be a Tourist... Let Starbucks Welcome You to the Neighborhood."

Our project consists of two key components:

1. iPhone Web Application
2. Authentic user-generated content that is automatically uploaded to the Web site.

Utterli (www.Utterli.com) was used to create the authentic user-generated audio, visual, and textual user-generated content. The iPhone Web Application and user-generated content is specific to a particular Starbucks’ location and categorized by certain "barista personalities."

Our promotype features the downtown Athens, Georgia Starbucks’ location and four barista personalities: boutique, dining, entertainment, and budget.