Stephen Pill | Experience Strategy Director

From convenience to connection

Rebuilding authentic human connection and digital hospitality across 15,000+ stores worldwide.

Client Starbucks Coffee Company

Role Executive Experience Strategy Director

Scope End-to-End Service Architecture, Digital Ecosystem & In-Store Rituals

Starbucks next-generation digital companion and tablet barista console in real-world setting — Omnichannel design system bridging digital order flows with physical café barista interactions.

The Context & Strategic Ambition

For decades, Starbucks was celebrated as the quintessential “Third Place”—a welcoming social sanctuary between home and work. However, rapid acceleration toward Mobile Order & Pay, while delivering undeniable transaction efficiency, inadvertently commoditised the visit. Stores became pickup depots, baristas faced ticketing overload, and customer emotional affinity eroded.

Our mandate was ambitious yet precise: redesign the mobile ecosystem not merely as an ordering utility, but as an engine of genuine human warmth, contextual recognition, and elevated coffee craft.

“Efficiency without emotional connection is just a vending machine. We set out to turn digital transactions into memorable hospitality.”

Designing the End-to-End Service Architecture

We mapped over 60 distinct customer journeys across global metropolitan centers, drive-thrus, and suburban flagships. Collaborating directly with in-store partners, product engineering, and executive leadership, we synthesised quantitative analytics with ethnographic observations to uncover the precise hinge points where digital tools could empower, rather than replace, face-to-face interaction.

The final service blueprint integrated digital notifications with physical store wayfinding, allowing customers to receive clear, real-time visual progress without clustering around the bar or interrupting hand-crafted brewing rituals.

Impact & Performance

Transforming global customer connection

By shifting the strategic dialogue from transactional throughput to relational resonance, the redesigned ecosystem unlocked record digital adoption and boosted afternoon visits, proving that convenience and genuine human warmth can mutually thrive at enterprise scale.

Creating places that feel

Landor's digital placemaking platform, now live across 12+ destinations.

Client MXP

Role Executive Experience Strategy Director

Scope End-to-End Service Architecture, Digital Ecosystem & In-Store Rituals

MXP case study preview — Omnichannel design system bridging digital order flows with physical café barista interactions.

The Context & Strategic Ambition

For decades, Starbucks was celebrated as the quintessential “Third Place”—a welcoming social sanctuary between home and work. However, rapid acceleration toward Mobile Order & Pay, while delivering undeniable transaction efficiency, inadvertently commoditised the visit. Stores became pickup depots, baristas faced ticketing overload, and customer emotional affinity eroded.

Our mandate was ambitious yet precise: redesign the mobile ecosystem not merely as an ordering utility, but as an engine of genuine human warmth, contextual recognition, and elevated coffee craft.

“Efficiency without emotional connection is just a vending machine. We set out to turn digital transactions into memorable hospitality.”

Designing the End-to-End Service Architecture

We mapped over 60 distinct customer journeys across global metropolitan centers, drive-thrus, and suburban flagships. Collaborating directly with in-store partners, product engineering, and executive leadership, we synthesised quantitative analytics with ethnographic observations to uncover the precise hinge points where digital tools could empower, rather than replace, face-to-face interaction.

The final service blueprint integrated digital notifications with physical store wayfinding, allowing customers to receive clear, real-time visual progress without clustering around the bar or interrupting hand-crafted brewing rituals.

Impact & Performance

Transforming global customer connection

By shifting the strategic dialogue from transactional throughput to relational resonance, the redesigned ecosystem unlocked record digital adoption and boosted afternoon visits, proving that convenience and genuine human warmth can mutually thrive at enterprise scale.

The store that goes to its customers

Unboxed: a portable, AI-powered automated store.

Client Singtel

Role Executive Experience Strategy Director

Scope End-to-End Service Architecture, Digital Ecosystem & In-Store Rituals

Singtel case study preview — Omnichannel design system bridging digital order flows with physical café barista interactions.

The Context & Strategic Ambition

For decades, Starbucks was celebrated as the quintessential “Third Place”—a welcoming social sanctuary between home and work. However, rapid acceleration toward Mobile Order & Pay, while delivering undeniable transaction efficiency, inadvertently commoditised the visit. Stores became pickup depots, baristas faced ticketing overload, and customer emotional affinity eroded.

Our mandate was ambitious yet precise: redesign the mobile ecosystem not merely as an ordering utility, but as an engine of genuine human warmth, contextual recognition, and elevated coffee craft.

“Efficiency without emotional connection is just a vending machine. We set out to turn digital transactions into memorable hospitality.”

Designing the End-to-End Service Architecture

We mapped over 60 distinct customer journeys across global metropolitan centers, drive-thrus, and suburban flagships. Collaborating directly with in-store partners, product engineering, and executive leadership, we synthesised quantitative analytics with ethnographic observations to uncover the precise hinge points where digital tools could empower, rather than replace, face-to-face interaction.

The final service blueprint integrated digital notifications with physical store wayfinding, allowing customers to receive clear, real-time visual progress without clustering around the bar or interrupting hand-crafted brewing rituals.

Impact & Performance

Transforming global customer connection

By shifting the strategic dialogue from transactional throughput to relational resonance, the redesigned ecosystem unlocked record digital adoption and boosted afternoon visits, proving that convenience and genuine human warmth can mutually thrive at enterprise scale.

From devices to ecosystem

A nature-inspired flagship store in Shanghai.

Client Huawei

Role Executive Experience Strategy Director

Scope End-to-End Service Architecture, Digital Ecosystem & In-Store Rituals

Huawei case study preview — Omnichannel design system bridging digital order flows with physical café barista interactions.

The Context & Strategic Ambition

For decades, Starbucks was celebrated as the quintessential “Third Place”—a welcoming social sanctuary between home and work. However, rapid acceleration toward Mobile Order & Pay, while delivering undeniable transaction efficiency, inadvertently commoditised the visit. Stores became pickup depots, baristas faced ticketing overload, and customer emotional affinity eroded.

Our mandate was ambitious yet precise: redesign the mobile ecosystem not merely as an ordering utility, but as an engine of genuine human warmth, contextual recognition, and elevated coffee craft.

“Efficiency without emotional connection is just a vending machine. We set out to turn digital transactions into memorable hospitality.”

Designing the End-to-End Service Architecture

We mapped over 60 distinct customer journeys across global metropolitan centers, drive-thrus, and suburban flagships. Collaborating directly with in-store partners, product engineering, and executive leadership, we synthesised quantitative analytics with ethnographic observations to uncover the precise hinge points where digital tools could empower, rather than replace, face-to-face interaction.

The final service blueprint integrated digital notifications with physical store wayfinding, allowing customers to receive clear, real-time visual progress without clustering around the bar or interrupting hand-crafted brewing rituals.

Impact & Performance

Transforming global customer connection

By shifting the strategic dialogue from transactional throughput to relational resonance, the redesigned ecosystem unlocked record digital adoption and boosted afternoon visits, proving that convenience and genuine human warmth can mutually thrive at enterprise scale.

Making each hotel feel unique online

Bringing the character of each hotel to life in the app and on the web.

Client The Ritz-Carlton

Role Executive Experience Strategy Director

Scope End-to-End Service Architecture, Digital Ecosystem & In-Store Rituals

The Ritz-Carlton case study preview — Omnichannel design system bridging digital order flows with physical café barista interactions.

The Context & Strategic Ambition

For decades, Starbucks was celebrated as the quintessential “Third Place”—a welcoming social sanctuary between home and work. However, rapid acceleration toward Mobile Order & Pay, while delivering undeniable transaction efficiency, inadvertently commoditised the visit. Stores became pickup depots, baristas faced ticketing overload, and customer emotional affinity eroded.

Our mandate was ambitious yet precise: redesign the mobile ecosystem not merely as an ordering utility, but as an engine of genuine human warmth, contextual recognition, and elevated coffee craft.

“Efficiency without emotional connection is just a vending machine. We set out to turn digital transactions into memorable hospitality.”

Designing the End-to-End Service Architecture

We mapped over 60 distinct customer journeys across global metropolitan centers, drive-thrus, and suburban flagships. Collaborating directly with in-store partners, product engineering, and executive leadership, we synthesised quantitative analytics with ethnographic observations to uncover the precise hinge points where digital tools could empower, rather than replace, face-to-face interaction.

The final service blueprint integrated digital notifications with physical store wayfinding, allowing customers to receive clear, real-time visual progress without clustering around the bar or interrupting hand-crafted brewing rituals.

Impact & Performance

Transforming global customer connection

By shifting the strategic dialogue from transactional throughput to relational resonance, the redesigned ecosystem unlocked record digital adoption and boosted afternoon visits, proving that convenience and genuine human warmth can mutually thrive at enterprise scale.

From shop to science

A new, healthier way to work, now live in six stores across Japan.

Client Herman Miller

Role Executive Experience Strategy Director

Scope End-to-End Service Architecture, Digital Ecosystem & In-Store Rituals

Herman Miller case study preview — Omnichannel design system bridging digital order flows with physical café barista interactions.

The Context & Strategic Ambition

For decades, Starbucks was celebrated as the quintessential “Third Place”—a welcoming social sanctuary between home and work. However, rapid acceleration toward Mobile Order & Pay, while delivering undeniable transaction efficiency, inadvertently commoditised the visit. Stores became pickup depots, baristas faced ticketing overload, and customer emotional affinity eroded.

Our mandate was ambitious yet precise: redesign the mobile ecosystem not merely as an ordering utility, but as an engine of genuine human warmth, contextual recognition, and elevated coffee craft.

“Efficiency without emotional connection is just a vending machine. We set out to turn digital transactions into memorable hospitality.”

Designing the End-to-End Service Architecture

We mapped over 60 distinct customer journeys across global metropolitan centers, drive-thrus, and suburban flagships. Collaborating directly with in-store partners, product engineering, and executive leadership, we synthesised quantitative analytics with ethnographic observations to uncover the precise hinge points where digital tools could empower, rather than replace, face-to-face interaction.

The final service blueprint integrated digital notifications with physical store wayfinding, allowing customers to receive clear, real-time visual progress without clustering around the bar or interrupting hand-crafted brewing rituals.

Impact & Performance

Transforming global customer connection

By shifting the strategic dialogue from transactional throughput to relational resonance, the redesigned ecosystem unlocked record digital adoption and boosted afternoon visits, proving that convenience and genuine human warmth can mutually thrive at enterprise scale.

Helping 90m travellers find their way

A smart travel companion for the world's busiest airport.

Client Dubai Airports

Role Executive Experience Strategy Director

Scope End-to-End Service Architecture, Digital Ecosystem & In-Store Rituals

Dubai Airports case study preview — Omnichannel design system bridging digital order flows with physical café barista interactions.

The Context & Strategic Ambition

For decades, Starbucks was celebrated as the quintessential “Third Place”—a welcoming social sanctuary between home and work. However, rapid acceleration toward Mobile Order & Pay, while delivering undeniable transaction efficiency, inadvertently commoditised the visit. Stores became pickup depots, baristas faced ticketing overload, and customer emotional affinity eroded.

Our mandate was ambitious yet precise: redesign the mobile ecosystem not merely as an ordering utility, but as an engine of genuine human warmth, contextual recognition, and elevated coffee craft.

“Efficiency without emotional connection is just a vending machine. We set out to turn digital transactions into memorable hospitality.”

Designing the End-to-End Service Architecture

We mapped over 60 distinct customer journeys across global metropolitan centers, drive-thrus, and suburban flagships. Collaborating directly with in-store partners, product engineering, and executive leadership, we synthesised quantitative analytics with ethnographic observations to uncover the precise hinge points where digital tools could empower, rather than replace, face-to-face interaction.

The final service blueprint integrated digital notifications with physical store wayfinding, allowing customers to receive clear, real-time visual progress without clustering around the bar or interrupting hand-crafted brewing rituals.

Impact & Performance

Transforming global customer connection

By shifting the strategic dialogue from transactional throughput to relational resonance, the redesigned ecosystem unlocked record digital adoption and boosted afternoon visits, proving that convenience and genuine human warmth can mutually thrive at enterprise scale.

Hello, I'm Stephen Pill.

My approach

Research and insight

Strategy and proposition

Design

Testing and refinement

Projects

Creating places that feel

The store that goes to its customers

From devices to ecosystem

Making each hotel feel unique online

From shop to science

Helping 90m travellers find their way

Let's talk