LMS Lessons from Starbucks: Comfort Drives Engagement

September is here, at last. And this means a few things: 1) There will be a sharp uptick in Spotify streams of this Earth, Wind & Fire classic; 2) There will be a similar uptick in people realizing that Earth, Wind & Fire are not, in fact, fans of the Oxford comma; and 3) the Pumpkin Spice Latte (PSL for those in the know) is back! America’s favorite fall beverage makes an annual appearance on our blog, and 2024 is no exception. This year, we’re looking at the environment in which so many PSLs are ordered and enjoyed: the Starbucks café, itself.

In 1989, sociologist Ray Oldenburg coined the term “Third Place” to describe a welcoming public space that isn’t home (the “First Place”) or work (the “Second Place”). The “Third Place” is where people gather to relax, connect, and build a sense of community. Starbucks has mastered this concept, creating spaces where customers not only enjoy PSL, but also feel comfortable meeting with friends, studying, or simply unwinding. Starbucks knows that the longer people stay in their cafes, the more likely they are to buy things—it’s in their best interest to make these spaces familiar, welcoming, and comfortable. The same idea can (and should) apply to higher education’s digital spaces. An LMS—much like a well-designed café—shouldn’t just be a transactional space to grab what you need and leave. Instead, it should be a familiar, inviting place where students want to spend time, interact with course materials, and engage with their peers. When an LMS feels like a "Third Place," students will be more likely to log in, participate, and ultimately, learn more.

Consistency—A Seamless Experience Across All Courses

One of Starbucks' greatest strengths in creating a successful "Third Space" is consistency. Whether you’re in Tokyo or Toronto, you know exactly what to expect when you walk into a Starbucks: familiar drinks, an easily navigable layout and experience, and, if it’s fall, a pumpkin spice latte. This predictability builds trust and ensures that customers feel at ease no matter where they are.

Similarly, consistency in an LMS design is critical to student success. A well-structured LMS should offer a uniform interface across all courses, making it easy for students to know where to find resources, assignments, and grades. Just like you don’t want to walk into a Starbucks only to find out that at this particular location, you order via swim-up bar; students shouldn’t have to learn a brand new LMS navigation with every course. By standardizing the LMS layout, institutions can reduce student frustration, allowing them to focus on their education instead of struggling with technology.

Accessibility—Welcoming Everyone In

Starbucks succeeds as a "Third Space" because it is designed to be welcoming and accessible to everyone. The seating is comfortable, the Wi-Fi is fast, the lighting is just right. They have also launched an initiative focused on making sure that their stores are accessible and optimized for customers and employees with disabilities. It’s a space where anyone—whether they’re sipping a coffee for five minutes or working for five hours—can feel at home.

Similarly, an LMS must prioritize accessibility, offering all students—regardless of ability or learning style—a smooth and equitable experience. This means going beyond basic compliance: compatibility with screen readers, captions for videos, alternative formats for materials, and mobile-friendly interfaces should be the norm, not the exception. And it’s not just about accommodating disabilities—accessibility features improve the learning experience for everyone. After all, we all benefit from subtitles and curb cuts.

Familiarity—Building a Shared Language

Part of the genius of Starbucks is how it has created its own culture with a shared language. When you order a “venti,” you know that your drink will be 20 oz. If you ask for your latte “extra hot,” it will be 180 degrees Fahrenheit when you receive it. You are tapping into Starbucks’s standardized system implemented across its stores, worldwide. This shared language streamlines the experience and builds a sense of belonging among Starbucks customers.

In an LMS, a shared language is equally important. Terminology within the system should be clear and consistent across all courses. Standardized labels for sections like “Assignments,” “Modules,” and “Discussion Boards” cut confusion and ensure that students know what to expect every time they log in. Much like Starbucks' consistent vocabulary ensures that customers don’t need to re-learn how to order their favorite drink, an LMS that uses consistent language helps students navigate the system more easily, leading to higher engagement and fewer frustrations.

Community—A Place to Engage and Connect

Starbucks’ “Third Space” isn’t just about coffee; it’s about community. It’s a place where people can come together to work, socialize, or relax. The layout encourages conversation, and the environment fosters connection. Whether it’s a group study session, a casual meetup, or a remote workday, Starbucks facilitates interaction.

A good LMS can do this too. It shouldn’t just be a tool for delivering course content; it can be a virtual gathering place for students to engage with each other and their instructors. Discussion boards, peer feedback systems, and group project tools can transform an LMS from a static platform into a bustling learning community. A thoughtful LMS should encourage collaboration and connection, turning learning into a shared experience rather than an isolated task.

Flexibility—Customization for the Perfect Experience

At Starbucks, personalization is key. Your name is literally written on your cup. You can customize your drink to fit your exact preferences—whether you want your PSL with extra foam, oat milk, or an extra shot of espresso. This flexibility is part of what keeps customers coming back: they know they can get exactly what they want.

An LMS should, similarly, let students tweak their learning experience to suit their personal preferences and needs. From customizing dashboard layouts to choosing how they consume content (videos, readings, interactive exercises), students should have the tools to make their LMS experience as smooth and personalized as possible. Allowing students to pick notification preferences, adjust color schemes, and access materials offline means they can learn how, when, and where they want.

Starbucks understands that a well-designed environment sets them apart from competitors. Coffee is ubiquitous in our society—you can get it at any gas station, break room, or lobby. But Starbucks has carved out a niche as a cool place for their customers to hang out, increasing the likelihood they’ll make more purchases and become repeat visitors. Comfortable, functional, and welcoming spaces aren’t just nice to have; they’re smart business. Higher education institutions are competing in a crowded market, too. The number of online learning platforms and educational resources grows every day. What sets one institution apart from another isn’t just the content they provide, but the experience they create.

Just like Starbucks is more than just its coffee, and an LMS should be more than just a tool to deliver course content. It should be designed to engage students, encourage them to stay, and foster a sense of connection. A well-designed platform doesn’t just support education—it enhances it by making students feel like they belong. In the end, it’s not just about the Pumpkin Spice Latte, but how you make people feel while they’re drinking it.