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COFFEE EXPERIENCE

INITIAL STEPS

PROJECT BRIEFOVERVIEW: To educate PERC’s customers on the intricacies of coffee

through their pop-up, pour-over experience

MISSION/VISION/GOALS

GOALS: To stimulate a better coffee experienceTo create a more engaging pop-up experience To educate the public about coffee: its origin, processing, and brewing process To promote the “European” coffee culture

MISSION: To provide Perc with tools and deliverables to improve the coffee pour-over experience

VISION: To promote and educate the public about the culture of slow coffeeTo attract potential customers and increase brand loyalty

VIDEO SYNOPSIS

RESEARCH

IN-CLASS PROTOTYPE

IN-CLASS PROTOTYPE INSIGHTSWe found things got too hectic when we tired to simulate purchasing.

We were more engaged while we were interacting with the coffee.

Visual aids should help customers catch up if they come into the experience late.

We didn’t follow any guides of where to stand.

We liked having a takeaway affixed to the cup.

The barista should wait to hand cups out until the coffee is ready.

FIRST PROTOTYPE

FIRST PROTOTYPE

FIRST PROTOTYPE INSIGHTS

Visual aid should be easily and quickly understandable

Visual aid should be conveniently placed

Barista needs more efficient counter space and storage

Takeaway should be more attactive and useful

SECOND PROTOTYPE

SECOND PROTOTYPE

SECOND PROTOTYPE INSIGHTS

A checklist should be within the design to ensure the PERC employee remembers everything

Keeping the water boiled at all times sped up the process

The front of the booth has too much real estate and feel empty

Customers were confused as to whether the experience was about the pour-over process or PERC’s story

The employee has to manage their time

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FINAL SOLUTIONS

PORTABLE KITMAXIMIZING EFFICIENCY | FORM MEETS FUNCTION

CHALKBOARD GRAPHICS: The graphics should be versatile and easily changed

“CLEVER STORAGE”: Items should have a designated spot that stays the same through storage, transport, and service delivery.

The items listed on the provided checklist should fit within the design.

PORTABILITY: The design should be as portable as possible.

When not in use, the design should take up as little space as possible. When in use, the design should create an inviting, significant space

ACCESSIBILITY: When in use, the design should offer a maximum amount of space for the PERC employee to perform their tasks.

Handouts and other takeaways should be easily seen and taken.

ITEM CHECKLIST

INSIGHT: There should be a refinement of time-management from start to finish.

INSIGHT: Client asked for this because they are constantly missing items needed to give the full experience.

PERC employees sometimes forget items they need to perform the experience.

EMPLOYEE ACTION | MAINTAINING COMPOSURE | CUSTOMER PERCEPTION

CHALKBOARD MAPFACT: People pay attention only to salient cues (usually just color and size) and attention is selective.

INSIGHT: PERC would like to emphasize the coffee’s origin within the experience.

INSIGHT: It was hard for customers to see the signage when it was near the bottom of the booth.

INSIGHT: The map should be a very conspicuous graphic element to the experience.

The map should also act as a tool to attract customers to the experience.

VISUAL BACKDROP | EXPERIENCE IMMERSION

SAMPLE JAR

FACT: Smells evoke emotions and memories.

INSIGHT: Customers felt their experience started when they smelled the coffee samples.

FEEDBACK: People thought the experience officially started with this interaction.

SENSORY AWARENESS | OLFACTORY BRANDING

Customers were most engaged in the experience while they were smelling the coffee.

CUP SLEEVE

FACT: Sustained attention lasts about 10 minutes, and people process information better in bite-sized chunks. One mistake that designers make is giving too much information all at once.

INSIGHT: : Customers were not inclined to take handout if they were not handed to them.

SHARING THE PROCESS | NOVEL EDUCATION

Customers paid more attention to information delivered on the cup sleeves than on the handout.

HANDOUT

FACT: 70% of buying experiences are based on how the customer feels they are being treated.

INSIGHT: Customers were not inclined to take handout if they were not handed to them.

INSIGHT: The handouts must offer the right information to entice customers to take them.

CUSTOMER SATISFACTION

The handouts should offer the option to buy coffee without selling.

THANK YOU