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Project: Coffee shopBy: Jintanat JintasawaengClass: Experience Design | RMCADDate: 10 Jan - 14 Feb 2013Instructor: Julia Pallicciaro
Detail: This demonstrates a creative process for understandingthe area and the needs of the people who live in that area sothat my design can support a potential business.
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Research
Neighborhood Exploration
Interview
Personas
Personas Story
Interaction
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TABLE OF CONTENTSTABLE OF CONTENTS
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HEARTH HAS TWO IMPORTANT MEANINGS
THAT PRESENT MY COFFEE SHOP VERY WELL.
MY COFFEE SHOP FOCUS ON THE FEELINGOF WARMTH OF A FAMILY THAT THE WORD
HEARTH HAS HEART IN THE. HEARTH
ALSO GIVES THE FEELING OF WARMTH.
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RESEARCHThis is the rst thing I did in the process. I went to the threecoffee shops to get an idea of a coffee shop. This help edme think about what is bad, what is good, and what coffeeshops need to have in common. Then I brought it to use formy coffee shop.
RESEARCH
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Patrons:
every age, neighbours, convenient
Atmosphere:Overcrowded. There are too many people,but small tables and trees againt windows
inside the shop seem to give a little personalspace.
Web Presence:
http://www.pabloscoffee.com/. Thereare too many pictures, which looks very
messy. There is good information onthe website. I like when they have newsabout the shop. This is a good way tocreate a good relationship between theshop and customers. Their writting is in aconversation style, which is good because
this make customers feel like they are a partof this community. Like a friend tellls a friendstories.
Community Involvement:The shop has been open for a long time plus
it is on a main street. People come here alot and it is good that they have their ownparking lot.
PABLOS CAFELocation:main street
Product:- cups, coffee, T-shirts,- breakfast. However, this is not in
the menu. I think they might needto have a black board to write a dailymenu.
Brand:No indentity between website and the actual
shop.
Customer Service:Friendly. Employees seem to remember theircustomers. This is good because this makescustomers feel important.
Physical Layout:Small tables were set very closely. There is very
little space for people to walk.
Complimentary Service:- No wi- Parking lot is available
- postcards that tell the story aboutthe shop.
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Location:main street
Product:cups, coffee, breakfast, bread, desserts
Brand:Combining three businesses together:
bicycles, beer, and coffee.
Customer Service:They are nice
Physical Layout:Big tables. This gives people a lot ofspace.
Patrons:Age between 18-30, locals, foot-trafc,commuter-trafc
Complimentary Service:- Wi available- free teaching how to x your bike
Atmosphere:Not a lot of trees. Too much free spaceand this makes me feeluncomfortable.
Web Presence:www.denverbicyclecafe.com/The site is easy to read. There is enoughinformation that tells who they are, wherethey are located, and their events. How-ever, the site is notinteresting at all. It looks so boring like anacademic article on some website.
Community Involvement:There are a lot of people who ride a bikearound this area. I think the shop suitsthis area very well.
DENVERBICYCLECAFE
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Location:In a neighborhood, which is hard for other people
to know the shop, and it is very quiet during theday because people have to go to work.
Web Presence:http://www.drinkblackeye.com/This website looks very good. Colors and typeface
were designed perfectly. However, there is toolittle information. I also got nothing from the site.
It might be because they just opened the shop,there are no events or news about them at all. Thismakes it hard for customers to feel and understandthe shop.
Community Involvement:The shop is in a vintage style, which suits the oldneighborhood.
Brand:
Interior, products, decorations, and web design areall in the same style. Indenity, unique and perfect.
Customer Service:They look nice and clean
Complimentary Service:
Wi and plugs are available
Product: small business products such as soap, noodles,
and soup. This makes the coffee shop seemunique more than anywhere else. Morever,theseproducts match with the interior very well.Selling products and at the same time using theproducts to decorate the shop
coffee, tea, vegetables Not a lof of choices for dessert. That might bebecause the shop doesnt have a lot of
customers yet. Desserts cannot stay out for toolong. I think for the beginning, they might needto have a dessert like a cookie because it wontgo bad fast like bread. People also have more
choice for their food.
Patrons:locals
Physical Layout:
One main big table and a small table at the back.This looks perfect if they wouldnt expect a lot ofmembers in the future.
Atmosphere:There is not a lot of people in the shop so far.
If I went there alone I would feel uncomfortablebecause its too quiet. However, soft music isvery relaxing.
BLACKEYE
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NEIGHBORHOODEXPLORATIONI went to Washington Park where I was planing to build my
coffee shop. I went to explore the area. In this step I had towalk around and watch people. This helped me feel andunderstand the area and people in the area. Then I broughtthe information to create a character for my coffee shop.
NEIGHBORHOOD
EXPLORATION
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I went to interview six people from the two coffee shopsaround Wash Park. Three of the rst people were from theStarbucks on east Alameda and south Downing Street. Theother three people were from the Wash Perk coffee shop oneast Ohio Ave. This helped me get an idea of what peoplearound here need and how a coffee shop can supporttheir needs.
INTERVIEWINTERVIEW
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1) What are their motives for going there?How often? (Are they a local?)
Paul | male | age around 45
He stops by Starbucks everymorning because it is on his
way to work, but it is just adrive thru. He will come sit
inside just on the weekend.
He likes to read the newspa-
per and uses the wi here. Hedoes not have wi at home,
but has 4G in his phone. Go-ing on the internet is just forfun, not about his job.
He loves Starbucks coffeebecause it is made from good
coffee beans. He loves thetaste of the coffee and the
smell.
He loves the customer service
there. Every employee is nice.Coffee is something for the
morning. Meeting nice peoplein the morning seems to make
a day easier for him.
He wants a bigger parking lotbecause it is hard to nd a
parking space.
2) What activities do they do when there?(Study, write, socialize, etc.)
3) What product offerings and amenities dothey enjoy?
4) What other aspects do they appreciate?
5) What aspects would they change?
STARBUCKS COFFEE
WASH PERK
June female age around 22
She comes to this coffee shop
to wait for her friend. She doesnot live around here, so this is
the rst time she has come tothis Starbucks.
She and her friend have aschool project that they need towork on together. Starbucks isa good place to meet up be-cause they have tables and wi.Moreover, it is ok to sit here fora while, they never complain.
She likes coffee here becauseit tastes pretty good and stable.
She knows that what she or-ders is going to taste the same
every time and everywhere.
She likes that they offer aStarbucks card. Someone
gave her the card for a Christ-mas gift and she can get freecoffee.
It would be better if S tarbuckswould lower their price.
Maximo male age around 35
He drives thru every morningand sometimes goes in forcoffee.
He likes to relax and uses the
wi there.
He likes the coffee Americanobecause it is warm and good.
Regular coffee just makes himgo to the restroom.
He likes cute baristas.
He wants them to lower
prices.
Luke male age around 27
He goes to the park almostevery day after work. How-ever, he comes to this coffee
shop around three times aweek.
He likes to relax at the coffee
shop after exercise becausehe can sit outside and enjoy
the weather.
The shop offers some des-
serts, breakfast (limited), andcoffee. He said coffee is the
same everywhere. He justcame here to relax.
He expects the coffee shop to
have more food options andnot limited offering
He also would like to see apatio bar for night time.
Ginny female age around 65
She goes to a coffee shop
almost every day. Sometimesshe goes to the Starbucks on
Alameda too. She lives hereand she loves her neighbor-
hood so much.
She likes to talk to her neigh-
bors and the coffee shop isa good place where she can
meet and talk to her neighbors.Sometimes she also takes hergrandson with her.
She loves drinking coffee.
Coffee is good, food is good.
Everything is perfect. No need
to be changed.
Kelly female age around 30
She does not live around here.
This is the st time she hascome to this coffee shop. She
usually goes to the starbucksby her house. Today she came
to the park to relax so shestopped by the coffee shop.
She is a writer. She loves to
go to a coffee shop. To seepeople and listen to people
talking helps her to get an ideafor her writing.
She loves drinking coffee. Thetables and wi are the best
thing in coffee shop.
Everyone is nice here.
She did not have any ideas for
the change.
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PERSONASAfter I explored the Wash Park area and talked to s omepeople in the area, I came up with three examples ofpeople and created the personas. The rst one was an oldperson that had lived in the neigborhood for a long time.Second was the business person that came to the coffeeshop for business talk. The last one was the college studentthat came to the coffee shop to study.
PERSONAS
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Age: 60Job: NoneDaily Routine: She lives around hereHobby: reading a book, baking
Pet: 1 cat
Time to go to a coffee shop Morning (5-10am.)
Afternoon (10am.- 3pm.)Evening (3-6pm.)Night (6-9pm.)
She has lived in this neighborhood for more than 40 years. She loves the neighborhood very much because it is very peaceful and it isa nice area. Every evening she will go for a walk at the park. Sometimes she also brings her grandchildren with her because the kidscan eat better at the park. Patty is friendly. She loves to talk with her neighbors when she hangs out at the park. Since she lovesbaking, sometimes she shares the food with the friends next door. Thus, to go to a coffee shop and be able to chat with her neighborsis a good activity for her. Sometimes after the walk with her grandchildren, she takes them to the coffee shop to get some snacks
PATTY Nice and easygoing retiree
doesnt matter matters
Brand Loyalty
drive thru walk in
Convenient
never often
Wi Need
work on device socialize
Activities
0 5
Number of guests
low high
Purchasing power
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Age: 35Job: private practice as architectDaily Routine: on the way to workHobby: listen to music, watch moviesPet: None
Time to go to a coffee shop Morning (5-10am.)
Afternoon (10am.- 3pm.)Evening (3-6pm.)Night (6-9pm.)
Josh works hard for his own business.He wants everything to be perfect so he is picky. The coffee shop is in between his house andhis work place. Sometimes Josh needs to nd a place for business calls and appointments. A coffee shop is one of the best placesfor this. Moreover, Wash Park is a nice area. However, if a coffee shop is close to the park where there are a lot of kids, he would getupset because it is too annoying and too loud for business. A coffee shop needs to have a seat that gives a little privacy for businessconversation. Coffee and food needs to have a good quality and makes his customer complacent.
JOSH Works hard for the best things in life
doesnt matter matters
Brand Loyalty
drive thru walk in
Convenient
never often
Wi Need
work on device socialize
Activities
0 5
Number of guests
low high
Purchasing power
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Age: 22Job: collage student,
part-time at Hobby Lobby
Daily Routine: She lives around hereHobby: partyPet: 1 dog
Time to go to a coffee shop Morning (5-10am.)
Afternoon (10am.- 3pm.)Evening (3-6pm.)Night (6-9pm.)
Jane is a college student. She also works at Hobby Lobby. She is always busy every morning. Jane lives alnoe with her dog. Sheloves to go jogging with her dog at the park after work. Although Jane lives alone, she always has friends come over to her house.She does not like to cook. Thus, to have food around her neighborhood would be good for her. Moreover, she and her friends enjoygames at the coffee shop a lot. She cares about her health and body. So, healthy food might be good for her. Jane is a college stu-dent, wi is something that she really needs.
JANE Funy and love to hang out
doesnt matter matters
Brand Loyalty
drive thru walk in
Convenient
never often
Wi Need
work on device socialize
Activities
0 5
Number of guests
low high
Purchasing power
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I chose Jane, from the three personas, to be the character that
my coffee shop needs to support. I chose Jane because hercharacter seems to be the big group in this area. Then I created
a story about how she interacted with my coffee shop.
A PERSONA IN FOCUS
Jane
Age: 22Job: college student,
part-time at Hobby LobbyDaily Routine: localHobby: partyingPet: 1 dog
Funny and loves to hang out
Personas need
place to hang out
coffee every morning
things to entertain her friends
inspiration for art work
How the service support the personas- delivery program- drinks- patio- dog snacks- private seating- wi- plags
Personas Story
Jane goes jogging almost every day atthe park. One day she sees a sign forthe Hearth coffee shop. After that, shestarts going to the coffee shop because itis close to her house and the shop webpage is easy to access. She also decidesto ll out the delivery form so they candeliver her food every morning.
Jane wakes up Monday morning. Shestill feels sick like yesterday. However,she needs to go to school because shedoes not want to miss the midterm teststoday. She goes to take a shower very
quickly and gets ready to go to school.Someone knocks on her door, and likewhat she thought it was the Coffeedelivery. She grabs the paper bag thathas a sandwich and c offee in it from thedelivery guy and gets into her car. Thedelivery saves her a lot of time everymorning. She does not have to prepare abreakfast, nor stop by somewhere to geta coffee. There is a little note in the bag.Get well soon :) She smiles to the shortsentence on the small piece of paper thatwas full of the feeling of care. Ther e is anote from the coffee shop to her everymorning. It always makes her feel good.It is the same feeling when she goes tothe coffee shop. It is not a coffee shop,but it is a family.
After school, Jane does not go work atHobby Lobby because she feels sick.However, there is a lot of school workfor her to do. She walks to the coffeeshop to get something to eat and doher work. Jane is an art student. To sitat the patio, drinking coffee, and doingsome sketches is a great time for her.Moreover, to look around and see peopledoing their activities gives her ideas forher art.
While she is doing a sketch, she getsa text from her friends that they arecoming. She already forgot that she
invited her friends to come to her houseto do a team project. Yesterday she wastoo tired to clean her room. She decidesto text her friends to meet up at thecoffee shop instead. The coffee shopsemployee helps her move her stuff toa bigger table. The zone is also a littleprivate so she and her friends can do theproject without any distractions such asthe people that walk in and walk out ofthe coffee shop. Josh, one of her friends,brings his sister because his mom is stillat work. While Jane and her friends workon the project, the little sister does notget bored because she is having fun withthe games that the coffee shop offers.
After the long day, Jane decides to gohome. She says bye to everyone at theshop. On the way out, she does not
forget to grab some snacks for her dog.26
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Physical Evidence
User Action
Front StageInteractions
Back StageInteractions
SupportingProcesses
SERVICE BLUEPRINTMenu- hanging sign- daily blackboard
Delivery registration Seat Entertainment
Read menu Registration Find seat
Activities- read newspaper- play game- enjoy music
Drink/eat
Prepare fortomorrow menu
Make sure everything isready to delivery
- Clean the shop- arrange tables
Arrange games,books
Line of interaction
Line of visibility
Line of internal interaction
- want some coffee- want to hang out with friends- want to relax after exercise
Order Pay
Cashier table
Can answer questonsand talk about the dailymenu
explain aboutthe program
suggest seatzones
Show the shelf ofthe magazines andgames
- List menu- design menu create xed menu, xed time
- 9 small tables- 3 middle tables- 1 big table
Shelt
SERVICE BLUEPRINT
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INTERACTIONINTERACTION30 31
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CoffeeCappuccinoEspressoMochaLatteVanilla LatteHot ChocolateMilk
Small
$3.45$3.95$3.50$3.90$3.95$3.25$2.95$1.95
Med
$4.25$4.25$4.00$4.25$4.25$3.95$3.50$2.45
Large
$4.00$4.45$4.20$4.40$4.45$4.45$4.00$2.95
DRINK
MuffinsBagelOnion, garlic, egg pumpernickel, rye, whole wheat, multigrain, cinnamon-raisin, cheese, and blueberry
CroissantsDanishesBiscottiSanwishchicken, egg, ham, tuna, swiss cheese, green pepper,
tomatoes, garlic (choise of 3)
$0.75$1.05
$0.95$0.75$1.25$5.99
BAKE
NameAddressDate
DELIVERY FORMNotes: we delivery only 5 blocks around the Hearth coffee shop from 5 - 7A.M.
DRINK
BAKE DELIVERY
FORM
HEARTHCOFFEE SHOP
The
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JINTANAT JINTASAWAENG