【 Design Research 】Coffee Drinking Experience in Local Coffee Shops

PROCESS BOOK

Coffee Drinking Experience at coffee shops in Savannah, GA

732 - Facilitating Creative Thinking | SCAD | Winter 2019 | Professor Peter Bartlett

Alan Liu | Asawer Ahyad | Chao-Lung Cheng

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Table of Contents 1.

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Who we are Concept Development Project Description Umbrella Question Stakeholders Map Gantt Chart Secondary Research Primary Research

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Stakeholders Map Gantt Chart Secondary Research Primary Research SWOT Analysis 2 Ă— 2 Matrix Challenge Statement Who to Contact Workshop Affinitizing Design Framework

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Alan Liu Taipei, Taiwan MFA Design Management

We are..

Asawer Ahyad Jeddah, Saudi Arabia MA Design Management

Chao-Lung Cheng Taipei, Taiwan MFA Industrial Design

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Concept Development - Why we chose the subject At the beginning, we selected 3 groups to deeply understand their experience and to see how we could help and find out where the pain points are, which is also an opportunity for us to solve.

In the end, we decided to choose Coffee Drinkers based on several factors: value, originality, and accessibility.

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Project Description We initially found out the top three active non-designers groups in Savannah, GA. During our brainstorming, we decided to focus on coffee drinkers based on value, original, opportunities, and accessibility.

In addition, we knew the coffee culture is one of the most important elements for the Savannah local community and even a lot of tourists come here for historical coffee shops so we started to do secondary research and explored the problems and opportunities. Furthermore, we proposed our umbrella question and challenge statement to clarify our propose.

Therefore, we are going to host a workshop to discover the insights and the best solutions for improving coffee drinking experience in local coffee shops. Finally, we are going to create a process book and a video about the whole process of creative thinking.

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Umbrella Question How might we use design thinking to improve coffee drinking experience in coffee shops in Savannah, GA? What’s their coffee drinking experience?

What do they do in coffee shops?

How do they feel in coffee shops?

How do they enjoy the coffee?

Why they drink coffee?

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Shareholders Property Owners

Farmers Coffee roasters

Collaborator

Stakeholders Map Stakeholders include three parts: Managers,Suppliers, and Supporters.

To understand coffee market stakeholders map and to see who has a connection.

Employees Artists /interior designers Employees Lawyers

Owners /Managers

Coffee Drinkers

Furniture company

Suppliers

Bakery Equipment Manufacturers

Supporters

KOL

Social Media Uber eat Tourism Government Local communities Journals tripadvisor Latte Food competitions bloggers 7

Week 1

Week 2

Week 3

Week 4

Week 5

Jan 7-13

Jan 14-20

Jan 21-27

Jan 28 - Feb 3

Feb 4-10

Brainstorming

Peer Feedback

Project Activities

Finalize and Submit Final Project Plan

Facilitate and document Warm-Up activity

Group Selection

Ideation

Problem Statement Midterm Presentation

Secondary Research

Gantt Chart

Problem Definition

Challenge Statement

Week 6

Week 7

Week 8

Week 9

Feb 11-17

Feb 18-24

Feb 25-31

Mar 1-7

Mar 8-16

Progress Review

Complete Peer Feedback

Analyzation

Prepare Final Presentation

Final Presentation

Workshop Day

Storytelling Workshop Day

Week 10

Process Book

What do people do at the coffee shop?

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Secondary Research Coffee market/ Savannah Local coffee shops/ Customer experience/ customer behaviors

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44 % of people

drink at least 2 to 3 cups of coffee daily in the United States.

Statista.com, 2017

Secondary Research 11

More than 60% of people purchase coffee at their working places or local independent coffee shops.

Denis Canty, 2016

Secondary Research 12

Quality of coffee is the most important factor that contributes a positive experience while at a coffee shop.

Barista Magazine, 2018

Secondary Research 13

The outview of coffee shops in Savannah Baohua Zheng, 2018

Secondary Research 14

Top three factors why people stay at the coffee shop in Savannah are working, drinking coffee, and socializing.

Baohua Zheng, 2018

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People -The person they bring -What I dress -Knowing employees

Coffee Drinkers Experience at local shops in Savannah Baohua Zheng, 2018

Stories -Celebrating -Being mindful -Friends/ lovers

Environment -Finding quiet space -Wanting more seats -Smell of coffee

Checking the social media about the coffee shops

Enjoying the decorations at the coffee shops 16

Primary Research Customer Experience/ Behaviors/ Needs/ Feeling/ Future Imagination ( 3 Interviewees ) ( 33 Responses from Online Survey)

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Interview Questions Behaviors

Feeling

Experience

How long have you been drinking coffee?

How often do you drink coffee?

Why do you drink coffee?

Where do you drink coffee usually?

What’s your drinking coffee experience?

What’s problem do you meet when you drinking coffee?

Do you usually take out or drink inside?

Do you like to drink coffee at coffee shop or at home?

Why do you like drink coffee at coffee shop/ at home?

Can you taste the different types of coffee?

What type of coffee you usually order?

What type of coffee you like?

What do you think quality of coffee for you?

What do usually you do in coffee shops?

How do you feel in coffee shops?

How do you enjoy the coffee?

What do you think people drink coffee for?

What’s coffee meaning for you?

What do you think why people go to coffee shop?

What’s different between chain store coffee and local coffee shop?

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Interview 1

“ I went to coffee shops because I needed to work and the stimulating atmosphere made me concentrate. ”

John V. Occupation: SCAD industrial design student Age: 28 years old Hobbies: Basketball, drinking coffee, and sketching

How long have you been drinking coffee?

12 maybe younger. My parents always drink coffee so I think when I was a kid probably tried coffee. I thought it was kind of cool Start drinking coffee regularly probably in my middle school.

How often do you drink coffee? 2 cups of coffee a day Why do you drink coffee? Like taste. I can tell it is fresh or not (I drink black coffee) Where do you drink coffee usually? Made at Home What’s your drinking coffee experience? Pour over/ Aeropress(Quick and stronger) What’s problem do you meet when you drinking coffee?

Running out beans/ When I was working in the coffee shop, I feel I need to buy a cup of coffee or food for staying longer Do you usually take out or drink inside?

If I go to coffee shop, I will do something inside.

Do you like to drink coffee at coffee shop or at home?

I go to coffee shop twice a week. I only buy coffee in coffee shop because I need to work.

And, the stimulating atmosphere make me concentrate.

Why do you like drink coffee at coffee shop/ at home?

It is easy to make coffee at home in the morning and cheaper but if I need to work I will go to coffee shop.

Can you taste the different types of coffee? Fresh or not, I can’t taste different beans.

What type of coffee you usually order? black coffee What type of coffee you like? black coffee What do you think quality of coffee for you? black coffee What do usually you do in coffee shops? Working, activities,and meeting with friends How do you feel in coffee shops? Make me concentrate How do you enjoy the coffee? Feel relaxed when working.

What do you think people drink coffee for? Social experience and fancy social status factor What’s coffee meaning for you? Comfortable, warm, relaxing What do you think why people go to coffee shop?

Talk to friends/ Social experience.

What’s different between chain store coffee and local coffee shop?

Sometimes local coffee shop a bit cheaper and atmosphere is better and feel culture.

People talk too loud.

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Interview 2

Ali Occupation: SCAD Film and TV student Age: 23 years old Hobbies: Cooking, editing my own movies

“Drinking coffee me means taking a break from everything in my life” How long have you been drinking coffee?

3 years, actually i realize that when i come to US How often do you drink coffee? One cup in the morning, then at night i prefer to take break from my classwork by having another cup of coffee Why do you drink coffee? It’s make me relax Where do you drink coffee usually? Mostly at home What’s your drinking coffee experience? Black coffee What’s problem do you meet when you drinking coffee?

I feel untrust when i drink non- starbucks coffee Do you usually take out or drink inside?

Both, at my home, and on my way to class Do you like to drink coffee at coffee shop or at home?

I do drinking coffee at coffee shop rarely Why do you like drink coffee at coffee shop/ at home?

At my home it’s free! I just walk into leasing office at the place where i live and take it free Can you taste the different types of coffee? Not that much, but some time yeah i can make some judging What type of coffee you usually order? Latte coffee What type of coffee you like? Latte coffee What do you think quality of coffee for you? teast What do usually you do in coffee shops? I meet my team work, i am not fan of coffee shops How do you feel in coffee shops? Socialize How do you enjoy the coffee? Drinking my coffee front of my laptop when no one around me!

What do you think people drink coffee for? Habit, relax What’s coffee meaning for you? Relax, personal time What do you think why people go to coffee shop?

Meeting, dating, lonlyless What’s different between chain store coffee and local coffee shop?

I prefer starbuck more, it’s a known brand!

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Interview 3

Ben Occupation: SCAD industrial design student Age: 25 years old Hobbies: gaming and sketching

“ I like green tea more than coffee actually.

I usually went to coffee shops for doing homework or meeting with friends. ” How long have you been drinking coffee?

Yes, I usually drink coffee in the morning. The first time I drink coffee was in high school. I think green tea is better than coffee.

How often do you drink coffee? 2-3 cups of coffee a week.

Why do you drink coffee? Sometimes I feel tired.

Where do you drink coffee usually? Starbucks What’s your drinking coffee experience? Sweet coffee What’s problem do you meet when you drinking coffee? No Do you usually take out or drink inside?

Take out. Sometime meet friends at coffee shops Do you like to drink coffee at coffee shop or at home? Maybe at coffee shops Why do you like drink coffee at coffee shop/ at home? Meet friends and socialize Can you taste the different types of coffee? No. Only with milk or sweet What type of coffee you usually order? Latte What type of coffee you like? Latte What do you think quality of coffee for you? Not sure What do usually you do in coffee shops? Do homeworks or talk to friends.

How do you feel in coffee shops? Not lonely.

How do you enjoy the coffee? Just let me wake up What do you think people drink coffee for? Daily drinkers What’s coffee meaning for you? No meaning What do you think why people go to coffee shop? Work at coffee shops and relax What’s different between chain store coffee and local coffee shop? The brand

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Online Survey

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Describe your time at the local coffee shop; that might be relaxed, flow, self-reflection, etc

-Study & work -Small space -Chill -Relaxed

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Key Insights Local coffee shop experience is not only related to the quality of coffee but also includes a lot of social and environmental factors. A lot of people stay in the coffee shop because they need a perfect place to work. How to offer a place to satisfy various customer needs and making them enjoy the environment are crucial points to improve the coffee drinking experience in local coffee shops.

In addition, many coffee shops are trying to build belonging and more emotional connections with customers. Fostering loyalty of customers is one of the crucial elements to influence the second purchase.

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SWOT Analysis Strengths Belonging Proximity Improve neighborhoods Socialization Safety 24hours Multipurpose spaces Everyone welcome Customized drinks/ food

Opportunities Make new connections Longer hours Better workspace Reservable space Memberships Growth of coffee market

Weaknesses Must purchase something Not open 24 hours Few power outlets Crowded Too loud Hard to concentrate Not all allow pets Hard to park Slow internet

Threats At home coffee Libraries Restaurant Limited transaction types

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2 Ă— 2 Matrix

Multi-purpose

Low end

High end

It’s still not too many local coffee shops to have multi-purpose spaces for customers

Specialist

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Challenge Statement Coffee drinking has dominated the various activities of locals. A lot of people need a cup of coffee when they wake up in the morning.

When we start to observe our daily life we noticed that many people start at the near coffee shop. They work, drink coffee, and socialize at coffee shops. There are still many problems with local coffee shop experience, such as waiting time, limited working place, and loud noises, etc. Since knowing these facts, we want to uncover the problems coffee drinkers encounter at the local shops in Savannah through workshop activity. Moreover, we are interested to improve the coffee drinking experience by defining key insights.

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Creative Workshop 5 participants (non-designers) 3pm, Feb 15th @ The Foundery Coffee Pub Our workshop includes three activities:

Map your user journey (Warm-up Activity) Collage Activity Hopes - Fears - Dreams Activity

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Creative Workshop

Who to Contact Participants: Experts Daily Coffee Drinkers Infrequent Coffee Drinkers Non Coffee Drinkers

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Map your user journey (Warm-up Activity)

Collage Activity

Hopes - Fears - Dreams Activity

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Map your user journey: (Warm-up Activity) By illustrating their user journey, it will recall their memory of process of purchasing coffee at local coffee shop and navigate them to point out their problem during the process.

Collage Activity: Through collage process, they integrate the various experiences by different pictures from magazine and tell the stories about their personal experience. We are going to uncover problems and identify any potential opportunity.

Hopes - Fears - Dreams Activity: Through the found out pain points and their imagination, we are exploring their hopes and dreams for better coffee drinking experience and trying to figure out the best solutions for their fears. Creative workshop is one of the most important tools in design processes to deeply and comprehensively understand customer needs.

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Back up Activities What is the coffee drinking experience for you?

We would require each interviewee to create a collage to tell us the meaning of coffee for them. Then we would ask them to make a short presentation to tell us about their collages. Then, they create their ideation persona that are based on their meanings of coffee.

Requirement: Magazines, Tools, and Boards.

Match countries and flavors According to the local shop, Blend, they have at least 6 coffee bean flavors witch let customers choose from, which are Guatemala, Colombia, Brazil, Puerto Rico, Ethiopia, and Sumatra. If people really enjoy the experience of drinking coffee in coffee shops, they should tell the differences of each coffee. This activity will provide six different cups of coffee to interviewees, and then ask them to match each one into the right country and the right flavor.

Requirement: Cards, Six different flavor of coffee

What is the popular drink in Starbucks?

We believe that almost everyone had Starbucks before. Are they familiar to starbucks coffee or not? Do they know how many coffee options they have? What is the popular drink in Starbucks?

Requirement: Cards

Gule your future coffee cup What is your dream coffee cup? Use your hands to make one! We will provide glues and coffee beans to interviewees, and they have to glue a coffee cup. After that, they can bring their art pieces back home.

Requirement: Glue, Coffee Beans, Boards

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Guess top 5 coffee producers We all know that lots of countries produce coffee beans, but what are the Top 5 Coffee Producers in the world. We will list 10 countries first and then let interviewees to guess which country is the top 5.

Requirement: Cards

Drink and guess coffee We will provide several kinds of coffee for interviewees to let them guess what is the the name of these coffee.

Requirement: Cards and coffee

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Workshop - Preparation/setting

@ The Foundery Coffee Pub

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Workshop - Map your user journey

Recall their memory and understand their personal habits

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Workshop - Collage Activity

Listen their stories and draw the feeling at that moment

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Workshop - Hopes -Fears -Dreams Activity

Uncover the problems they met and imagine the future

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Affinitizing

In-Depth Interview

Online Survey Creative Workshop

Secondary Research 39

The Key Insights

My Ideal Coffee Drinking Experience in Coffee Shops in Savannah, GA Local Coffee Shop Experience creates a sense of belonging because it makes me feel at home and is actively satisfied with what I desire.

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Belonging More and more people go to coffee shops because they need to work, study, or meet with friends. Most people point out that they still meet a lot of problems when they are drinking coffee in the coffee shops. they not only consider the quality of coffee but also take the environment into accounts such as window seats, comfortable chairs, clean spaces, attractive decorations, friendly baristas, and even background music because the experience of service is systemic and comprehensive.

The ideal coffee drinking experience must create a sense of belonging.

Customers desire to have customized working spaces just like “at home” because it would have a warm and relaxing atmosphere, and even they could have ceramic coffee cup instead of paper ones. Furthermore, they don’t need to specially find spots and they can feel comfortable to do anything in the environment. For example, they don’t get stressed on how long they could stay in coffee shops as are they buying the cup of coffee and don’t worry about whether their stuff will be stolen or other security issues.

Overall, the coffee drinking experience is not just related to consuming a beverage nowadays. The core service is inclusive and fully empathetic for customers because it provides a user-friendly environment for customers, and they can easily interact with each other without barriers when they are drinking coffee. The service will encourage customers to explore different cultures and actively to care about others’ feelings to avoid being too noisy. The service can entirely improve the customers’ drinking coffee experience in the local coffee shop.

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Attractive The service must be attractive because there are a lot of factors to attract people to go into coffee shops and buy cups of coffee such as well-designed interior decoration, shiny window seats, smell of coffee, friendly employees, and even the fancy feeling showing social status.

In addition, many people choose coffee shop based on the suggestions from their friends or online customer reviews. Some people would like to join in cultural events or language learning opportunities in local coffee shops.

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Reachable The service must be reachable for customers and let them feel convenient all the time. For example, customers would like to purchase a cup of coffee near their working or living place and they are tired of the waiting process to order coffee. Moreover, the service should provide a convenient and efficient environment for customers to easily find power outlets or wifi connection so that they can keep concentrating on their works at the coffee shops.

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Noiseless The service must avoid to let customers feel too noisy or feel uncomfortable with the environment because of any extra voice. Furthermore, background music is one of the most important elements to influence people to stay at coffee shops.

Therefore, the noiseless service would avoid customers to be bothered.

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Quality The service must concern about the quality of coffee, so customers can taste the difference. Good quality makes the experience at the coffee shop improved and people start to recognize the taste of coffee, especially in the local coffee shop because the people are not familiar with local coffee beans. Additionally, the quality should reach the cups of coffee.

Most people enjoy the warm feeling of touching the ceramic cup of coffee, they feel like drinking coffee at the home.

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Intellectual The service must be intellectual because it should understand various customers preferences and automatically match the requirements. For example, some customers like black coffee, some customers like cream and sugar in the coffee, and some others only stick to one flavor of coffee. The auto-customized service should also systematically apply to entire touch points with customers including food, pastry, the weight of coffee cup, the temperature of coffee, background music and even parking space.

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Affordable Comparing to home-made coffee, people want the whole cost of coffee to be affordable at the local coffee shops in Savannah. The price not only needs to be affordable but also could make them feel worthy to stay at the coffee shop with enjoyable or stimulating atmosphere and extra cultural inspiration.

Simple

Reliable

The service must be very simple for customers because most of them hope they can get their coffee quickly and relax. For example, some customers feel the menu is too long and has too many choices because they usually drink the same flavors of coffee so they don’t need other choices. The long and complex menu makes them really confused all the time.

The service must be reliable for people.

People believe the brand is the first factor of coffee shop experience. For the local coffee shops, trust means the coffee resource and service in the coffee shop.

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Easy

Socialized

The service must be an easy and clear order process at the local coffee shops in Savannah. People always get confused that they should order first or find a table first. In addition, some customers feel they don’t want to wait in line when they ready to take out. They need a more convenient service, such as a drive-thru.

The service must be socialized. The coffee makes people come to gather, hanging out for hours and make the first date nice. People believe that communication promotes and expand networking also, improve their personal skills. On the other hand, some people prefer to spend time in a coffee shop just to be with others even they are not talking, they feeling inspiring by others.

Encouraging The service must be encouraging, making people motivated and focused on their school tasks. People at the coffee shop like to spend the time in front of their laptop; they feel the coffee shop like a public office.

Also, the service should help the customers by providing a space for hosting a workshop or doing a business meeting. Coffee shops become a partner with success.

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A Cup of Future

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THANK YOU!

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References https://www.statista.com/chart/14087/the-price-of-a-cup-of-coffee-worldwide/ http://blogs.reuters.com/data-dive/2014/11/28/tis-the-season-to-caffeinate/ https://www.visualcapitalist.com/latte-index-currencies/latte-index-full/ https://visual.ly/community/Infographics/food/consumption-coffee-around-world https://handground.com/grind/6-coffee-shop-marketing-strategies-that-cost-less-than-100-a-month https://www.slideshare.net/asiaplus_inc/survey-about-coffee-shop-preference-in-vn https://dcantyux.wordpress.com/2016/11/16/user-research-survey-data-is-in/ https://handground.com/grind/how-customers-and-coffee-shops-define-quality-differently https://www.fourthestatecoffee.com/best-espresso-machine/ https://www.panorama.com.ve/bellezaysalud/Estudio-senala-que-la-cafeina-de-cuatro-tazas-de-cafe-protegeria-el-coraz on-20180625-0066.html 51

Kim, Soon-Ho, and Seonjeong (. Lee. "Promoting Customers’ Involvement with Service Brands: Evidence from Coffee Shop Customers." Journal of Services Marketing, vol. 31, no. 7, 2017, pp. 733-744 https://www.tripsavvy.com/roasted-coffee-is-good-quality-1328958 https://www.thrillist.com/drink/nation/what-are-people-working-on-in-coffee-shops# Photo by Roman Kraft on Unsplash https://baohuazheng.com/the-culture-of-coffee-shops-in-savannah http://www.mariadelavega.com/projects/savannah-coffee https://www.foxyloxycafe.com/ https://www.facebook.com/graysreefsanctuary/ https://www.facebook.com/hennypennycafesav/ https://angel.co/perc-coffee/jobs https://www.thecoffeefox.com/ http://blendsacoffeeboutique.com/ http://www.artitudesdesign.com/starbucks-logo-story/

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