Research of Coffee Stores in Koregaon Park in Pune
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index Design thinking …………………………………… pag 3 Our backgroung …………………………………… pag 7 Process ………………………………………….. Pag 8 Conclusions ……………………………………….. Pag 14 Contact …..……………………………………….. Pag 15 Empathy Map per coffee store Customer Jouney Map per coffee store Analysis of each touchpoint Solutions for each touchpoint 2
What is the Design Thinking? The Design Thinking is a process to innovate a product or a service, but in a base way it could be helpful also to solve the problems that appear daily. Design thinking is generally defined as an analytic and creative process that engages a person in opportunities to experiment, create and prototype models, gather feedback, and re-design. This process is based on the user´s experience and how the process could help to re-design and transform the product/service to be more connected and be better for its users.
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Why is it useful? Because this discipline or process help the product being more likely and completed for its user, this improve the value of the product. “Design Thinkers” produce solutions that generate new meanings and activate diverse elements – cognitive, emotional and sensory – that are involved in the human experience. This process is focused on taking out from the user what are their goals, behaviors, attitudes and analyze it by different tools for taking from there what they are looking for really and what is going to be the “perfect” product for them.
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Successful example One example of experiential innovation comes from a financial services company. In late 2005 Bank of America launched a new savings account service called “Keep the Change.” IDEO, working with a team from the bank, helped identify a consumer behavior that many people will recognize: After paying cash for something, we put the coins we received in change into a jar at home. Once the jar is full, we take the coins to the bank and deposit them in a savings account. For many people, it’s an easy way of saving.
Bank of America’s innovation was to build this behavior into a debit card account. Customers who use their debit cards to make purchases can now choose to have the total rounded up to the nearest dollar and the difference deposited in their savings accounts. The success of this innovation lay in its appeal to an instinctive desire we have to put money aside in a painless and invisible way. Keep the Change creates an experience that feels natural because it models behavior that many of us already exhibit.
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To be sure, Bank of America sweetens the deal by matching 100% of the change saved in the first three months and 5% of annual totals (up to $250) thereafter. This encourages customers to try it out. But the real payoff is emotional: the gratification that comes with monthly statements showing customers they’ve saved money with- out even trying. In less than a year the program attracted 2.5 million customers. It is credited with 700,000 new checking accounts and a million new savings accounts. Enrollment now totals more than 5 million people who together have saved more than $500 million. Keep the Change demonstrates that design thinking can identify an aspect of human behavior and then convert it into both a customer benefit and a business value.
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Our backround
Worked on 5 real
Assisted to workshops
Certificed in UX
3 years formating
cases in Europe and
in D-School in Stanford
Boot Camp of
ourselfs in innovation
United States
University
Cooper company
around the world.
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free premium
process 30 interviews 7 days
Customer Jouney Map per coffee store
Empathy Map per coffee store
1 PERSONA
Empathy Map & Customer Journey Map of all the stores
Analysis of each touchpoint Solutions for each touchpoint 8 Â
Andana Design has taken the coffee stores as the first costumers to do a research from the viewpoint of a European user and for that we have started in the area of Koreagon Park. The main brands we have studied are Starbucks, CafĂŠ Coffee Day, Coffee Street and Lavazza as franchises and Yogi Tree, German Bakery and Mezzuna as independent brands.
For this, our first step was to observe this stores and see what type of customer they have and the behavior of them in this places. But with this activity we only discover how the customer interact with the stores, but for knowing their really experience we need to know why they do what they do. Because of this we start interviewing the different European customers we had seen in the stores and we get their feedback from them in an informal way. But how can we design for more than 30 people with their own behavior and with their own needs and dreams?
For this we had to do a unique profile that unites all this behaviors and needs, a Persona. You can see here:
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JOHN ALVAREZ
Jonh is a 27 years old business man that came Pune to work in Spanish company. He is adventurer and open minded, he likes to work in cafeterias and eat in bars where other young people are.
GOALS • Feel safety where he eats • A bar/café with relaxing music, good terrace, good smell and wifi to work • Be with other occidental and Indian people in the same bar/café • Use a clean bathroom (European style) • Good quality of coffee and food • A unique price, with the taste included and not very high price comparing with Europe
BEHAVIOURS
“I like to be as at home when I work outside the office”
• Extremelly busy at work • Eats healthy and likes to taste new foods • Uses apps like zomoto and tripadvisor to look where is joint to have the lunch or dinner • Everytimes, after eating he smoke a cigarette
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With this we go again to all the stores and we research about what would like John and what he wouldn´t like in the different interaction points (touchpoints) of each Coffee Store. For showing this information we synthesis it with two different tools: Empathy Map & Customer Journey Map. Empathy map:
Good design is grounded in a deep understanding of the person for whom you are designing. Designers have many techniques for developing this sort of empathy. An Empathy Map is one tool to help you synthesize your observations and draw out unexpected insights. For taking this information we do different interviews and get some feedback of each touchpoint (interaction between the service and the user) and then taking some overall statistics we get how is going to be the persona and what are the feelings of it in each interaction. Also we go again to the coffee stores with the mind of the persona and we tried to do the same observation as in the first part, but with this specific viewpoint, taking more specific information Customer Journey map:
The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his interaction with the service. In this kind of visualization, the interaction is described step by step as in the classical blueprint, but there is a stronger emphasis on some aspects as the flux of information and the physical devices involved. At the same time there is a higher level of synthesis than in the blueprint: the representation is simplified trough the loss of the redundant information and of the deepest details. For doing this we started living the experience ourselves and indentifying the touchpoint or the interaction between the service and the user. Then we use the persona and its empathy map for describing the satisfaction in each interactions.
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European people feels safety in the coffee stores and likes the hygiene inside them, but the bathrooms usually are not cleaned and there are dirty.
Also the customer service from the workers is not friendly and the speed of the service itself is very slowly. The Coffee Stores in Koreagon Park
European music is heard in almost all
have European image and a good
feel
the stores, but you miss a greeting from the workers when you are
looking from outside.
entering or when you are getting
The furniture and the insides design
out.
are also European looking, but in Because of the proximity of the
hear
see
tables you could hear all the
some of the stores there is not much place and the WIFI is missed or is not good enough to work.
conversations around you.
Either the costumers are European
When the door is open the sound of
gain
the street interrupts the relaxing music breaking the relaxing
lose
atmosphere. Good quality food & Coffee
The quality of the WIFI
Escapism from the noise and chaos
The hygiene at the bathrooms
or Indian, it is very positive to have all kind of costumers inside the spaces.
of the streets Speed of the service Modern design and comfortable furniture
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Pre service Desire for ea=ng or take cafe
Entrance
Service Sit in the table
Ordering
Eat meal
Low Music and coffee smell Hygiene Modern design & open space
Fast customer service & product diversity to choose
Good quality (healthy food) & without much spicy
Spacious design Privacy between tables, newspaper in all tables And menus
Stay inside of the local, very cleaned with papel and soap, visible where is it.
Post service Take a coffee
Bathroom
Payment
Good quality of coffee Relaxing music Moment for taking feedback by the waiter
Very important the hygiene, to smell as a cleaned bathroom and to have bath paper
Need to have taxes included and to not ask the feedback in this moment by the waiter
More quality of product and types, Indian and European food, cake of the day.
Caramel or chocolate size with the coffe to eat after.
Payment in tables and also one promotion when the customers pay to back again
Exit
Customer needs and activities Find out a Café with WIFI Look at the social media (zoomato) Comments of friends
Look for a Café with a glass showcase and all type of customer inside: Indian & European
emotional state of persona
Have promotion for go again Good customer service saying good bye with a smile
Potential opportunities for improvement Publicity at streets Wifi promotion Tasting promotion at malls Direct promotion
Inside´s view Coffee smell Services visible
Order from the table Max. 5 mins to have the coffee Advices of what take
Friendly greeting.
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conclusions Here we can see as a conclusion what has gain the user in this kind of stores, what we see as the analyzers is that in most of the stores the WIFI is very bad quality and the European are used to work as an entrepreneurs or freelancers and with this speed of internet is impossible to work efficiently.
Also we have to say that the bathrooms in general or not exist or are very dirty. Most of them are outside the store, what makes feel unsecure to the Europeans, and if we add that the Indian food is spicy for Europeans and makes them go to the bathroom a lot of times during the day.
In the positive aspect we have that most of the Stores has a good looking image from the outside and the design inside is modern and with an occidental furniture what make feel the costumer escapism from the noise and the smells of the street.
Also the food and the coffee is high quality and we know that this is the most important inside to make the costumers ambassadors of the brand, this means they are going to say to their friends and family that this brand is the best and is going to make them go and try it.
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contact To get more information about the premuim research contact us:
irati@smashcoop.es Irati Santxo: (+91) 8956684518 luis@smashcoop.es Luis Altuna: (+91) 9579288926
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