Coffee Culture in Pittsburgh

COFFEE CULTURE IN PITTSBURGH

POORVI DAS & LAURA WAXTER IDUS 711 OL PROFESSOR : TOM HARDY

TABLE OF CONTENTS RESEARCH DOCUMENTS.................................................................................................................................................................................................................. 04 – 110

Design and planning documents...................................................................................................................................................................................................................... 01 –11

Project Overview, Opportunity Statement, Scope............................................................................................................................................................................................................................ 05

Research Questions, Value Proposition............................................................................................................................................................................................................................................. 06 Methodology.......................................................................................................................................................................................................................................................................................... 07 Project Matrix................................................................................................................................................................................................................................................................................08 – 10 Timeline................................................................................................................................................................................................................................................................................................... 11 Fieldwork........................................................................................................................................................................................................................................................12 – 110 Research encounters............................................................................................................................................................................................................................................................................. 13 Observations................................................................................................................................................................................................................................................................................. 14 – 45 Ethnographic interviews.............................................................................................................................................................................................................................................................. 46 – 51 Sample...........................................................................................................................................................................................................................................................................................52 – 78 Field guides...................................................................................................................................................................................................................................................................................79 – 96 Surroundings...............................................................................................................................................................................................................................................................................97 – 102 Working Wall............................................................................................................................................................................................................................................................................. 103 – 110

ANALYSIS DOCUMENTS................................................................................................................................................................................................................... 111 – 134 Models.......................................................................................................................................................................................................................................................... 112 – 129 Affinity........................................................................................................................................................................................................................................................ 130 – 134

SYNTHESIS DOCUMENTS...............................................................................................................................................................................................................135 – 152

Insight Report.............................................................................................................................................................................................................................................. 136 – 151 Opportunity Map....................................................................................................................................................................................................................................................152

APPENDIX......................................................................................................................................................................................................................................... 153 – 181 Bios ..............................................................................................................................................................................................................................................................154 – 155

Research Documents.................................................................................................................................................................................................................................. 156 – 177

Analysis Documents....................................................................................................................................................................................................................................178 – 180

Synthesis Documents............................................................................................................................................................................................................................................ 181

INTRODUCTION EXPLANATION ON CHOICE We chose the culture of coffee shops specifically around the sense of community. The trend of independent coffee shops and mobile working is tracking high right now. The history of coffee shops is based on a gathering place for the community. We were curious of how this has changed per the trends and how coffee shops continue to be an essential part of the community. We were equally curious how corporate and independent shops compared in the aspect of community.

RESEARCH DESIGN & PLANNING DOCUMENTS

RESEARCH - DESIGN AND PLANNING DOCUMENTS DESIGN BRIEF : PURPOSE PROJECT OVERVIEW:

OPPORTUNITY STATEMENT:

The culture of coffee shops started as a gathering place to be social and engage in conversation. It was indeed a sense of community. The culture is shifting with more people using these spaces as a mobile workspace. Is the sense of community still felt but in a different way? This project will examine the social and working cultures of coffee shops. It will also look at the shift in definition of community within the coffee shop setting.

Through this research, we will study the coffee culture of Pittsburgh, comparing corporate and independent coffee shops in the area. We hope to gain an understanding of the sense of community that exists in this culture, amongst people who visit coffee shops to work, relax, and socialize. We will then explore opportunities to improve the customer experience and bring a better sense of community, so the culture can thrive.

SCOPE: The purpose of this study is to research, analyze and synthesize insights gained, while researching the social and work culture in coffee shops. This understanding will provide a basis for exploration of opportunities to make consumers enjoy their experience as well as contribute to a better sense of social connectivity and community.

RESEARCH - DESIGN AND PLANNING DOCUMENTS DESIGN BRIEF : PURPOSE RESEARCH QUESTIONS:

VALUE PROPOSITION:

1. Why do people go to coffee shops?

2. What drives the preferred coffee shops corporate/ independent, location?

3. What makes the space convenient/ comfortable for people and what do they like about it?

4. What makes a space inconvenient/ uncomfortable for people? What do they not like about it?

5. What driving forces could potentially disrupt (or affect?) the coffee shop ‘community’ experience: social, technological, economic, environmental, and political?

6. What is the demography of people in a coffee shop?

7. How does seating play a part in behavior?

8. What are interactions/ reactions between people who are there to work/ study vs. who are there to socialize?

9. How does one define the sense of community?

For customers of coffee shops who enjoy the sense of community, our study provides insights into what might foster a better sense of community with the changing trend in work culture.

We do this by employing contextual research methods, to analyze the existing coffee culture and structure, in order to discover opportunities to benefit the consumer and improved the sense of community.

Unlike traditional research, which typically has a single focus, our study will take a holistic approach to examining the consumers, the shift in coffee culture trends, and community in coffee shops.

RESEARCH - DESIGN AND PLANNING DOCUMENTS DESIGN BRIEF : METHODOLOGY METHODOLOGY: Observations – The study would include both passive and active observation, including shadowing, fly-on-the wall, and participation. We will take note of behaviors, habits, interactions and motivations of coffee shop customers. These observations will provide insights into individual experiences of the culture and a holistic view of the sense of community.

Interviews – Interviews will be conducted with Working/Studying Customers, Hanging Out or Lounging Along Customers and Socializing Customers. The questions will help us understand their interactions, behaviors and motivations as well as other insights of the culture.

Surveys – Surveys will be conducted via physical and digital forms. We will produce a one-page survey that we can ask those in a coffee shop to complete. We will also translate this one-pager to an online survey where we will ask our Facebook friends of Pittsburgh that are coffee shop goers to complete. This survey will capture demographic information as well.

RESEARCH - DESIGN AND PLANNING DOCUMENTS DESIGN BRIEF : PROJECT MATRIX

RESEARCH - DESIGN AND PLANNING DOCUMENTS DESIGN BRIEF : PROJECT MATRIX

RESEARCH - DESIGN AND PLANNING DOCUMENTS DESIGN BRIEF : PROJECT MATRIX

RESEARCH - DESIGN AND PLANNING DOCUMENTS DESIGN BRIEF : TIMELINE & DELIVERABLES TIMELINE:

DELIVERABLES:

October 2015

• •

10/04 10/11 10/18 10/26

Design Brief Part 3a Design Brief Part 3b Set up of Working Wall Design Brief Part 3 Final

November 2015 11/01 11/08 11/12 11/15

Draft of Models Insight Report Opportunity Map Final Model & Research Analysis Synthesis (RAS) Report

RAS Report Video Presentation

RESEARCH FIELD WORK

RESEARCH - FIELD WORK RESEARCH ENCOUNTERS During our Field Work we tried a numeros amount of research methods. We found that some did not work out quite like we thought and that others worked better than we expected.

DID NOT WORK: • Unique Method : Our unique method did not work out as planned due to the lack observation to the community board.

• Survey : This did give some insight but not what we expected due to the fact that the poll of people live mostly in the suburbs so the data was skewed to more corporate locations since that is what is close to them.

• Taking Photos : This worked at times but for the most part people became leery of someone taking photos around them.

DID WORK: • Interviews : Interviews worked, although people may be reserved at first after a few minutes of interaction most people opened up and provided valuable information. This practice also allowed us to see what questions were best to ask. We had a lot of questions at first but seeing how the first few interviews played out it helped narrow our list down even further based on what provoked the most valuable conversation and information.

• Participation : Being about to participate in the culture allowed us to causally ask questions and have interactions that provided a lot of valuable feedback. When we are polite and friendly fellow customers were eager to share their experiences and knowledge of the coffee community.

RESEARCH - FIELD WORK OBSERVATIONS Our Methods of observations consisted of:

PARTICIPATION:

• Participation • Fly-on-the-wall • Shadowing • Interviews

Through participation we would partake in visiting coffee shops for work, studying, social, and lounging. After our visits we would reflect on if we felt like we were part of a community. If we had any interactions that stuck with us, if we found out anything new about the community through our visit.

FLY-ON-THE-WALL: We were sure to visit both corporate and independent shops as well a number of neighborhoods within the Pittsburgh area.

While being a “Fly-on-the-wall” we could watch behaviors and interactions others were having. We could count demographics and what tasks were being performed as well has how long people were typically staying. We could take in all of the surroundings and decor of the space as well as the seating and how that played a part in the tasks people were performing.

SHADOWING: Shadowing allowed us to look at the rountine of an individual. This was helpful as it led into us being able to asks a few questions as well.

INTERVIEWS: Interviews were great to finally have a large amount of interaction with someone. Since interactions were typically small this allowed us to ask a lot of questions we had gathered through other methods of observation. These questions brought a lot of great insight.

RESEARCH - FIELD WORK OBSERVATIONS : CORPORATE - LOCATED IN THE SUBURBS OF PITTSBURGH STARBUCKS, MIRACLE MILE, MONROEVILLE 8TH OCT, 9:00 - 11:00 AM

Location map of Starbucks & surroundings

• The area defies the kind of crowd. Because of its location being in an area which includes shopping stores (Marshall, Old Navy, DSW, Office Max, etc), a gym (LA Fitness) and the office of a bank (PNC Bank), one gets to see a mix of customers.

• One place where people interact with each other is the line while waiting to place their coffee order. Coincidently I came across a few people who had similar names at the coffee pick-up point. This is another time people break into a conversation and smiles.

• The waiting area in this particular coffee shop was quite big, and the space is left open allowing for people to wait comfortably. The table with two chairs close to the waiting area does not have a power outlet directly next to it. In a way, one understands how a space can be regulated for activity based on the location of power outlets. This table and chair were then used by the people waiting for their coffee.

• The staff contributes to the sense of community and social connect. The person at the serving end of the coffee bar had a very pleasing personality and spoke with familiarity with people she had been interacting with regularly.

• A business meeting/ interview was going on at a communal table. Another person needed a power outlet and the only convenient one available was where the meeting was being held. On inquiring if it was ok if they shared the space, the people having the meeting said ‘yes’. However, their body language and demeanor indicated that they would prefer some privacy. Eventually the person found another power outlet and moved to that space.

• A few newspapers were lying around some tables and there were people reading it.

• A few people are at leisure. Reading the newspaper, browsing through the phone. One person dozed off.

• Starbucks is doing a lot to accommodate its variety of consumers and competitive threat: Order coffee from the phone, rewards program, drive thrus, individual work tables and areas, specialty coffee, lunch menu options, etc.

RESEARCH - FIELD WORK OBSERVATIONS : CORPORATE - LOCATED IN THE SUBURBS OF PITTSBURGH • • • •

Layout of the space

There was a bin for recycling.

Saw some plants inside.

One sees very few moms/ kids. Somehow they don’t sit long. Very conscious/ apologetic of the stroller.

Very few order food. Could it be the high price-point and less value for money if you order a coffee and a snack?

RESEARCH - FIELD WORK OBSERVATIONS : CORPORATE - LOCATED IN THE SUBURBS OF PITTSBURGH STARBUCKS, RTE 22, MURRYSVILLE 15TH OCT, 9:00 - 11:30 AM

LOCATION MAP OF STARBUCKS & SURROUNDINGS

DISPLAY UNIT SEPARATES THE SPACE TO CREATE A LITTLE PRIVATE NOOK WELL EQUIPPED WITH POWER OUTLETS

• This store is located in a relatively new commercial area off a busy highway (Rte. 22). Most of the other shops are restaurants. There are three schools in the vicinity (2 preschools and 1 daycare) and a few small businesses.

• New products and on going offers/ promotions are displayed on the boards near the menu on top as well as the coffeeadditions table.

• The Murrysville events notice board is positioned very well, to catch the interest of people waiting for their coffee or who are at the coffee-additions table. It is relatively full. This is a big contrast to the other Starbucks viewed earlier, where the board is placed towards the back of the store near the restroom and not frequented by everyone in the store.

• Wall display includes blown up coffee related images in black and white, which set the mood well.

• Noticed two people from before (a week earlier), sitting in the same place as they had before and around the same time (9:30 am).

• The staff is mostly women and they have a friendly demeanor.

• With the new ‘No Line No Wait’ App, more people in the staff are using the earphone to respond to customers.

• Saw people of a wide age range from a ten year old boy to a couple in their sixties.

• Activities included 2 people having an official meeting, 4 people working on their devices, 4 people lounging, 2 people meeting socially and a few people finishing their drink and food and leaving.

• In 3 hours I saw 2 children in the age range of 8-10.

• Most people order coffee and very few order food. One person was having his breakfast.

RESEARCH - FIELD WORK OBSERVATIONS : CORPORATE - LOCATED IN THE SUBURBS OF PITTSBURGH

THE TWO GENTLEMEN SEEM TO BE REGULARS HERE AND PREFER TO SIT IN THIS AREA. THEY SPENT A LITTLE OVER AN HOUR.

A MOTHER AND SON CHOOSE SOMETHING FROM THE BAKERY. THEY STAYED FOR ABOUT 10 MINS WHILE THE MOTHER HAD HER COFFEE AND SON, HIS FOOD. THE PERSON BEHIND HAS CLOSED THE BLINDS.

AMBIANCE OF THE SPACE: COLOR AND DECOR. BLOWN UP IMAGES IN BLACK AND WHITE OF COFFEE CUPS AND BEANS SET THE MOOD.

RESEARCH - FIELD WORK OBSERVATIONS : A COMPARISON OF EVENT BOARDS AT TWO DIFFERENT CORPORATE COFFEE SHOPS THE EVENT BOARD IS PLACED NEAR THE COFFEE ADDITIONS ON THE WAY OUT OF THE STORE.

THE EVENT BOARD IS PLACED TOWARDS THE BACK OF THE STORE WHERE PEOPLE USE THE RESTROOMS.

RESEARCH - FIELD WORK OBSERVATIONS : INDEPENDENT - LOCATED IN A NEIGHBORHOOD NEAR DOWNTOWN PITTSBURGH ESPRESSO A MANO - THE SPACE IN COMPARISON TO A CORPORATE COFFEE SHOP • The space is more organic: window shutters can be opened on a day when the weather is good to create a more open and inviting space; The open brick wall have displays of art pieces; coffee is given in cups and saucers and the customer cleans up their table behind them, leaving their cups/ saucers at a table near the rear of the coffee service area and close to the basin for washing; • Lots of businesses and events in the area have left their business cards and flyers. Lots of community art and events up on the walls and windows.

• Art on the wall keeps changing and is unique, giving the space a personal quality.

• There is a lot of light that enters the space near the windows.

• A very nice selection of music at the right volume.

• Seating mostly comprises of square tables with two chairs a table. For larger groups, chairs can be borrowed and added to the table. There is bench seating against the wall and towards the back, which can accommodate more people.

FLYERS OF EVENT AND NEIGHBORING BUSINESSES

ART DISPLAYED ON THE WALL. EVEN POSTERS ON THE WINDOW AT THE BACK. Image Source: Pearson, Christina. www.thestyleline.com

RESEARCH - FIELD WORK OBSERVATIONS : INDEPENDENT - LOCATED IN A NEIGHBORHOOD NEAR DOWNTOWN PITTSBURGH ESPRESSO A MANO - THE COMMUNITY • • • • •

The average age of people visiting is between 20 and 40, with a predominantly young and hip crowd.

Activities included working, reading the newspaper, reading a book, co-studying, meeting friends and family People from businesses in the neighboring area are regular visitors Saw 1 child (aged 5) and about 5 above the age of 55, in the span of 2 hours People mostly order coffee, but many order food items too

RESEARCH - FIELD WORK OBSERVATIONS : INDEPENDENT - LOCATED IN A NEIGHBORHOOD NEAR DOWNTOWN PITTSBURGH ESPRESSO A MANO - OTHER OBSERVATIONS

Image Source: www.hear-me.net

• The Coffee is better priced as compared to Starbucks. It also has a superior taste and charm to it • One didn’t mind buying more cups of coffee if they stayed for longer • Connecting to Wi-Fi requires that one have a personal account with any of the service providers affiliated with Optimum and in that sense is not as easily accessible as in Starbucks • Staff is friendly when taking orders • The ordering system is not computerized and staff prepares the coffee from hearing the orders. There were very small windows of rest in-between for staff and they were constantly taking orders and preparing the coffee.

• When there was a little respite, the owner of the shop, who was working hard himself, said ‘good job guys’ to his team.

• People are subtly expected to keep their tableware back after use. The staff was very busy and someone had left without cleaning up. Another gentleman (late 50s) cleaned up with the hope to sit on the table. But by the time he returned, a young lady (20s) had placed her coffee on the table ready to occupy it. While he hinted that he was going to sit there and said never mind, the lady was not comfortable releasing the spot. The gentleman returned to where his friend was in the line and seemed to be visibly put off. They spoke a bit and left without ordering coffee.

RESEARCH - FIELD WORK OBSERVATIONS : INDEPENDENT - LOCATED IN A NEIGHBORHOOD NEAR DOWNTOWN PITTSBURGH ESPRESSO A MANO - OTHER COMMUNITY RELEVANT ASPECTS • Espresso A Mano is involved with ‘Hear Me’, a project

by Carnegie Mellon, Creative Lab. The shop has a ‘Hear Me Kiosk’ (which has a modernized tin-canned telephone to it) and a person can listen to a clip about an issue important to a youth. The projects aim is to connect student voices to audiences to inform policies and practices and raise awareness around youth issues • Espresso A Mano is also part of the second annual Pittsburgh Specialty Coffee Week from October 19th to 25th and will be hosting a Latte Art Throw down as part of the event.

Image Source: www.pghcoffeeweek.com

Image Source: www.hear-me.net

RESEARCH - FIELD WORK OBSERVATIONS : INDEPENDENT - PITTSBURGH SPECIALTY COFFEE WEEK (ANNUAL EVENT) COMMON PLACE VOLUTO, PENN AVE., PITTSBURGH 23RD OCT, 6:00 - 8:30 PM • • • •

Laura and I visited one of the events at Pittsburgh Specialty Coffee week to get a sense of the vibe.

We tried some experimental coffees combined with alcohol.

The energy was young, with the age group of customers being between 25 and 40 mostly.

A square reader was used to swipe the card for payment.

Image Source: Common Place Voluto

Image Source: Pittsburgh Specialty Coffee week page on Facebook.

RESEARCH - FIELD WORK OBSERVATIONS : INDEPENDENT - PITTSBURGH SPECIALTY COFFEE WEEK (ANNUAL EVENT) PITTSBURGH SPECIALTY COFFEE WEEK - KEYPOINTS BASED ON SECONDARY RESEARCH OCTOBER 19TH - 25TH, 2015 • Pittsburgh’s second annual Specialty Coffee Week was held from October 19th to 25th with the goal of building a community and making people aware of the specialty – coffee Industry, and highlighting local purveyors 1.

• Events included coffee tastings, home-brewing coffee workshop, a session on the journey of coffee from farm to cup, and fun competitions like the ‘Latte Art Throw down’ and ‘The Worst Cup of Coffee Contest’.

• Nine local coffee shops participated in the event.

• Reflects the current trend of culture in Pittsburgh: growth of support for local entrepreneurs, young businesses, increasingly galvanized professional community.

• Phill Johnson, initiator of Pittsburgh Coffee Week: ‘People seem more interested in collaboration, see some crosspollination’.

• The event did not reach the audience in the suburbs, who would have liked to go and some complained about the lack of publicity.

• “The hipper, cooler neighborhoods are proving that there is demand for specialty coffee, and one is definitely seeing growth.”2 • “I don’t think we’re at a point where people will pay $7.50 for a coffee on a regular basis at a brew bar, but we are at a point where people aren’t flinching to spend $18 on a 12oz bag of retail coffee.”3

1 2 3

Johnson, Phil / Deitch, Charlie. ‘Pittsburgh’ Specialty Coffee Week is Slated for Oct. 19-25. www.pghcitypaper.com, September 30, 2015.

Johnson, Phill / Brown, Nick. ‘Galvanizing Steel City’s Coffee Community with Pittsburgh Specialty Coffee Week’, www.dailycoffeenews. com, September 16, 2015 Johnson, Phill / Brown, Nick. ‘Galvanizing Steel City’s Coffee Community with Pittsburgh Specialty Coffee Week’, www.dailycoffeenews. com, September 16, 2015

RESEARCH - FIELD WORK OBSERVATIONS : INDEPENDENT - PITTSBURGH SPECIALTY COFFEE WEEK (ANNUAL EVENT) - VIBE & EVENTS

Image Source: The Commonplace Cofffee Co.’s page on Facebook

Image Source: Pittsburgh Specialty Coffee week page on Facebook

RESEARCH - FIELD WORK OBSERVATIONS : INDEPENDENT - PITTSBURGH SPECIALTY COFFEE WEEK (ANNUAL EVENT) - VIBE & EVENTS

Image Source: KLVN Coffee Labs page on Facebook

Image Source: 4121 MAIN’s page on Facebook

Image Source: KLVN Coffee Labs page on Facebook

Image Source:The Commonplace Cofffee Co.’s page on Facebook

Image Source: 4121 MAIN’s page on Facebook

RESEARCH - FIELD WORK OBSERVATIONS : COMPARATIVE SPACE - LOCATED IN THE SUBURBS OF PITTSBURGH PANERA BREAD, MIRACLE MILE, MONROEVILLE 21ST OCT, 7:00 - 8:00 PM • • • • • • • •

Found a lot of high school students (around age 16) using the space to study.

Tables were joined, books and files were spread out.

Said they prefer to study here as compared to the library because it is more ‘sociable’.

Said they meet whenever there is a lot of testing going on in school, or when someone from their group needs help.

Said the staff at Panera Bread does not mind and allows them the space.

Prefer to come here as compared to Starbucks because there are options for food.

Most kids had bought a smoothie or similar drink.

Don’t mind the noise, because they’re talking themselves.

A BIG GROUP OF HIGH SCHOOL KIDS STUDYING AT PANERA BREAD

RESEARCH - FIELD WORK OBSERVATIONS : CORPORATE - LOCATED IN THE SUBURBS OF PITTSBURGH STARBUCKS, MIRACLE MILE, MONROEVILLE 23RD OCT, 9:00 - 11:00 AM • Didn’t feel comfortable placing my stuff behind the large pillar and then going to order coffee as it was out of sight.

• The person taking the order was very sweet and friendly. good customer service connection. tried to make you feel welcome.

• Waiting was no fun. it took a while. basically stare at stuff.

• Service was a little slow.

• Spaces: how they make you feel • ‘Do you want to go to potty here’ • ‘It’s a take and go kinda culture’ • Found a thing which plugs the cup, to prevent it from losing heat.

• I prefer to use a plate if I’m eating something. Need to ask the person for it.

• Meeting familiar people if they’re in the neighborhood • Long lines demotivate a person from waiting • Starbucks coffee is a lot of what can you do around a coffee? Add caramel, cream, pumpkin spice, cocoa, etc. It’s like the sundae of coffee.

• Communal tables help interactivity.

• “I’m seeing everybody here”. “Well you know it’s Starbucks. It’s that kinda place”.

SPACES: HOW THEY APPEAL TO A PERSONALITY OR ACTIVITY

RESEARCH - FIELD WORK OBSERVATIONS : CORPORATE - SAME LOCATION DIFFERENT DAY FINDINGS COFFEE TREE IN BAKERY SQUARE: • The area is a new complex with construction still underway.

• Google is main tenant. Others include LA Fitness, UPMC Technology, Tech Center, West Elm, Anthropology, Free People, Learning Center, PNC Bank, Massage Spa, and 4 Restaurants • There is a park diagonal from complex and a condo building across the street.

• The tables are usually pretty filled with people working or collaborating. There is usually a good bit of people socializing too.

• The majority of people working seem to be younger and “techy”. I did notice a grandmother with her two granddaughters both Fridays I visited.

• The photos below represent half the space.

THURS. OCT 1 – 4:10PM

FRI. OCT 2 – 3:33PM

WED. OCT 7 – 1:07PM

FRI. OCT 9 – 3:37PM

RESEARCH - FIELD WORK OBSERVATIONS : INDEPENDENT – OFF THE BEATEN PATH FINDINGS BIG DOG COFFEE IN SOUTH SIDE: • The area is not on the main street. It is in the middle of a residential block.

• They have bold and bright decor around the multiple rooms and spaces, providing a variety of seating and environments.

• They are dog friendly.

• They have lots of food options provided by small local bakeries, including an oatmeal bar • There was a wide range of people, working, studying, meeting, lounging. Everyone was doing something different.

OATMEAL BAR

VARIOUS ROOMS AND SEATING

LOTS OF OUTDOOR SEATING

DOG TIE UP AREA WITH BENCH

RESEARCH - FIELD WORK OBSERVATIONS : SHADOWING One hour of shadowing Natalie at Starbucks on Route 22 in Murrysville.

Natalie is in her late 20s and a student.

Time Activity 8:48 Entered Starbucks, came looking for particular spot in particular area. Place bag (deep red) on table, removed laptop,

placed jacket on single chair on the opposite side of the table; took wallet (peachish-red), went to order coffee

(stood in line), water bottle in hand. Placed an order.

8:52 Organized table: took out everything else: books, banana, pen, folder, notebook, etc.

8:53 Her name was called out and she went to pick up coffee, then went to counter to add in creamer in the coffee.

8:54 Returned to table with coffee.

8:55 Dashed outside to car with wallet, leaving other stuff on table.

8:56 Returned with snack bar in the same hand as the wallet.

8:57 Began reading notebook, working on computer.

8:59 First sip of coffee, then back to typing on the computer.

9:01 Second sip of coffee, then back to typing on the computer.

9:10 Opened snack bar and took a bite.

9:11 Got up to get some napkins because something fell down.

9:14 Sipped coffee working on computer mostly.

9:17 Cleared away snack bar wrapper, took a sip of coffee, got back to computer.

9:24 Another sip of coffee.

9:40 Referred to something in the book, went back to the computer

RESEARCH - FIELD WORK OBSERVATIONS : FLY ON THE WALL - ENVIRONMENT 1

STARBUCKS ON EAST CARSON:

• arrived at 3:50 • got a latte and sat down near window • got another latte at 5:30 • left at 6:30 - people there when I leave are three of the same people when i arrived, two stayed the whole time • Environment:

• two sections: order/cafe area, seating with variety

of tables/chairs and comfy chairs

• ac on (its 50º outside)

• industrial modern lighting, large graphic posters

2

21ST STREET COFFEE:

• arrived at 11:00 • got a latte and chocolate croissant and sat down near window • left at 2:08 • Environment:

• local artist art on walls like gallery

• original building industrial : exposed brick, exposed

electrical conduit boxes, wood floors, high ceilings

• comfortable temperature

2

1

RESEARCH - FIELD WORK OBSERVATIONS : FLY ON THE WALL - COLLECTION OF PATTERNS, BREAKDOWNS, AND OPPORTUNITIES MOTIVATIONS:

PAIN POINTS:

SOCIAL NETWORKS:

• Studying • Collaboration • Reading • Business Meeting • Being around others

• Eating and Drinking next to technology and gadgets

• free wifi by google at starbucks, poll and fun facts when sign on

SOCIAL NORMS:

BEHAVIORS:

• back to wall / open to center of room • only take the space they need, one table • order something, mostly coffee • if working or studying, stay mostly an hour

• those working and studying, sit mostly with headphones • those socializing come in and sit

TABOOS:

ATTITUDES:

• not to order a drink or food • take up more space than needed • being extra loud, especially on the phone

• little talking by others

RITUALS: HAPPY POINTS: • excitement and happy to collaborate

• order then sit, or sit then order

USE OF OBJECTS: • headphones • laptops • tablets • notebooks • sketchbooks

RESEARCH - FIELD WORK OBSERVATIONS : FLY ON THE WALL - PHOTOS - VISIT 1

RESEARCH - FIELD WORK OBSERVATIONS : FLY ON THE WALL - NOTES Layout of Area:

ZONE 1: (FAMILY STYLE TABLE) Gray Shirt Guy: • here when I arrived • staring off, fidgeting, tapping • Studying, Ethnics book, mac laptop • jeans, tshirt, sweater, boots, watch • a medium coffee • bag with “Katz” on it (Business School) • 30s • left at 4:32

ZONE 2

ZONE 1 ZONE 3 OBSERVATION POINT

Older couple - Took gray shirt guy’s spot: • 60’s • guy, flip flops, shorts, hoodie • lady, white Reebok, jeans, hoodie, coat • large coffee to share • looking at phone • arrived at 4:56 • lady went to the bathroom at 5:35 • couple left at 5:37 Two Guys next to Gray Shirt Guy: • here when I arrived

• collaborating • Guy 1 - bandanna, sweatshirt, backpack, large headphones, leader, talking on phone • Guy 2 - hat, long curly hair, frozicino, hi tops • “thank you for your time” • early mid 20s • left at 4:50 • Guy 2 still outside next door at 5:10 • both leaving threads next door at 5:16 • still outside at 5:30 • guys 2 walks away at 5:38 • guy 1 comes back at 5:39 - takes the spot of older couple • left for a few minutes and came back at 5:50 • on laptop with large headphones Guys in Green Hoodie - took opposite of two dudes • arrived at 5:12 • ran outside at 5:15, asked the old couple to watch his stuff • mac laptop, lots of papers and notebook, lots of pens, a calculator • late 20s early 30s • back at 5:17 • got headphones • headphones, glasses, jeans, boots, green zip up

RESEARCH - FIELD WORK OBSERVATIONS : FLY ON THE WALL - NOTES (CONT.) • head down and writing away • papers in folder • packed up and on phone • left at 6:01

ZONE 2:(BACK OF COFFEE SHOP) White Couple 1 at Table: • arrived 5 minutes after me • on phones • have coffees • left at 4:19 • late 20s/early 30s African American Lady took the spot of Couple 1 at Table: • arrived at 5:19 • 50s • on phone and cleaned hands with sanitizer • medium coffee and sandwich • hat, zip-up • left at 5:32

White Guy in Hat took the spot of the African American lady: • arrived at 5:54 • medium coffee • black hoodie • left at 6:11 White Couple 2 at Table: • stayed for 5 minutes • guy has a laptop • skater brand clothes • early mid 20s Indian Guy - took table couple table 2: • grey hoodie • arrived at 5:15 • noticed he was gone at 5:25

White Guy reading: • here when I arrived • medium or large coffee • tennis shoes, sweatpants, and hoodie • backpack • left at 4:25 • early 20s • glasses Window washers - took reading guy spot: • arrived at 5:07 • hoodies and swath pants • late 20s early 30s • just sitting on phones • left at 5:13 Tall Guy in black - took window washers spot: • medium coffee • buzz cut • black hoodie black shorts, white tube socks with black sandles • arrived at 5:22 • on phone • left at 5:50

RESEARCH - FIELD WORK OBSERVATIONS : FLY ON THE WALL - NOTES (CONT.) Two African American ladies with young girl took tall due in black spot: • arrived at 6:00 • just talking • ordered a pastry and hot chocolate, caramel drizzle • left at 6:06

ZONE 3: (BENCH SEATS) Shorts White Guy: • medium coffee • arrived at 4:16 • pc laptop, shorts, tshirt • mid 20s • left at 5:24 Short haired girl - took the spot of the shorts guy: • arrived at 5:41 • walked away • left backpack and poster rolled up on table • back at table at 5:48 • small coffee • took phone call • cutting things out

• friend visited at 6:07 - girl • talking • they were killing time before going out • left at 6:27 Hoodie White Guy: • arrived at 4:23 • mac laptop, papers • hoodie, jeans, tennis shoes • bag • mid 20s • study book • left at 5:36 Blonde haired girl - took the spot of the hoodie guy: • arrived at 5:42 • beanie, flannel, black jeans, boots • a refresher to drink and a bagel • just eating • on phone • drawing in sketchbook • left at 6:24

Large Headphone Whtie Guy: • here when I arrived • Subway • Large headphones • ipad • having conversation via laptop • mid 20s • boat shoes, khakis, jean top • switched to apple headphones • working with iPad • large coffee • took phone call at 5:58 • left at 6:09 Handicapped guy: • arrived at 4:11 • faced the wall vs open to center like everyone else • laptop, pc laptop • checking mail • 40s or later • other handicapped lady came to check in at 4:41, • frustrated behavior • left at 4:50

RESEARCH - FIELD WORK OBSERVATIONS : FLY ON THE WALL - NOTES (CONT.) Two Black guys and indian guy – took handicapped guy spot: • signing contract or something • arrived at 5:12 • black guy one in 30s white jeans and hoodie • black guy two in 50s? jeans and polo and hat • indian guy in early 30s? jeans, pea coat, and slicked hair • indian guy is pitching a business plan • left at 5:47 Young girl with mom took the spot of the indian and two men: • iced drink • late teen maybe, mom in 40s • arrived at 5:53 • mom arrived at 5:54 • left at 5:56 Guy next to girl in corner: • here when I arrived • medium coffee • studying, books and notebook • sweatpants, pitt hoodie • early 20s

• glasses • mac laptop • backpack • huge three ring binder • bathroom at 6:18 • another coffee at 6:24 and a pastry Girl in corner: • here when I arrived • studying, books and notebook • early 20s • leg gins, sweater, books • phone and pc laptop Thought 2Other general notes:

• when one person sits down another gets up, the movement causes others to move

OTHER GENERAL NOTES: • when one person sits down another gets up, the movement causes others to move

RESEARCH - FIELD WORK OBSERVATIONS : FLY ON THE WALL - STRATEGY OF SECOND VISIT TIMING: visit at a different time of day and day of week Saturday afternoon is a time prior to evening going out hours for those in their 20s and 30s. Sunday during the morning and early afternoon hours I would expect a different group of people.

LOCATION: visit a different area of town Southside is a predominantly student and party part of town. The Strip District is a entrepreneurial part of town that is being revitalized. This area is full of independent markets.

TYPE OF COFFEE SHOP: Corporate vs Independent Starbucks is a nationwide corporate coffee shop. There are so many independent coffee shops in the Pittsburgh area who take a lot of pride in their coffee and atmosphere. 21st Coffee has been in the Strip District for a number of years and is on one of main streets of that area.

RESEARCH - FIELD WORK OBSERVATIONS : FLY ON THE WALL - PHOTOS - VISIT 2

RESEARCH - FIELD WORK OBSERVATIONS : FLY ON THE WALL - NOTES ZONE 1: (WINDOW AREA) Couple Outside with Dog: • here when I arrived • laughing • late 20s • conversation • talking to lots of people outside stopping to see the puppy • left at 11:33

ZONE 3

ZONE 4

ZONE 2 ZONE 5

OBSERVATION POINT

ZONE 1

Couple 2 outside with Dog: • arrived at 11:41 • guy flannel with beanie hat • girl: blonde, short hair, backpack • left at 11:46 Two entrepreneur younger guys: • friends talking about business plans for design • talking about what they want to do, and what their vision is for their company • entrepreurs • talking about UX and usability design • talking about business opportunities and moving

Older Black Guy: • arrived probably around 11:20 • latte • 50s • notebook • looking out window • thick books • moved to seat of Blonde girl when she left • got out laptop Blonde Girl in Blue: • here when I arrived • on phone • coffee • sketch book • books • left at 11:45

ZONE 2: (BENCH SEATING) Philippine Guy: • reading large text book, anthesiology • late 20s early 30s • notebook • backpack

RESEARCH - FIELD WORK OBSERVATIONS : FLY ON THE WALL - NOTES (CONT.) • ipad mini • here small coffee • headphones • white tshirt, blue cardigan, dark jeans, • zebra print bag • left at 12:03 Deluca’s worker • arrived at 12:50 • stopped in to have a coffee • looking on phone • left at 1:29 Older Guy: • arrived probably 11:10 • tshirt, jeans, tennis shoes, headphones • mac laptop • notepad • to go coffee • left at 12:58 Foreign Guy: • mac laptop • 30s • small coffee

• red beanie hat, sneakers • left at 11:30 Curly red head: • glasses • mac laptop • eco bag • phone • headphones • boots, jeans, sweater • iced tea • left at 1:42 Two Guys sitting: • here when I arrived • reading the newspaper and magazine • guy 1: hat • guy 2: glasses • left at 11:56 Nancy with little girl of owners: • playing hide and seek • most people watching • grandmother hiding behind customer who walks in the door.

• everyone playing along • lots of interaction with staff, maybe family • talking the whole time • laughing • happy • Nancy in late 50s early 60s, flannel with vest • Zoe maybe 4, very talkative • not family • left at 12:01 Dark Haired Girl working: • here when I arrived • mac laptop • small chit chat with grandmother • left with one of the staff • left at 11:46 • both back at 11:50 Sunglasses Lady: • mac laptop

ZONE 3: (WALL ALONG ORDERING AREA) •Most waited there for coffee

RESEARCH - FIELD WORK OBSERVATIONS : FLY ON THE WALL - NOTES (CONT.) ZONE 4: (NARROW FAMILY TABLE 1) Couple at table: • arrived after me • Conversation • mid to late 20s • sharing a coffee • left at 11:32 Blonde hair Guy: • here when I arrived • late 40s • here when I arrived • mac laptop • packed up at 11:48 • stopped in bathroom • left at 11:51 Older man with family - took seat of blond hair guy: • arrived at 12:00 • donuts from peace, love, and mini donuts down the street • with wife, granddaughter and daughter/son • very loud family and child • daughter, son, and granddaughter left at 12:24 • left at 12:34

Asian Group: • arrived at 12:58 • three • happy and excited • set up laptops and books

ZONE 4: (NARROW FAMILY TABLE 2) Guy staring out window: • here when I arrived • gray sweater • coffee and something to eat • left at 11:12 Foreign Girl: • arrived at 11:24 • on phone • UPMC ID tag • samsung tablet • asked if she could sit at my table • friendly • flannel, ear piercing • writing in very small lettering and diagraming out • really sweet • said goodbye

• left at 1:01 Biker Group: • group of about 15 bikers parked outside at 12:18 • group came in to use the restroom and order coffees • most left by 12:25 • group left outside at 12:42 Individual Bikers: • stop in for a quick coffee

OTHER GENERAL NOTES: • staff seems like family • couple owners in their 40s • 3 others working, in their late 20s/early 30s • people stopping to look at art on the walls as they come in.

• people stopping in to look at art from bike ride.

• lots of stop in eat real quick and leave • three kids during the time observing • sunday mornings/afternoons are busiest time for the strip district, when all of the markets are open • weather is slightly cool, but not raining, and the sun is peaking out • varying artist

RESEARCH - FIELD WORK OBSERVATIONS : FLY ON THE WALL - CHALLENGES FACED For your next visit, will you go at the same time or a different time? Explain why or why not.

I will do a different time. I want to see the difference in people and observations during a different time of day. I thought this was a great time to see students studying and people just coming in to chat.

How can you share effectively? This is essential practice since design researchers are often sharing parts of their research with the client or stakeholders.

Documenting the details and taking photography helps capture the in the moment events. Collecting taking this information to make general observations should also be shared to put a meaning behind the details.

How do you choose what to include or exclude? How do you organize or label the experience?

I’ve included all notes, but I’ve broken out into sections where the one reading can choose a focus to read more about. My experience is broken down into the location, environment, layout, details of observations, and general observations.

How do you determine what you saw? Refrain from making assumptions, generalizing, or inserting yourself (your ego and experiences) into the data.

I remove bias and look at the facts from what notes I have taken and observed.

How did your observations of the environment on the separate days differ? How were they similar?

They are different locations and separately owned coffee shops. Starbucks is industrial and modern in decor. 21st Street Coffee is industrial and modern but original to that area. They both however have very different feels to the environment.

RESEARCH - FIELD WORK ETHNOGRAPHIC INTERVIEWS Initially we based our list of questions from our project matrix. We listed our research questions and applied interview questions to each that would help us gain a deeper answer to that research question. Through our practice interview we were able to narrow down and through continued practice we were able to hone in on the questions that provided the most valuable insight.

Our interview questions contained Descriptive, Evaluative, and Nonspecific questions. These types of questions contained grand-tour, open-ended and freelisting questions which helped us gain a wide range of data.

We introduced ourselves and explained our purpose, assured the confidentiality, and articulated our focus.

We recored each interview so that we could document the responses other than our note taking. We stayed focused while keeping a balance of friendly openness.

We were professional during the interview to assure our goal and purpose of the project. Every interview ended with a huge thank you to express our genuine appreciate for their time.

RESEARCH - FIELD WORK ETHNOGRAPHIC INTERVIEWS : LIST OF POTENTIAL QUESTIONS QUESTION & GOAL/PURPOSE:

WORK/STUDY CUSTOMERS:

HANGOUT/LOUNGE CUSTOMERS:

SOCIALIZING CUSTOMERS:

What is the demography of people in the coffee shop?

• Could you tell me a little about yourself?

• Where do you work/ Live?

• What is your occupation?

• Could you tell me a little about yourself?

• Where do you work/ Live?

• What is your occupation?

• Could you tell me a little about yourself?

• Where do you work/ Live?

• What is your occupation?

• Could you describe your typical trip to a coffee shop?

• Could you describe your typical trip to a coffee shop?

• Could you describe your typical trip to a coffee shop?

• How often you visit a coffee shop?

• How many times are

work vs pleasure?

• How often you visit a coffee shop?

• How many times are

work vs pleasure?

• How often you visit a coffee shop?

• How many times are

work vs pleasure?

• How do you base your decision on which coffee shop to visit? (ie, convenience or environment, staff)

• How do you typically spend your time doing in a coffee shop? Do you ever visit for other reasons?

• How do you base your decision on which coffee shop to visit? (ie, convenience or environment, staff)

• How do you typically spend your time doing in a coffee shop?

• Does the purpose ever change?

• How do you typically spend your time doing in a coffee shop?

• Does the purpose ever change?

• How do you typically spend your time doing in a coffee shop?

• Does the purpose ever change?

Who: Understanding the demographic

Age, Occupation, residence,

basic background Why do people go to coffee shops Why: Motivations, Locations, Purpose

RESEARCH - FIELD WORK ETHNOGRAPHIC INTERVIEWS : LIST OF POTENTIAL QUESTIONS QUESTION & GOAL/PURPOSE:

WORK/STUDY CUSTOMERS:

HANGOUT/LOUNGE CUSTOMERS:

SOCIALIZING CUSTOMERS:

• Do reward programs entice you? (ie.

LoyalTree or SBux)

• Do reward programs entice you? (ie.

LoyalTree or SBux)

• Do reward programs entice you? (ie.

LoyalTree or SBux)

• Why do you prefer to work/ study here?

• Is there a particular kind of task

related to work/ study that you

prefer to do in a coffee shop?

• Why do you like coming here?

• Why do you like meeting people here?

• Is there a particular time of the day that you like to come here?

• Do you usually come here to meet people or at other times too? Like when?

• Have you ever tried to work in a group at the coffee shop?

• Describe the experience.

• Do you usually come here to just relax and hang out?

• Do you usually purchase anything to drink or eat? If so, What typically?

• Do you usually purchase anything to drink or eat? If so, What typically?

• Do you and who you meet with usually purchase anything to drink or eat?

What: Purchases, food & drink, relate eating to comfort/community

• Do you ever bring any outside food in?

• Do you ever bring any outside food in?

• Do you ever bring any outside food in?

What drives the preferred coffee shops corporate/ independent location?

• Could you describe your three favorite coffee shops?

• Could you describe your three favorite coffee shops?

• Could you describe your three favorite coffee shops?

Where: Corporate vs Independent

• Do you visit independent or Corporate Owned Coffee shops most often? Why is that?

• Do you visit independent or Corporate Owned Coffee shops most often? Why is that?

• Do you visit independent or Corporate Owned Coffee shops most often? Why is that?

Do you normally purchase items?

RESEARCH - FIELD WORK ETHNOGRAPHIC INTERVIEWS : LIST OF POTENTIAL QUESTIONS QUESTION & GOAL/PURPOSE:

WORK/STUDY CUSTOMERS:

HANGOUT/LOUNGE CUSTOMERS:

SOCIALIZING CUSTOMERS:

What makes the space so convenient/ comfortable/ likable?

• Could you share what you especially like about working in this space?

• Is there a particular time of the

day that you prefer to come?

• Could you share what you especially like about hanging out in this space?

• Is there a particular time of the

day that you prefer to come?

• Could you share what you especially like about meeting in this space?

• Is there a particular time of the

day that you prefer to come?

• How long on an average do you stay?

• How long on an average do you stay?

• How long on an average do you stay?

• Can you think of some factors, which make it challenging for you to complete a task you might have come to do at the coffee shop?

• Can you think of some factors, which make this space uncomfortable or inconvenient?

• Can you think of some factors, which make it challenging for you to meet up at a coffee shop?

• Is there a particular time of the day that you prefer NOT to come?

• Is there a particular time of the day that you prefer NOT to come?

• Do you find anyone working or socializing around you disturbing?

• Do you find it disturbing when you have a group of people working or studying around you?

• Do you prefer to sit in a particular area of the shop? (ie. Window, Family Style, Comfy, Single Table)

• Do you prefer to sit in a particular area of the shop? (ie. Window, Family Style, Comfy, Single Table)

What: Environment - Positives

Convenient, Comfortable, Likable

What makes the space inconvenient/ uncomfortable/ unlikeable

What: Environment - Negatives

Inconvenient, Uncomfortable, Unlikeable

• Is there a particular time of the day that you prefer NOT to come?

• Do you find it disturbing when you have a group of people who are socializing sitting next to you?

How does seating play a part in behavior?

How: Seating playing a part in behavior

• Do you prefer to sit in a particular area of the shop? (ie. Window, Family Style, Comfy, Single Table)

RESEARCH - FIELD WORK ETHNOGRAPHIC INTERVIEWS : LIST OF POTENTIAL QUESTIONS QUESTION & GOAL/PURPOSE:

WORK/STUDY CUSTOMERS:

HANGOUT/LOUNGE CUSTOMERS:

SOCIALIZING CUSTOMERS:

What are interactions between people who are there to work/ study vs. who are there to socialize?

• What might be some instances when you interact with your neighbors or other people in the shop?

• What might be some instances when you interact with your neighbors or other people in the shop?

• What might be some instances when you interact with your neighbors or other people in the shop?

What: Interactions between people those

there to work/study vs. socialize

• Can you think of a time you interacted with someone around you? Can you describe it?

• Can you think of a time you interacted with someone around you? Can you describe it?

• Can you think of a time you interacted with someone around you? Can you describe it?

• What encourages you to interact with others? What discourages you from interacting with others?

• What encourages you to interact with others? What discourages you from interacting with others?

• What encourages you to interact with others? What discourages you from interacting with others?

• Do you pay attention to what others around you are doing?

• Do you pay attention to what others around you are doing?

• Do you pay attention to what others around you are doing?

• Can you think of a time there was disruption? Could you describe the situation and how you reacted?

• Do you find a change in your behavior if you find yourself sitting next to someone working/studying or having a meeting?

• Do you find a change in your behavior if you find yourself sitting next to someone working/studying or lounging?

What are the reactions of those there to work to those there to socialize and vice versa? What are the reactions to sharing the space?

What: Reactions

Work/Study to those for Social

Social to those for Work/Study

To sharing spaces

RESEARCH - FIELD WORK ETHNOGRAPHIC INTERVIEWS : LIST OF POTENTIAL QUESTIONS QUESTION & GOAL/PURPOSE:

WORK/STUDY CUSTOMERS:

HANGOUT/LOUNGE CUSTOMERS:

SOCIALIZING CUSTOMERS:

How does one define the sense of community?

• What does community mean you?

• What does community mean you?

• What does community mean you?

• How would you define community?

Would you consider yourself part of a particular coffee shop community?

• How would you define community?

Would you consider yourself part of a particular coffee shop community?

• How would you define community?

Would you consider yourself part of a particular coffee shop community?

• If there would be an event would you hang out?

• If there would be an event would you hang out?

• If there would be an event would you hang out?

• Do you feel a sense of community in the coffee shop?

• Do you feel a sense of community in the coffee shop?

• Do you feel a sense of community in the coffee shop?

• What are some factors, which contribute to this sense of community?

• What are some factors, which contribute to this sense of community?

• What are some factors, which contribute to this sense of community?

•What are some factors, which disrupt this sense of community?

•What are some factors, which disrupt this sense of community?

•What are some factors, which disrupt this sense of community?

• Can you describe a fond/happy memory you have had in a coffee shop?

• Can you describe a fond/happy memory you have had in a coffee shop?

• Can you describe a fond/happy memory you have had in a coffee shop?

How: Do people feel a sense of community

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 1 GENDER: FEMALE AGE RANGE: 25-34 OCCUPATION: PROGRAMMER - REMOTE JOB PURPOSE OF VISIT: WORK / CHANGE OF SURROUNDING / PASSING TIME BEFORE PICKING UP CHILD FROM SCHOOL

TRANSCRIPT OF INTERVIEW Q. Could you tell me a little about yourself?

A. Sure, so I just moved back into the area. I was living in Manhattan - my husband and my son. I grew up here though. We are having another baby, so we decided to move back and live near our family. We’ve been here for about a month now.

I work from home for a company in Iowa. It’s a new job. In Manhattan I was a grad student. We moved here and I got a job remote working for an Iowa company. My husband also works from home. He’s starting his own company.

Q. So is that one reason why you would like to go out of the house to work in an environment where there are also other people working?

A. Ya for sure. I also have back problems now that I am pregnant. It happened with my son too. And so just being in new places and just walking around and sitting at a different bench, all of it helps. At home in the same chair and same desk that for some reason makes it harder. So, once or twice a week, at least half the day, I try and work from somewhere else.

Q. Do you find the space convenient? And why?

A. I do. In particular because my child’s daycare is that one (pointing in the direction of it) - Goddard. So it’s like 2 seconds away. So I drop him off and come here. Um and we live actually 15 minutes away. So it’s an easy thing for me to do on my way home.

Q. Do you prefer independent or corporate coffee shops?

A. Well, if I had a choice of an independent coffee shop that had stable Wi-Fi, I would choose that over here.

Q. Why is that?

A. I just think. I’m not a coffee drinker actually. I get tea when I’m here. I like chai tea. And I don’t really like it that much.

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 1 KEY POINTS • Works Remotely for company in Iowa.

• Needs a steady Wi-Fi for work.

• Child’s school is close by so it is convenient to pick him up.

• Doesn’t really like the coffee or tea, but feels obliged to buy since she is here.

• Visits twice a week.

• Usually works here with husband, who also works from home.

• Also visits because she prefers the change in seating due to a back problem.

• Would not bring her child here for too long because it is stressful to chase and stop him from doing wrecking things.

• Prefers to work in a little noise.

• Is open to talking to strangers, provided she is not too busy. In-fact, talking for about 10 minutes to someone gives her a break from working constantly.

But then I should buy it, because I’m here. So I tend to like cappuccinos. I like things at other places that I haven’t tended to like here. Here everything is really sweet.

Q. Do you like to study at other places, or are you usually there with the family?

A. Uh, I don’t usually, because I need Wi-Fi all the time for my job and I have phone calls and it needs to be really constant WiFi, with a strong signal and Starbucks has that. It’s not going to go down and for me that’s a big deal and that’s the reason I stay here, when I’d rather be somewhere else. The same is actually true for my husband.

Q. Is there something about this space that makes it inconvenient apart from the coffee/ food options?

A. Starbucks in general? Um. No this place is pretty good. I think um, we look for a big table, because usually my husband and I will come together. He just couldn’t today. Um, we look for a big table where we can sit together and have plugs. And that is all we need. This place is nice in that it has a little divider and a more quiet place back here. It’s not actually quiet, but private. So, we’ve both taken phone calls from here, if we needed to while we were working. So I like that part.

Q. If there was someone next to you having a loud conversation, would that disturb you in your work?

A. Um, it doesn’t for me, but I do know colleagues who it would. I’m a programmer and I happen to like programing with noise going on. Um, but some people need total silence. I was in like a short kinda boot camp for some coding and instead of being in the quiet room I chose to be in the lunch room, because I like having that kid of sound.

Q. Do you bring your son here? Do you feel comfortable bringing him here?

A. So, I wouldn’t mind him being here, but I would say it’s as stressful as the grocery store. As in, there is stuff at his level and he’s pulling it all down. So it’s just like chasing him around and saying like, no you can’t have that and no you can’t touch that, like he won’t sit down in a bench. So I think it would be a lot easier if there weren’t products around like fragile

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 1 coffee cups that he can pull off a shelf. So um, we’ve had him here, but only for like three minutes, while dad finishes up a phone call. Something like that. If we’re just waiting on my husband to finish a phone call so we can go home, then he’ll come with me, but I wouldn’t want him here for very long.

If it matters, today I was thinking of another place to go, because I didn’t want to go here, but none of them had Wi-Fi. So I sought other coffee shops and I said naah, I’ll just go back to Starbucks.

Q. The other thing I wanted to ask you was, the gentleman here and you were talking. Was that comfortable for you. Is that something you’re ok about?

A. Yeah, it depends on what I’m doing. I think naturally, everyone wants to have their own space, but I’ve been going religious and one of the things I’ve been trying to do lately, is be open to whatever God kind of brings into my path. And so, if a person wants to talk about something spontaneously, that is on their minds and if I can actually afford the time, then I will. But if I was like in the middle for something, like something for work, then I would have to say, ‘I’m sorry, but I can’t’. So it kind of depends. It just happened that this morning I had boring stuff to do, like buy flight tickets and whatever for a trip I have coming up, so I like to pause for ten minutes. And ya, it would probably depend. I guess there are some days I would find it stressful.

TWO STRANGERS SITTING NEXT TO EACH OTHER WORKING, BROKE INTO A TEN MINUTE CONVERSATION AFTER THE LADY TOOK THE INITIATIVE.

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 2 GENDER: MALE FATHER AND SON AGE RANGE: 35-45 & 5 OCCUPATION: REAL ESTATE INVESTOR & COMMERCIAL VEHICLE DRIVER PURPOSE OF VISIT: ON THE GO LOCATION: CORPORATE COFFEE SHOP IN THE SUBURBS OF PITTSBURGH

“I’ve had times when I have talked to people about different coffees.

Maybe I see somebody having something I haven’t seen before and I ask them what they think about it.

You know, something like that. And also, conversations with people about scores, if there is a game.”

TRANSCRIPT OF INTERVIEW Q. Can you tell me a little about yourself?

A. My name is Ian Younger. I’m here with my son Almadi Younger and we’re getting coffee. And I live in the Penn Hills area, which is not too far from here. I am a real estate investor and also a commercial driver. I’m married with two children.

Q. So what brought you here today?

A. Coffee. Starbucks coffee. I love Starbucks coffee. I drink Starbucks coffee maybe 4-5-6 times a week. I stop by quite often.

Q. And you like the coffee?

A. I do. I love the coffee.

Q. Is it like stop and go or do you stay for sometime?

A. Usually I stop and go, unless I have something that I have to do. Maybe work on my laptop or sometimes if I have the time. And if the place is not like really crowded and chaotic, then I would stick around.

Q. You find that the environment helps you work?

A. Yes. It’s a very relaxing environment at times. But sometimes it is too chaotic, especially when you get the morning rush.

Q. So have you found particular times of the day, which work better, for you?

A. I would say, to work is usually in the afternoon. Maybe late morning, afternoon or even evening seem to work best.

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 2 KEY POINTS • The store is conveniently located close to his house.

• Loves Starbucks. Drinks it 4-6 times a week.

• Sticks around and works on laptop, if the place is not too chaotic or crowded. Other times takes the coffee and goes.

• Relaxing environment.

• Really likes the variety of coffee at Starbucks.

• Feels comfortable talking to other people. Talks to people about coffees, game scores, etc.

• Doesn’t like it when the space is too crowded. Has left the space on such an occasion.

• Has the Starbucks App. but doesn’t prefer to use it.

• Considers Starbucks a more ‘adult’ kind of space, with a certain sophistication to it.

• Prefers to go to a place where he goes often, where a lot of the regulars know him and people are social and interactive.

Q. So you’re saying in the morning it is really crowded?

A. Ya, early in the morning, people get their morning coffee and that’s when it gets really crowded.

Q. And, what are things about this place that you like?

A. I like, I would say, the colors. They are a bit calming, with some neutral colors and browns are kinda relaxing to me. I like the fact that you have a lot of seating. I like the fact that you have coffee. You know one of the things I like about Starbucks is that they have a lot of variety. So when I come in, I can enjoy coffee and different things, from different parts of the world, which is nice.

Q. Do you enjoy the different coffees?

A. I do. Like today I’m having Vietnam. It’s the first time I have ever had it.

Q. Do you find that difference in taste amongst the different coffees?

A. I do, yes I do. Some may be more mild, or bold. And sometimes the different acidity levels. You know, sometimes you can taste it. Ya, different things.

Q. Do you feel comfortable talking to other people while you are here?

A. I do, ya I do.

Q. Can you recall a time when you might have conversed with someone and could you tell me, or recall and incident?

A. I’ve had times when I have talked to people about different coffees. Maybe I see somebody having something I haven’t seen before and I ask them what they think about it. You know, something like that. And also, conversations with people about scores, if there is a game.

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 2 Q. Is there something that you don’t like about the place?

A. Something that I don’t like? Hmmm. I would say, not really. The only thing I can really think about is if the place is like really crowded and hectic and chaotic, now that’s something. But you can’t avoid that.

Q. If the line is long, would you turn around and leave?

A. Yes. I have done that. If the line is really long. I am willing to wait. But only to a certain point. Especially if it’s really backed up to the door, then I will leave.

Q. Have you tried out the App. that Starbucks is promoting: ‘No Time No Line?’

A. The App. of Starbucks? You know what, I actually have it but I do not use it. With the rewards and things like that. It’s just easier for me to come in and get the coffee and go.

Q. Is it OK if I talk to your son?

A. Ya sure. Sure.

A NEW MOBILE APPLICATION INTRODUCED RECENTLY

BY STARBUCKS.

“Yes. I have done that. If the line is really long. I am willing to wait. But only to a certain point.

Especially if it’s really backed up to the door, then I will leave.”

Q. Hi, may I ask you some questions?

A. Yeah Q. Do you like coming here?

A. Nodding yes Q. What’s your favorite place to go and eat?

A. I like to eat the cake pops and cake.

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 2 Back to dad: Q. You know in some restaurants, you have papers for coloring and crayons, is that an activity he enjoys?

A. Yeah, you know, like Mc Donalds. Like the Happy Meal with the toy. You know, with Starbucks, maybe they make it more family, more child friendly and stuff. I don’t know, guess it’s possible and stuff. But typically when I think about coffee culture, I think it’s a bit ‘adult’. And also, there’s like a certain sophistication to it. Because a lot of people who come to Starbucks to talk to other people and a lot come by themselves. They think of themselves as people who are really connoisseurs of coffee and they are kind of particular about what they drink. And they usually won’t drink anything.

I won’t drink coffee from a lot of places. I have in the past, but I’d much prefer to drink coffee that is quality.

Q. Have you explored other coffee shops?

A. I think that I have one shop that I go to because I’m in that area a lot. So it’s kinda my favorite. I’m very comfortable there. Everybody knows me, a lot of the regulars come, so it’s kind of a similar vibe, social, interactive.

Q. Have you made friends?

A. I have in the past. And like I say, there are people who come there regularly, meet each other. And all the Baristas.

ARTWORK ON THE WALL AT STARBUCKS

“But typically when I think about coffee culture, I think it’s a bit ‘adult’. And also, there’s like a certain sophistication to it. Because a lot of people who come to Starbucks to talk to other people and a lot come by themselves.

They think of themselves as people who are really connoisseurs of coffee and they are kind of particular about what they drink.”

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 3 GENDER: 2 FEMALES AGE RANGE: 24 & 35 OCCUPATION: ENTREPRENEURS: DENISE IS THE OWNER OF A MOM’S BLOG AND PODCAST; TERRY IS THE OWNER OF A CHILDCARE CENTER PURPOSE OF VISIT: MEETING - WORK RELATED LOCATION: CORPORATE COFFEE SHOP, LOCATED IN THE SUBURBS OF PITTSBURGH

TRANSCRIPT OF INTERVIEW D: We just sit here and hangout T: And I don’t drink coffee Q. You used to come here often before you had your kids?

A. D: Yes, I was definitely a regular.

Q. What did you do then? When you came to the coffee shop?

A. I love to read. So I would just grab some coffee and read and eventually when I went to Grad. School, I would study and do a lot of my studies here. Kind of to get out of my little environment in my apartment. It was like I was able to focus more.

I didn’t have any distraction.

“And especially when I work from home, Ladies, it’s actually like I’m going nuts! I’m doing laundry, then I’ll record a podcast. So this gives me like a sense of like business.”

Q. That’s how you thought the environment helped you then? What were some of the other aspects of the environment that you liked?

A. I absolutely, in particular this location, I have even made friends with the Baristas. I have like facebook friends, I even hang out with some of them. So I just loved how they were so warm and welcoming. You didn’t just think a place of business, especially somewhere as big as Starbucks, it has this personal touch. Like even when I lived in New York city, this is sad, but the baristas in Mid Town Manhattan were my first friends. I was like, where do I hang in here? I was like, this is so sad. Like even a place like New York City, they made you feel comfortable.

Q. The Connection. It was something you felt?

A. Mmmhhmmm

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 3 KEY POINTS • Visited the coffee shop to ‘get out of the environment at home’. The shop allowed D to focus more without and distraction.

• Loved how warm, welcoming and friendly, the Barista’s were.

• Both met at Starbucks to have a meeting for an opportunity to collaborate with their businesses.

• D’s business is home-based and a place like Starbucks is convenient to meet people, in such a situation. It is a familiar place and easy to find.

• T usually doesn’t come here with her kids as she’s afraid they’ll ask for everything and the price-point of items.

• The Starbucks in Target near her house is more family friendly.

• Also thinks the unappreciative glances from other customers is discouraging.

• The ambiance and feel of the place implies this too.

The ‘environment is adult’.

• It is a nice space to relax without kids and some peace of mind.

T: For me, I don’t even drink coffee. I prefer to sleep, and coffee like wakes you up. I’d rather sleep than get the caffeine. If I’m sleepy and I’m tired I don’t want it, cause I’d rather sleep.

Q. Do you drink tea?

A. I do, I like green tea. Cold green tea. And whenever I do come to Starbucks, I usually don’t get it that hot. I usually get a caramel Frappuccino with extra caramel and whipped cream. I feel cold keeps works for me than hot. For some people hot coffee wakes them up. But hot coffee for me actually makes me relaxed. Cold coffee gives me a burst of energy. So I will, when I do, try to get cold coffee. When I usually do. I had hot today, because of Denise.

Q. So are you here today because of Denise, or do you come otherwise here to Starbucks also?

A. If I do come to Starbucks, it’s usually once or twice a month. Not every day. I’m not a coffee drinker. It’s more like green tea. Cold green tea. I love cold green tea.

D: We just had a special meeting T: I asked her, ‘Where do you want to meet? She said, Starbucks!’

To Denise Q. So do you meet a lot of people at a place like this?

A. D: I do, because my business is home-based, so this will be my first go-to. Starbucks is a really familiar place. It’s easy to find. Everybody knows where Starbucks is. If they don’t, it’s easy to find. So, this is my go to place. Even when I was like a writer, I would conduct interviews in a place like Starbucks.

It’s really noisy here, like that’s what I found now. Like I remember at that time, it would be so quiet. Now it’s very busy, especially at certain times of the day. And so like, that could be annoying.

I did my first podcast interview here, at Starbucks. It was so loud!

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 3 KEY POINTS • The space gives one a sense of ‘business’, especially when one is working from a home-office.

• The price and sometimes the busy-ness of the place is demotivating.

• Proximity to a coffee shop allows one to try out a new place/ independent coffee shop.

• Quality and quantity worth the price is a criteria that one appreciates.

• Gets speciality drinks at Starbucks, but prefers having regular coffee at home.

• Being an independent business owner, Denise understands the importance of financial supported and sometimes feels guilty about choosing Starbucks over an independent/ local coffee shop.

“They don’t say no to allowing kids, but you can tell that by the ambiance definitely.”

To Terry Q. Do you come here with your kids?

A. Never with my kids! Because they will ask for everything. One. But everyone we pass by the Starbucks in Target, the one near my house, they will ask for chocolate milk, or what I have. And I’ll be like ‘no’ and not end up giving it and so, or giving it. So this is something like an adult environment for me, and not for kids. But then the one is Target is like a family kinda environment.

Q. Do you think price point might me one factor?

A. T: Quite true. Cause some of the things they have, like some of the things in the cold part here can be a little pricier. Like if you go to Giant Eagle and you can get a whole gallon versus a juice box.

D: And yeah, if you bring your kids here, you’re going to have a bad face from everyone, because they’re like coming here to get away from their kids. I remember when I was pregnant with Natalie and I would bring Gianna here to do some work, you would just see people stare. And you know she was so good. I’d have a little kiddie computer, like laptop kinda thing. But you could just see people like, ‘Oh my gosh! Like that kinda thing’. And I’m like, she’s going to be fine, calm down people.

But you know, they used to even have high chairs, but I don’t even see them around anymore. I used to grab a high chair, and we used to go outside, it was spring. And we would just sit and I would do work. And she would be so good and ya, I don’t think. They don’t say no to allowing kids, but you can tell that by the ambiance definitely.

T: Even I have three children of my own, but when I go out, I would definitely not want to hear somebody else’s kids screaming and crying. Especially when you’re in an environment which you think is a little adult, offcourse parents have to take their kids to other places. But I don’t want to hear. I have a daycare so I hear that all day, I have three kids of my own, so I hear ‘mommy, mommy and mommy’ the whole day, so I don’t want to hear ‘Mommy’ anymore! So it’s like, when you’re going out, you’re going out for peace and to have no kids. I mean we love our kids, but we need, peace of mind as well in an adult environment. When you have been with kids all day, you don’t want to hear kids, somebody else’s kids. And like some

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 3

“I have even made friends with the Baristas. So I just loved how they were so warm and welcoming. You didn’t just think a place of business, especially somewhere as big as Starbucks, it has this personal touch.”

of my friends, we’ll go out and all and then someone will say, Hey, I’m going to bring my daughter along, and we’ll say ‘Ok’. (laugh) I mean I love kids, I love spending time with them, playing with them, but, even with work, you get distracted.

D: And especially when I work from home, Ladies, it’s actually like I’m going nuts! I’m doing laundry, then I’ll record a podcast. So this gives me like a sense of like business.

T: Clear mind, so you can get your focus on.

Q. Is there something about the place that you don’t like?

A. T: You know the price is a little ridiculous. Sometimes, the crowd. Like I came in here on a Saturday, before my staff meeting and Oh My God! There were so many people around. And like you see, they have three registers. They should have had atleast four or more, because there are too many people for two lines, especially Starbucks. Everybody loves coffee, but.

Q. I agree, like the price is a little high. And out here, you don’t have a choice of independent coffee shops.

A. D: Now if you go to the city, I’ve been going to a lot of independent coffee shops.

T: Oh, have you tried Crazy Mocha?

D: No, I haven’t T: Oh My God, it’s so much better than Starbucks.

D: Ya, in that, I’m like a very small business gal and I understand the importance of even some sponsorship. So when I come here, I feel like guilty, like I should be going to a small business.

Q. Are there some coffee shops that you really like?

A. T: I really like Crazy Mocha. I used to work at UPMC East and downstairs there was Crazy Mocha. I don’t know, there is

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 3 something different about their taste than Starbucks. Even though it tastes good in here, I like it better. I think the price, it’s a taller cup for the same amount of money. So, you’re getting more for your money. It’s also a different taste and I think it tastes better.

D: I get specialty drinks at Starbucks. I don’t get my coffee here, because I drink my regular coffee. My favorites are white chocolate mocha, pumpkin spice latte and then the Frappuccino’s, so like, um. People will come standing through the line when they are here and they’ll complain at how nasty the coffee is and they’re still getting.

T: You know why, I’m glad you said that because, the last time I was here, I was appalled by the girl making, she was rushing. Like that’s the day there were a tonne of people and it was so bad, that she was throwing stuff, she was dropping stuff. The water went up in the air. Wo! And she didn’t make my coffee properly. I think I had a Mocha with the chocolate.

That was the first time I was trying it. Terrible! No flavor whatsoever! So yeah, sometimes you have a rush and you’re trying to get so many people out.

Q. So now that they have the No Time No Line App, there are more people ordering coffee and it’s go to be ready by the time they come and they have only that much staff. So I guess, they need to have a better system to be able to keep up with that. Like this one independent coffee shop I went to, they had a staff of 4 people. One person was taking the order. 2 were making the coffee. The two who were making it were remembering what they needed to make by hearing the order. I don’t know how they managed it.

T: Yeah, it was a Saturday, and there was just one person making it. And there were people like everywhere. There were people all back there. And there was water, which splashed and it was everywhere. It was terrible!

To Denise: Q. How about you, do you like a particular independent coffee shop.

A. D: Um, I can’t say that I have a favorite. No. I kind of make my own concoction at home that I like better than anything else.

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 3 Q. You like that better? Yeah, I like the tea that I make at home.

A. D: Well, I guess this is just easy while you’re out.

T: Now I will say Gloria Jeans is really good. Have you ever tried Gloria Jeans?

D: Oh yeah, I’ve had that. It delicious T: I t’s very delicious. Gloria Jeans is good as well. I’m not a big coffee fan, but if there’s a cooler drink, Love it. And I will get one of them off there sometimes.

Q. I’m just going to end by asking you a little about yourselves: A. T: Sure. I’m Terry. And I own a childcare center, here in Monroeville. I’ve owned it for 3 years and I’m expanding to another center, and I have three children of my own. And I am married. Anything else you wanna know about me?

Q. What do you like to do?

A. I don’t do anything that I like to do because I’m so busy. I don’t do anything that I like to do. But I do like to travel, when I can, which is very very rare. I like to travel and if I could travel the world, like 24/7, I would do that. But that’s something I can’t do right now. So yeah, I don’t do anything.

Q. Oh, but you have your own business, that is pretty amazing in itself.

A. T: It is pretty amazing. And it is stressful. Very stressful. But also very rewarding.

D: If you don’t mind me asking, how old are you again?

T: 28.

D: And I’m 34. I just remembered that I’ll be so old, whenever you tell me your age!

T: I feel very accomplished at the age of 28.

D: Yeah, that’s true. You have 3 beautiful children.

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 3 T: Yeah, believe me, I went to college when I had kids. Between my last year of school and having my own business and kids, whoooo, but I got it done.

D: So I’m Denise. I’m also a business owner of a podcast. It’s called ‘MomTalk with Denise La Rosa’. I have two girls ages 3 and 1, and oh married, happily married.

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 4 GENDER:1 FEMALE AND 3 KIDS (1M, 2F) AGE RANGE: 33, 10 (M), 9 & 6 OCCUPATION: STAY AT HOME MOM & HOMESCHOOLER PURPOSE OF VISIT: CHANGE OF SCENERY LOCATION: CORPORATE COFFEE SHOP, LOCATED IN THE SUBURBS OF PITTSBURGH

TRANSCRIPT OF INTERVIEW Q. Could you tell me a little about yourself?

A. Um. Im . I’m 33 years old. I have four children, whom I homeschool. And I’m remodeling my house, so I drive a lot right now.

Q. So what brought you here today?

A. I cam here because of the re-modeling project. It was kind of a disaster, so I just wanted to get out of the mess, to get organized for my coming week.

Image Source: www.yelp.com

Q. Do you come to Starbucks often?

A. Ya, we do.

Q. Do you come here to study, or to socialize? Do you get the kids here?

A. We do. Actually maybe, a quarter of the times we come here, we actually come in and sit down. Other three quarters, we just stop to get coffee and leave.

Q. So, it’s like a take and go?

A. Most of the times. But we do stop maybe once a week, or maybe once every couple of weeks, we do actually sit down for a while.

COMMUNAL TABLES ACCOMODATE LARGER GROUPS AND OFTEN HELP PEOPLE INTERACT

Q. Do you homeschool the kids here?

A. Ya, we do sometimes. They might finish assignments or writing papers.

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 4 KEY POINTS • Comes often, for a change of environment. A quarter of the times they sit down and drink coffee. At other times they take and go.

• Stop by once a week or once every couple of weeks.

• Here today because of the re-modeling project at home, which makes the place look messy.

• Sometimes homeschools kids here – they might finish assignments or write papers.

• Likes that it is loud enough for kids, so they don’t have to be totally quiet, but not so loud that it is distracting.

• Can sit down and not have to pay a heavy dinner bill.

• There are some food options for the kids.

• Children like the place because it’s sunny, like to sit down, and because there is a lot of artwork.

• Kids look forward to coming here sometimes.

• How to make people that are younger and don’t have kids, feel comfortable in a space where kids are also welcome.

• A balance between very young and old.

• There’s a particular age group that seems annoyed

Q. Do you usually prefer to sit here, on this table?

A. If we find a space like this, we usually do. But most of the time the table’s taken, usually by only one person. So we usually end up cramming in a corner.

Q. And for how long have you been using the space to homeschool?

A. Maybe on and off for a few years.

Q. So, the kids are used to coming here?

A. Ya Q. Because a lot of times, parents tend to get a little nervous getting the kids. They’re scared they might fidget a lot.

A. Ya Q. So, I find your kids are that way very comfortable in the space.

A. They’re a little older now. We actually used the library more when we were closer to it. Even once a week, twice a week.

But now we’re not. It’s just easier to come out here, where there aren’t as many distractions of various things at home.

Q. What are things about the place that you like?

A. I like that it’s loud enough for kids, like they don’t have to be totally quiet. But it’s not so loud that it’s distracting.

And I’m a coffee drinker and I used to be a Barista myself also, so that helps. And to be honest, I like that I can sit down, somewhere, with them and not have to pay like a $60 dinner bill.

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 4 by kids. While there is particular age group that is thrilled to see them.

• Wants to open own coffee shop with sisters.

Location is an area of debate. While some areas do not have independent coffee shops, one is not sure about the walk in traffic. Places which have walk-in traffic have competition.

• Would prefer not to have people sit in the coffee shop the whole day because of the Wi-Fi. • Starbucks became the central place for the sisters to collaborate over a family wedding, the previous year.

Q. Is there something that you don’t like about the space?

A. Here? It’s hard to find seating, a lot of times. So there are a lot of times, we come in, we look around and we have to go somewhere else. And you don’t want to make people feel uncomfortable by lingering around, like you need a seat. So, I think that’s the hard thing.

Q. Do you tend to get coffee and food when you are here?

A. It depends. Sometimes we’ll all get a steamer, a treat and we’ll all settle in for a while. Especially if grandparents are with us. Um. But sometimes, I just get a coffee and we take like 20 mins. and get organized and go.

Q. On an average, how often during the week do you visit?

A. Starbucks. Mmmmm. I would say, on an average, three times. I don’t have an everyday habit, but I’m still here, more than I like to be. The prices are really.

Q. I know, the prices are a bit on the higher side. But it is a nice environment also, that is there.

A. Yes. Q. Is it Ok if I ask the kids a few questions? They don’t need to tell me their names. They can just tell me how old they are.

A. Sure.

“Sometimes we’ll all get a steamer, a treat and we’ll all settle in for a while. Especially if grandparents are with us.”

Q. Thanks. Can you tell me how old you are?

A. B: 10 G1: 9 G2: 6

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 4 Q. Do you like coming here?

A. Nodding Yes

“One thing that we are discussing is how to make the people that are younger and don’t have kids feel comfortable in a space where kids are so welcome. And that’s a challenge, because we would want a place where parents feel welcome, coming in and sitting down with their kids and not thinking it was too formal for children. But then also we don’t want older people and business people get crowded around by noise. So, that’s a challenge.”

Q. What do you like about the space?

A. B: it’s sunny and I just like to sit down.

G1: I like it here because there’s a lot of artwork G2: A little shy to respond Q. Do you look forward to coming here?

A. Sometimes, yes. Yeah.

Mom: Sometimes they do. Sometimes they’d rather not come in and sit for a little while.

Q. Something I’m looking at is how to make the space a little more child friendly. You know, even if there was just like a book shelf.

A. Yeah. You know my sisters and I are actually thinking about opening a coffee shop. So it’s funny that you’re asking me, because. One thing that we are discussing is how to make the people that are younger and don’t have kids feel comfortable in a space where kids are so welcome. And that’s a challenge, because we would want a place where parents feel welcome, coming in and sitting down with their kids and not thinking it was too formal for children. But then also we don’t want older people and business people get crowded around by noise. So, that’s a challenge.

Q. I was seeing this video, where they took kids to an old age home and they loved it.

A. Yeah. Yeah. (Enthusiastically)

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 4

“It’s sunny and I just like to sit down.”

“I like it here because there’s a lot of artwork.”

Image Source: The White Rabbit’s page on Facebook

Q. I think there is a whole generation in between, which doesn’t interact with any other generation. The older generations tend to be friendly.

A. No, we kind of have, we run into people like in their 50s and 60s, they break that period of life, where they don’t want to be bothered, they’re kind of annoyed when we’re in line. And kind of maybe retired or still working in corporate jobs and they have a lot to do and they still have a lot of energy. They kind of seem annoyed by kids. Even like, on vacations and lines and things like that, they’re annoyed. Whereas people in their 70s or 80s, they’re kind of thrilled, to see children. It’s so funny.

So you never know.

Q. We don’t have independent coffee shops in the Monroeville and Murrysville area. We have a lot towards the city, but not so much here.

A. Location has been a big area of debate for us, because Monroeville unfortunately does not have enough walk in traffic.

You really have to bring in people in a cart. So we’ve talked a lot about the opportunities and places like East Liberty, but there’s competition there too. Here, it’s really Starbucks that you can go to.

Q. Yes, and the thing is, you can get better coffee for a better price.

A. You can. Yeah. Actually my sisters live in Greensburg and there is an amazing shop there called ‘The White Rabbit’ and it’s the best coffee I’ve ever had. And it’s not totally inexpensive. So if we were to do it, our idea is that we will have to provide that to make it totally worth it. Or else, how do you compete, with a corporate ginat?

THE WHITE RABBIT CAFE IN GREENSBURG

Q. The other thing, why I find people prefer Starbucks, is the Wi-Fi. Some of the coffee shops that I checked out in the city, don’t have free Wi-Fi, like Starbucks, where you can just sit and start using it. So they have something called ‘Optimum Wi-Fi’ where you can select your Internet provider.

A. Yeah, we’ve talked it out, how we would add that Wi-Fi to make it work. Although, if we’re a really small company, with a

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 4 really small space, we can’t have people buy one coffee and sit here all day. You know, we can’t afford it. So it’s a challenge.

It’s hard work. We’ve worked at coffee shops, all of us. I have four sisters and we’ve worked at coffee shops on and off.

Q. Ya, that will be wonderful.

A. Ya, if it happens someday.

“Ya, we had to like get together to plan for my sisters wedding last year and we were kinda trying to hit for slow time here, so we could sit at the table and plan. And we were here multiple times, to run over our schedules and stuff like that.”

Q. So, we are looking at what might be the opportunities. You know, Starbucks is always a step ahead. It senses what might be needed. But still there might be something another coffee shop provides that is missing here.

A. Ya. I do like that there are multiple kinda areas here.

Q. I agree. And they are so well thought of. Like the spaces, even the tables. Like a community table like this, where many people can sit and talk and get together and study.

A. Ya, we had to like get together to plan for my sisters wedding last year and we were kinda trying to hit for slow time here, so we could sit at the table and plan. And we were here multiple times, to run over our schedules and stuff like that.

Q. The other thing I find is, the power outlet, you can control where people use their devices by where you place them.

A. That’s really smart. And you’re right, it’s totally true. So if you want people to stay kinda outta the way

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 5 GENDER:1 FEMALE AGE RANGE: 38 OCCUPATION: STAY AT HOME MOM, PURSUING CAREER IN ACADEMIA PURPOSE OF VISIT: SOCIAL LOCATION: INDEPENDENT COFFEE SHOP, LOCATED IN PITTSBURGH

TRANSCRIPT OF INTERVIEW Q. Can you tell me a little about yourself?

A. I am 38 years old. And I’m from South Korea. And I’ve been in America for eight years. I just finished my doctorate degree and I am pursuing my career in academia. I am from Murrysville.

Q. Do you go to coffee shops often?

A. I do. Having a coffee, it became kind of like a habit. Without sipping a cup of coffee in the morning, it’s hard to get my head straight. So having a morning coffee became a habit.

Q. Did you drink coffee or tea in Korea, usually?

A. I usually had a coffee.

Q. Do you go to coffee shops often?

A. Yes. I’d say three to four times a week.

Q. Do you usually sit down there or do you take a coffee and go?

A. I like to sit down. To get things done. It may be a matter of just feeling, but I feel I can get things done more efficiently than at home. Or in the library. Somehow, I can focus better. I become more efficient.

Q. So, you’re able to concentrate in the coffee shop?

A. Oh yes, yes. I think. There is some time limitation at the coffee shop. So I get that factor. It helps with my concentration better. Because you can’t sit the whole day in the coffee shop like you sit in the library. In the library you feel you have

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 5 KEY POINTS • Having coffee is a habit.

• Feels she can get things more efficiently in a coffee shop as compared to the library or another place due to the time restriction.

• Usually carries something to a coffee shop when she goes alone, like a laptop or book.

• The space means convenience and relaxing.

• Doesn’t prefer to meet strangers. Will either meet frineds or get something done.

• When meeting friends, will look for a cozy place.

When going for work, instead of a cozy place, will look for a table with a power outlet.

• Incase of visiting a coffee shop to work, does not really bother about the ambiance, but just a place to sit and work.

• Chain coffee shops are for convenience.

• A place which makes really good coffee is usually hidden somewhere. You have to make efforts going there. Willing to make that effort to meet friends, but not to work.

• Goes to an independent coffee shop to relax, enjoy coffee and dessert.

tonnes of time, a whole day, a week. But in the coffee shop, you get into the coffee shop telling yourself, I’m going to get things done in two hours and go back home or go for lunch. So I guess that influence helps me focus better to pick and choose things.

Q. So, when you go to the coffee shop, do you go with the laptop or do you go sometimes without a laptop, with a book or something?

A. I always carry something. Either laptop. If I have something really relating work, then I’ll bring my laptop, books tablet, whatever things I have, I always carry something.

Q. Do you enjoy meeting friends also?

A. Offcourse. So coffee shop for me means both convenience and relaxing.

Q. Are you comfortable talking to strangers when you’re there?

A. Oh no, no. ya, I’m not for that. I go to coffee shop with clear purpose. Either meet friends or get something done.

Q. And, what is it about the space that you think really works for you or appeals to you?

A. It depends on why I go to the coffee shop. if I go to the coffee shop for friends, to meet them, I would look for a very cozy spot with a sofa, a little dark. But if I go to work, a cozy place won’t work. Just plain tables, with a power outlet. I won’t have any particular interest then in how that coffee shop looks, I just need a place, to sit and work.

Q. Is there something that you don’t like or has gone against what you had gone to the shop for?

A. No, I don’t mind at all. As long as I get a place.

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 5 • Starbucks is like ‘factory’, White Rabbit is more ‘personal’.

• Goes with the mindset of convenienct to Starbucks/ Dunkin Donuts, so expects coffee on time. Not the same mindset or expectation at the independent coffee shop.

• In relation to environemtn, Starbucks is more accomodating and allows space for individual as well as groups. DD in comparison has booths and one doesn’t feel compfortable taking up the whole booth space for their individual work.

• DD is brighter and louder than Starbucks. You have kids comeing in. It’s not a distraction, but just a different environment.

• Starbucks has a mutual comfort/ acceptance level, with the people who are there to work. At DD, you have a grop of seniors, who are so social, you feel guilty to work.

• The senior group at DD is very friendly, so the space is more for talking than working.

• Daughter (aged 5), is comfortable in an coffee shop environment. It will be a short visit until she finishes her food as she needs something to entertain herself.

Q. Do you like the coffee at Starbucks?

A. At Starbucks? No. (laughs). Yeah clearly in the chain coffee shops, they’re for convenience. Like Starbucks for example, it’s always at a very convenient location. For example, if I’m having a meeting, it’s always Starbucks or Panera or Dunkin Donuts nearby. For example, if I need to get my head straight before a meeting, just for one hour, I’ll sit there and get my head straight and then go to the meeting. But a place, which makes very good coffee, is usually hidden somewhere. You hardly find them. You have to make efforts getting there. So, for the purpose of meeting friends, I am willing to make that effort. For the work, I just need a space, I’m not willing to make that effort.

Q. And you’re ok with the coffee also, you don’t mind.

A. Ya, whatever it is.

Q. When you go to Starbucks, do you feel that you should buy something?

A. Offcourse, sure. You’re paying something for the space and time.

Q. You were telling me about White Rabbit, in Greensburg. Can you tell me a little about what you like?

A. White Rabbit is a café with French desserts and it is a large space. It’s near the schools, the universities. So there are some people who go there for work. For me, I go there to relax. Usually I go there when I want to have really good coffee with a dessert and I can have a good conversation with my husband, then we go there. I recommend it. We don’t have many good options in this area, but that is one of the independent cafes.

Q. In terms of the space comparing Starbucks and White Rabbit, did you observe any differences?

A. White Rabbit decorates it better. Starbucks is like ‘factory’. Each Starbucks you go is the same. In Whit Rabbit, I see the owners face over there. The owner collected things and it gives the place a unique character.

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 5 • Used to take daughter to Panera Bread during the winter and would sit there for an hour, reading a book, doing some activity, sitting by the fireplace. It became ‘their date’ kinda thing. Daughter asks for a ‘date with her mom’ now and then.

• Orders Coffee and food if she hasn’t had breakfast or is relaxing. If she has had her breakfast and is there to work, she will only order coffee.

• Would go, if a social event is organized at the coffee shop, like a book club, music event, etc.

Q. And the staff, do you feel they are effective? Like they’re able to give you the coffee on time?

A. Mmmmm, I don’t know. Ya. Uh huh. They’re not behind that much. But I don’t expect I have that just give my coffee kind of mind. I have that mind, like if I go to Starbucks or Dunkin Donuts, the convenience is a thing I expect from them.

So I want them to move fast so they can give my coffee and I can just, you know, get things done. But White Rabbit, I just go for relaxing and I don’t have any time limitations. And I even ask them, you know, which regions the coffee is in. I have conversations with them and they recommend the coffee and the bean and I say, ok, let’s try it.

Q. Do they also try to sell you the coffee bean?

A. I think so. I haven’t bought in there, but they make a new coffee and say, would you like to try it. And I say, ok ya.

Q. So that personal touch is there in trying to tell you about it?

A. Yes.

“To get things done. It may be a matter of just feeling, but I feel I can get things done more efficiently than at home. Or in the library. Somehow, I can focus better. I become more efficient.”

Q. And you work at Dunkin Donuts also sometimes?

A. Yes. Q. If you were to compare the environment: Panera Bread, Starbucks and Dunkin Donuts, how would you compare them?

A. I feel Starbucks is the most accommodating I would say. Willing to accommodate a person like me, I would say. I think they recognize that some of their customers come for work. So, their arrangement of space is more comfortable than Dunkin Donuts. Like in Dunkin Donuts, they don’t have a single space. It’s usually a booth for four people. So you would feel bad occupying it for one or two hours, with a single seat. And Starbucks has like single tables or sets, so you wouldn’t feel bad. So that’s the difference. And then Dunkin Donuts, they’re lighter or brighter than Starbucks. And a bit louder. Kids coming in.

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 5 “White Rabbit decorates it better.

Starbucks is like ‘factory’. Each Starbucks you go is the same. In Whit Rabbit, I see the owners face over there. The owner collected things and it gives the place a unique character.”

Q. Does that interfere with your work, if you’re working?

A. No, yeah, it’s not a distress. Just a different environment. Starbucks has a lot of customers working there. So there is a kind of mutual agreement. Like if you talk on the phone, you talk with a softer voice. But Dunkin Donuts is just like for a senior gathering or a friend gathering. So. You would feel a little awkward sitting there and getting things done. But yeah, Starbucks. Ya. Starbucks, it’s different.

Q. At Dunkin Donuts, you have this group of seniors sitting right?

A. Oh yes. Uh huh. I like even got to know them. Both of us come everyday.

Q. And they talk and get friendly?

A. Ya. Ya. They would say, ‘oh you’ve come late’. I used to go there regularly before Starbucks opened. But after Starbucks

Image Source: www.ddifo.org

Image Source: www.panera brentcwood.wordpress.com

COMPARING SPACES & AMBIANCE: (FROM LEFT TO RIGHT) DUNKIN DONUTS, PANERA BREAD & STARBUCKS

Image Source: www.starbucks.squarespace.com

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 5 opened, I’d rather go to Starbucks. To not feel like a stranger, because, Dunkin Donuts is more for talking rather than work.

Like in Starbucks, you see a lot of people working there and you feel like, I’m not a stranger here.

“We’d just go to Panera. Sit next to the fireplace. Make ourselves at home there, read a book, do some coloring. Sip coffee, have a bagel or whatever. We’d spend about an hour and just come back. We did a kind of ‘date’ thing. Sometimes she’ll as me to do a ‘date’ in the coffee shop.”

“I feel Starbucks is the most accommodating. I think they recognize that some of their customers come for work. So, their arrangement of space is more comfortable. There is a kind of mutual agreement. Like if you talk on the phone, you talk with a softer voice.”

Q. And do you feel comfortable taking your daughter (5 years) to Starbucks?

A. Ya. I often come. I often come. There are some menus she can enjoy. She like that coffee shop environment. So, I am comfortable.

Q. Do you find the need to keep her occupied or busy?

A. So, it will be a short visit. She will sit until she finishes her food. But definitely, she needs something to entertain herself.

Usually, when I go to the coffee shop with her, it’s mainly for food. When she’s done and I’m done, we walk out. There are not many things to entertain her there.

Q. Yesterday I met a mom and she was at Starbucks with three kids and they were sitting so nicely and reading. And she said she homeschools the kids and brings them atleast once a week for a change in environment.

A. Oh, that reminds me. During the winter, I used to take her to Panera. We used to read a book. You know. She’s tired of going to the library and we were stuck in the snow. There were not many places to go. We’d just go to Panera. Sit next to the fireplace. Make ourselves at home there, in the winter, just read a book, do some coloring. Just sipping coffee, have a bagel or whatever. We’d spend about an hour and just come back. We did a kind of ‘date’ thing. Sometimes she’ll as me to do a ‘date’ in the coffee shop.

Q. Do you usually but only coffee or something to eat also?

A. It usually depends on the time of the day. When I didn’t have my breakfast, then I would order bagel or breakfast muffin with a coffee. But, if I do have breakfast, then pretty much a coffee only. Also, if I’m working I usually order only the coffee and if I’m relaxing, then I usually order a dessert with the coffee.

RESEARCH - FIELD WORK SAMPLE : INTERVIEW 5 “A place, which makes very good coffee, is usually hidden somewhere. You hardly find them.

You have to make efforts getting there. So, for the purpose of meeting friends, I am willing to make that effort. For the work, I just need a space, I’m not willing to make that effort.”

Q. If there were a book club or an event in the library, like music event or something, would you go? Would you be interested?

A. Ya.

RESEARCH - FIELD WORK FIELD GUIDES During our field work we typically would get a coffee, sit down, observe while taking photos and notes for documentation, if someone around us appeared to have time to talk we would approach for an interview or discussion. The field study to the right helped us document what we were observing, The survey allowed us to send out questions to a larger population and gather some insight regarding the coffee culture.

FIELD STUDY

COFFEE SHOP / LOCATION:

NOTES:

DATE: TALLY TICKER: GENDER: MALE: FEMALE:

AGE RANGE: 18-24: 25-34: 35-49: 50+: PURPOSE:

COMMUNITY ASPECTS NOTED:

WORK/STUDY: HANGOUT/LOUNGE: SOCIAL:

RESEARCH - FIELD WORK FIELD GUIDES : CORPORATE – SAME LOCATION DIFFERENT DAY FINDINGS (CONTINUED FROM U4&5)

FIELD STUDY

COFFEE SHOP / LOCATION:

COFFEE TREE ROASTERS BAKERY SQUARE

NOTES: • The lounge/comfortable chairs are taken up almost always.

• Lots of people working this week.

• The number of people wearing headphone seems less than in other locations.

• People chose to make their purchase and sit outside at the tables as well.

• There seems to be litter interaction between tables.

• A disruption happens when someone is talking loud on their phone and their neighbors are forced to listen to the conversation.

• The demographic ranges so much. There is no one demographic that seems to be the norm.

DATE:

OCTOBER 21, 22, & 23

TALLY TICKER: GENDER: MALE: 22 FEMALE: 1

AGE RANGE: 18-24: 1 25-34: 11 35-49: 14 50+: 4 PURPOSE: *remainder purchased only

COMMUNITY ASPECTS NOTED: • Local food sold.

• Location in the square attracts everyone who works in the neighboring spaces, so some familiar faces are seen weekly.

WORK/STUDY: 13 HANGOUT/LOUNGE: 3 SOCIAL: 4

RESEARCH - FIELD WORK FIELD GUIDES : CORPORATE – SAME LOCATION DIFFERENT DAY FINDINGS (CONTINUED FROM U4&5)

WED. OCT 21 – 3:15PM

THURS. OCT 22 – 2:30PM

FRI. OCT 23 – 3:00PM

RESEARCH - FIELD WORK FIELD GUIDES : INDEPENDENT – FRIDAY NIGHT LOCATION FOR PGH COFFEE WEEK EVENT

FIELD STUDY

COFFEE SHOP / LOCATION:

COMMONPLACE AT VOLUTO GARFIELD/EAST LIBERTY

NOTES: • special menu for the event : alcoholic and non-alcoholic beverages • lots of people knew each other and just ran into each other • groups came together to socialize • more people were open to chating with those around them • the baristias were super friendly and brought drinks to customers • baristias were well informed of the drinks and helped you choose.

• many were both inside and outside enjoying their drinks.

• L-shaped shop interior, with multiple options for seating • crowd seemed between 25-35 mostly • mid-century design style • area is one that is being brought back to life

DATE:

OCTOBER 23

TALLY TICKER: GENDER: MALE: 12 FEMALE: 15

AGE RANGE: 18-24: 4 25-34: 15 35-49: 6 50+: 2 PURPOSE: *remainder purchased only

COMMUNITY ASPECTS NOTED: • Park of PGH Coffee Week, teamed up with Main 4121 for event.

• Lots of people were attending multiple events.

WORK/STUDY: HANGOUT/LOUNGE: SOCIAL:

RESEARCH - FIELD WORK FIELD GUIDES : INDEPENDENT – FRIDAY NIGHT LOCATION FOR PGH COFFEE WEEK EVENT

LOTS OF PEOPLE IN LINE FOR EVENT GROUP JUST SOCIALIZING

LOTS OF PEOPLE KNEW EACH OTHER YOUNGER CROWD LATER

RESEARCH - FIELD WORK FIELD GUIDES : CORPORATE – SAME LOCATION DIFFERENT DAY FINDINGS (CONTINUED FROM U4,5,&6)

FIELD STUDY

COFFEE SHOP / LOCATION:

COFFEE TREE ROASTERS BAKERY SQUARE

NOTES: • Odd that I’m not seeing some of the same people from day to day or week to week.

• There is a lot of diversity in the range of people coming in.

• It has seemed a lot busier this week than normal.

• Most seats are filled each visit.

• Flow of setup is a little odd. Drinks are handed out at the end of the bar, but the condiment station is by the door, causing a build up in clusters. This causes quick interactions. You also feel bad if you end up having to hover over someone at the table by the door.

• Many who choose to stay vs leave still get coffee in to-go cups. Is this the baristas doing or the customer?

• Thought social meetings would happen more in carpeted areas vs tile flooring, but would have to review findings to test hypothesis.

DATE:

OCTOBER 28, 29, & 30

TALLY TICKER: GENDER: MALE: 17 FEMALE: 13

AGE RANGE: 18-24: 0 25-34: 10 35-49: 19 50+: 1 PURPOSE: *remainder purchased only

COMMUNITY ASPECTS NOTED: • Coworkers come in together.

• Lots of people meeting up for social discussions.

WORK/STUDY: 7 HANGOUT/LOUNGE: 1 SOCIAL: 8

RESEARCH - FIELD WORK FIELD GUIDES : CORPORATE – SAME LOCATION DIFFERENT DAY FINDINGS (CONTINUED FROM U4,5,&6)

WED. OCT 28 – 1;30PM

THURS. OCT 29 – 1:30PM

FRI. OCT 30 – 3:00PM

RESEARCH - FIELD WORK FIELD GUIDES : CORPORATE – SAME LOCATION DIFFERENT DAY FINDINGS (CONTINUED FROM U4,5,6,&7)

FIELD STUDY

COFFEE SHOP / LOCATION:

COFFEE TREE ROASTERS BAKERY SQUARE

NOTES: • Little crowd compared to normal.

• No familiar faces. This has been typical and surprising. I frequent almost each day Monday-Friday around the same two times and I have not recognized more than one customer.

• Someone is always seated in the comfortable couches/chairs •New product that needs stocked is always on the far counter where drinks are picked up in front of beans by the bag wall.

• Food in-case is not marked and I would personally be interested in where it was from and what it is.

DATE:

NOVEMBER 3

TALLY TICKER: GENDER: MALE: 4 FEMALE: 3

AGE RANGE: 18-24: 0 25-34: 4 35-49: 1 50+: 2 PURPOSE: *remainder purchased only

COMMUNITY ASPECTS NOTED: • Newspaper out for anyone to read

WORK/STUDY: 2 HANGOUT/LOUNGE: 2 SOCIAL: 2

RESEARCH - FIELD WORK FIELD GUIDES : CORPORATE – SAME LOCATION DIFFERENT DAY FINDINGS (CONTINUED FROM U4,5,6,&7)

WED. OCT 28 – 1;30PM

THURS. OCT 29 – 1:30PM

RESEARCH - FIELD WORK FIELD GUIDES : INDEPENDENT – SATURDAY NEIGHBORHOOD STUDIO WALK PATH

FIELD STUDY

COFFEE SHOP / LOCATION:

ESPRESSO A MANO LAWRENCEVILLE

NOTES: • Long line out the door • Product and community information along wall where lining up to place order • Poster of local product sold that I didn’t know was local until reading • Every seat filled • Dixie cups used for to go, thinking because of event • Basic Menu items with featured drink for fall • Lots of people socializing and interacting with others • Decor was unique and interesting.

• Friendly and social barista • Little kid running around • Not many people working • Care for product

DATE:

NOVEMBER 7

TALLY TICKER: GENDER: MALE: FEMALE:

AGE RANGE: 18-24: 25-34: 35-49: 50+: PURPOSE: *remainder purchased only

COMMUNITY ASPECTS NOTED: • local art • appealing atmosphere

WORK/STUDY: HANGOUT/LOUNGE: SOCIAL:

RESEARCH - FIELD WORK FIELD GUIDES : INDEPENDENT – SATURDAY NEIGHBORHOOD STUDIO WALK PATH

EVERY SEAT FILLED

COMMUNITY POSTINGS

POSTER OF LOCAL PRODUCT SOLD

ART ON WALLS FROM LOCAL ARTISTS

RESEARCH - FIELD WORK FIELD GUIDES : INDEPENDENT – SATURDAY NEIGHBORHOOD STUDIO WALK PATH

FIELD STUDY

COFFEE SHOP / LOCATION:

CONSTELLATION BLOOMFIELD

NOTES: • Very stark with limited seating in main front area • Flow was backwards and made it odd for ordering and picking up coffee • Seating at bar where coffee was being made seemed odd • Back quiet room away from front was nice surprise.

• Limited decor • Dated countertop and old decor for menuboard • Had pumpkin spice pound cake pieces for purchase for the day • Menu items were basic • Care for the coffee • Crowd was very small compared to other shops near walking studio tour

DATE:

NOVEMBER 7

TALLY TICKER: GENDER: MALE: 5 FEMALE: 4

AGE RANGE: 18-24: 1 25-34: 6 35-49: 2 50+: 0 PURPOSE: *remainder purchased only

COMMUNITY ASPECTS NOTED: • Local food • Separate room with larger tables

WORK/STUDY: 7 HANGOUT/LOUNGE: 2 SOCIAL: 0

RESEARCH - FIELD WORK FIELD GUIDES : INDEPENDENT – SATURDAY NEIGHBORHOOD STUDIO WALK PATH

SMALL CONDIMENT STATION

MENU CHOICES ARE LIMITED TO BASICS

BACK ROOM IS QUIETER AWAY FROM BUSY SECTION OF LOCATION

RESEARCH - FIELD WORK FIELD GUIDES : CORPORATE – SAME LOCATION DIFFERENT DAY FINDINGS (CONTINUED FROM U4)

FIELD STUDY

COFFEE SHOP / LOCATION:

COFFEE TREE ROASTERS BAKERY SQUARE

NOTES: • Lots of people meeting and working this week.

• Weather played a part in traffic • Diverse crowd • A lot of working people alone or having a conversation in a pair • People tend to sit facing the center of the shop vs out the window.

• No one really talks in line or when waiting for their coffee • Though people are helpful to one another at the condiment bar.

• Baristas don’t necessary add a friendly or social aspect.

DATE:

OCTOBER 13, 14, & 15

TALLY TICKER: GENDER: MALE: 12 FEMALE: 16

AGE RANGE: 18-24: 3 25-34: 7 35-49: 9 50+: 9 PURPOSE: *remainder purchased only

COMMUNITY ASPECTS NOTED: • Local packaged and bakery products being sold

WORK/STUDY: 11 HANGOUT/LOUNGE: 4 SOCIAL: 10

RESEARCH - FIELD WORK FIELD GUIDES : CORPORATE – SAME LOCATION DIFFERENT DAY FINDINGS (CONTINUED FROM U4)

TUES. OCT 13 – 1:58PM TO 2:21PM

WED. OCT 14 – 2:40PM

THURS. OCT 15 – 2:20PM

RESEARCH - FIELD WORK FIELD GUIDES : INDEPENDENT – WITHIN A MILE FROM CORPORATE LOCATION

FIELD STUDY

COFFEE SHOP / LOCATION:

ZEKE’S COFFEE EAST LIBERTY

NOTES: • Shocked at how great the atmosphere and shop are despite block consisting of all run down, low income shops. This area is changing and growing everyday and will be habit high end condos and restaurants. The whole area is under construction expect for this block.

• Outside there was a large amount of seating for being on a busy road, but it is set back. The seating consisted of a few picnic tables.

• A number of people were working on laptops.

• A couple of older men came in for what looked like routine coffee. They noticed another man in line who was younger and after a quick embrace they chatted for a bit, while sitting on the couches.

•The refined hipster style of the barista was welcoming and charming.

• Open area with bagged roasted beans was a nice hands on area.

DATE:

OCTOBER 16

TALLY TICKER: GENDER: MALE: 7 FEMALE: 6

AGE RANGE: 18-24: 1 25-34: 6 35-49: 3 50+: 3 PURPOSE: *remainder purchased only

COMMUNITY ASPECTS NOTED: • Community Board is near entrance • Seating varies with comfy couches at entrance.

WORK/STUDY: 6 HANGOUT/LOUNGE: 2 SOCIAL: 3

RESEARCH - FIELD WORK FIELD GUIDES : INDEPENDENT – WITHIN A MILE FROM CORPORATE LOCATION

WORKING STATION/TABLES

BAGGED BEANS / HANDMADE SIGNS COMFY ENTRANCE AREA

COMMUNITY BOARD

RESEARCH - FIELD WORK FIELD GUIDES : SURVEY Coffee Shop Survey - Google Forms

10/19/15, 10:38 PM

laura.waxter@gmail.com

Edit this form

33 responses View all responses

Coffee Shop Survey - Google Forms

10/19/15, 10:38 PM

19

57.6%

Alternative Beverage (ie. Tea, Juice)

9

27.3%

Other

0

0%

Food / Pastry

10/19/15, 10:38 PM

17

Saturday

51.5%

What activities do you do at coffee shops?

Are you a regular customer to a specific shop or do you shop all around?

Publish analytics

Summary

Work Study

Regular at Sp…

Lounge

Regular at Sp…

What is your gender?

Male

4

12.1%

Female

29

87.9%

Meet Others

Regular Custo…

0

Not a Regular…

0

87.9%

4

8

12

5

10

15

16

7

Work Regular at Specific Shop – Corporate (i.e.. Starbucks, Coffee Tree Roasters, Caribou, Crazy Mocha)

7

21.2%

Regular at Specific Shop – Independent (i.e. Delainies, Big Dog, 21st Coffee, etc.)

2

6.1%

Regular Customer – But Shop all around

6

18.2%

Not a Regular Customer

19

57.6%

21.2%

Study

2

6.1%

Lounge

14

42.4%

Meet Others

20

60.6%

Which would you enjoy at a coffee shop?

What is your age range?

33.3%

18-24

3

9.1%

25-34

16

48.5%

35-49

11

33.3%

50+

3

9.1%

Days of the week you mostly visit

Live Music E… Art Gallery /…

Sunday

Pet Day Event

Monday 48.5%

Fundraiser fo…

Tuesday

Learn about…

Wednesday

Hobby gathe…

Thursday

What purchases do you make when visiting a coffee shop?

0

Friday

4

8

12

Saturday

Coffee Beverage

0

4

8

12

16

Food / Pastry Alternative Be…

Sunday

Other 0

5

10

Coffee Beverage

15

27

20

25

81.8%

https://docs.google.com/forms/d/18E_bNbYa4bE-emvNHfiDPJZxrqQyMWQ6PnQXSO-N4nU/viewanalytics

Coffee Shop Survey - Google Forms

Page 1 of 5

10/19/15, 10:38 PM

La Prima, Starbucks

Starbucks & Coffee Buddha

45.5%

9

27.3%

Learn about coffee and brewing

9

27.3%

10

30.3%

Hobby gatherings

16

48.5%

11

33.3%

Thursday

9

27.3%

Friday

13

39.4%

https://docs.google.com/forms/d/18E_bNbYa4bE-emvNHfiDPJZxrqQyMWQ6PnQXSO-N4nU/viewanalytics

Coffee Shop Survey - Google Forms

8 4

Which coffee shops do you visit in the Pittsburgh Area?

Page 2 of 5

10/19/15, 10:38 PM

0

Paris 66, couple of other bistros Espresso amano Starbucks mostly.

Starbucks anywhere Tazz o'doro Commonplace 4121 Main Constellation Mostly Starbucks Starbucks, Panera Dunkin donuts Constellation 4121 Main starbucks Starbucks in Cranberry Espresso a Mano Coffee tree Starbucks Zeke's coffee Crazy mocha Starbucks Common place?

Coffee Tree, La Prima, A mano, Crazy Mocha Starbucks I used to go to borders and sit in their cafe, but we don't have borders anymore. Now if I want a specialty coffee I usually order it at sheetz. If I did go to an actual coffee shop I would drive through.

Starbucks because it is oh so close to me :) Mostly starbucks but a few local places if they are close by, never a regular to remember names Srarbucks Biddle's Escape, 61B and C, commonplace, espresso a mano, jitters, tazza d'oro, Pitt coffee shops Starbucks Monroeville

RESULTS

15.2%

Monday

12

Page 4 of 5

15.2%

5

36.4%

Tuesday

Starbucks on Copland (Shadyside), Crazy Mocha on Ellsworth (Shadyside), Coffee Tree

https://docs.google.com/forms/d/18E_bNbYa4bE-emvNHfiDPJZxrqQyMWQ6PnQXSO-N4nU/viewanalytics

5

Wednesday

Starbucks

Panera bread or Starbucks

15

Fundraiser for a Cause Day Event

61c Starbucks Coffee roasters

Roasters on Murray (Squirrel Hill)

12

Pet Day Event 21.2%

16

Starbucks Dunkin' Donuts Market Street Groceries

Live Music Events Art Gallery / Art for Sale

7

Number of daily responses

Crazy mocha

SURVEY

Coffee Shop Survey - Google Forms

https://docs.google.com/forms/d/18E_bNbYa4bE-emvNHfiDPJZxrqQyMWQ6PnQXSO-N4nU/viewanalytics

Page 5 of 5

https://docs.google.com/forms/d/18E_bNbYa4bE-emvNHfiDPJZxrqQyMWQ6PnQXSO-N4nU/viewanalytics

Page 3 of 5

RESEARCH - FIELD WORK SURROUNDINGS

21ST STREET COFFEE - STRIP DISTRICT BIG DOG COFFEE TREE ROASTERS COMMON PLACE COFFEE VOLUTO CONSTELLATION COFFEE

REPRESENTS LOCATION VISITED

DELAINE’S ESPRESSO A MANO STARBUCKS – SOUTHSIDE STARBUCKS – MIRACLE MILE STARBUCKS – RTE 22

STARBUCKS – SQUIRREL HILL THE WHITE RABBIT ZEKE’S

RESEARCH - FIELD WORK SURROUNDINGS Image Source: www.waymarking.com

There were some distinct differences in the locations and surrounding areas of coffee shops that were corporate from those that were independent. Corporate coffee shops were mostly seen in shopping complexes, amongst national or local chain companies (like Marshall, DSW, Panera Bread, Burgatory, etc.). Independent coffee shops on the other hand, seemed to be located in a neighborhood with the storefront facing the main road and in the midst of local businesses.

There was also a difference in the convenience of parking. Independent coffee shops usually had paid street parking and corporate coffee shops had space for their customers to park in their designated free parking spots. This was a point of dissatisfaction for an informant, who liked visiting a particular independent coffee shop.

One of the informants also mentioned, that corporate or chain coffee shops are usually very visible, whereas independent coffee shops are hidden in that way, and one has to make an effort to find them.

Image Source: www.yelp.com

Through our research we found, that the location of the shop greatly determines the crowd that will come into it and the expected busy times of the place. For example The Starbucks shop that was located in the complex with other retail stores, a gym and a bank found a strong office and gym going crowd in the morning and shoppers (mostly women) towards mid morning. The other Starbucks, located close to three preschools, found a few moms’ hanging out often during the hours their children were in school.

Interestingly one of the informants also mentioned that the Starbucks inside the Target shop in her vicinity had a more family feel to it. We thought this was an interesting point and one might wonder if the strong red identity of Target and abundant light and space creates this feel.

ONE INFORMANT MENTIONED THAT THE STARBUCKS IN THE TARGET STORE HAD A MORE ‘FAMILY FEEL’

Independent coffee shops had somewhat of a different vibe about them. It was a little relaxed and hip.

RESEARCH - FIELD WORK SURROUNDINGS : INDEPENDENT - LOCATED IN A NEIGHBORHOOD NEAR DOWNTOWN PITTSBURGH ESPRESSO A MANO - LOCATION MAP AND SURROUNDINGS Image Source: Google Maps

• Located in Lawrenceville, a little north of downtown, • The neighborhood has an Industrial past.

• The area houses a newer young crowd (due to the neighborhoods affordable housing) as well as people who have lived their entire lives here. It is one of the premier art, live music, and dining hubs of Pittsburgh.

• Butler Street has a number of art galleries, clothing boutiques, furniture stores, restaurants and coffee shops.

• PGH Bikeshare is very close to the shop.

PEOPLE IN THE CAFE & INTERIOR AMBIANCE

MAP SHOWING ESPRESSO A MANO AMIDST OTHER INDEPENDENT BUSINESSES ON BUTLER STREET

KIOSKS FOR CONVENIENT STREET PARKING

THE TWO GENTLEMENT JUST STEPPED OUT OF ESPRESSO A MANO, SMOKING, IN DEEP CONVERSATION ON SATURDAY MORNING

PGH BIKESHARE IS LOCATED A FEW STEPS AWAY FROM ESPRESSO A MANO

RESEARCH - FIELD WORK SURROUNDINGS : CORPORATE - LOCATED IN A SUBURB OF PITTSBURGH • Located in a complex which has a mix of retail shops (like DSW, Old Navy, OfficeMax, Marshall, Learning Express, etc), restaurants (Panera Bread, Chick Fill A, Mad Mex, Sincerely Yogurt, etc), a fitness club and a bank; • The shop is fairly spacious, but still gets very crowded during prime hours, which a few people mentioned as being demotivating; • In the morning one finds a few people in office wear, having brief meetings, picking up coffee to go. By mid morning the crowd thins down a bit and one finds shoppers. Gym goers are seen most of the day.

STARBUCKS, MIRACLE MILE SHOPPING CENTER, MONROEVILLE - LOCATION MAP AND SURROUNDINGS Image Source: Google Maps

THE STORE IS LOCATED IN MIRACLE MILE, A SHOPPING COMPLEX Image Source: www.lifeofcraftsman.wordpress.com

PEOPLE IN THE SHOP & INTERIOR AMBIANCE

BUSINESSES IN THE AREA INCLUDE LA FITTNESS, SHOPS LIKE OFFICEMAX, DSW, MARSHALLS, A BANK AND A FEW RESTAURANTS

Image Source: www.yelp.com

EXTERIOR OF THE SHOP Image Source: www.twitter.com

LOTS OF PARKING IS AVAILABLE IN THE MIDDLE OF THE COMPLEX

RESEARCH - FIELD WORK SURROUNDINGS : INDEPENDENT - LOCATED ON THE OUTSKIRTS OF PITTSBURGH • Located on one of the prime roads of Greensburg, a small town on the outskirts of Pittsburgh.

• Neighboring shops include local businesses.

• The cafe is situated close to a University, a theatre, and the Amtrak station.

• The café has a unique ambiance, with a vintage feel.

One person interviewed here said it reflected the ‘history of Greensburg with a modern touch’.

• Furniture inside the café is varied including tall benches, couches, communal tables, etc.

THE WHITE RABBIT CAFE AND PATISSERIE: LOCATION MAP AND SURROUNDINGS Image Source: Google Maps

THE WHITE RABBIT CAFE IS ON ‘MAIN STREET’, ONE OF THE PRIME STREETS OF GREENSBURG

STREET VIEW OF MAIN STREET Image Source: www.wbur.com

SHOP FRONT OF THE WHITE RABBIT CAFE

PEOPLE IN THE CAFE & INTERIOR AMBIANCE

PARKING METERS WHICH ONLY ACCEPT COINS

RESEARCH - FIELD WORK SURROUNDINGS : CORPORATE - LOCATED IN A SUBURB OF PITTSBURGH • Located in a complex which has a few restaurants and a school. Different local offices are situated nearby.

• The shop also has a Drive Thru, which stays pretty busy.

• There are three preschools in the vicinity and the shop sees many mom’s hanging out here while the kids are in school for shorter durations.

• The shops is small in size and doesn’t have a lot of seating.

• It is off a busy highway and is a convenient stop for travelers passing through.

Image Source: Blue Spruce Shoppes

OTHER SHOPS IN THE BLUE SPRUCE SHOPPING COMPLEX

STARBUCKS, RTE. 22, MURRYSVILLE - LOCATION MAP AND SURROUNDINGS Image Source: Google Maps

THE STORE IS LOCATED IN A SMALL SHOPPING COMPLEX JUST OFF HWY. 22 Image Source: Blue Spruce Shoppes

PEOPLE IN THE SHOP & INTERIOR AMBIANCE

Image Source: Blue Spruce Shoppes

THE SHOP HAS A DRIVE THRU ROUNDING THE BACK OF THE BUILDING Image Source: Blue Spruce Shoppes

THE COMPLEX HOUSES SOME SHOPS AND A SCHOOL

RESEARCH - FIELD WORK WORKING WALL : OVERALL ORGANIZATION The working wall explores the culture of coffee in Pittsburgh and a few suburbs. It aims to understand the people who are part of the culture and find opportunities to improve the sense of community in a coffee shop.

The pictures and the information on the wall are based largely on field observations, interviews and secondary research. It begins with categorizing the different users one usually sees in the coffee shop based on age and activity.

It also looks at the location and surroundings of a coffee shop, to get a better understanding of what kind of people frequent the shop (shoppers, students, office goers, etc) There is also the intention of comparing an independent coffee shop with a corporate one, to evaluate and compare differences for a better understanding.

The wall also includes images of events or activities that brings in the sense of community as seen in some coffee shops, looks at other public spaces where community is an important aspect (like libraries, clubs, meet-up groups), and a few initial ideas for potential opportunities, based on these.

DESIGN BRIEF

CORPORATE

INDEPENDENT

RESEARCH - FIELD WORK WORKING WALL : REORGANISING ACCORDING TO A-E-I-O-U AND MAKING CONNECTIONS

DISTRIBUTION OF IMAGES AND INFORMATION ON THE WORKING WALL BASED ON ‘A-E-I-O-U’

RESEARCH - FIELD WORK WORKING WALL : MAKING CONNECTIONS

COLORED THREAD CONNECTS DIFFERENT PIECES OF INFORMATION TOGETHER. THE RED THREAD CROSSES OVER ASPECTS OF COMMUNITY, THE BLUE THREAD CROSSES OVER INTERACTIONS, SAFFRON OVER USERS AND LAVENDER OVER PERSONAS

RESEARCH - FIELD WORK WORKING WALL : MAKING CONNECTIONS

ASSOCIATED ASPECTS WERE TAPED ONTO INDIVIDUAL THREADS SIGNIFYING WHAT THEY REPRESENTED

RESEARCH - FIELD WORK WORKING WALL : OVERVIEW In order to gather all information and research in one place, I divided the working wall into 5 categories.

Here is an overview of each: 1 Design Brief:

Keeping the brief visible allows be to compare

information to our purpose, methodologies,

and timelines.

2 Research Questions:

The goal is to gather information to answer each

research question. They are all posted separately.

Interviews: 3

Once interview data is available it will be divided into

the purpose of their visit.

4 Field Studies:

A map and field study notes will be posted for each

visit. These are broken into Corporate and Independent.

Surveys: 5

The survey and google analytics are posted.

2

1

3

4

5

RESEARCH - FIELD WORK WORKING WALL : RESEARCH QUESTIONS The research questions help keep in mind the goals we are looking to answer.

Each question is written out on its own card. Any notes during research that pertain to that question are added.

As more studies go on and the connection begin to be made this area will fill up.

RESEARCH - FIELD WORK WORKING WALL : FIELD STUDIES The field studies will be updated weekly.

The map at the top comprises of the city limits of Pittsburgh. Each shop visited will be marked red to give visibility of the spread. The communities visited are outlined in green.

The locations and shops are broken into Independent or Corporate. Each location is given a general demographic of the neighborhood. The shops visited in that area are listed.

The field study notes and photographs will be posted each week. The field notes include demographic notes as gender, age range, and purpose. They also include a community aspect visible.

RESEARCH - FIELD WORK WORKING WALL : SURVEY The survey was created through Google forms which also gathers the analytics of the results.

The survey was posted to Google plus, Twitter, and Facebook, asking those living in Pittsburgh to complete.

The data will be observed with updated analytics posted weekly.

The survey will help see the relationships of the overall culture consolidated.

ANALYSIS MODELS AFFINITY DIAGRAM

ANALYSIS - MODELS POSITIONING MAP PROCESS:

COLLABORATION:

Map of locations visited were used to ensure diversity in neighborhoods. Locations were broken into Corporate and Independent. Each location was analyzed using the AEIOU process. Each location was then rated based on atributes related to “sense of community” and “corporate vs independent”

Based on the opportunity statement of the project, our research aims to: 1. Study the coffee culture of Pittsburgh, comparing Corporate and Independent coffee shops in the area.

2. Gain an understanding of the sense of community that exists in this culture, amongst people who visit coffee shops to work, relax, and socialize.

The models described in the following pages try to incorporate these aspects of the study so as to better guide the exploration of opportunities to improve the customer experience and bring a better sense of community.

We decided to collaborate on a Position Map based on our individual interviews and inferences of coffee shops so far. We considered aspects that bring in a sense of community to the space and rated individual coffee shops on 10 for each of these aspects. This was plotted into a Position Map to depict the coffee shops that had a greater sense of community with respect to those which had a comparatively lesser sense of community.

BREAKDOWN: Based on our anyalisis no location fell into the below average for sense of community, which isn’t necessary a breakdown but it does come as a surprise.

TABLE REPRESENTING INDEPENDENT & CORPORATE COFFEE SHOPS AND THE CRITERIA WHICH BRING IN A SENSE OF COMMUNITY.

ANALYSIS - MODELS POSITIONING MAP In my initial working wall my categories were broken into Research Questions, Interviews, Field Studies, and Surveys.

I then used colored post-its to note physical attributes (light blue) and behavioral attributes (bright green). Through my model generation process, I broken down my notes further into the AEIOU factors. This allowed me to take a deeper look into my notes and reflect on all factors. While reflecting on my notes it was easy to see commonalities within each factor. Having each idea on a post it allowed me to easily move around my groupings for each model, then create a sketch based on that grouping, and finally creating a digital version to capture data.

ANALYSIS - MODELS POSITIONING MAP - ASPECTS OF COMMUNITY

INTERACTION WITH BARISTA/ PEOPLE INTERACTION

SEATING TO INCLUDE ALL KINDS OF USERS

COMMUNITY BOARD & SHARED INTERESTS

ANALYSIS - MODELS POSITIONING MAP - ASPECTS OF COMMUNITY

AMBIANCE AND DECOR

EVENTS - WE DIDN’T INCLUDE THIS EVENTUALLY AS THERE WAS NOT ENOUGH DATA COMMUNITY INCLUSION

ANALYSIS - MODELS POSITIONING MAP

HIGH SENSE OF COMMUNITY

DISCOVERIES: 1. All Locations had a positive vs negative “Sense of Community” 2. All of the Locations that were more independent has a higher “Sense of Community” due to more personalization of the space and interaction with the community.

5. Starbucks also score well on the community scale due to its inclusion of a wider demography which some independent coffee shops are not able to include. A sophisticated ambiance with good seating variety also worked in its favor.

Espresso A Mano The White Rabbit

INDEPENDENT

4. All locations scored above the median for their sense of community.

Starbucks

CORPORATE

3. Some shops that were thought to be very independent, are actually part of a larger group therefore rating more toward the mid point of independent vs corporate.

Common Place Coffe

21st Street Coffee - S Big Dog

Delaine's

Coffee Tree Roasters

Starbucks

Zeke's

Espresso A Mano The White Rabbit Common Place Coffee Voluto 21st Street Coffee - Strip District Big Dog Delaine's Coffee Tree Roasters Zeke's

LOW SENSE OF COMMUNITY

ANALYSIS - MODELS PERSONAS

ANALYSIS - MODELS PERSONAS

ANALYSIS - MODELS PERSONAS

ANALYSIS - MODELS PERSONAS PROCESS: For the Personas i referred to the interviews that I had taken. During the interview process, I tried to interview a variety of people (agewise as well as those who frequented independent coffee shops and those who visited the corporate ones).

This helped me get a holisitc understanding of different users.

BREAKDOWN: I tried to breakdown my personas according to different age groups, occupations and reasons why they visit the coffee shop. I also tried to look at a mix of male and female users.

DISCOVERIES: 1. People who have work to accomplish usually prefer to go to corporate coffee shops.

2. The unique character of a shop makes a strong impression on a persons experience.

3. Corporate coffee shops are more for convenience, whilst independent coffee shops have good coffee and are a preferred environment to socialize.

4. Children do not mind whether the coffee shop is corporate or independent. They are more driven by the food and appreciate the art in a place.

5. Coffee shops are a neutral meeting place for people who work from home and it gives them a sense of business.

6. People prefer to have a variety when it comes to seating. It makes them feel more comfortable. People preferred to spend time in coffee shops which had a more ‘homly’ feel to them.

TRANSCRIPTS OF INTERVIEWS

ANALYSIS - MODELS AFFINITY DIAGRAM PROCESS:

DISCOVERIES:

Since my working wall was broken into my Research questions with three methods of attaining information and post-its each color informing the AEIOUs of a coffee shop I thought it would be useful to see each factor of the AEIOU process on group separately.

1.) It is hard to define the demographic. It is so broad since coffee is loved by such a diverse amount of people.

2.) Interactions were generally started by a personality type; confident, extrovert, working/studying, between 25-35.

3.) Atmospheres seems very different during field studies, but on paper they have very similar elements.

BREAKDOWN:

ACTIVITIES

ENVIRONMENT

INTERACTIONS

OBJECTS

USERS

If area is loud it may be difficult to read.

Working

Depeding on group of people in location there may be no interactions since it is heavily dependent on personality.

Tucked in Neighborhoods

Studying

Personality places a part in who initiates

Wall Art Social Conversations Business Meetings Product Purchase

Interesting Decor Various Seating Bean Area

Activities may cause interest Seating type seems to place a large role

Coffee/Tea/ Smoothie/Other

Mobile Workers Food/Bakery/ Breakfast/Lunch Cups, they sometime brand, to-go vs stay Brewing Systems

Reading Lounging/Hangout

Mood/Atmosphere can be hustling and full of life or calming

Events Music is typically mellow/chill

If someone has a need to leave there stuff typically there is an interaction

Students

Beans by the Bag Community Board

Locals Tourists Retirees Those in need of Coffee

ANALYSIS - MODELS SWOT ANALYSIS PROCESS:

DISCOVERIES:

Gathering all of notes from the corporate experiences I reviewed all and place each relevant observation or note into an appropriate category. I then repeated this for the independent experiences. I then reviewed the strengths and weakness to see what opportunities or threats could come from these areas.

1.) How locations and proximity plays a large part in where consumers go.

2.) How many independent coffee shops host events.

3.) How the trend of coffee at a higher level is helping create more and more local shops.

CORPORATE

INDEPENDENT

BREAKDOWN: Without community support we may see independent location close if trend fads.

S W O T

• Brand Loyalty • Expectation is Consistent • Standard Process and Product • Many locations • Sense of Connection and Interaction with Community is lower than average • Lack of Personality • Have financial backing to open more stores.

• Use brand as marketing lure.

• Trend of Independent Shops • Trend of caring more about roasting

S

• Care taken during roasting and preparation.

• Local owners and community appeal • Outlet for those looking for refined coffee

W

• Not as well known by general public.

• Lower amount of shops with probably higher overhead.

O

• Community Events and Involvement would be well received based on observations • Carry more local products.

T

• If there was a change in trend • Losing a barista could lose customers.

• Rising bean prices will effect consumer more.

ANALYSIS - MODELS SWOT ANALYSIS - CORPORTATE SHOPS PROCESS: I thought the SWOT Diagram would help compare Corporate and independent coffee shops. The working wall was divided into these from the begining, so this helped me compare them visually and through the connections that were made using the string of the various associated factors. The diagram was further informed from secondary research as well as my observations during field research and inteviews.

BREAKDOWN: I decided to break down the diagram into one for corporate shops and the other of independent.

ANALYSIS - MODELS SWOT ANALYSIS - INDEPENDENT SHOPS DISCOVERIES: 1. I found that both Independent and corporate coffee shops had unique strenghts, weaknesses, opportunities and threats.

2. Independent coffee shops had more ability to bring in a local flavor and interaction with the community by being self owned at most places. It was also more plausible for them to collaborate with other local businesses and coffee shops.

3. Corporate shops had a strong online community presence and a stronger presence.

4. Independent coffee shops were able to tap into local channels of communication.

ANALYSIS - MODELS VENN DIAGRAM PROCESS:

DISCOVERIES:

While reviewing my working wall I wanted to see what the elements provided that community feeling. As I collected I naturally started to compare if those elements were present in a Corporate shop vs Independent and where there was cross over resulting in a Venn Diagram.

1.) How Independent shops look at coffee as an art vs a commodity.

2.) How a customers comfort zone of knowing what to expect can bring a sense of community.

3.) How small things inside a shop can carry the sense of community outside of the shop, for example local food sources.

BREAKDOWN:

CORPORATE

INDEPENDENT

The corporate locations didn’t have has much involvement or presenence of community factors in their location.

Art from Local Artist on walls Community Board

Brand Consistency which gives the customer the same expectation in various locations

Variety of seating to accommodate various activities If a regular, Barista may remember name or drink

Food from Local Bakeries and Food Sources Baristas and Owners look at coffee as more of an art and want to provide an experience not just a drink Hosts and Sponsors to Community Events Some are pet friendly

ANALYSIS - MODELS VENN DIAGRAMS PROCESS: Venn Diagrams were the first way I tried to understand connections and categories on my working wall as well as my observations and experiences during field research.

CONSUMER

NEWSPAPERS/ READING MATERIALS/ GAMES

COMMUNITY BOARDS

ART

BREAKDOWNS: I used VennDiagrams to compare various aspects in corporate and independent coffee shops. In each Venn Diagram, the circle on the left represents Independent Coffee Shops and the one on the right represents Corporate Coffee Shops.

ANALYSIS - MODELS VENN DIAGRAMS CUSTOMIZATION

COFFEE WARE

DISCOVERIES: 1. Independent and corporate coffee shops share many common aspects like having a community board, art is used for the decor, newspapers are a common object in both.

2. The art in independent coffee shops differes from those in corporate ones. Independent coffee shops have unique art pieces, some of which are by local artists. Corporate coffee shops are very standardized in that sense and are primarily coffee related.

3. While newspapers are a common object in both coffee shops, corporate coffee shops also sell them as a product and include newpapers that are not only local.

4. Customization in independent coffee shops is the latte art, wheras the ones in corporate shops is more ingredient based.

5. Independent coffee shops use more tableware products as compared to corporate coffee shops which have a ‘take and go’ attittude, with minimal table ware.

6. While today, Starbucks is a corporate giant, the first shop of starbucks began by people who were around the same age as the independent coffee shop owners of today, with the same intention (to serve quality coffee) and very similar storefronts.

ANALYSIS - MODELS VENN DIAGRAMS In each Venn Diagram, the circle on the left represents Independent Coffee Shops and the one on the right represents Corporate Coffee Shops.

PART OF THE WORKING WALL COMPARING THE FIRST STARBUCKS SHOP (WITH ITS FOUNDERS) WITH INDEPENDENT COFFEE SHOPS (AND THEIR OWNERS) OF TODAY.

ANALYSIS - MODELS WORDLES - BASED ON INTERVIEWS WORDLE CORRESPONDING TO ‘KIDS’

PROCESS: For the Wordles I chose answers of a particular question or around a particular subject, accross the interviews that I had carried out. I then took this to the wordle.net to automatically generate wordles.

BREAKDOWN: I decided to base the wordles on three topics: ‘independent coffee shops’, ‘corporate coffee shops’ and ‘kids’ DISCOVERIES: 1. ‘Starbucks’ had a prominent presence on the wordle relating to Corporate coffee shops. The other prominent words were ‘people’, ‘coffee’ and ‘like’.

2. ‘Coffee’ had a dominating presence in the wordle associated with Independent coffee shops.

3. Some of the prominent words in the wordle associated with kids were ‘people’, ‘environment’ and ‘comfortable’.

WORDLE CORRESPONDING TO ‘CORPORATE COFFEE SHOPS’

WORDLE CORRESPONDING TO ‘INDEPENDENT COFFEE SHOPS’

ANALYSIS - AFFINITY DIAGRAM AFFINITY DIAGRAM We have spent the past few weeks researching and gaining an understanding of the coffee culture in Pittsburgh. During this time we have made observations, conducted interviews, surveys and analyzed our findings through the working wall and models.

We began with the intention of looking into the sense of community that exists in the culture, especially now, that one sees cafes filled with people busy on their devices, reducing chances of an interaction. While this trend has been looked as something that is spoiling the community aspect of coffee culture, we chose to look at it as an evolving part of it and accepted these users as a part of the community.

POWER SUPPLY POINTS UNDERNEATH THE CARPET

It cannot be denied, that these spaces and objects in them, have been co-created, in a way, by the user and the owner of a shop. An example of this would be the placement of power outlets on furniture or at docks at regular intervals, camouflaged with the carpet on the ground. Free access to a stable Wi-Fi, cleverly divided spaces and staff who do not make the user conscious of using the space for prolonged periods of time, have made these shops synonymous with the word ‘convenience’ and ‘accommodating’. So much so, that we found users during our research, who paid for coffee they didn’t really like, but preferred to work in the space.

Simultaneously, the third wave of coffee brings with it young energy and the promise of authentic, better quality coffee that tastes great. Pittsburgh has been a sprouting ground for many of these in the past decade and the independent coffee culture is gaining steady momentum, especially amongst the younger generations. These shops encompass a certain local flavor and unique character, reflected in the interiors of the space and the majority of consumers who visit them. They possess a strong individuality, often mirroring the owner of the shop.

The growing consciousness of supporting local businesses makes the environment very conducive for independent coffee shops in the present time. One also witnesses a healthy, collaborative relationship amidst some of the young owners, who host a variety of events at the Pittsburgh Specialty Coffee Weeks, an annual event that started in 2014.

ANALYSIS - AFFINITY DIAGRAM AFFINITY DIAGRAM We decided to include both Corporate and Independent coffee shops within the scope of our research, so as to get a more holistic view in understanding what makes up the sense of community in coffee culture. We found some key factors that help foster a sense of community in the space and make a person feel more social.

The affinity diagram simplifies these aspects into Activities, Environment, Interactions, Objects and Users (AEIOU framework).

AFFINITY DIAGRAM BASED ON THE ‘A-E-I-O-U’ FRAMEWORK

ANALYSIS - AFFINITY DIAGRAM AFFINITY DIAGRAM Over the course of six plus weeks we have immersed ourselves and studied the coffee culture in Pittsburgh as it pertains to the “sense of community”. Through observations, interviewing, surveys, and participation data was gathered. During the process of evaluation all of the collected data was grouped into the AEIOU categories which brought about the insights listed below in the affinity model. This organization allows visibility to factors that surround the user.

The idea and focus around community, local, and neighbors was priority in evaluating the data. We felt that “a sense of community” was a main intent in the start of coffee shops.

These were a place to bring people together.

Through our observations we found many insights that we feel are great areas for opportunity for improvement for the end user and for the community in which these shops reside.

ACTIVITIES

ENVIRONMENT

INTERACTIONS

OBJECTS

USERS

Mobile working is happening more and more. People enjoy sitting at a coffee shop to work.

When stores are busy and there is an awkward flow customers tend to leave or become confused.

Interaction with the Baristia is so important. It can have a large impact on the customer experience.

During the weekend a pastry is purchased more often with drink than during the week.

The demographic range is so wide and is highly based on the demographic of the location.

Neighborhood events or shop events create crowds

Interesting decor intrigues people and seems to draw them in and spend more time there.

Seating options and arrangements can allow interactions to happen more freely and frequent.

During the weekend more people sit with a “here” cup than during the week.

They have more time to spend.

Users base their choice mostly on convenience, some are brand loyal and will travel but majority want convenient.

A number of locations sell local products, but most don’t know they are local.

Independent coffee shop drinkers take their coffee seriously and appreciate the process and care.

Weekends seem to be the time when students are studying and they spend at least a few hours there at a time.

A bean by the bag area, that is accessible, draws more activity Seating at family style tables creates more interaction and seating is highly based on task at intention.

Children and pets in a space create engagement with others usually.

There is a lack of interaction with the community boards.

ANALYSIS - AFFINITY DIAGRAM AFFINITY DIAGRAM Some of the questions researched through Affinity Diagram based on the research so far were: Why do people go to coffee shops, What helps a person feel more social, What do people like/dislike about a corporate/independent coffee shop, What restricts/encourages parents to go to coffee shops with their kids and What makes a certain shop appealing for a family outing.

ORGANIZING INFORMATION FOR THE AFFINITY DIAGRAM

AFFINITY DIAGRAM BASED ON ‘WHY PEOPLE GO TO A COFFEE SHOP’

ANALYSIS - AFFINITY DIAGRAM AFFINITY DIAGRAM

ORGANIZING INFORMATION FOR THE AFFINITY DIAGRAM

AFFINITY DIAGRAM BASED ON ‘WHAT MAKES A PERSON FEEL MORE SOCIAL’

SYNTHESIS INSIGHT REPORT OPPORTUNITY MAP

SYNTHESIS - INSIGHT REPORT INSIGHT 1 : COMMUNITY INCLUSION - PARENTS WITH KIDS FINDINGS: One does not see many parents with kids in a coffee shop.

INSIGHTS: One finds that parents often hesitate to go to coffee shops with their kids. Some of the reasons described were having to chase children around, the fear of toddlers pulling down fragile products from the display, discouraging ambiance and glances from people and the lack of entertainment or space. Visits are typically short, lasting until the food treat has been consumed.

Kids on the other hand related their experiences as enjoyable, remembering the art, light and general feel of the place. On one particular day, we also came across a mother of four, homeschooling her children on a communal table. She said “we visit once in a while, for a change of environment and the kids get a steamer and settle down”.

“I like the art.”

“They don’t say no, but you can tell from the ambiance: they don’t encourage it.”

“I like the feel of the place.”

We did find a few independent coffee shops, which took this into consideration. Lili’s cafe’s Facebook page describes the shop as ‘kid friendly’ and ‘The White Rabbit Cafe’ in Greensburg has a special nook near the window, with a book shelf (including games) and hosts a story session every month for children. One also finds, many a time, a spontaneous connection between kids and the older generations. In a way, it bridges the social gap that may exist between people of different generations and add a level of comfort.

“It’s usually a short visit. We sit till she finishes her food. She needs something to entertain her.

There is not much to entertain her here.”

“I like the light and to just sit here.”

“It’s stressful like a grocery store. He pulls down everything and I have to chase him all over the place. So our visits are short. I would have preferred if there weren’t so many fragile things around.”

“I like the cake pops and the candy.”

“They would stare at me when I got my kids here.”

Image Source: www.starbucks.com

SYNTHESIS - INSIGHT REPORT INSIGHT 1 : COMMUNITY INCLUSION - PARENTS WITH KIDS Many parents preferred an environment as Panera Bread more conducive to take the kids due to the warm homely feel of the place, better food options and good noise level.

“During the winter, when she was tired of going to the library and we were stuck in the snow, I used to take her to Panera. We’d sit next to the fireplace, make ourselves at home there. We’d read a book, do some coloring. Just sip coffee, have a bagel or whatever. We’d spend about an hour and come back. We did a kind of ‘date’ thing. Sometimes she’ll ask me to do a ‘date’ in the coffee shop.”

AFFINITY DIAGRAM BASED ON DISCOURAGING AND ENCOURAGING FACTORS FOR PARENTS TO TAKE THEIR CHILDREN TO A COFFEE SHOP

AFFINITY DIAGRAM BASED ON WHY PARENTS PREFERRED PANERA BREAD AS A BETTER OPTION TO GO WITH KIDS

SYNTHESIS - INSIGHT REPORT INSIGHT 1 : COMMUNITY INCLUSION - PARENTS WITH KIDS OPPORTUNITY: There is an opportunity to make a space more community inclusive to parents with kids.

Some ways to achieve this could be: • Through the ambiance, having spaces of natural light and color, including art on wall, having seating options or separate areas that ate friendly areas (nothing fragile within grasping and pulling down range).

• Having a book shelf, game boards, tables with games, cards or activities.

• Food options at an affordable price point • Events like a monthly story session, children’s art gallery, happy hours for mom, etc

Image Source: The White Rabbit Facebook page

BOOK SHELF AT THE WHITE RABBIT CAFE, GREENSBURG

A COZY NOOK FOR KIDS AND FAMILIES AT THE WHITE RABBIT CAFE IN GREENSBURG

ANNOUNCEMENT OF THE MONTHLY STORYTIME AT THE WHITE RABBIT CAFE, GREENSBURG

SYNTHESIS - INSIGHT REPORT INSIGHT 2 : CREATING A UNIQUE EXPERIENCE FINDING: People have a stronger and positive recollection of coffee shops with a unique character and personality INSIGHT: Corporate and independent coffee shops strongly differ in the style of ambiance. Corporate shops are cleverly planned out, accommodating different kinds of users. Yet, their ambiance is very predictable and standard, making it ‘expected’ and ‘boring’ for the user. Independent coffee shops on the other hand have the freedom of creating a space according to their liking and taste.

It’s a unique place. I think it grabs some of the character in the history of Greensburg, but yet it has that blend of current”

WALL AND SPACE DECOR AT THE WHITE RABBIT CAFE, GREENSBURG

Incorporating a local flavor makes the experience more personal and memorable for the user. It also makes the shop unique.

One finds that Pittsburgh has a robust art and cultural scene and people are very supportive of local artists and businesses.

AFFINITY DIAGRAM BASED ON WHAT PEOPLE LIKE ABOUT INDEPENDENT COFFEE SHOPS

SYNTHESIS - INSIGHT REPORT INSIGHT 2 : CREATING A UNIQUE EXPERIENCE

Image Source: www.nextpittsburgh.com

Image Source: www.pittsburghmagazine.com

Image Source: www.pacapgh.com

Image Source: www.sprudge.com

Image Source: www.digginpitt.blogspot.com

Image Source: www.digginpitt.blogspot.com

4121 MAIN, A UNIQUE NO WI-FI COFFEE SHOP, WHICH SHARES THE COMBINED PASSION AND SKILLS OF ITS OWNERS (BAKING, FLORISTRY & COFFEE)

LILI’S CAFE IS IN THE SAME BUILDING AS A VINYL RECORD AND COMIC BOOK SHOP, MAKING THE SPACE INTERESTING FOR A USER. THE CAFE ALSO HOSTS ‘COUNCIL TO GO’, A MONTHLY COMMUNITY MEETING WITH THE DISTRICT 7 COUNCIL AND HIS STAFF.

SYNTHESIS - INSIGHT REPORT INSIGHT 2 : CREATING A UNIQUE EXPERIENCE Two interesting examples we came across that stretched this concept were 4121 MAIN and Lili’s Café.

4121 MAIN is a non Wi-Fi café. The owners bring their passions of floristry, baking and coffee together to create a unique modern space that makes it an experience where people connect with each other and the beauty of the space and the objects in it over a good cup of coffee.

Lili’s Café is on the ground level of a building, which has a vinyl record and comic store on the other two levels. Including shops according to the users taste makes it a more interesting visit for the user.

OPPORTUNITY: How might one incorporate a local / individual flavor to the space to make it a unique experience?

Image Source: wwwpghcitypaper.com

• Artifacts, which reflect the culture of the place and make it interesting and memorable for the user.

• Collaborating with local artists and crafters for products associated with coffee (coffee mugs, knitted sleeves, food products, etc) that can be used and sold • Local event collaborations: coffee tastings + craft market or craft/ art/ business night + coffee, hosting council and other community related meetings/ events

PEOPLE SITTING OUTSIDE ‘LA PRIMA’, A POPULAR COFFEE SHOP OF PITTSBURGH WHICH HAS BEEN THERE A WHILE

“La Prima in the Strip District. You go there, they have the Italian station playing. It’s just a small area, but again, it’s the quality of the Barista and the coffee that’s wonderful. There is a good variety of pastries as well. It’s just a different culture. You have half the folks playing cards, speak Italian, there is the Italian TV channel on TV.”

SYNTHESIS - INSIGHT REPORT INSIGHT 3 : CLEVER SPACES FINDING: Spaces and seating play an important role in the comfort of a user INSIGHT: It has been interesting to look at how spaces and seating play a strong role in the experience of the user.

Corporate shops like Starbucks have cleverly thought out spaces, which reflect the consideration to the different kinds of user who will use the space. Display shelves become space dividers, providing a little privacy to the serious worker. Power outlets attached to the furniture allow flexibility of seating. Different sizes of table allow for groups of different sizes and mindsets to enjoy their experience.

Having a level of comfort and being able to choose a seating of your choice help to make you feel more relaxed in a space and improve your chances of connecting with other socially.

OPPORTUNITY: How might the organization of space and seating improve the aspect of community in a coffee shop?

“This place is pretty good. My husband and I look for a big table and a power outlet, where we can sit together, and that is all we need. This place is nice in that it has a little divider and a more quiet place back here. It’s not actually quiet, but private. So, we’ve both taken phone calls from here, if we needed to while we were working. I like that part.”

STARBUCKS ORGANIZES THE SPACES IN THE SHOP VERY CLEVERLY, OFFERING THE USER A VARIETY OF SEATING OPTIONS AND CREATING PRIVATE WORK SPACES USING DISPLAY SHELVES

SYNTHESIS - INSIGHT REPORT INSIGHT 4 : MAKING THE COMMUNITY BOARDS MORE EFFECTIVE FINDING: No one stops at the community boards even though they are filled up with lots of event information INSIGHT: Most coffee shops have community boards, including corporate ones. Community boards are a traditional way of sharing information about upcoming events, or local businesses. I came across a few community boards at different shops and found that some of these, although in a very popular location and filled quite a lot, are not looked at, or interacted with very much.

One reason might be the growing dependence on digital devices to get information as well as an overload of information one carries with themselves these days. Some reasons revealed in our research indicate the chaotic way the information is organized and the placement of the board in an area, which might disturb the flow of people or is at a completely disconnected location.

FLYERS OF EVENT AND NEIGHBORING BUSINESSES. THE ONES ON THE WALL WERE HARDLY LOOKED AT BY VISITORS DUE TO THE PLACEMENT OF THE INFORMATION (IT WAS COVERED BY THE LINE) AND THE DISORGANIZED WAY IT WAS PLACED.

OPPORTUNITY: How might we make community boards more accessible, readable and interactive?

THE POSTER ON THE RIGHT WAS HARD TO MISS: IT WAS PLACED IN THE DOOR THAT ONE PUSHED TO LEAVE THE SPACE.

• Position the board in an area, which does no disturb the flow of people and gives the viewer a chance to read and access it.

• Some options could be to:

• Organize the board better based on a method of categorizing (e.g. according to date or nature of event)

SYNTHESIS - INSIGHT REPORT INSIGHT 4 : MAKING THE COMMUNITY BOARDS MORE EFFECTIVE A COMPARISON OF EVENT BOARDS AT TWO DIFFERENT CORPORATE COFFEE SHOPS THE EVENT BOARD IS PLACED NEAR THE COFFEE ADDITIONS ON THE WAY OUT OF THE STORE. IT IS EASY TO LOOK AT AND READ AND INFORMATION CATCHES YOUR EYE AS YOU USE THE COFFEE ADDITIONS TABLE.

THE EVENT BOARD IS PLACED TOWARDS THE BACK OF THE STORE WHERE PEOPLE USE THE RESTROOMS. IT IS EASILY MISSED BY VISITORS.

SYNTHESIS - INSIGHT REPORT INSIGHT 4 : MAKING THE COMMUNITY BOARDS MORE EFFECTIVE A COMPARISON OF EVENT BOARDS AT TWO DIFFERENT CORPORATE COFFEE SHOPS THE COMMUNITY WALL AND TABLE AT A LOCAL ICECREAM SHOP IN PITTSBURGH. WHILE THIS IS ALSO A CROWDED WALL FULL OF IMAGES AND POSTERS, IT WORKS BECAUSE 1.

THE POSTERS DON’T OVERLAP EACH OTHER AND MAKE IT CHAOTIC.

2. THE SPACE IS IN A SEPARATE AREA AS SOON AS YOU ENTER THE SHOP. YOU CAN GLANCE OVER THE POSTERS AT LEISURE FROM INSIDE, WHILE EATING. IF YOU FIND SOMETHING INTERESTING, YOU CAN GO OUT AND READ MORE ABOUT IT OR PICK UP INFORMATION FROM THE TABLE ON THE RIGHT. 3. THE SPACE IS NOT BLOCKED BY ANY LINE OR OTHER ELEMENTS. 4. IT IS POSITIONED AT THE ENTRANCE AND IS VERY VIBRANT, SO IT ATTRACTS ONE’S ATTENTION.

SYNTHESIS - INSIGHT REPORT INSIGHT 5 : FUELLING THE TREND FINDINGS: People still prefer to work at Starbucks even if they don’t like the coffee INSIGHTS: Both our survey as well as interviews revealed that Starbucks is a popular preference, especially amongst people who need to work (study, work, have a meeting) in a space. The stable Wi-Fi, multiple locations, choice of seating, clever spaces, accommodative staff, good noise level and availability of food and coffee has made it a very convenient and reliable choice for people. Infact the ‘convenience’ of the space supersedes the ‘quality of the beverage’ with many people overlooking their dislike for the coffee with the convenience and appeal of the space.

With the growing trend of people working remotely or starting their own new ventures, one can expect these spaces being used all the more.

Image Source: wwwforums.hardwarezone.com Image Source: www.alwaystherro.com

RESULTS OF THE ONLINE SURVEY WE CONDUCTED SHOW THAT STARBUCKS IS A MORE POPULAR CHOICE

“I’m not a coffee drinker actually. I get tea when I’m here. I like chai tea. And I don’t really like it that much.

But then I should buy it, because I’m here. I like things at other places that I haven’t tended to like here. Here everything’s really sweet.”

“I feel Starbucks is the most accommodating. They recognize that some of their customers come for work.”

SYNTHESIS - INSIGHT REPORT INSIGHT 5 : FUELLING THE TREND OPPORTUNITY: How might we make this experience more convenient for consumers who work in the space?

• There could be a private room to host group meetings and discussions • There could be an area with basic/ minimal office supplies and paid printing facilities • Since a corporate store like Starbucks has such a strong visibility across the nation, including highways, the company could diversify into a membership based mobile office space provider and temporary resting area for people who travel a lot.

“I need Wi-Fi all the time for my job and I have phone calls and it needs to be really constant WiFi, with a strong signal and Starbucks has that.

It’s not going to go down and for me that’s a big deal and that’s the reason I stay here, when I’d rather be somewhere else.”

AFFINITY DIAGRAM BASED ON WHAT PEOPLE LIKE ABOUT CORPORATE COFFEE SHOPS

SYNTHESIS - INSIGHT REPORT INSIGHT 6 : REACHING A WIDER LOCAL AUDIENCE FINDINGS: Independent coffee shops do not have a wide customer reach due to being in a single location INSIGHT: One finds that independent coffee shops are concentrated in certain areas of the city. Infact some places have too many so as to raise the competition in the area, whereas other places are completely bereft of them, leaving corporate coffee shops as the only choice.

The strong collaboration of a few Coffee Shops in the city for the Pittsburgh Specialty Coffee week indicate the potential of people working co-operatively on an idea.

OPPORTUNITY: How might we make independent coffee shops and their products accessible to more people?

One could consider • Having a co-owned space to market coffee of independent coffee shops and host a particular coffee shop periodically.

• Creating a ‘local coffee’ section in grocery stores to market coffee sold by independent shops.

Image Source: KLVN, Pittsburgh Specialty Coffee Week

• Having tasting events in other areas, collaborating with associated local products. e.g. bakeries.

But a place, which makes very good coffee, is usually hidden somewhere. You hardly find them. You have to make efforts getting there. So, for the purpose of meeting friends, I am willing to make that effort. For the work, I just need a space, I’m not willing to make that effort.

Image Source: Commonplace Coffee Co.

Image Source: The White Rabbit Cafe Facebook page

SYNTHESIS - INSIGHT REPORT INSIGHT 7 : EVENTS

EVENTS

INSIGHT 8 : DECOR

DECOR

During the course of our field studies we were lucky in the fact that Pittsburgh

During the observation process you can’t help but look around at the space

Specialty Coffee Week coincided at that time. Observing and Participating in

decor look and feel. Each space in different and in some ways the same. The

the events allowed us to see first hand at what an impact events at coffee

industrial look is popular now with handwritten menus. Walls may be exposed

shops could create. The events drew in large crowds and really brought an

brick, lighting may be moody, art may be hung on the walls. The way

experience to the consumer. Through surveys there was a high level of interest

customers interact and acknowledge the space is very interesting.

for activities and events at coffee shops.

Decor created a lot of interest in spaces. People were more relaxed and spent The insight here is that events held at coffee shops would greatly increase the

more time at shops that had more of a “homey” feel. Shops that had local

sense of community. People enjoy the events whether they are about coffee or

artist work on the walls, had many customers intrigued. When the decor was

the community. This is a great opportunity to inform and spread support for

stark and somewhat cold the draw to settle in didn’t happen quite as often.

the community. Teaming up with other businesses or studios can create a gathering and awareness.

AREAS OF POTENTIAL INTEREST: • Live Music • Art • Pets • Support a Cause • Learn about Coffee • Hobbies (books, crafts)

SYNTHESIS - INSIGHT REPORT INSIGHT 9 : SEATING

INSIGHT 10 : COMMUNITY BOARD ZONE 2

SEATING

COMMUNITY BOARD

Through observation it was very interesting to see the options of seating

Through observation it has been noticed that the only person paying attention

across many shops. Most had about three options. It was also interesting to

to the community board is the one trying to find a spot to post their flyer.

ZONE 1

see how people chose a seat and if it was a reflection on their personality or purpose of visit. Some seating was task driven while others were for lounging.

Whether the location being poor or the cluttered feel being overwhelming, not many stop to review the boards. In today’s age print is dying unfortunately.

ZONE 3

Variation of seating creates a personal choice and environment in space.

Newspapers, Magazines, and Books are being replaced with News websites, feeds, and blogs, emags and ebooks available via a mobile phone, tablet, or

OBSERVATION POINT

A major insight as it pertains to community is the interaction that occurs if

computer. So it only makes sense that people would pay more attention to

seated at a family style or community style table. The setup creates a group

community events, news, and so forth via a digital platform. A wifi connection

atmosphere for those working vs the single table or the lounge couches. Those

home page to a social media following could engage customers in the

who need space and don’t mind taking it up tend to be more outgoing and

community events. The community board could still be used but as a

engage in small talk or conversation with those around them. Individuals who

reinforcement vs a single source of information.

tend to pick the single table with potentially two chairs or bench and chair are often there to meet someone for a social engagement or they want to be left

ZONE 3

alone. The seat option can really tell a lot about one’s personality.

ZONE 4

SEATING OPTIONS:

MOVING TO DIGITAL?

• Outdoor

Customers are connecting to wifi

• Couches/Comfy Arm Chairs

more often, capitalizing on an

• Family Style Tables

instance like the wifi login page

• Single Table

could help interaction and

• High-top Tables

ZONE 5

information push.

ZONE 1

SYNTHESIS - INSIGHT REPORT INSIGHT 7 : PRODUCTS

PRODUCTS Many products involving food are local. Many beans have a location in which they were farmed or roasted that the store behind it would interest the user. By communicating basic information the interest and loyalty toward shop could increase. It could build other local businesses and show support from one shop to another. By communicating partners, it builds the brand and perspective of the brand. Simple name cards by product or posters of food/bean story can create interest. By doing good and presenting knowledge to customers shops would be creating and gaining trust.

MEDITERRA

NANCY B’S

NATURI

SYNTHESIS - OPPORTUNITY MAP OPPORTUNITY MAP For the Opportunity Map, we compared our individual Insight reports and found some of are findings, insights and opportunities to be very similar, while others were different. We created an Opportunity Map, once again filtering our research, keeping in mind the research question, of ‘what brings in the sense of community in coffee culture’ and narrowed our focus to the following points, exploring opportunities in them:

COFFEE CULTURE Improving the Sense of Community: An Opportunity Map

Seating

Catering to all kinds of users;

Spaces & Decor

Comfortable and relaxing;

Variety of seating catering to all kinds of users activites or group size; Communal tables;

Interesting art/ decor, which could also be interactive/ local;

Adjustable furniture (movable chairs & tables);

F amily Friendly: Book shelf, family nook;

1. Spaces and Décor 2. Seating Community Boards

3. Community Boards

Children friendly spaces & seating;

4. The Experience

Collaboration with other local businesses for shared events;

Simple activities: a book shelf, game board;

Better organized;

5. Family Friendly

Bringing the community together through events of shared interests: coffee, art, music, pets, hobbies, council meetings, etc;

Food options at an affordable price point;

Placed, so it is easily visible;

Events;

Moving to Digital: The Wi-Fi login page

6. Events Many of these aspects are interrelated, which is depicted in the diagram through grey dashed lines. Opportunities relating to each category are written in the coffee stain circle associated with the aspect.

could help interaction and information push;

The Experience

Family Friendly

Events

Local, unique or pleasant; Artifacts, which reflect the culture of the place & make a place interesting & memorable; Pleasant interactions, especially with the Baristas; Unique concepts;

LAURA WAXTER

&

POORVI DAS

IDUS 711 - OL

PROF. TOM HARDY

SCAD

FALL 2015

OPPORTUNITY MAP ILLUSTRATING THE ASPECTS WE FOUND ARE IMPORTANT FOR AN IMPROVED SENSE OF COMMUNITY AND OPPORTUNITIES THAT CAN BE EXPLORED IN RELATION TO IT

APPENDIX

LAURA WAXTER BIO Hi everyone! My name is Laura Waxter. I am pursuing a M.A. in Design Management and currently in my 6th quarter. I am from Pittsburgh, PA and work full-time at a Retail Merchandising company as a graphic designer. I create anything from retail environments to store signage to presentations to packaging design on any given day. I completed my B.S. in Graphic Design at LaRoche College and have been working as a designer for over 7 years. My loves of design are branding, user-centered thinking, and typography.

I enjoy staying active, traveling, audio books, and home renovations. Pittsburgh has a great trail system around the city’s three rivers, which makes for a beautiful bike ride or run. After studying abroad to Rome during my undergrad, I have developed the adventurous nature to travel and explore other cities.

Architecture and culture really inspire my travels. You will always find a number of audio-books on my phone for my drive to and from work and walking my dog.

I purchased my first home a little over a year ago and completely renovated it. I have a passion for home renovation including the construction, design, all the way to decorating.

POORVI DAS BIO Hi everyone! My name is Poorvi Das. I am a Pittsburgh based freelance Fashion and Textile Designer. My work experience includes garment design, textile applications for interior space, home furnishings for exports, costumes and design for the development and sustainability of Crafts.

I am a member of the FiberArts Guild of Pittsburgh, through which I have exhibited my fiber artwork in juried shows and participated in the community based art project, ‘Knit the Bridge’.

I am currently pursuing my MA in Design Management at the Savannah College of Art and Design and have an inclination towards design for social innovation and sustainability.

You can view my portfolio at www.coroflot.com/poorvidas.

APPENDIX RESEARCH: DESIGN BRIEF - UNIQUE METHOD In this probe, posters will be put up in select coffee shops. The title of the poster will be, ‘Why do you visit a Coffee Shop?’ Participants will be requested to write in their gender and age within a circle of the word box they most associate coffee with.

This will give us an indication of how people associate with coffee and a demographic understanding of the corresponding age and gender.

Some words that will be part of the poster are: Meet Socialize Network

Work Concentrate Eat

Relax Write Ambiance

Read Kill-time Coffee

APPENDIX RESEARCH: DESIGN BRIEF - WICKED PROBLEMS Probable problems to address?

Laptop privacy Coffee too expensive Are they too busy? Commercialized coffee places vs independent coffee shops Startups – shared spaces in Pittsburgh Find which cafe’s are busy, which have space Making a space more inviting and personal (coffee art) Is the coffee great?

Can independent coffee places provide both? Great coffee and a place to work. Can they afford it?

Coffee from different cultures. Filter coffee from south india Share what you’re doing in a sentence on a board Longer communal tables

What is the age group one sees mostly?

What are people doing as per age group?

When does it typically get busy?

What time does it open?

What do people who sit to work usually buy?

How are people mostly dressed?

How many employees What kinds of devices to people get?

What to people put on their tables usually?

What size of coffee do people usually have?

Ambiance? music, lighting, promotions, decor, what’s in season?

How many people buy the merchandise on display?

Where is this Starbucks located?

Do people buy just once or go for another round?

What makes this space so convenient for people?

Comparison of people coming alone/ groups, sitting alone/ groups What kind of coffee/ food product sells more/ is more popular amongst the crowd that is studying?

What size of coffee?

How long does an average person sit for?

What kinds of tables are there typically?

How is the seating arrangement typically?

Do people get food from outside?

Average expenditure?

What are buys times? plot out a graph?

Ambiance: Music selection, music volume Table organization Table space Table placement What materials does the table stuff comprise of?

What kind of food do people eat?

What’s on the menu? Sweet, tart, salty, etc.

Do people really enjoy the coffee?

Feedback mechanisms?

What would they change?

Can bags be placed on the chairs? Where can people place their bags?

Does the number of service people change as per traffic?

What is the average time a person stays?

APPENDIX RESEARCH: INTERVIEW QUESTIONS WORK/STUDY CUSTOMERS: • Could you tell me a little about yourself?

• How old are you?

• Where do you work/ Live?

• What is your occupation?

• Do you usually purchase anything to drink or eat?

If so, What typically?

• Do you find it disturbing when you have a group of people who are socializing sitting next to you?

• Could you describe your three favorite coffee shops?

• Do you prefer to sit in a particular area of the shop? (ie. Window, Family Style, Comfy, Single Table)

• Could you describe your typical trip to a coffee shop?

• Do you visit independent or Corporate Owned Coffee shops most often? Why is that?

• How often you visit a coffee shop?

• How many times are work vs pleasure?

• How do you base your decision on which coffee shop to visit? (ie, convenience or environment, staff) • How do you typically spend your time doing in a coffee shop?

• Does the purpose ever change?

• Could you share what you especially like about working in this space?

• Is there a particular time of the day that you prefer

to come?

• How long on an average do you stay?

• Do reward programs entice you? (ie. Loyal Tree or SBux)

• Can you think of some factors, which make it challenging for you to complete a task you might have come to do at the coffee shop?

• Why do you prefer to work/ study here?

• Is there a particular kind of task related to

work/ study that you prefer to do in a coffee shop?

• Is there a particular time of the day that you prefer NOT to come?

• If there would be an event would you hang out?

• Do you feel a sense of community in the coffee shop?

APPENDIX RESEARCH: LIST OF INITIAL INTERVIEW QUESTIONS QUESTION & GOAL/PURPOSE:

WORK/STUDY CUSTOMERS:

HANGOUT/LOUNGE CUSTOMERS:

SOCIALIZING CUSTOMERS:

What is the demography of people in the shop

• Could you tell me something about yourself? or Could you please introduce yourself?

• Could you tell me something about yourself? or Could you please introduce yourself?

• Could you tell me something about yourself? or Could you please introduce yourself?

• Where do you work/ Live?

• Where do you work/ Live?

• Where do you work/ Live?

• What are your top 3 Coffee shops

• What are your top 3 Coffee shops

• What are your top 3 Coffee shops

• Can you tell me how often you visit a coffee shop? How many times are work vs pleasure?

• Can you tell me how often you visit a coffee shop? How many times are work vs pleasure?

• Can you tell me how often you visit a coffee shop? How many times are work vs pleasure?

• Could you describe your typical trip to a coffee shop?

• Could you describe your typical trip to a coffee shop?

• Could you describe your typical trip to a coffee shop?

• How do you base your decision on which coffee shop to visit? (ie, convenience or environment, staff)

• How do you base your decision on which coffee shop to visit? (ie, convenience or environment, staff)

• How do you base your decision on which coffee shop to visit? (ie, convenience or environment, staff)

• How do you typically spend your time doing in a coffee shop? Do you ever visit for other reasons?

• How do you typically spend your time doing in a coffee shop? Do you ever visit for other reasons?

• How do you typically spend your time doing in a coffee shop? Do you ever visit for other reasons?

Who: Understanding the demographic

Age, Occupation, residence,

basic background

Why do people go to coffee shops Why: Motivations

APPENDIX RESEARCH: LIST OF INITIAL INTERVIEW QUESTIONS QUESTION & GOAL/PURPOSE:

WORK/STUDY CUSTOMERS:

HANGOUT/LOUNGE CUSTOMERS:

SOCIALIZING CUSTOMERS:

• Do reward programs entice you? (ie.

LoyalTree or SBux)

• Do you come here often? / How often do you visit this place?

• Do you come here often? / How often do you visit this place?

• Do you work/ live close by?

• Do you work/ live close by?

• Why do you like meeting people here?

• Why do you like coming here?

• Why do you like coming here?

• Do you usually come here to meet people or at other times too? Like when?

• Do you come here to study/ work often?

• Is there a particular time of the day that you like to come here?

• Do you usually come here to study/ work or at other times too? What are some other reasons for visiting the coffee shop for you?

• Do you usually come here to relax or at other times too? What are some other reasons for visiting this coffee shop for you?

• Why do you prefer to work/ study here?

• Is there a particular kind of task related to work/ study that you prefer to do in a coffee shop?

• Have you ever tried to work in a group at the coffee shop? How has that been as an experience?

• Do you meet other people in your circle here too? How has that been as an experience?

APPENDIX RESEARCH: LIST OF INITIAL INTERVIEW QUESTIONS QUESTION & GOAL/PURPOSE:

WORK/STUDY CUSTOMERS:

HANGOUT/LOUNGE CUSTOMERS:

Do you normally purchase items?

• What are your typical purchases

• What are your typical purchases

What: Purchases, food & drink

• What do you usually eat/ drink here?

• What do you usually eat/ drink here?

SOCIALIZING CUSTOMERS:

• Do you ever bring any outside food in?

What drives the preferred coffee shops corporate/ independent location?

• Do you visit independent or Corporate Owned Coffee shops most often? Why is that?

• Do you visit independent or Corporate Owned Coffee shops most often? Why is that?

• How does the shop environment (should mention the different attributes of the environment here) enable you to do you work?

• How does the shop environment (should mention the different attributes of the environment here) enable you to do you work?

• Could you share what you especially like about working in this space?

• Could you share what you especially like about working in this space?

• Is there a particular time of the day that you prefer to come?

• Is there a particular time of the day that you prefer to come?

Where: Corporate vs Independent What makes the space so convenient/ comfortable/ likable?

What: Environment - Positives

Convenient, Comfortable, Likable

• Do you visit independent or Corporate Owned Coffee shops most often? Why is that?

APPENDIX RESEARCH: LIST OF INITIAL INTERVIEW QUESTIONS QUESTION & GOAL/PURPOSE:

What makes the space inconvenient/ uncomfortable/ unlikeable

What: Environment - Negatives

Inconvenient, Uncomfortable, Unlikeable

WORK/STUDY CUSTOMERS:

HANGOUT/LOUNGE CUSTOMERS:

• How long on an average do you stay?

• How long on an average do you stay?

• Can you think of some factors, which make it challenging for you to complete a task you might have come to do at the coffee shop?

• Can you think of some factors, which make this space uncomfortable or inconvenient?

• Is there a particular time of the day that you prefer to come?

• Is there something you would like to alter?

• Does something disturb you about it?

• it challenging for you to complete a task you might have come to do at the coffee shop?

• Is there a particular time of the day that you prefer not to come?

What driving forces could potentially disrupt (or affect?) the coffee shop ‘community’ experience: social, technological, economic, environmental, and political?

SOCIALIZING CUSTOMERS:

APPENDIX RESEARCH: LIST OF INITIAL INTERVIEW QUESTIONS QUESTION & GOAL/PURPOSE:

WORK/STUDY CUSTOMERS:

HANGOUT/LOUNGE CUSTOMERS:

• Do you prefer to sit in a particular area of the shop?

• Do you prefer to sit in a particular area of the shop?

• What usually governs where you sit?

(Possibility of cultural probe to list in order of preference: table, location, number of people, sounds, Power plug source, etc.)

• What usually governs where you sit?

(Possibility of cultural probe to list in order of preference: table, location, number of people, sounds, Power plug source, etc.)

What: Driving forces that disrupt

the community experience

social, technology, economic,

environment, political

How does seating play a part in behavior?

How: Seating playing a part in behavior

• How does where you sit govern what you do and how long you stay? E.g., reading the newspaper, talking on the phone What are interactions between people who are there to work/ study vs. who are there to socialize?

• Do you prefer to concentrate on your work when you are here or do you mix around with people?

• What activities do you do while you are here?

SOCIALIZING CUSTOMERS:

APPENDIX RESEARCH: LIST OF INITIAL INTERVIEW QUESTIONS QUESTION & GOAL/PURPOSE:

WORK/STUDY CUSTOMERS:

HANGOUT/LOUNGE CUSTOMERS:

What: Interactions between people those

there to work/study vs. socialize

• What might be some instances when you interact with your neighbors or other people in the shop?

• Do you prefer to interact with people when you are here?

• Can you think of a time you interacted with someone around you? Can you describe it?

• What encourages you to interact with others? What discourages you from interacting with others?

• What might be some instances when you interact with your neighbors or other people in the shop?

• What encourages you to interact with others? What discourages you from interacting with others?

• Do you pay attention to what others around you are doing?

What are the reactions of those there to work to those there to socialize and vice versa? What are the reactions to sharing the space?

• Do you find it disturbing when you have a group of people who are socializing sitting next to you?

• What is your reaction in such cases?

What: Reactions

Work/Study to those for Social

Social to those for Work/Study

To sharing spaces

• Do you find a change in your behavior if you find yourself sitting next to someone working/ studying or having a meeting?

SOCIALIZING CUSTOMERS:

APPENDIX RESEARCH: LIST OF INITIAL INTERVIEW QUESTIONS QUESTION & GOAL/PURPOSE:

WORK/STUDY CUSTOMERS:

HANGOUT/LOUNGE CUSTOMERS:

How does one define the sense of community?

• What does community mean you?

• What does community mean you?

• How would you define community?

Would you consider yourself part of a particular coffee shop community?

• Do you feel a sense of community in the coffee shop?

How: Definition of “Sense of Community”

• If there would be an event would you hang out?

• Do you feel a sense of community in the coffee shop?

• What are some factors, which contribute to this sense of community?

•What are some factors, which disrupt this sense of community?

• What are some factors, which contribute to this sense of community?

•What are some factors, which disrupt this sense of community?

SOCIALIZING CUSTOMERS:

APPENDIX RESEARCH: SAMPLE - INTERVIEW 2 TRANSCRIPT OF INTERVIEW GENDER: 1 MALE (M1), 2 FEMALES (F1 & F2) AGE RANGE: 16 OCCUPATION: HIGH SCHOOL STUDENTS PURPOSE OF VISIT: CO-STUDYING LOCATION: COMPARATIVE SPACE, LOCATED IN THE SUBURBS OF PITTBURGH

Q. Could you tell me a little about yourselves?

A. M1- I’m 16. I do a lot of sports. I play football, I run the tracks and I have trouble in school, so sometimes need help to study.

F1 - I’m 16. I play basketball all the year round. We come here to help each other study. So if I know one thing better, I help him. If she knows something better, she helps me.

F2 - I’m 16 and I dance and I don’t like school.

Q. What is it about this place that you like as compared to say a library or a coffee shop? Why would you prefer to come to Panera?

A. M1 - It’s more social.

Q. You like seeing people here. As compared to the library, where it might be quiet?

A. F1- mmhuh. I would say so, ya M1- I also like the option of food here because I’m always hungry. In comparison to coffee shops, there are more food options here. And this one has a better Wi-Fi, so you can get online. Starbucks also has Wi-Fi all the time, but this is a better environment more socially.

Q. How often do you usually meet?

A. F1 - Not very often. It depends. Like for mid terms we will meet here like three times a week. Just depends on the time periods. If there is a lot of testing given, there will be a lot of people here. If it’s not so often, like once every couple of weeks.

M1 - I tutor with a lot of students and many prefer to come here.

APPENDIX RESEARCH: SAMPLE - INTERVIEW 2 Q. Does the sound at all bother you?

A. F2: Not really, because we’re all talking to each other Q. On an average, how long do you study here?

A. M1, F2, F1: An hour IQ. s this a common thing, like do a lot of students from school study here?

A. F1: mmmhmmm (nodding yes) Q. And they (staff at Panera) don’t bother you about it?

A. F1: No. Q. That’s really nice.

A. Ya.

HIGH SCHOOL KIDS STUDYING AT PANERA BREAD

APPENDIX RESEARCH: SAMPLE - INTERVIEW 2 GENDER: 3 FEMALES AGE RANGE: 23, 35 & 36 OCCUPATION: 2 STAY AT HOME MOM’S & 1 FULL-TIME STUDENT PURPOSE OF VISIT: SOCIAL LOCATION: COMPARATIVE SPACE, LOCATED IN THE SUBURBS OF PITTBURGH

TRANSCRIPT OF INTERVIEW Q. Can you tell me a little about yourself?

A. FI: My name is Seri, I’m 23. I’m a housewife with two kids and a dog. And I basically come to coffee shops to just socialize with friends.

F2: My name is Shalini and I’m a housewife and I come here to meet my friends. I look forward to it. I’m 36. I come here to socialize and spend some time and I like the environment and the energy here.

F3: My name is Khyati and I’m a full time student and I’m 35 and I go to coffee shops to mingle with my friends. I’m married and have two sons.

F1 Q. Is the coffee shop a nice place to meet your friends?

A. It is because it’s not too crazy and not too quiet. Like if you meet, at another restaurant, it tends to get very crowded and what not. And especially for us, we don’t have to have a huge meal and all. For us, we are at SAHM’s and so we basically cook at home, so it’s nice to go out and have some kinda drink. Like for me, with Aanya (daughter aged 2), if it were a park, I’ll have to run after her. Being a small place, which is not so crowded, it gives her room to move around, but then not run around, and then allowing me to sit and chit chat with my friends but not having to run around her as well.

SAHM’S SOCIALIZING OVER LUNCH AT PANERA BREAD

Q. Compared to Starbucks, would you be comfortable taking your kids to a coffee shop like that, where the place is even smaller?

A. Well, it does tend to get a little more crowded out there, because it is like a franchise and everyone knows about. And atleast for Panera, people don’t just come here for drinks, but they also come here for business meeting and what not.

So it’s all different crowds you come across. So you don’t have to worry about being like very quiet and stuff like that. In Starbucks, everyone is there for specific reasons: they either work, or study and have coffee. If you tend to talk, it could be little loud for all the people around you.

APPENDIX RESEARCH: SAMPLE - INTERVIEW 2 KEY POINTS • Mainly come to coffee shops to socialize with friends.

• “It’s not too crazy and not too quiet”.

• “You don’t have to worry about being too quiet, or too quick with you meal as compared to Starbucks or a restaurant”.

• Spend at-least 2/3 hours and visit about twice a month.

• “It’s a ‘mutual’ environment. They’re sitting and chitchatting, we’re sitting and chit-chatting”.

• “It’s a cozy environment, home away from home”.

• Mixed crowd.

• “I don’t generally sit in the Starbucks close to my house because there aren’t too many chairs and it is very quiet”.

• “Panera is a mix of a restaurant and Starbucks”.

• “No pressure to leave once done with food”.

• One of the informant goes to a coffee shop daily, but prefers not to stay there because the environment is not ‘welcoming’.

• Prefer not to take kids usually, because the space is small and people are working, so they don’t feel like disturbing others.

Q. How often do you tend to meet your friends at a coffee shop?

A. It could be once a month or once every week. So basically, it depends on our schedule.

Q. And how long do you stay once you’re there?

A. Pretty much atleast 2-3 hours Q. And how does it make you feel once you’re here?

A. Much relaxed, because it’s a different, cozy environment. It’s like a home outside a home. But then again, you get tired interacting with other people.

Q. What do you think are the things that make you feel relaxed here?

A. Main thing is environment and the crowd. Because if you come to a crowd that is too quiet and then you make a little noise, it could get rude. But if you’re in a mixed crowd, again people come up to you and talk to you. And even if they don’t, it’s a mutual environment. We’re sitting and chit-chatting, they’re sitting and chit-chatting. So yeah.

Q. Would you go if there is some sort of an event at a coffee shop? For instance, if a coffee shop hosted something for a mom’s night out?

A. Definitely, because then you will get to know community and it’s basically the environment you’re looking for. People will come and interact with you. So basically, ya.

F2 Q. So, why do you come to coffee shops? Coffee shop, think more like Starbucks.

A. You’re asking more in context of Starbucks? Well I like the coffee there. That’s the first thing. And Starbucks, I don’t

APPENDIX RESEARCH: SAMPLE - INTERVIEW 2 generally sit there because it’s just like a few chairs, especially the ones that we have around here. And it’s very quiet. If I go, I’ll just grab my coffee and drive. Like if I’m going to the mall or something or I have some other place to go., maybe a bookstore. Then I’ll just grab coffee from there and go. That’s what I generally do.

F1: Ya, Malls can be very distracting. Because there’s lots going. Ya, so if you’re in the Mall, you’d like rather grab a coffee and window shop. Atleast over here, there’s not much to do, you just sit in one place.

F2: And Panera is something like a mix of a restaurant and Starbucks. In a restaurant, once you’re done with the food, even the waiter will be watching on you, like, you have to leave now. You really feel that pressure. But here, it’s not like that. We spend like 3 hours, 4 hours sometimes, just sitting and chit chatting.

Q. Do you prefer to meet in a place like Panera as compared to Starbucks, when you’re meeting your friends?

A. Yes, because of the place we are located, this is a good location.

Q. Have you taken the kids to a coffee shop? Do you feel comfortable taking them?

A. Coffee Shops, like Starbucks, we will just generally go and grab our coffee and leave.

Q. Do you know why that is?

A. It’s not very comfortable and the kids, they’ll be moving around and making sounds. The environment may be so crowd and you feel you are making it messier. But in Miracle Mile, the Starbucks, I like that. Like the kids will go and sit there and eat. Yes, but we don’t spend so much time. Once we’re done, then we leave.

Q. How often do you meet at Panera or a Coffee Shop?

A. I’ll say on an average, twice a month.

APPENDIX RESEARCH: SAMPLE - INTERVIEW 2 Q. Do you find it’s a good place to meet friends?

A. Ya. Q. What are some other places that you tend to get together?

A. Um. We’ll go to Udipi, over a meal. We’ll have lunch or dinner over there with friends. There too we can spend long. Kids are welcome, it’s a more welcoming environment. And we also meet at Olive Garden.

F3 Q. How often do you go to a Coffee place to meet friends?

A. Maybe twice a month.

Q. Do you go where you are working? Do you tend to take a break and get a coffee?

A. Yes I do.

Q. Is there a Starbucks close by?

A. No. Just a regular coffee shop.

Q. How often do you go?

A. I go there everyday for coffee. But I just grab a coffee and get out of there.

Q. Why is that?

A. Hmmm. I don’t know, it’s just the environment I guess.

APPENDIX RESEARCH: SAMPLE - INTERVIEW 2 Q. If you were going with friends, would you go and sit there longer?

A. No, it’s not that welcoming. I would not sit down there.

Q. What do you like about meeting your friends at a coffee place?

A. If it’s Panera, I would like to go there, sit down, talk to my friends, have a long conversation. Without feeling any pressure that I have to be quiet or I cannot be noisy. Compared to other places, one has to dress up. Here it’s more casual and I can come with whatever I am wearing.

Q. Do you feel comfortable taking your kids to Starbucks or a similar place?

A. No. I prefer not to take them.

Q. Why is that?

A. See first of all it’s a small space. The other thing is the environment. People are working there, somebody’s studying. It’s a quiet environment. And kids are not going to be quiet. So ya, I would not prefer to go there.

APPENDIX RESEARCH: INTERVIEW CONSENT FORMS

APPENDIX RESEARCH: INTERVIEW CONSENT FORMS

APPENDIX RESEARCH: INTERVIEW CONSENT FORMS

APPENDIX RESEARCH: SKETCHES DURING PROCESS

Initial Sketching

Relationship Map

Shadowing Notes

Ecosystem Map

Position Map

APPENDIX RESEARCH – SURVEY The survey will be Infographic in look with six simple questions that will bring a better insight to what those at a coffee shop would see as a sense of community.

QUESTION 4: QUESTION 1:

Do you get coffee, food, or both?

What is your gender?

• Male • Female

QUESTION 5: Are you a regular customer to a specific shop or do you stop all around?

QUESTION 2: What is your age range?

• 18-24 • 25-34 • 35-49 • 50+

QUESTION 3: Which would you enjoy at a coffee shop?

• Live Music • Art for Sale • Pet Day • Fundraiser for a Cause Day • Learn about coffee and brewing • Hobbies (Books, crafts, etc)

QUESTION 6: Day(s) of the week you mostly visit.

QUESTION 7: What activities do you do at coffee shops?

• Work • Study • Lounge • Meet Others

QUESTION 8: Which Coffee shops do you visit?

• Area to list out corporate and independent

APPENDIX ANALYSIS: MODELS - UNDERSTANDING ASPECTS OF COMMUNITY THROUGH A MIND MAP

APPENDIX ANALYISIS: MODELS - UNDERSTANDING ASPECTS OF COMMUNITY THROUGH A MIND MAP

APPENDIX ANALYISIS: MODELS - UNDERSTANDING ASPECTS OF COMMUNITY THROUGH A MIND MAP

APPENDIX SYNTHESIS : OPPORTUNITY MAP - SKETCHING OUT INITIAL THOUGHTS

THANK YOU

POORVI DAS & LAURA WAXTER IDUS 711 OL PROFESSOR : TOM HARDY