Wake-Up! Magazine

WAKE-UP! a dive into the future of to-go coffee cups.

Research Mag. This magazine provides an in-depth framework to design the ideal experience with a to-go coffee cup.

INDEX.

WAKE-UP

1. overiew.

04 Meet the team 06 Defining our Seach 08 Methodology

2. discovery.

10. Defined Design Framework 11. The Framework Itself

3. process.

12. In Depth Interviews 14. Developing Personas 26. Interview Data Review

4. overiew.

28.

30.

32.

36.

38.

40.

44.

46.

48.

My Cup is Sustainable My Cup has Practicle Add-Ons My Cup is Convenient My Cup Fits My Rushed Lifestyle My Cup is Part of My Business My Cup Keeps Me Warm My Cup is Social Like Me My Cups Brand Matters My Cup is Reliable

5. summary.

49. Final Insights 50. Thank You 51. Work Cited

SAVANNAH, GA. Our contextual research process took place in Savannah, GA and the surrounding areas. Savannah is known for its coffee, providing locals and tourists with over 50 coffee shops and cafes to check out just within the downtown area. Some of Savannah’s most unique sites to see are its coffee shops. Each and every one of them lets you in on a little secret about Savannah—about the people, the food, the energy. To-go coffee cups are a huge part of each one of these businesses. Savannah provided our team with a great location to generate accurate data for our research topic.

THE TEAM SAM CADAN Sam is a Service Designer from the greater New York City Area with a focus in digital design. He is inspired by our world that surrounds us. At the end of the day, Sam creates kick-ass designs that transforms a brands offering and makes peoples lives a little bit easier.

FORD WILLIAMS Ford is an Industrial designer from Mississippi looking to go into transportation design. Avid traveller studying art and culture who enjoys sketching, painting, and playing basketball.

TYLER BREWER Tyler is a industrial designer originating from the coasts of Southern california. He enjoys traveling and hiking in nature. In his spare time he makes coffee and takes photos.

ANDREA TORRES I am a Colombian student influenced by all expressions of art, from music to design. Currently I study service design at SCAD. I’ve been travelling the world for over five years studying various design disciplines including architecture and dance. I’m passionate about the connection between how an environment

TOM YAO I am fine artist, designer, and entrepreneur. I majoring UX design, minor in graphic design, and motion media at Savannah College of Art and Design.

WE CON RES

Our team is built with people from diverse backgrounds who are able to offer a wide variety of services, skills, and experiences. Even though we share some things in common, the diversity of our team helped foster creativity offering a wide range of new perspectives, processes, and ideas.

We all come from a variety of different cultures and design backgrounds...

ARE NTEXTUAL SEARCHERS.

SECTION

Each and everyday we interact with disposable coffee cups. This magazine provides an in depth look to what the people really think .

ideal experience.

DEFINING OUR RESEARCH

1.

2.

Embracing Ambiguity.

Generative Research

To embrace ambiguity is to truly understand our research without the burden of preconceived notions and assumptions. Throughout the entire process of designing the ideal experience using a disposable to-go coffee cup, we embraced ambiguity in order to fully start our research process.

It is a process that helps us find opportunities for innovation, define problems, and understand the life of an individual when interacting with a to-go coffee cup.

3.

4.

Qualitative Research.

Ethnographic Research.

Qualitative research involves looking at peoples beliefs and values, and looking for patterns in what people say or do. It is important to design based on natural attributes of an indiviuals psychology and perception.

This is the overarching principle. Our team headed out into the field to gain real insights from the people who drink coffee.

We ran a series of observation excercises, a handfull of interviews, and an interactive culturual probe.

METHODOLOGDY

Observations.

The observations we conducted were an important aspect to the ethnographic research process. We entered our customers environments to develop insights. This observation process was based on how people interact with their to-go coffee cup.

These techniques are necessary to conduct relevant and useful research when designinga user-centered product or service.

Stakeholders.

We wanted to select potential individuals who use to go coffee cups whether they are using them for coffee, or not. Our stakeholders were split up into three catagories: People who use to go coffee cups at home, businesses that offer to go cups and the customers of togo coffee and other liquids.

Fieldwork.

We collected data from ove participants in the greater S nah area. Our survey, cultur probe, and sensory cue kit w all focused on collecting an asuring individuals wants, n and interests when interacti with a coffee cup.

er 100 Savanral were nd meneeds, ing

Various human-centered research methods are the key to creating successful & empathetic insights.

Interviews.

We recruited a total of twelve people and asked them detailed questions based on our predetermined discussion guide. We wanted to learn about individuals pain points, feelings, and opinions when using a to-go coffee cup.

Affinitization.

During this process our team broke every data point we collected during our research process and began to cluster the data. Over 800 data points were created and then catagorized based on users preference to aid us in developing our framework.

Framework.

This was the final phase of our process. Here we developed a visual aid that includes everything the user wants from a disposable coffee cup based on the data collected.

THE IDEAL TO-G0 COFFEE CUP ....

It is FUNCTIONAL

It is ECO-FRIENDLY

LOTS OF LID OPTIONS

I like it ready to go when it is handed to me. My to-go cups are simple. They transport the coffee with me.

In a world without to-go coffee cups, I would bring my own cup. We live a green lifestyle and care about the future of our earth.

We have many lid issues and prefer not using them for the most part. A variety of options would beneficial.

It is VERY CONVENIENT

It is WELL DESIGNED

It is SOCIAL LIKE ME

Disposable to-go coffee cups are a very important part of my life. I am an active coffee drinker and don’t enjoy carrying around my own personal mug or thermos. To-go cups convenient part of my life.

The physical design and visual aesthetic of my to-go coffee cup is extremely important to me.

My cup should be social. The style of my cup should spark conversation and I should feel comfortable using it in a public space for any length of time. It’s also nice to have your own cup, not one that belongs to someone else.

It FITS MY LIFESTYLE

Is has PRACTIAL ADD-ONS

It is WARM

My to-go coffee cup fits my rushed lifestyle. I am always on the move so I rely on a functional and dynamic cup each and everyday.

My to-go coffee cup provides me with a practicle lid, sleeve, and stirrer. These options protect people from burns, spills, and uneven mixture of coffee, cream, and sugar. .

I like the warmth of the coffee through the cup without it burning my hand. In cold weather, my coffee cup becomes part of me.

It is PART OF MY BUSINESS

It is AFFORDABLE

The BRAND MATTERS

To-go coffee cups are a huge part of businesses, without them they cannot generate profit the same way. The current service system for buying to-go coffee relies on these cups.

I want my to-go coffee cup to be cheap, but it can’t feel or taste cheap. I don’t want to have to buy an expensive thermos that could easily be forgotten or misplaced.

The brand of the cup matters to me. Each brand has a different material which functions in a different way, some even taste cheap. I want a brand that has premium quality.

FRAMEWORK

01.

12.

The BRAND MATTERS 11.

02.

It is FUNCTIONAL

It is VERY CONVENIENT

It is WARM

03.

It FITS MY RUSHED LIFESTYLE

It is SOCIAL LIKE ME 10.

My to-go coffee cup fits my rushed lifestyle and never fails on me.

It has LOTS OF LID OPTIONS

It is PART OF MY BUSINESS

09.

It is AFFORDABLE

08.

05.

It is ECO-FRIENDLY It has PRACTICAL ADD-ONS 07.

It is WELL DESIGNED 06.

04.

IN DEPTH INTERVIEWS

WE INTERVIEWED SOME REALLY AWESOME PEOPLE RIGHT HERE IN SAVANNAH, GEORGIA. what was our recruitment strategy?

We surveyed around the great Savannah area approaching people whose lives are driven by coffee each and everyday. Anyone no matter the age, as long as you use disposable coffee cups whether it is for coffee or not, we approached them. Our final selection of interviewees was decided on by our team, based on the the idea that coffee is a vehicle for life and the cups you drink it out of are as important as the liquid itself.

what was our criteria for the interviews?

We were searching for people between the ages of 16 and up. There was no specific persona or type of person we were going after. We wanted to talk to each and every individual around the greater coastal empire that drinks coffee.

what kind of questions did we ask?

We asked heart and problem based questions. Our questions prompted people to take a pause, giving them the ability to express their true and authentic emotions.

why are interviews important to our process?

Our interviews were vital to our process. They allowed us to gather valuable data and be able to rely on that data as well. A contextual research process tracks each and every data point, these personal interactions allowed us to create a basis for what the people want while validating some of our previous assumptions as well.

.

Marissa Age 26 Retail Associate

“I’m always on the move from meeting to meeting, so I need a reliable cup.”

What is your favorite type of to-go coffee cup?

“I prefer a simple to-go coffee cup design” Why do you like to-go coffee cups?

“I like to-go coffee cups because they transport my coffee where I need to be.”

What is the most important part of to-go coffee cups in your opinion?

“I really need a functional coffee cup, if it doesn’t get the job done then I don’t want to use it.”

THE WORKER WHO WANTS A FUNCTIONAL TO-GO COFFEE CUP.

WHAT DO YOU WANT FROM YOUR TO-GO COFFEE CUP?

I want a SIMPLE DESIGN

I want it to be EFFICIENT It needs to be SPILL-PROOF

WHAT DO YOU WANT FROM YOUR TO-GO COFFEE CUP?

It has to have GREAT QUALITY

I want a cool VISUAL AESETHIC

I WANT A VARIETY OF CUPS

“All to-go cups tend to look the same, it’s really boring.”

Evan Age 23 Industrial Designer

Do you have any problems with your to-go cup?

“I spill my coffee on myself all the time. The lid always leaks and a lot of times the design doesnt fit to my mouth.”

Whats your favorite to-go coffee cup?

“I really like the new Keep-Cup design, its stylish, has great insulation, and it is reliable.”

What is the most important part of to-go coffee cups in your opinion?

“I like to have a variety of designs in my household depending on where I’m headed. ”

THE ENGINEER WHOSE CUP HAS A KICK-ASS DESIGN.

Sarah Age 24 Fashion Blogger

“My to-go coffee cup is social, just like me.”

What is your favorite type of to-go coffee cup?

“I have a few at home, but I usually use my tie-dye thermos.”

Why do you like to-go coffee cups?

“I don’t really, I prefer because I enjoy socializing with other individuals at my local cafe. But when I do use one, its usually my own.”

What is the most important part of to-go coffee cups in your opinion?

“I spend a lot of time in coffee shops, it is part of my culture so I need to be comfortable with it for long periods of time. At the same I still want it to be stylish.”

THE BLOGGER WHO WANTS THEIR CUP TO BE AS SOCIAL AS THEY ARE.

WHAT DO YOU WANT FROM YOUR TO-GO COFFEE CUP?

I WANT IT TO BE COMFORTABLE

I WANT A CULTURAL EXPERIENCE

I WANT IT TO BE STYLISH

WHAT DO YOU WANT FROM YOUR TO-GO COFFEE CUP?

I want my cup to be SUSTAINABLE

I want it to be made of RECYCLED MATERIAL

I want my cup to MAKE AN IMPACT

“Hopefully all the cups will be repurposed some day.”

Jordan Age 24 Local Student

Do you care about your to-go coffee cup being stustainable?

“I care about the cup being environmentally friendly, but it’s not like you have a choice. You get what they give you.”

In a world without to-go coffee cups, what would you do?

“I would bring my own cup, as I do already.”

Why do you bring your own coffee cup?

“I recycle and try to live as much as a green lifestyle as possible. I see a lot people using them these days, and I hope that continues.”

THE HIPSTER WHO WANTS AN ECO-FRIENDLY COFFEE CUP.

PROTECT OUR OCEANS.

‘

Patrick Age 36 Cafe Manager

“To-go coffee cups are essential to my business. Without them, I can’t sell coffee. ” Do you care about the environmental impact your business has?

“Our owner tries to make his own personal impact but when it comes down to costs, profit is more important with a small business like a cafe.”

Do you notice a lot people using their own coffee cups?

“Yes, and mainly students. A lot of you guys come through here and I am actually surprised so many people have their own mug. Its sort of a hygienic thing too in my opinion.”

Have you ever thought of not offering to-go cups?

“I haven’t personally thought about it, but I could see that happening in the future. If they are biodegradable then we could still offer them, but at the same cost.”

THE CAFE OWNER WHO NEEDS TO-GO CUPS TO MAKE MONEY.

WHAT DO YOU WANT FROM YOUR TO-GO COFFEE CUP?

I want my cups to be PROFITABLE

I want my cups to give customers PUBLIC ACCESS

My cups need to be EFFICIENT

WHAT DID WE LE FROM OUR INTE PROCESS? “I want to design my own to-go coffee cup, sell it, and retire at 20 years old.” - Evan, 16

EARN ERVIEW

At first, our team was trying to validate our assumptions. Shortly after our process started, we quickly realized that not to many people outside our bubble of design really care about sustainability.

All five of our teammembers carry thermos’s daily. Our interviews proved to use that as designers we could not stick with our idea that your own cup is the ideal cup, many individuals we spoke with didn’t seem to care about the trash they create each and everyday. Along with this, we learned a lot about aspirations we never even thought people would have.

During our survey launched at Savannahs 2018 Earthday, we gathered significant data that lead us to understand the customers emotions and expectations when using a to-go coffee cup. We even had a teenager mention the idea of designing the ideal to-go coffee cup, getting rich, and retiring at 20 years of age. This is a prime example of something our team never would have expected without conducting contextual research.

MY CUP IS SUSTAINABLE

FRAMEWORK

“ I br me ev thin much

“ We should advertise reusable cups more, rather than using disposable ones.” - Alex 33

Protecting mother nature is a key driver when designing the ideal disposable coffee cup. A large number of our data points indicated that their cup should be eco-friendly or sustainable.

ring my thermos with verywhere I go, I don’t nk people realize how h trash they throw out in a given day.”

The US throws away 2.5 billion disposable coffee cups every year and less than 1 percent of coffee cups are recycled. Each and everyday disposable to-go coffee cups are impacting our mother earth. Our research showed that in a world with no to-go coffee cups, 74% of individuals would carry there own personal cup, along with the 26% of eco-friendly individuals that already do.

A change in our daily habits requires small changes implemented seamlessly over time. There are still many coffee drinkers that forget to bring their own cup. They often misplace it, forget to clean it, or just don’t enjoy carrying it around. The ideal coffee to-go coffee cup for todays world would still be disposable, but our team is optimistic

“I think being cool means your helping the environment.”

-Devon 32

“I want people to be aware.”

-Addison, 19

IT HAS PRACTICAL ADD-ONS

FRAMEWORK

“ I like when the sleeve and lid are both given to me at the register.” - Alex 33

The user needs practical add-ons for their to-go coffee cup. Whether the coffee drinker is preventing a burn, mixing in cream, or on the move, these options are neccessary.

Our research shows that people believe that lids and sleeves are practical to have with to-go coffee cups. Customers use lids and sleeves to avoid burning themselves and spillage. Lids and sleeves also provide structural support and a nice visual aesthetic to a to-go coffee cup.

“I don’t take the lid off ever, it creates condensation and drips all over me.”

-Alex 22 “The lid shape doesn’t form to my mouth well so I always spill.”

-Jess 26

MY CUP IS CONVENIENT

FRAMEWORK

The user wants access to their coffee cup anytime and anywhere their heart desires.

People tend to forget or misplace their own personal mug, so disposable cups are still very convenient.

A convenience good is a consumer item that is widely available and purchased frequently with minimal effort. Togo coffee cups provide the user with access to coffee whenever they walk into a business or leave there home. Our research showed that some people dont find it convenient to carry their own up, relying on the d isposable ones offered by businesses.

“I don’t want to carry my own cup. ”

-Gonzo 25 “I don’t really care if it is eco-friendly, it just needs to be convenient.”

-Davis 19

IT FITS MY RUSHED LIFESTYLE

FRAMEWORK

Coffee customers are always on the move. Whether the user is commuting to work or taking a bike ride. The ideal coffee cup needs to be ready to take on any type of rushed lifestyle.

Whether it’s a child family grabbing hot chocolate or a businessman on his way to a meeting, everyone needs their cof fee cup to fit their rushed lifestyle.

Our research also showed us that individuals tend to drink their coffee faster from a disposable cup versus a mug or themos.

“I am always on the run, and want my coffee to be with me. ”

-Adaline 23

“I like the feeling of grab and go. ”

-Jordan 19

IT’S PART OF MY BUSINESS

FRAMEWORK

In our world today, disposable coffee cups are a huge part of businesses. The current services system when buying coffee to-go relies on disposable coffee cups.

After interviewing coffee shop owners, managers, baristas & employees at coffee shops in the greater Savannah area, our team came to the realization that disposable cups are of great significance to businesses. The current coffee shop system relies on disposable cups because you can’t rely on your customers to always bring their own.

“Without them, we cant sell coffee. ”

-Patrick 36 “Our current system relies on these cups. ”

-Andrew 28

MY CUP IS WARM

FRAMEWORK

During cold weather a coffee cup becomes part of the user. Many individuals use their coffee cup to keep themselves warm. Whether it’s a rainy morning or a snowy day outside, people want their cup to make them feel toasty and snug.

A little bit of warmth goes a long way. Many of the individuals we interviewed stressed the idea that their coffee cup keeps them warm during cold and cruddy weather. Hot liquids can even numb the pain when your sick or freezing. It is important that the ideal coffee cup design allows the user to feel warm, or cold depending on the temperature of the liquid inside.

“My cup keeps me warm in the winter.”

-Sandra, 26

“Hydro-flasks are weird because they dont feel warm.”

-Kevin, 24

IT IS SOCIAL LIKE ME

FRAMEWORK

A World without to go coffee cups would result in a more social and interactive experience when visiting a cafe or coffee shop.

Our research showed that people want their coffee cups to be a social part of their coffee experience. Many of our interviewees expressed that they believe sitting down in a coffee shop and using a ceramic mug is starting to once again become more and more popular. Along with this, many of the people we spoke with identify with their to-go coffee cup and want it to be stylish.

“It’s just 5 minutes, sit down & enjoy your coffee.”

-Esther, 21

“What’s old is new.”

-Phil, 26

THE BRAND MATTERS

FRAMEWORK

“Some brands have negative connotations making the coffee taste cheap, but others making it feel premium.” - Evan 21

Coffee customers identify themselves with the brand of the cup that they carry. It’s not just about branding and logos, customers also enjoy innovative materials that companies are using to create less waste.

After collecting a wide variety of to-go coffee cups and the insights that surrounded them, many of our data points proved that people care about the brand of their coffee cup.

Customers consider who made there cup or where its from whether they are purchasing a coffee from a business or a pack of disposable cups to keep at home.

“It’s all about your coffee cup looking cool, logos do this.”

“I really like the plain white design cup with no logos.”

“Brands can make us coffee drinkers feel good.”

MY CUP IS RELIABLE

FRAMEWORK

“ I br me ev thin much

“ If I can’t rely on the same cup in the office that I also use in the mountains, then I dont want that cup.” - Tyler 25

Everyone needs a cup they they can trust. Our team collected countless data points surrounding this idea. People who drink coffee everyday demand reliability.

ring my thermos with verywhere I go, I don’t nk people realize how h trash they throw out in a given day.”

When coffee customers go to get there coffee, they want the same consistent results each and everytime. When designing the ideal to-go coffee cup, the product should produce the same end results time and time again.

“I hate when I use a disposable cup I’ve never used before, like at a random gas station, it always spills.”

-Lane, 23

“I want consistency, tired of learning how to use new things. ”

-P.J ,34

THE NEXT GENERATION OF DISPOSABLE COFFEE CUPS RELIES ON THIS FRAMEWORK.

WORK CITED

All royalty free images from https://www.unsplash.com/ https://www.independent.co.uk/environment/disposable-coffee-cups-how-big-problem-environment-landfill-recycling-incinerate-export-rubbish-a8142381.html https://food.ndtv.com/food-drinks/how-many-cups-of-coffee-should-drink-dailywe-find-out-1756803 https://www.theguardian.com/environment/2017/oct/10/coffee-shops-not-doingenough-to-combat-huge-increase-in-wasted-cups https://www.theguardian.com/environment/2017/oct/10/coffee-shops-not-doingenough-to-combat-huge-increase-in-wasted-cups https://resource.co/article/uk-coffee-cup-waste-rise-third-2030-12483 https://ahjoo.com/best-paper-coffee-cups-lids-reviews/ https://gizmodo.com/someone-finally-designed-a-better-disposable-coffee-cup-1575905762

THANK YOU.