SERVICE DESIGN FOR J. ATKINSON & CO. J.Atkinson & Co., a coffee supplier locates at the city of Lancaster, have been developing its business since young Queen Victoria came to the throne in 1837. It is a piece of retail heritage. As the owner wants to sustain its business, last year, it opened the Music Room, which is in a new initiative to drive standards to higher levels of quality in the specialty Coffee Sector. This project aims to learn about its current business operation; and find out how The Prior Hall, a new space purchased by the onwer, can be the new opportunities for its service innovation.
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RESEARCH ON J.ATKINSON & CO.
The service system map illustrates the key trading network of J. Atkinson & Co.. Its multinational suppliers guarantee the diversity of Atkinson's products. Leveraging the three branches (the heritage shop, online shop and the Music room) and local distributors, J. Atkinson & Co. maxmizes the the interface for people to access to its products and service.
We generated the service offering map and system map of J. Atkinson & Co based on the interview with its owner , the desktop research as well as site visiting. There are three branches of its business, which mainly focus on three categories including F&B, coffee & tea kit and training.
Financial FlowM
Cakes
Teas
Onl ine
Musi cR o
om
J.Atkinson & Co.
Training Course
p
Coffee
Kits
T h e H e rit a
ge
S
Snacks & Tea Suppliers
Trade Exhibitions Worldwide
Online Shop
Logistic (Transportation)
Top3 Distributors: Heritage Shop
Customers
Barton Grauge Zeffirellis Sun Hotel Spring Espresso
Kits
Handcrafts
Teas
Coffee Bean Supplier Worldwide
Sanremo (Italy) Coffee Machine
ho
Coffee Beans
Coffee Bean Supplier Worldwide Kits
op Sh
Teas
aterial Flow
Coffee Beans
Kits
SERVICE DESIGN FOR J.ATKINSON & CO.
Before proposing any idea of developing the Prior Hall, the first phase of the project is to understand the current issues and business model of J.Atkinson's & Co. through analyzing its service offering and system and research on the customer expereince.
Snacks
Service offering map
The Music Room
Bakery
Service System map 21
AWARENESS
AFTER-PURCHASING EXPERIENCE
I know J.Atkinson & Co from my local friends.
It took me a while to find the Atkinson’s heritage shop.
The heritage shop looked awesome.
It w as a pleasant experience to select the product I m ay need w ith the guidance o f the staff.
The coffee I bought from Atkinson tasted great!
It is easy to find the the official website of J. Atkinson & Co.
The store was located at a quiet street and it was not easy to notice its signboard
I like the decoration and atmosphere of the heritage shop, although the space narrow and crowded.
I couldn’t decide which product I’d like to buy before I tasted them. The staff told me that I could visit the music room, a branch of J. Atkinson & Co. to try their most innovative products.
The Music Room is a quite tiny place and I couldn’t find any seat there during the peak-time. But the environment was quiet and elegant.
it is a nice place.
The way the staff weighted and packed my goods was elegant and truely reflects the brand’s heritage. I really hoped I could know more of the culture and history of this shop and coffee making.
I heard that there was training course at the second floor of the Heritage shop, however the space was already full of people. I might come next time.
I know the name of Atkinson from the City Trouism Center website.
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IN-STORE EXPERIENCE
Addition to observing the existing of J.Atkinson & Co, we also collected a batch of feedbacks regarding coffee consumtion and the perception of J. Atkinson from the general publics through a questionnaire survey. The survey results reveal that coffee is one of a regular consumptions for people in Lancaster. Most people here buy coffee in Cafe rather than making it by themselves. But there is still oppotunities for coffee training as most survey participants indicated that they are interesting in coffee making as well as the culture and history of coffee. We also found that J. Atkinson & Co. has a relatively low brand awareness among the publics when compared with those mainstream brands such as Starbucks and Costa.
Do you live in Lancaster?H
ow often do you drink coffee?
What type of coffee do you drink?
9% 32%
Yes
10%
13% 47%
68%
31%
No
What are you interested in besides the taste of coffee?
SERVICE DESIGN FOR J.ATKINSON & CO.
We mapped the customer experience journeys from the phase of awareness to after purchasing based on interview and site visiting. It helps us to define the pros and cons of Atkinson's service, which may inspire us the service design idea of the The Prior Hall.
42% 48%
Everyday
2-6 times per week
Buy coffee at cafes
Once a week
I don’t drink coffee
Making coffee by myself
Do you know the overall process of coffee making?
Instant coffee
Would you be interested in any training course of coffee making?
Please check the coffee you know in the list below. 24
Illy 18%
22%
28%
45%
49%
Atkinson
48%
14 28
Nero
33%
33%
30
Gregg's
24%
Costa
32
Starbucks
32 05
Culture Technology
History
Yes
No, but would like to know
Yes
Maybe
10
15
20
25
30
35
No
No, no interest
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ANALYSIS AND IDEATION
DESIGN STRATEGIES AND CONCEPT
We summarized and analyzed the information we collected from the research and observation by the SWOT analysis below: S • • • •
W High quality products Long history and professional knowledge of coffee making Strong business network The heritage facilities
• •
• •
Market demand for coffee business Potential market for training of coffee making The Prior Hall reveals great oppotunities for business development and service innovation.
•
O • •
The Heritage Shop
Online Shop
The Music Room
The Prior Hall
The Heritage Shop
The Music Room
Official Website
The Prior Hall
Official Website The Music Room
The Heritage Shop
T Incompetitive location Low brand awarenessknowledge of coffee making Lacking of connection among all its branchesThe heritage facilities Limitation of the spaces
• •
Mainstream cafe including Starbucks, Costa and Cafe Nero, etc. Instant coffee
The Direction Research outcomes
+ Analysis
+ The owner's vision
Leverage the Prior Hall, a building next to spread the wings of J. Atkinson & Co
Positioning Online Portal
A online platform that connects the three branches of J. Atkinson & Co.
Below is the chart that illustrates our ideation process
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Strategy 1: Clarify the Positioning
Challeges Differeciate the Priory Hall from the heritage shop and the Music Room while build closed connection with each other
Make the Priory Hall stand out of the other competitors
Main Functionalities
Target Customers
Value
Promotion Social Sharing
General publics
Information Social Engagement
Coffee making Training Education Acivity venue
Local Residents Tourists Coffee fans
History Culture Innovation Community cohesion
Product display Product sales Office
Local Residents Tourists Coffee fans
Heritage Quality
After-shopping rest Reading corner Afternoon tea
People work remotely Shoppers in Market Tea drinkers
Quality Elegancy Flavourn
Cafe & Museum Strategies Clarify the positioning of each branches that compose the core business of J.Atkinson & C.
Strengthen the connections among the Prior Hall, the Heritage Shop and the Music Room
A place to enjoy the quality coffee and learn its history, culture the making technologies.
Shop
A place to purchase the full range of Atkinson's products
Team Room Develop innovative service concept for the Prior Hall
A quiet, cozy and elegant tea room for reading, working and afternoon tea.
Strategy 2: Strengthen the Connection SERVICE DESIGN FOR J.ATKINSON & CO.
As new media and digital innovation are widely used for service and business development, the website as a good service touchpoint to build the connections among the three physical stores (The Prior Hall, The Heritage Shop & The Music Room) of J. Atkinson & Co. The overall idea is leverage the website to drive customers from online exploring to offline experience, in the mean time, customers can share their offline experience on the website.
Website Mockup - mobile version 25
Website Mockup - PC version
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Strategy3: Develop New Service Concept for the Prior Hall Service Environment Design
We define the Prior Hall as a multi-functional space for people to enjoy the full range of Atkinson’s products, and more importantly to learn the history and culture of coffee industry as well as to make coffee beverage by joining the innovative coffee training offered by J. Atkinson & Co.
Considering the positioning, the functionalities and the key values of Atkinson’s House of Coffee, we proposed three key zones which comprise the core space of Atkinson’s House of Coffee. And they are: The Hall Cafe People can enjoy the quality coffee and light food offered J.Atkinson & Co. It is also an ideal venue for local societies to organize group activities. Atkinson Galleria An exhibition area where people can explore and learn coffee history and culture through diverse kinds of interactive facilities. Atkinson Lab The venue for training and new products innovation.
Storage
To the Heritage Shop Restroom
The Hall Cafe
Atkinson Lab
Atkinson Galleria
Emergency Exit
Moodboard of Atkinson’s House of Coffee
Main Entrance
Floor Plan of Atkinson’s House of Coffee 27
SERVICE DESIGN FOR J.ATKINSON & CO.
Service Concept
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SERVICE DESIGN FOR J.ATKINSON & CO.
The Hall Cafe The overall style of the Hall Cafe is simple, bright and warm. We aim to create a venue for customers to spend quality time to enjoy a cup of coffee. We also adapted the local culture and customs to the design by displaying a set of the paintings created by local artists or even tourists. Additionally, the flexible space make it possible to move and re-placing the tables and chairs when there is special event organized in the House of Atkinson. We see this cafe as an ideal palce to enhance cohesion of local community. 29
Atkinson Gallaeria Atkinson Galleria is one of the specialities that differenciate The Prior Hall from its key competitors. Customers will have opportunities to observe those antiquated coffee grinders, machines and roaster. In order to enrich the customers’ experience at this area, we designed several touch pannels for them to learn the develpment milestones of coffee industry or understand the standard making process of diverse kinds of coffee through playing relevant games.
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SERVICE DESIGN FOR J.ATKINSON & CO.
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Atkinson Lab Leveraging the larger space and advanced equipments, Atkinson Lab is able to hold the training on coffee making in larger scale and more regularly. When there is a training in Atkinson Lab, people in the Hall Cafe can observe the overall training process through the glass wall between the two zones. Atkinson Lab is also a private zone for the R&D team to research on and develop new products including coffee, tea and cakes.
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Customer Experience Scenerio SERVICE DESIGN FOR J.ATKINSON & CO.
6
5 1
Atkinson’ s House of coffee looks awesome and chic. The staffs here are friendly.
4
Those paintings reflect the culture and history of Lancaster and they were created by local artists.
2
The staff introduced me several coffee beverages and teas. I bought Lancaster Blender.
5
I registered the training offered by Atkinson Lab. I am looking forward to making coffee by myself.
3
I went to the Interactive Gallery and it was really cool to use those touch pannels to learn the culture of coffee.
6
I went to the Heritage Shop through the corridor and bought some tea and coffee beans for my friends.
1 2 4
3
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Service Blueprint Physical Evidence
Customer Actions
Staff Action
- The Entrance - Leaflet of Atkinson’s House of Coffee
- The Hall Cafe - The Menu on the wall - Counter
-
Enter Atkinson’s House of Coffee Pick the- leaflet of Atkinson’s House of Coffee and read it
- Browse the menu - Communicate with the staff at the counter
- Greets customer with a smile.
The Hall Cafe The Menu on the wall Counter Cash register Coffee machine
- The Hall Cafe - Counter for ordering
- Interactive Gallery - Exhibitions - Touch Panels
- Choose the coffee beverage - Make the payment - Waiting for the beverage
- Take the coffee from staff
- Enter the Interactive Gallery - Learn about coffee making process via touch panels
- Introduce the coffee beverage to the customer and recommends him to visit the interactive gallery while enjoy the coffee
- Serve the customer - Making coffee
- Pass the coffee to the customer
- Offer help and guidance when requested by customers
- Check the availability of leaflet
- Stock checking and coffee bean replenishement - Daily update on menu - Space maintenance
- Coffee machine maintenance
- Leaflet design and product
- Staff recruitment and training - Trade on raw material - Supplier liaison and management
(Frontstage)
Line of Visibility Staff Action (Backtstage)
Internal Interaction
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- Exhibition set-up - Space maintenance
- Program design for touch - panels - Exhibition planing and design - Staff training
-
Atkinson Lab Coffee grinder Coffee machine Coffee filter
- The Heritage Shop - Diverse kinds of products including coffee beans, teas, kits, snacks and merchandize.
- The Heritage Shop - Measuring tools such as balance Packaging materail
- Go back to the hall cafe - Take a seat and look at the paintings on the wall - Chat with staff
- Enter Atkinson Lab - Talk with the tutor and register for the training course
- Enter The Heritage Shop - Browse the products on the shelf - Ask recommendation from staff in the shop
- Select the coffee beans and teas - Make the payment
- Chat with the customer and promote the training course of coffee making
- Introduce the training course - to customers Coordnate with the customer to book the training course
- Introduce products to the customer per his requirement
- Weight out the coffee beans and teas per customer’s requirement. - Pack the products Receive the payment
- Kit and machine maintenance - Space maintenance
- Display design - Space maintenance - Update on price and product tag
- Trainig course design - Booking system design and maintanence
- Trade on raw material - Coffee roasting, grinding and packaging - Supplier selection and liaison - Staff recruitment and training - Space maintenance
- Cooperate with local artist to create these paintings
SERVICE DESIGN FOR J.ATKINSON & CO.
- The Hall Cafe - Tables and Chairs - Paintings on the wall
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