The Hearth Coffeeshop

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Project: Coffee shopBy: Jintanat JintasawaengClass: Experience Design | RMCADDate: 10 Jan - 14 Feb 2013Instructor: Julia Pallicciaro

Detail: This demonstrates a creative process for understandingthe area and the needs of the people who live in that area sothat my design can support a potential business.


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Research

Neighborhood Exploration

Interview

Personas

Personas Story

Interaction

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TABLE OF CONTENTSTABLE OF CONTENTS


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HEARTH HAS TWO IMPORTANT MEANINGS

THAT PRESENT MY COFFEE SHOP VERY WELL.

MY COFFEE SHOP FOCUS ON THE FEELINGOF WARMTH OF A FAMILY THAT THE WORD

HEARTH HAS HEART IN THE. HEARTH

ALSO GIVES THE FEELING OF WARMTH.


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RESEARCHThis is the rst thing I did in the process. I went to the threecoffee shops to get an idea of a coffee shop. This help edme think about what is bad, what is good, and what coffeeshops need to have in common. Then I brought it to use formy coffee shop.

RESEARCH

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Patrons:

every age, neighbours, convenient

Atmosphere:Overcrowded. There are too many people,but small tables and trees againt windows

inside the shop seem to give a little personalspace.

Web Presence:

http://www.pabloscoffee.com/. Thereare too many pictures, which looks very

messy. There is good information onthe website. I like when they have newsabout the shop. This is a good way tocreate a good relationship between theshop and customers. Their writting is in aconversation style, which is good because

this make customers feel like they are a partof this community. Like a friend tellls a friendstories.

Community Involvement:The shop has been open for a long time plus

it is on a main street. People come here alot and it is good that they have their ownparking lot.

PABLOS CAFELocation:main street

Product:- cups, coffee, T-shirts,- breakfast. However, this is not in

the menu. I think they might needto have a black board to write a dailymenu.

Brand:No indentity between website and the actual

shop.

Customer Service:Friendly. Employees seem to remember theircustomers. This is good because this makescustomers feel important.

Physical Layout:Small tables were set very closely. There is very

little space for people to walk.

Complimentary Service:- No wi- Parking lot is available

- postcards that tell the story aboutthe shop.

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Location:main street

Product:cups, coffee, breakfast, bread, desserts

Brand:Combining three businesses together:

bicycles, beer, and coffee.

Customer Service:They are nice

Physical Layout:Big tables. This gives people a lot ofspace.

Patrons:Age between 18-30, locals, foot-trafc,commuter-trafc

Complimentary Service:- Wi available- free teaching how to x your bike

Atmosphere:Not a lot of trees. Too much free spaceand this makes me feeluncomfortable.

Web Presence:www.denverbicyclecafe.com/The site is easy to read. There is enoughinformation that tells who they are, wherethey are located, and their events. How-ever, the site is notinteresting at all. It looks so boring like anacademic article on some website.

Community Involvement:There are a lot of people who ride a bikearound this area. I think the shop suitsthis area very well.

DENVERBICYCLECAFE

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Location:In a neighborhood, which is hard for other people

to know the shop, and it is very quiet during theday because people have to go to work.

Web Presence:http://www.drinkblackeye.com/This website looks very good. Colors and typeface

were designed perfectly. However, there is toolittle information. I also got nothing from the site.

It might be because they just opened the shop,there are no events or news about them at all. Thismakes it hard for customers to feel and understandthe shop.

Community Involvement:The shop is in a vintage style, which suits the oldneighborhood.

Brand:

Interior, products, decorations, and web design areall in the same style. Indenity, unique and perfect.

Customer Service:They look nice and clean

Complimentary Service:

Wi and plugs are available

Product: small business products such as soap, noodles,

and soup. This makes the coffee shop seemunique more than anywhere else. Morever,theseproducts match with the interior very well.Selling products and at the same time using theproducts to decorate the shop

coffee, tea, vegetables Not a lof of choices for dessert. That might bebecause the shop doesnt have a lot of

customers yet. Desserts cannot stay out for toolong. I think for the beginning, they might needto have a dessert like a cookie because it wontgo bad fast like bread. People also have more

choice for their food.

Patrons:locals

Physical Layout:

One main big table and a small table at the back.This looks perfect if they wouldnt expect a lot ofmembers in the future.

Atmosphere:There is not a lot of people in the shop so far.

If I went there alone I would feel uncomfortablebecause its too quiet. However, soft music isvery relaxing.

BLACKEYE

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NEIGHBORHOODEXPLORATIONI went to Washington Park where I was planing to build my

coffee shop. I went to explore the area. In this step I had towalk around and watch people. This helped me feel andunderstand the area and people in the area. Then I broughtthe information to create a character for my coffee shop.

NEIGHBORHOOD

EXPLORATION

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I went to interview six people from the two coffee shopsaround Wash Park. Three of the rst people were from theStarbucks on east Alameda and south Downing Street. Theother three people were from the Wash Perk coffee shop oneast Ohio Ave. This helped me get an idea of what peoplearound here need and how a coffee shop can supporttheir needs.

INTERVIEWINTERVIEW

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1) What are their motives for going there?How often? (Are they a local?)

Paul | male | age around 45

He stops by Starbucks everymorning because it is on his

way to work, but it is just adrive thru. He will come sit

inside just on the weekend.

He likes to read the newspa-

per and uses the wi here. Hedoes not have wi at home,

but has 4G in his phone. Go-ing on the internet is just forfun, not about his job.

He loves Starbucks coffeebecause it is made from good

coffee beans. He loves thetaste of the coffee and the

smell.

He loves the customer service

there. Every employee is nice.Coffee is something for the

morning. Meeting nice peoplein the morning seems to make

a day easier for him.

He wants a bigger parking lotbecause it is hard to nd a

parking space.

2) What activities do they do when there?(Study, write, socialize, etc.)

3) What product offerings and amenities dothey enjoy?

4) What other aspects do they appreciate?

5) What aspects would they change?

STARBUCKS COFFEE

WASH PERK

June female age around 22

She comes to this coffee shop

to wait for her friend. She doesnot live around here, so this is

the rst time she has come tothis Starbucks.

She and her friend have aschool project that they need towork on together. Starbucks isa good place to meet up be-cause they have tables and wi.Moreover, it is ok to sit here fora while, they never complain.

She likes coffee here becauseit tastes pretty good and stable.

She knows that what she or-ders is going to taste the same

every time and everywhere.

She likes that they offer aStarbucks card. Someone

gave her the card for a Christ-mas gift and she can get freecoffee.

It would be better if S tarbuckswould lower their price.

Maximo male age around 35

He drives thru every morningand sometimes goes in forcoffee.

He likes to relax and uses the

wi there.

He likes the coffee Americanobecause it is warm and good.

Regular coffee just makes himgo to the restroom.

He likes cute baristas.

He wants them to lower

prices.

Luke male age around 27

He goes to the park almostevery day after work. How-ever, he comes to this coffee

shop around three times aweek.

He likes to relax at the coffee

shop after exercise becausehe can sit outside and enjoy

the weather.

The shop offers some des-

serts, breakfast (limited), andcoffee. He said coffee is the

same everywhere. He justcame here to relax.

He expects the coffee shop to

have more food options andnot limited offering

He also would like to see apatio bar for night time.

Ginny female age around 65

She goes to a coffee shop

almost every day. Sometimesshe goes to the Starbucks on

Alameda too. She lives hereand she loves her neighbor-

hood so much.

She likes to talk to her neigh-

bors and the coffee shop isa good place where she can

meet and talk to her neighbors.Sometimes she also takes hergrandson with her.

She loves drinking coffee.

Coffee is good, food is good.

Everything is perfect. No need

to be changed.

Kelly female age around 30

She does not live around here.

This is the st time she hascome to this coffee shop. She

usually goes to the starbucksby her house. Today she came

to the park to relax so shestopped by the coffee shop.

She is a writer. She loves to

go to a coffee shop. To seepeople and listen to people

talking helps her to get an ideafor her writing.

She loves drinking coffee. Thetables and wi are the best

thing in coffee shop.

Everyone is nice here.

She did not have any ideas for

the change.

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PERSONASAfter I explored the Wash Park area and talked to s omepeople in the area, I came up with three examples ofpeople and created the personas. The rst one was an oldperson that had lived in the neigborhood for a long time.Second was the business person that came to the coffeeshop for business talk. The last one was the college studentthat came to the coffee shop to study.

PERSONAS

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Age: 60Job: NoneDaily Routine: She lives around hereHobby: reading a book, baking

Pet: 1 cat

Time to go to a coffee shop Morning (5-10am.)

Afternoon (10am.- 3pm.)Evening (3-6pm.)Night (6-9pm.)

She has lived in this neighborhood for more than 40 years. She loves the neighborhood very much because it is very peaceful and it isa nice area. Every evening she will go for a walk at the park. Sometimes she also brings her grandchildren with her because the kidscan eat better at the park. Patty is friendly. She loves to talk with her neighbors when she hangs out at the park. Since she lovesbaking, sometimes she shares the food with the friends next door. Thus, to go to a coffee shop and be able to chat with her neighborsis a good activity for her. Sometimes after the walk with her grandchildren, she takes them to the coffee shop to get some snacks

PATTY Nice and easygoing retiree

doesnt matter matters

Brand Loyalty

drive thru walk in

Convenient

never often

Wi Need

work on device socialize

Activities

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Number of guests

low high

Purchasing power

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Age: 35Job: private practice as architectDaily Routine: on the way to workHobby: listen to music, watch moviesPet: None



Josh works hard for his own business.He wants everything to be perfect so he is picky. The coffee shop is in between his house andhis work place. Sometimes Josh needs to nd a place for business calls and appointments. A coffee shop is one of the best placesfor this. Moreover, Wash Park is a nice area. However, if a coffee shop is close to the park where there are a lot of kids, he would getupset because it is too annoying and too loud for business. A coffee shop needs to have a seat that gives a little privacy for businessconversation. Coffee and food needs to have a good quality and makes his customer complacent.

JOSH Works hard for the best things in life


Brand Loyalty

drive thru walk in

Convenient

never often

Wi Need


Activities

0 5

Number of guests

low high

Purchasing power

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Age: 22Job: collage student,

part-time at Hobby Lobby

Daily Routine: She lives around hereHobby: partyPet: 1 dog



Jane is a college student. She also works at Hobby Lobby. She is always busy every morning. Jane lives alnoe with her dog. Sheloves to go jogging with her dog at the park after work. Although Jane lives alone, she always has friends come over to her house.She does not like to cook. Thus, to have food around her neighborhood would be good for her. Moreover, she and her friends enjoygames at the coffee shop a lot. She cares about her health and body. So, healthy food might be good for her. Jane is a college stu-dent, wi is something that she really needs.

JANE Funy and love to hang out


Brand Loyalty

drive thru walk in

Convenient

never often

Wi Need


Activities

0 5

Number of guests

low high

Purchasing power

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I chose Jane, from the three personas, to be the character that

my coffee shop needs to support. I chose Jane because hercharacter seems to be the big group in this area. Then I created

a story about how she interacted with my coffee shop.

A PERSONA IN FOCUS

Jane

Age: 22Job: college student,

part-time at Hobby LobbyDaily Routine: localHobby: partyingPet: 1 dog

Funny and loves to hang out

Personas need

place to hang out

coffee every morning

things to entertain her friends

inspiration for art work

How the service support the personas- delivery program- drinks- patio- dog snacks- private seating- wi- plags

Personas Story

Jane goes jogging almost every day atthe park. One day she sees a sign forthe Hearth coffee shop. After that, shestarts going to the coffee shop because itis close to her house and the shop webpage is easy to access. She also decidesto ll out the delivery form so they candeliver her food every morning.

Jane wakes up Monday morning. Shestill feels sick like yesterday. However,she needs to go to school because shedoes not want to miss the midterm teststoday. She goes to take a shower very

quickly and gets ready to go to school.Someone knocks on her door, and likewhat she thought it was the Coffeedelivery. She grabs the paper bag thathas a sandwich and c offee in it from thedelivery guy and gets into her car. Thedelivery saves her a lot of time everymorning. She does not have to prepare abreakfast, nor stop by somewhere to geta coffee. There is a little note in the bag.Get well soon :) She smiles to the shortsentence on the small piece of paper thatwas full of the feeling of care. Ther e is anote from the coffee shop to her everymorning. It always makes her feel good.It is the same feeling when she goes tothe coffee shop. It is not a coffee shop,but it is a family.

After school, Jane does not go work atHobby Lobby because she feels sick.However, there is a lot of school workfor her to do. She walks to the coffeeshop to get something to eat and doher work. Jane is an art student. To sitat the patio, drinking coffee, and doingsome sketches is a great time for her.Moreover, to look around and see peopledoing their activities gives her ideas forher art.

While she is doing a sketch, she getsa text from her friends that they arecoming. She already forgot that she

invited her friends to come to her houseto do a team project. Yesterday she wastoo tired to clean her room. She decidesto text her friends to meet up at thecoffee shop instead. The coffee shopsemployee helps her move her stuff toa bigger table. The zone is also a littleprivate so she and her friends can do theproject without any distractions such asthe people that walk in and walk out ofthe coffee shop. Josh, one of her friends,brings his sister because his mom is stillat work. While Jane and her friends workon the project, the little sister does notget bored because she is having fun withthe games that the coffee shop offers.

After the long day, Jane decides to gohome. She says bye to everyone at theshop. On the way out, she does not

forget to grab some snacks for her dog.26


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Physical Evidence

User Action

Front StageInteractions

Back StageInteractions

SupportingProcesses

SERVICE BLUEPRINTMenu- hanging sign- daily blackboard

Delivery registration Seat Entertainment

Read menu Registration Find seat

Activities- read newspaper- play game- enjoy music

Drink/eat

Prepare fortomorrow menu

Make sure everything isready to delivery

- Clean the shop- arrange tables

Arrange games,books

Line of interaction

Line of visibility

Line of internal interaction

- want some coffee- want to hang out with friends- want to relax after exercise

Order Pay

Cashier table

Can answer questonsand talk about the dailymenu

explain aboutthe program

suggest seatzones

Show the shelf ofthe magazines andgames

- List menu- design menu create xed menu, xed time

- 9 small tables- 3 middle tables- 1 big table

Shelt

SERVICE BLUEPRINT

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INTERACTIONINTERACTION30 31


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CoffeeCappuccinoEspressoMochaLatteVanilla LatteHot ChocolateMilk

Small

$3.45$3.95$3.50$3.90$3.95$3.25$2.95$1.95

Med

$4.25$4.25$4.00$4.25$4.25$3.95$3.50$2.45

Large

$4.00$4.45$4.20$4.40$4.45$4.45$4.00$2.95

DRINK

MuffinsBagelOnion, garlic, egg pumpernickel, rye, whole wheat, multigrain, cinnamon-raisin, cheese, and blueberry

CroissantsDanishesBiscottiSanwishchicken, egg, ham, tuna, swiss cheese, green pepper,

tomatoes, garlic (choise of 3)

$0.75$1.05

$0.95$0.75$1.25$5.99

BAKE

NameAddressDate

DELIVERY FORMNotes: we delivery only 5 blocks around the Hearth coffee shop from 5 - 7A.M.

DRINK

BAKE DELIVERY

FORM

HEARTHCOFFEE SHOP

The

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JINTANAT JINTASAWAENG

The Hearth Coffeeshop

Documents

Transcript of The Hearth Coffeeshop