The process of building coffee lover personas

A persona, in user-centered design and marketing is a fictional character created to represent a user type that might use a site, brand, or product in a similar way.

These coffee lover personas were framed out of user research and includes the needs, goals and observed behavior patterns of the coffee lovers. Find the research insights in the link mentioned below:
What do coffee lovers want?

Why now?

A 2017 study on coffee consumption published in The Journal Annals of Internal Medicine and involved more than 520,000 people showed that drinking coffee regularly could improve life expectancy.

After these results were published, the National Coffee Association discovered that the percentage of daily coffee drinkers increased in a year.The fastest growing demographic of coffee drinkers is the 13- to 18-year-old age group.

Trend analysis

Sustainability in all aspects
Coffee & sustainability was one the biggest themes on London Coffee Festival and it will be also this year. In 2019 we are talking big impact like large companies initiating actions like: 100% sustainable sourced and smaller acts like: recycling coffee waste.

Coffee experience at work
A coffee break between work has an effect on efficiency, job satisfaction and of course can build the company image too within employees and guests. During 2019 more efforts are put into the employee experience and in that coffee solutions play role.

Multi - sensory experiences
In 2019 experiences that impact all senses are perceived luxury and will have the biggest impact on customer’s mind. There’s a whole play ground that can be built around coffee!

Building the personas

The motive of this exercise is to bring all the stakeholders on the same page with the coffee consumer market so that the product/service is designed by keeping them in mind.

References
Coffee vector created by freepik — www.freepik.com
https://www.baristainstitute.com/blog/emmi-kinnunen/january-2019/coffee-trends-2019
https://www.webstaurantstore.com/blog/2356/top-coffee-trends.html
https://www.mindfood.com/article/6-coffee-trends-to-watch-for-in-2019/