What do coffee lovers want?
Let’s understand it by mapping their journey.
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The project involved learning about the process of need identification by keeping in mind PESTEL factors and other micro trends for a defined target group and design brand personas.
The idea was to come up with a disruptive brand solution or an idea that can be in a form of a product or a service that solves all the above mentioned problems keeping in mind the sustainability factors.
The study started with a secondary research to understand…
- Who are the people who drink coffee?
- Who/What are the influencing factors?
- Why do they drink it?
- When do they drink it?
- How do they drink it?
- What kind of coffee do they prefer at what time during the day? etc,etc,etc…
The mind map showing all the above mentioned points is shown below:
The subject of study
Niharika is a hosteller at NIFT Bengaluru. Her parents live in Bengaluru so she visits them every weekend. In a casual interview, she reveals what is coffee for her and what attribute of coffee attracts her towards it.
The interview
Niharika quotes her love for coffee as…
- “Coffee is my fuel”
- “I don’t mind spending on coffee because this is not what I want, this is what I need.”
Mind map
This conversation was used as a base to mind map Niharika’s coffee drinking experience. Here is how a interview with her on her favourite subject looks like:
Emotion map
Based on the conversation, her emotion map was created which shows her activities and her mood at different times in a day. The X-axis represents the time and Y-axis shows her actions and emotions. The crests (i.e. the points when she is the happiest) are clearly those points when she is awake on coffee.
After this interview I have realised that unconsciously I am consuming coffee more that three times a day. _Niharika
Journey map
Using DELFT method of journey mapping, the map was further developed. The table below shows her place of action, goals, actions and touch points used during that particular action.
Assumptions
The following assumptions were made after understanding Niharika’s journey.
Other Journey maps
Name of subject: Yuvraj
Profession: Student, NIFT Bengaluru
“I love coffee but I took a smaller cup because I need to finish it before going back to class.”
Name of subject: Apoorva Bhaskar
Profession: Student, Fashion communication, NIFT Bengaluru
“I can ask them to make coffee stronger in the college mess. So I take it from here at not CCD.”
Name of subject: Shraddha Gupta
Profession: Blogger (StreetTrotter.com), Alumini at NIFT Bengaluru
“Coffee is a busy day survival for me.”
Name of subject: Sanjana
Profession: Student, Fashion Design, NIFT Bengaluru
“The music they play here is not my type. It is very annoying.”
Name of subject: Vivek Krishna
Profession: Visual Merchandiser at Aditya Birla
“I need a better and stable/balanced mug”
Problems
Following problems were identified as a result of the study of the journey maps which we can call “a sense of urgency” that are needed to be addressed to make coffee drinking experience better.
- Cannot always control quantity
- Customisation of drink
- Consistent taste
- People usually go to cafes not for coffee but to spent time with friends
- Music in the cafe is annoying
- Uncomfortable when people stare at laptops’ screen while I am working in the cafe.
- Uncomfortable seats
- Takes too much time to order
- Shape of coffee mug
- Size of mug holder
- Material of cup
- Stirrer does not reach the bottom of the cup
Sense of urgency
These problems demonstrates the sense of urgency. Let’s acknowledge this vacuum in the current coffee industry by keeping in mind PESTEL factors (political, economical, social, technological, environmental and legal) and other micro trends for a defined target group and come up with a disruptive brand solution or an idea that can be in a form of a product or a service that solves all the above mentioned problems keeping in mind the sustainability factors.
Next
Documentation: The process of building coffee lover personas
Contact:
📧 sakshi.kumari.1@nift.ac.in
