Coffee Shop UX/UI Project
When going to a coffee shop have you ever considered how you and other customers navigate the store and get your order? The answer is user experience, the way in which users interact and navigate their surroundings through wayfinding, if the user feels engaged with the environment and feel of the establishment. In this case study you will see my process of using user experience and user interface to improve a coffee house brand.
Commercial Coffee Competitive Content Audit & Analysis
The content analysis of Dunkin & Starbucks coffee tasked that I visit 2 stores of each brand to make note of the waypoints used in each establishment as well as measuring what worked and didn’t work within each of these coffee shops. In analyzing the Starbucks and Dunkin were tasked with discovering how waypoints are used. Both establishments are more suited towards drive-thru patrons and has minimal indoor seating. this is evident due to the amount of seating and the heavy use of signage outside. Starbucks is more expensive and has more options for orders as well as merchandise whereas Dunkin has a smaller amount of options and is inexpensive. this exercise acted as practice for the coffeehouse rebrand audit.
Target Coffee Shop Content Audit
Presto Strange O is a small coffee shop located on 334 Warwick Neck Ave in Warwick, RI. The shop serves breakfast as well as lunch, additionally there is wide selection for food and drink. outside of the products the branding and feel of the coffee shop is edgy and darker than most traditional coffee shops whilst still being comfortable. service is moderately quick and they have many to go/ catering or delivery options. The objective of this project is to research and recreate/rebrand the coffee shop with a new logo, value proposition, and forms of packaging. This will all be documented in a printed booklet, which will show the research and process behind creating an easier and better time for the patrons of the coffee house.
Target Persona
The interior has lots of merchandise and art which made me initially think that it could be pointed towards a younger group of people that enjoy more rebellious content and darker themes, however upon going to the shop I noticed many young adults coming in and out between trips leading me to believe that the edgy comfy theme does apply to some of the audience but there’s also and audience that cares for quick service on the go. To expand upon our target audience I wanted to consider Prestos strengths including their online presence, how they locally source ingredients.
Target Whitespace Analysis
Whitespace is an open area in a market where your brand can fit in, they can act as great spots of opportunity for creating business. For example if an area has several expensive restaurants that are dine in then opening a less expensive and or to go restaurant would act as a whitespace because its an unfilled area in the market setting.
Presto Strange O Coffee Co. is the only coffee shop in its general area with West Shore Coffee Bar being its closest competitor besides Dunkin, which in its purpose has no overlap with our desired whitespace. Presto Strange O and West Shore both do coffee truck deliveries and catering. However West Shore does not offer to go jugs like Presto Strange O which can be expanded upon by adding to go meals since they’re already serving beverages that you can take home at large size why not offer meals that are easy to grab and take on the go. This option makes sense because of how they stand out selling bottles they could easily prey on that market further by doing and offering meals. Additionally by creating a more welcoming environment with a larger amount of seating helps to get rid of a problem with a lot of guests that would go there because they only have three tables inside. Outside they have three picnic tables, but these become obsolete in the winter further reducing the amount of seating.
Target Value Prop Canvas
“Superior service,
personalized attention”
Target Value Prop Analysis
This version of the value proposition states a higher end service that is catered to the buyer personally which would help them to feel connected to the brand, however this proposition can be improved to speak to the high quality healthy food that’s served and the speed in which you get it. By improving it in this way the same effect is created but its more specialized because its already established that the service is good, but why is it good?
Target Revised Value Proposition
Presto! good food, better taste.
This value proposition works as a quick snippy promise of speed, health, and quality. additionally this proposition ties back into the branding by using presto in its execution.
Hierarchical List
Categories of products and services currently deployed
Coffee
Tea/Juices
Ordering/ Catering
breakfast
baked goods
lunch
Target Persona Journey Map
SWOT Diagram
SWOT Analysis
Presto Strange O has many strengths and opportunities over its weaknesses and threats, and in their weaknesses there are opportunities. One such opportunity is in their seating which has caused long distance patrons disappointment in the past. this can be improved upon through a slight interior redesign to allow for a bar to be placed at the counter as extra seating to allow more patrons to eat-in. Another opportunity is as stated earlier, To Go meals that would be coupled with their already established “Jug drinks”. this would expand their to go menu for on the go buyers and would slightly speed up service time. Lastly Presto has plenty of art and imagery on display in the cafe and I believe that having customers create merchandise in a competitive way would allow for further interaction between brand and buyer.
Target Logo Evolutions
Introduces the font choice for the final logo as well as a starter for the O moon motif. in this I mostly tried to use typography to develop an interesting glyph and shape for the logo.
Final contribution: Font-Fashion fetish heavy
On my second rendition I went for a curved text logo that involved a oval with a spiral in the center meant to be interpreted as latte art. This spiral motif ended up being used in the final design.
Final contribution: spiral motif
The third rendition involved a top down coffee mug with the spiral motif at its center and the text off to the right of the cup being framed above and below the handle, the secondary text was nested between the title
Final contribution: overall logo formatting
My final logo is similar to rendition three with the only exceptions being color and the use of fashion fetish regular on the secondary text to help it be read as secondary information to the title.
Final logo
Target Logo Merchandise
Images and captions from sketches to polish
Target Mobile Website Wireframe
In creating an app for Presto Strange O I wanted to make an easy to read layout that would clearly portray all the information any user might need at a quick glance to simplify the user experience and emphasize speed and confidence in navigating the app.
Target Mobile Website Prototype
In the final I kept the simple and easy to read layout and added some quality of life features to the app, such as, the order again option that would log your previous orders and allow you to quickly place the same order. additionally we now show users featured items to entice purchases and exploration away from their usual.
Booklet Design
Using in design we were tasked to create a booklet containing all the information regarding the rebranding process. The booklet is designed using motifs and color schemes that are established by the logo designing process. The book follows a similar process to the case study you are looking at now with research followed by products.
Scroll on the booklet to view more pages
Package design
Using the new logo I created a Keurig K-cup coffee box for the Hot Chai Latte flavored coffee sold by Presto Strange O. A large part of designing this box was making sure the flavor I chose was clearly depicted but also heavily desirable to the audience.
Presto Strange O Keurig K-cup box front & back isometric