3. PROJECT BRIEF
OVERVIEW: To educate PERC’s customers on the intricacies of coffee
through their pop-up, pour-over experience
4. MISSION/VISION/GOALS
GOALS: To stimulate a better coffee experience
To create a more engaging pop-up experience
To educate the public about coffee: its origin, processing, and brewing process
To promote the “European” coffee culture
MISSION: To provide Perc with tools and deliverables to improve the
coffee pour-over experience
VISION: To promote and educate the public about the culture of slow
coffee
To attract potential customers and increase brand loyalty
8. IN-CLASS PROTOTYPE INSIGHTS
We found things got too hectic when we tired to simulate purchasing.
We were more engaged while we were interacting with the coffee.
Visual aids should help customers catch up if they come into the experience
late.
We didn’t follow any guides of where to stand.
We liked having a takeaway affixed to the cup.
The barista should wait to hand cups out until the coffee is ready.
11. FIRST PROTOTYPE INSIGHTS
Visual aid should be easily and quickly understandable
Visual aid should be conveniently placed
Barista needs more efficient counter space and storage
Takeaway should be more attactive and useful
14. SECOND PROTOTYPE INSIGHTS
A checklist should be within the design to ensure the PERC employee
remembers everything
Keeping the water boiled at all times sped up the process
The front of the booth has too much real estate and feel empty
Customers were confused as to whether the experience was about the pour-
over process or PERC’s story
The employee has to manage their time
16. PORTABLE KITMAXIMIZING EFFICIENCY | FORM MEETS FUNCTION
CHALKBOARD GRAPHICS:
The graphics should be
versatile and easily changed
“CLEVER STORAGE”:
Items should have a
designated spot that stays
the same through storage,
transport, and service
delivery.
The items listed on the
provided checklist should fit
within the design.
PORTABILITY:
The design should be as
portable as possible.
When not in use, the design
should take up as little space
as possible.
When in use, the design
should create an inviting,
significant space
ACCESSIBILITY:
When in use, the design
should offer a maximum
amount of space for the
PERC employee to perform
their tasks.
Handouts and other
takeaways should be easily
seen and taken.
17. ITEM CHECKLIST
INSIGHT: There should be a refinement of time-management
from start to finish.
INSIGHT: Client asked for this because they are constantly
missing items needed to give the full experience.
PERC employees
sometimes forget
items they need
to perform the
experience.
EMPLOYEE ACTION | MAINTAINING COMPOSURE | CUSTOMER PERCEPTION
18. CHALKBOARD MAP
FACT: People pay attention only to salient cues (usually just
color and size) and attention is selective.
INSIGHT: PERC would like to emphasize the coffee’s origin
within the experience.
INSIGHT: It was hard for customers to see the signage when it
was near the bottom of the booth.
INSIGHT: The map should be a very conspicuous graphic
element to the experience.
The map should
also act as a tool to
attract customers to
the experience.
VISUAL BACKDROP | EXPERIENCE IMMERSION
19. SAMPLE JAR
FACT: Smells evoke emotions and memories.
INSIGHT: Customers felt their experience started when they
smelled the coffee samples.
FEEDBACK: People thought the experience officially started with
this interaction.
SENSORY AWARENESS | OLFACTORY BRANDING
Customers were
most engaged in the
experience while they
were smelling the
coffee.
20. CUP SLEEVE
FACT: Sustained attention lasts about 10 minutes, and people
process information better in bite-sized chunks. One mistake that
designers make is giving too much information all at once.
INSIGHT: : Customers were not inclined to take handout if they
were not handed to them.
SHARING THE PROCESS | NOVEL EDUCATION
Customers paid more
attention to information
delivered on the cup
sleeves than on the
handout.
21. HANDOUT
FACT: 70% of buying experiences are based on how the customer
feels they are being treated.
INSIGHT: Customers were not inclined to take handout if they
were not handed to them.
INSIGHT: The handouts must offer the right information to entice
customers to take them.
CUSTOMER SATISFACTION
The handouts
should offer the
option to buy
coffee without
selling.
