experience design analysis_dxb402

Theories of Visual Communication DXB 402

Experience Design Analysis

Assignment 2 Research Paper

Option 1

Matt Keliher n5036453

& Jong Ki Seo n8836710

2

Table of Contents

Introduction Page 3

Data Page 3

Theory and Method Page 5

Thematic Analysis Page 5

PACT Analysis (Appendices 1) Page 5

Coding Table Page 5-7

Theming Page 6-7

Key Data & Analysis Page 7

Theoretical Analysis Page 11

Comparative Analysis Page 11

Findings Page 12

Limitations Page 12

Conclusion Page 12

References Page 13

Appendices 1 Listing of Touchpoints and PACT Analysis Page 14-26

Appendices 2 Theory Definitions Page

Appendices 3 Coding Templates & Theming Definitions Page

27-28

29-36

3

Introduction: As a consumer of coffee, we are amazed at the changes that the coffee bean has brought over the last twenty years. Coffee merchants within the Brisbane market are focused on providing more than just a “cup of Joe” or “a bag of Beans” to their market. The client is targeted as a discerning coffee drinker, and so coffee is no longer sold through mere advertising channels; coffee is marketed to a connoisseur of the coffee experience (Phillip DiBella-2012). To better understand this approach we decided to investigate four coffee brands sold in the Brisbane market Lavazza, Nesspresso, Merlo and Di Bella. Two are imported brands and two are local Brisbane based brands. The Question we are investigating is;

How does the use of Experience Theory help identify whether a brand is delivering an Ultimate Coffee Experience?

Are there similar experiences across the various Points Of Sale? What works, what doesn’t? We will identify a number of touchpoints across each of the four brands and review these. Then two touchpoints will be selected for closer in-depth analysis to better determine the answer to the question on the ultimate coffee experience. We want to identify any correlation between the international and local brands through the use of touchpoints. Through the use of Thematic Analysis, applying a PACT Analysis, and discussing the available frameworks that would best suit our analysis. Tiger’s Pleasure Framework (Jordan 1998) was chosen as best for reviewing POS touchpoints as we felt it gave a more robust structure in which to diagnose the various elements to show whether the POS touchpoints are successful as a portal for promoting the Ultimate Coffee Experience.

We undertook this topic in the hope to learn more about the techniques in becoming a better practitioner for identifying, analyzing, and implementing a consistent UX interface across multiple platforms and touchpoints. So to practice on the brands through familiar touchpoints that we interact with on a daily basis, we are seeking an epiphany in bringing theory into practice. This is in an environment in which we have been immersed and interacting to date, oblivious of the influences or not from these well known brands in the Brisbane marketplace. We thought to apply the theory of Tiger Pleasure framework because of the approach that Jordan (1998) has examined in the study of making user experience part of the continual product improvement cycle. The product is in the market to meet a need, the consumer uses the product and the relationship evolves, needs change the product now has to evolve with the user to retain relevancy. To qualitatively measure interaction, we asked users to respond to the questionnaires and usability testing. This approach may provide good data as to the usability, but may be in conflict as the rigor of the testing activity may take away the fun and engagement of the task, which had drawn us to it in the first place. Jordan (1998) understood this, and this is the avenue we wanted to explore further in the assignment. 3. Data: The initial touchpoints we identified to investigate were the website, packaging, retail outlets such as coffee shops, stores, roasting houses, mobile cafes, marketing collateral, social responsibilities (community, environmental, business ethics) and loyalty program.

4

Sampling of brand touchpoints:

Nespresso Queen St store

Di Bella Drive through Café, Bowen Hills

Lavazza Coffee pod webpage

Nespresso Coffee pod webpage

Lavazza Coffee pod retail outlet

Merlo Coffee packaging

Di Bella Loyalty Program

Merlo Loyalty Program

5

The international brands of Lavazza and Nespresso both have touchpoints in the coffee pod market and these will be the focal point of comparison for consistency across touchpoints. Both local brands Merlo and Di Bella are in the coffee roasting and café market so this will be the focal point of comparison for consistency across their touchpoints. 4. Theory & Method: The method that has been employed to address this question has been through research, observations, analysis and reflection while in direct interface with the various touchpoints whether they be they bricks and mortar, online or physical artifacts. (Appendices 1) Initially analysing the various touchpoints selected we applied the various frameworks available to a sampling, to choose the superior configuration that best related to the touchpoints and the answering of the question posed. The first step in the Thematic Analysis was to undertake a PACT Analysis. (definitions for applied theories as are displayed in Appendices 2) The available four Experience Frameworks are:

1. Tiger’s Pleasure Theory 2. Shedroff’s Engagement Theory 3. Norman’s Affect and Emotion Theory 4. Blatzlat’s Cool Tools through Design for Joy Theory

5. Thematic Analysis: 1. Familiarise yourself with your data: After choosing the brands and the initial selection of touchpoints,

we visited the websites and Facebook pages, various touchpoints in supermarkets and department stores, Queen Street mall, Café’s about the city and suburbs. A PACT ANALYSIS was done (Appendices 1).

2. Generate initial codes: As the group is analysing User Experience Frameworks, there was limited text

to analyse on websites and Facebook. What was focused on was experiencing the touchpoints ourselves. We visited and interacted with the touchpoints to measure how we felt in relation to the Physio, Psycho, Socio and Ideo Pleasures. From this we could write codes as in Appendices 1. These codes were then refined to the whole of one brand as displayed in Appendices 3 these codes we categorized into sets.

3. Search for themes: In grouping the codes themes presented themselves as major and sub themes. 4. Review themes: The themes remaining all align to the data corpus helping to discover what makes the

ultimate coffee experience. 5. Defining and naming themes: rewording to refine the theme title as outlined below.

Initial correlation of Coding tables for Subthemes/categories (refer to Appendices 3)

CODES SUB-THEMES DEFINITIONS Convenience Quick access non-permanent Sale of product Browse Casual style/atmosphere data-driven bright-coloured strong Coloured European dark rich-coloured

• Casual Brand • Modern atmosphere • European/cultured (Italian

heritage) • Relies more on the quality

of the product than the power of the brand

• Information centred design interface

• Social Responsibility • Consistency

6

Formal style Premium semi-permanent sale of product personalisation coffee experience education sustainability take home usage Coffee Lovers Ultimate Coffee

• Education • Premium Brand • Dark/rich colour scheme

semantically connected to the colour of coffee

• Generally urban atmosphere

• High level of service • Experience centred design

interface • Convenience • Strategic locations

Refined Coding Table for Nespresso & Lavazza

Coding Table (NESPRESSO)

CODES THEMES DEFINITIONS l Formal style/atmosphere l Premium l semi-permanent service l sale of product l browsing l convenience l Interactive (person-to-person

explanation and sale) l Dark colour scheme l Casual l design-driven l dark and rich-coloured l urban/metrosexual

l Premium Brand

l Dark/rich colour scheme

semantically connected to the

colour of coffee

l Generally urban atmosphere

l High level of service

l Experience centred design

interface

• Top of range, exclusive, expensive, value, prestigious sort after. Addresses more than just customer need

• The use of dark saturated colouring generally aligned to (in this instance a coffee bean) reflects the quality and premium nature of the brand

• Integrated with the surrounding environment of modern high rise buildings while creating an urban meeting point to relax and enjoy the brand.

• Staff and online interface is receptive and open to engagement and immersion, understands the customer needs providing a positive experience.

• The storefront has a systematic flow and every attention to detail is maintained for a seamless interaction. The same scenario for an online interface, the journey is an immersion and exploratory, it is easy to use as if intuitive.

7

Coding Table (LAVAZZA)

CODES THEMES DEFINITIONS l Convenience l Quick access l non-permanent service l Sale of product l Browse l Casual style/atmosphere l Data-driven l bright-coloured l European

l Casual Brand l Modern atmosphere l European/cultured

(particularly Italian)

l Relies more on the quality of the product than the power of the brand

l Information centred design interface

l Relaxed and without standings or prestige associated. A brand for the common person.

l An engaging atmosphere that creates the appearance of sophistication and cutting edge knowledge.

l An exotic brand with a history and inspiration drawn from old artisans.

l Creates meaningful long term engagement with customers through a satisfying product, utilizing results as their promotion.

l An informative and sleek design that quickly gives the customer a wealth of knowledge. Emphasis is on choice and empowering the customer with the facts they require to make that choice.

6. Key Data Samples

The key touchpoints I have chosen to compare the Nespresso and Lavazza brands are the Storefront and the personal online Point of Sale. To analyse these touchpoints I have 3 images of each brand totaling 6 image as the key data samples (1 of the storefront and 2 of the website)

Nespresso Lavazza Image 1:

Description: Nespresso store in Queen St.

Image 1:

Description: Lavazza Store in city Myer Centre

8

Image 2:

Description: Nespresso Website image1

Image 2:

Description: Lavazza Website image1

Image 3:

Description: Nespresso Website image2

Image 3:

Description: Lavazza Website image2

The following analysis will use the Tiger Pleasure Framework to expand the data samples. Appendices 1

Nespresso Lavazza Image 1: Physio Pleasure : Browsing, Tasting, Smell Psycho Pleasure :

l Loyalty program to give you accomplishment & reward,

l Serious choice of coffee "the science of choice".

l Connecting with high end users also feeling of being elitism, exclusivity, successful

l The format allows interaction with sales

Image 1: Physio Pleasure :

l Visitors can touch/handle and browse the products

l Visitors can try the coffee Psycho Pleasure :


l Being able to try the product

Socio Pleasure: l General association, casual

9

staff and/or other potential customers. l Can try the machine and taste the product

Socio Pleasure: l In public people see you with premium

association. l At home people associate you to

comfortable lifestyle through your use of premium products within your home.

l Evokes the feeling of being exclusive Ideo Pleasure:

l Stylish shop, quality =satisfaction, famous people endorsement.

l Neat & tidy, modernity, the ideal of capitalism, recycling.

l Used capsules are collected at the store, giving the visitors the perception that the product is eco-friendly.

Coding:

l Formal style/atmosphere, premium, semi-permanent, sale of product, browsing, convenience

l Interactive (person-to-person explanation and sale)

l Dark colour scheme

(European) lifestyle. l Connection with the company's

reputation in café industry

Ideo Pleasure: l Casual European style l Associated with Italian values. l Lavazza's association with Italy, which

is well-known for its coffee. Coding:

l Convenience, Quick access, non-permanent, Sale of product, Browse

l Casual style/atmosphere

10

Image 2 & 3: Physio Pleasure: Easy browsing Psycho Pleasure:


l Allows learning the product at the user's own pace.

l Browsing is also more comfortable due to less attraction of attention

Socio Pleasure: l Evokes the feeling of being exclusive

Ideo Pleasure:

l International/urban design l More emphasis on design than product

information in the interface l Some pages emphasise used capsule

collection Coding: Casual, design-driven, dark and rich-coloured, urban/metrosexual

Image 2 & 3: Physio Pleasure:

l Easy and well-categorised browsing experience

l Quantified characterisation of the products make the choice more informed for the customers

Psycho Pleasure:


Socio Pleasure: l General association, casual

(European) lifestyle l Connection with the company's

reputation in café industry l Generally casual, so not inhibitive/off-

putting l

Ideo Pleasure: l Casual European style l Data-driven interface and product

explanation l Lavazza's association with Italy, which

is well-known for its coffee

Coding: Casual, data-driven, bright-coloured, European

THEMES – are defined as the characteristics found in each brand and differentiate it from other products

NESPRESSO LAVAZZA

• Premium Brand

• Dark/rich colour scheme semantically

connected to the colour of coffee

• Generally urban atmosphere

• High level of service

• Experience centred design interface

• Casual Brand

• Modern atmosphere

• European/cultured (particularly Italian),

• Relies more on the quality of the product than

the power of the brand

• Information centred design interface

11

7. Theoretical analysis of the selection of key data samples

The coffee companies’ design themes are “semiotically” linked to their marketing strategies. Through Nespresso’s storefront, ambiance, rich colours and textures combined with metallic glossy coloured features, formal service provision concierge (the Signifier) reinforces the themes (the signified) of Premium, dark/rich colour scheme, which is connected to and highlights the colour of coffee. Generally urban atmosphere and high level of service, design-centric interface is in evidence. The connotation helps the customer feel good and promotes a readiness for consuming coffee.

Through a similar aesthetic Nespresso’s website ambiance, rich colours and textures combined with metallic glossy coloured features match the storefront themes. In addition the seamless centred design experience also reflects the premium theme and connotes customer feelings for convenience and connection with the product/brand.

In contrast, Lavazza’s storefront ambiance, casual environment, use of bright colours, reflecting the national Italian colours of traditional red and white, (the Signifier) reinforces the themes (the signified) of casual, modern, European/cultured (particularly Italian), relies more on the quality of the product than the power of the brand.

Lavazza’s website uses similar colour codes as the storefront, casual style, information centred design, and traditional imagery. All this reflects their theme of casual, modern, European/cultured (particularly Italian), and relies more on the quality of the product than the power of the brand.

Both the storefront and website themes gives the customer the feeling of having made the right choice.

8. Comparative Analysis

Lavazza Nespresso

Storefront Casual red/white design and emphasis on Italian origin (Signifiers) are connotive signs of emphasizing the product, i.e. the coffee (Signified). Its store is designed to let the customer try its product. But there is no dedicated staff. Both stores allow easy access to their products by customers, and do on-site sales of their products.

Urban design, dark and rich colour scheme, and service by in-store staff (Signifier) imply the emphasis on the user experience, i.e. feeling good/premium (Signified) Its store is designed to let the customer try its product. There are staff dedicated to the operation, sales and explanation of their products.

Website Properties of the products are quantified (signifiers), with implication that the customer can make an informed choice (signified). This has a disadvantage of confusing some customers not familiar with the scales.

Products’ properties are not quantified, and are instead arranged in an aesthetic manner (signified) to give the customer a premium experience (signifier). This has a disadvantage of not being specific enough about their products.

Consistency across the two

They emphasise the product in a casual setting.

They emphasise the customer experience in an urban setting

Interface design Principals

Information centred design • Detailed data • Static

Experience centred design: • Pop ups • Interactivity

12

9. Findings: I discovered a number of ways to consider approaching experience design that I was unaware I was already doing. Firstly, the process of analysing the effect of colour choice on the design theme was interesting. Secondly, I learned how much the connectivity and consistency of touchpoints affect the design theme. Nespresso’s touchpoints shared many design codes, which were geared to the urban design theme with a clever premium feel. Its codes were also very easy to identify, which made the design theme easier to identify with and understand for customers. Lavazza’s touchpoints shared fewer design codes, which led to the design theme of Italian heritage and quality coffee being weakened. Thirdly, I learned how much the design theme could influence the customer’s choice and experience. Nespresso’s emphasis on the brand’s premium image contributed to it being a better user experience across the various touchpoints than Lavazza, whose theme was centred on the quality of the coffee. The premium theme integrating with people’s ideo pleasures, enhancing self-esteem and public persona align more personally, than the detached way Lavazza approaches theming. The recent trend of being seen as a connoisseur of coffee has influenced marketing. Therefore coffee marketers need to be highly aware of branding and image. Lavazza has a cultural advantage of being associated with Italy, which is a direct connect to consumers for quality. However, Nespresso has to work harder on embedding their image as they rely on the ‘Hollywood’, premium quality to carry the brand. Lastly, relating different types of pleasure can improve the impact of the theme. Limitations Being the first time we applied the theory to obtain a Thematic and User experience analysis Most of the data is of observations by myself, in a small sampling and so not absolutely indicative of the whole. Also, rigorous methodology was not used and the questionnaire was limited. In an ideal situation blind testing of the product, interviews and ranking items would have provided a deeper and more reliable analysis My limited knowledge or biases over the brands may have influenced the outcomes, and the direction in choosing the touchpoints we observed. Additionally what was recorded and subsequently analysed was only a small sample and did not extrapolate in any systematic way. 10. Conclusion: The assignment was helpful in understanding the purpose for thematic choice and the importance of various supporting elements such as codes and their consistency across touchpoints when creating a design theme for my interest. Furthermore, exploration via consumer opinion has highlighted how subjective the design process can be and that using visual theory and semiotics could help refine initial designs. In my case, in animation and game designs, it will be important in understanding the contemporary trends, the various types of pleasure that the audience/customers demand and their unity.

13

References:

Braun, V., & Clarke, V. 2006. Using thematic analysis in psychology. Qualitative research in psychology, 3(2), 77-101. Accessed September 19, 2015. https://sites.google.com/site/howtousethematicanalysis/home/what-is-thematic-analysis Benyon, D., Turner, P. & Turner, S. (2005). Designing Interactive Systems: People, Activities, Contexts, Technologies. Essex, England: Pearson Education Limited. Van Rensburg, M. 2012. “Phillip Di Bella - Creating Brand Value”. Celest Marketing. YouTube. Accessed October 8, 2015. https://www.youtube.com/watch?v=OTEVh8Zptws&spfreload=10 Jordan, P. W., & Macdonald, A. S. 1998. Pleasure and product semantics. Contemporary Ergonomics, 264-268.Jordan, Patrick W. (2000) Designing pleasurable products: an introduction to the new human factors,Taylor & Francis Books Ltd, UKShedroff, N. 2009. Design is the problem: the future of design must be sustainable. Rosenfeld Media.Holtzblatt, Karen (2011). What makes things cool? : intentional design for innovation. Interactions 18(6) pp.40-47Fredrickson, B. L. 2001. The role of positive emotions in positive psychology: The broaden-and-buildtheory of positive emotions. American Psychologist, Vol 56(3), Mar 2001, 218-226.http://dx.doi.org/10.1037/0003-066X.56.3.218Norman, Donald A. 2003. "Prologue: Three Teapots." In Emotional Design: Why We Love (or Hate)Everyday Things New York: Basic Books

Associated additional reference videos and blogs “Coffee & Espresso Machines and Capsules|Nespresso.” Accessed October 11, 2015. https://www.nespresso.com/au/en/home?cid=SEM_B2C_AU-EN_LOC_R_Google_AUS.B2C.Boutique.City.(AU).Exact_Australia_nespresso.australia_Exact.

“Coffee Reviews - ProductReview.com.au.” Accessed October 11, 2015. http://www.productreview.com.au/c/coffee-beans.html

“Lavazza A Modo Mio Simpla Reviews - ProductReview.com.au.” Accessed October 11, 2015. http://www.productreview.com.au/p/saeco-lavazza-a-modo-mio.html

“Merlo Coffee > Beans & Roasting > Coffee > Single Origins.” Accessed October 12, 2015. http://merlo.com.au/BeansRoasting/coffee/singleorigins.aspx

“Nespresso - QueensPlaza.” Accessed October 12, 2015. http://www.queensplazashopping.com.au/Stores/Nespresso/

“Nespresso Boutique Brisbane - YouTube.” Accessed October 12, 2015. https://www.youtube.com/watch?v=uShn2-1-QzI

“Nespresso Boutique Brisbane - Coffee & Tea Shops - CBD - Brisbane Queensland - Reviews - Photos - Yelp.” Accessed October 15, 2015. http://www.yelp.com.au/biz/nespresso-boutique-brisbane-brisbane

“Nespresso.” Accessed October 15, 2015. https://www.facebook.com/nespresso

“Merlo Coffee, Southport, Gold Coast - Urbanspoon/Zomato.” Accessed October 15, 2015. https://www.zomato.com/gold-coast-qld/merlo-coffee-southport “Coffee & Espresso Machines and Capsules|Nespresso.” Accessed October 15, 2015. https://www.nespresso.com/au/en/home?cid=SEM_B2C_AU-EN_LOC_R_Google_AUS.B2C.Boutique.City.(AU).Exact_Australia_nespresso.australia_Exact

Brand Touchpoint PACT Analysis Pleasure Code Theme

Lavazza Store (Myer centre, Queen st.) People PhysioConvenience, Quick access, non-permanent, Sale of product, Browse

Casual, modern, European/cultured (particularly Italian), relies more on the quality of the product than the power of the brand

General Public, Domestic Visitors can touch/handle and browse the products Casual style/atmosphereMiddle class people Visitors can try the coffee

Lavazza

Activities SocioBrowsing, feeling, experiencing General association, casual (European) lifestyleLittle customer service Connection with the company's reputation in café industryCoffee pod & Bean collection for home

Context Psychoaccessible, more convenience than social, serious choice of coffee "the science of choice".Indoors,Domestic Being able to try the productPhysical: Well-lit ambient light, clean, Organisational: An independent booth alongside other kitchen itemsTechnology IdeoBasic kitchen setup Casual European style

associated with Italian valuesLavazza's association with Italy, which is well-known for its coffee

Online People Physiogeneral public, world wide, busy Easy and well-categorised browsing experience Casual, data-driven, bright-coloured, European

Quantified characterisation of the products make the choice more informed for the customers

Activities Socioviewing product information General association, casual (European) lifestyleBuying product Connection with the company's reputation in café industry

Generally casual, so not inhibitive/off-putting

Context Psychoaccessible, more convenience than social. serious choice of coffee "the science of choice".It is a POS for high end products and merchandise accessories.Physical: Bright colour scheme, square/rectangular (modern) design

IdeoTechnology Casual European styleinternet Data-driven interface and product explanation

Lavazza's association with Italy, which is well-known for its coffee

Packaging People PhysioAccessible, colour-coded, information gathering, medium-sized (box)

General Public, Domestic Easy to handle/carry,

Activities SocioBrowsing, information gathering, product comparison General association, casual (European) lifestyle

Connection with the company's reputation in café industry

Context PsychoOrganisational: On a shelf next to other items of the same category, accessible Can be purchased on site and immediately access itPhysical: Colour-coded

APPENDICES 1 Touchpoints, PACT Analysis and coding

14

Technology Ideo

Basic product displayLavazza's association with Italy, which is well-known for its coffee

Branding colour People Physio bright, red/white, Two-colouredGeneral public Viewing

Activities SocioViewing General association, casual (European) lifestyle

Context Psycho

Physical: Bright, Simple, modern/casualLavazza's association with Italy, which is well-known for its coffee

Organisational: not standing out

Technology IdeoModern styleColour scheme similar to Italy's National flag

Marketing/Advertising People PhysioGeneral public Viewing Product-centred

Activities SocioViewing The advertisement's association with the product

Context PsychoOrganisational: Simple, varied, modern, casualPhysical: various lightings (usually well-lit)

Technology IdeoPrinting Modern style

15

Brand Touchpoint PACT Analysis Pleasure Code ThemeQueen St Store

People PhysioFormal style/atmosphere, premium, semi-‐permanent, sale of product, browing, convenience

Premium, dark/rich colour scheme which is connected to and hightlights the colour of coffee

People looking for branded items Browsing, Tasting, Smell Interactive (person-‐to-‐person explanation and sale) Generally urban atmosphere

Nespresso public, domestic Dark colour scheme High level of service, design-‐centric interface

Activities Socio

Browsing, feeling, experiencing In public people see you with premium association.

instore trainning of productsAt home people associate you to comfortable lifestyle through your use of premium products within your home.

buying product Evokes the feeling of being exclusive

one on one engagement/ customer service

product appreciation/sampling PsychoLoyalty program to give you accomplishment & reward, serious choice of coffee "the science of choice".

Context conecting with high end users also feeling of beeing elitism, exclusivety,sucessful

Accessible, social/interactive The format allows interaction with sales staff and/or other potential customers.

Indoors,Domestic Can try the machine and taste the product

Ideo

Location within fashion/premium products precinct Stylish shop, quality =satisfaction,famous people endorsement.

store selling a prestigious brand through rich fittings, well dressed staff offering an experience above & beyond what a coffe product is. neat & tidy, modernity, the ideal of capitalism, recycling.

Use of products to create artwork -‐decorative & functional to add colouring to a rich luxuriously viseral store

Used capsules are collected at the store, giving the visitors the perception that the product is eco-‐friendly.

Product placement in the store and lighting/interior design

Dark grey/brown colour scheme

Technology

Online

People PhysioCasual, design-‐driven, dark and rich-‐coloured, urban/metrosexual

general public, world wide Easy browsing

Activities Socioviewing product information Evokes the feeling of being exclusiveBuying product

Context Psychoaccessible, more convenience than social. serious choice of coffee "the science of choice".It is a POS for high end products and Allows learning the product at the user's own pace.merchandise accessories. Browsing is also more comfortable due to less attraction of attentionPhysical: Dark and rich colour scheme, borderless design, design-‐driven displayTechnology Ideointernet International/urban design

More emphasis on design than product information in the interfaceSome pages emphasise used capsule collection

16

Packaging People PhysioVisitors to the store, customers who have purchased the product, and their guests

Colourful chocolate box-‐like design makes the customer want to take a capsule out and use it. Accessible, colour-‐coded, premium design, large box

Activities SocioBrowsing, information gathering, using the product as part of household interior design Purchased box can act as a minor status symbol

Context PsychoPhysical: varied and rich colour scheme, bright lighting, suitcase-‐like designOrganisational: Next to mugs and capsules ready to serve

Technology Ideo

Branding colour People Physio composite colours, varied colours, metallic/glossy finishStaff-‐ Young (20's) Composite colours are easy on the eyes.Visitors to the store, customers who have purchased the product, and their guests

Activities Socio

BrowsingRich colour scheme and glossy treatment on capsules makes the customers feel like having become celebrities.

Context PsychoPhysical: varied colour scheme, mostly composite colours, metallic/glossy capsules

Random colour arrangement on the shelf gives the visitor the impression that there is a very large selection to choose from, which in turn leads to better shopping experience

Organisational: somewhat random and contrasty colour arrangement on the shelf

Technology Ideo

Marketing/Advertising

People PhysioPremium, urban, simple, celebrity, dark/rich colours, highlighted

General public The celebrity is well-‐known to be physically attractive

SocioActivities Celebrity's eye-‐level gaze makes the audience feel like being equal to himViewing

PsychoContext The simple design gives relaxed mood for the audiencePhysical: Dark colour scheme/background, High contrast to focus on the well-‐known attractive celebrity, product and logoNoncluttered designCelebrity's smile and the posture of the hands attract the attention to the product

IdeoTechnology Dark and simple colour scheme evokes the colour of espressoPrint/internet/broadcast

17

PACT Analysis Pleasure Code Theme

Convenience Quality coffee

Place of Community unparalleled service,

Place to take a break/reflect create the Ultimate Coffee Experience.

Coffee indulgence Conveniencefriendly

Learning

Strong Chocolate coloured branding

Smells of Coffee & food

Basic modern furnituresmall outdoor seating area undercover

Walk-ins/drive ins


ConveniencePlace of CommunityPlace to take a break/reflect

Coffee indulgencefriendlyLearningRange of corporate colour branding X 2 businessesSmells of Coffee & foodBasic modern furnitureIndoor & outdoor seating area undercover

Walk-ins

http://dibellacoffee.com/Cafe-Finder/Di-Bella-Roasting-Warehouse

Technology- Electronic Loyalty card, No use of Names (GLORIA JEAN),

Physio- Attractive décor through use of plants calming & soothing. Gives intimate outdoor feeling in a suburban setting

Socio- Loyal customers, you build rapport with staff and become known. Good place to meet other people in business or leisure context.

Psycho-

Ideo- Look of the stylish building, the branded coffee mugs and the excellent coffee all enhance values of association and quality appreciation.

People- Adults and children, General Public, Busy Local business people & People enjoying leisure time

Activities- Prepare food/coffee drink & roast beans collection for Home POS for Accessories, cater for groups.

Context- Location in moderate transit area strip shops in fashionable area & easily accessible, provides convenience and community, It is a POS to consume/socialise or take a break. place of conversations

Café 63 (Di Bella Coffee) - Wilston

Physio- No need to get out of car, Car fills with food/coffee smells. Multitask while you wait for your quickly processed order.

Socio- As a loyal customer, you build rapport with staff and become known. Good place to meet other people who are also on the go in the inner suburbs.

Psycho-

Ideo- Look of the stylish building, the branded coffee mugs and the excellent coffee all enhance values of association and quality appreciation.

Di Bella Drive Through - Bowen Hills

People- Adults driving cars, Busy Local business people & people travelling through Bowen Hills on a timetable

Activities- Customers can enter café or drive through service. Have prepared food/coffee drink & roast beans to take home.

Context- Location in high traffic area business/small commercial. Easily accessible via a set of traffic lights, provides convenience and community, consume sit and socialize or take a break. place of conversation or reflection.Technology- Electronic Loyalty card, No use of Names (GLORIA JEAN),

18


Simple interfacestrong colour brandingSense of CommunityStrong IdentitySites are about people (staff andconsumers)

Crop 2 Cup

sustainability

Ethical

PACT Analysis Pleasure Code ThemeConveniencePlace of CommunityPlace to take a break/reflectCoffee indulgencefriendlyLearningRange of corporate colour branding X 2 businessesSmells of Coffee & foodBasic modern furniture

QualityHigh End

http://www.jbmprojects.com.au/portfolio/coffee-by-Di Bella/

Psycho- Exploring the information on the site and learning new things about the product used.

Ideo- Website visuals is reminiscent of the interior of the Paddington store (Shabby Chic). The décor is not the focus, the coffee is central to the Brand. Without this they wouldn't have customers. Social Responsibility philosophy is outlined and easy to follow.

Socio- As a loyal customer, you build rapport with staff and become known. Good place to meet other people who are also on the go in the inner suburbs.

Psycho-

Physio- No need to get out of car, Car fills with food/coffee smells. Multitask while you wait for your quickly processed order.

Di Bella Carindale


Activities- Prepare food/coffee drink & roast beans collection for Home. Place of conversations/ meetings/community. Place to have a break.

Context- Location in heavy transit area (Woolworths) & accessible, Place to refuel body/socialise, reflect and relax. Open early till late in accordance of shops.


Ideo- Look of the stylish building, the branded coffee mugs and the excellent coffee all enhance values of association and quality

Physio- Ease of navigation through this site. Chocolate brown dominates the background and is the foundation of the branding.

Socio- Social Media buttons are small and non intrusive, focus of site is information delivery. Facebook page is a hub of deals, status updates and Café information.

Di Bella Online

People- Adults with purpose, Busy people & People enjoying leisure time

Activities- Buy coffee beans and Accessories. Provides training and other learning. Book appointments check gift card balance.

Context- Online convenienceof purchasing products, merchandise machinery. Learn more about Di Bella products, philosophies training. Express an opinion/feedback. Platform Technology- Simple non formal page layouts using rich chocolate colour pallet, informal text and photographs.

19


MobileuniqueAnywhere anytimeconvenientcommunity

Quality

High End

Rich Colours


ConsistencyPremium QualityExclusivityLifestyleHigh End Products

http://dibellacoffee.com/Cafe-Finder/Di-Bella-Roasting-Warehouse

Ideo- Rich Browns and Gold colouring with scripted text semiotically displays premium and quality. Consistent design across all products

Technology- Packaging for safe consumption of beans and other food stuffs

Physio- Provides further sensorial stimulation to existing situation. Smell of coffee to a picnic or party event complimentary device.

Socio- Unites users in a common pursuit. In an event situation it brings strangers together over superficial conversation.

Psycho- Being up close to the Barista, you can learn better coffee practice.

Ideo- Type of situation whereby it's success in providing quality product provided opportunities to replicate at your next event. Association with Premium coffee experience.

Physio- Easy to handle, to identify and to transport. They are High-end Premium branding

Socio- Known as a local successful business association with success and quality products show others I have taste and am successful.

Psycho-Exclusivity, when found in unexpected locations pleasure is felt.

Di Bella Packaging

People- Adults and children, General Public, For busy people enjoying outdoor activities & leisure time or events

Activities- Prepare limited snacks and coffee drinks to selected locations/events as requested/hired. Mobile sensorial billboard, provides conversation and community.

Context- Provider of quality coffee experience anywhere anytime. "Bringing Specialty Coffee to you"

Technology- Best compact machinery

People-

Activities- To hold product in a safe fashion for sale and transportation to home/work etc.

Context- Branding packaging for marketing and easy identification of contents Bound by food packaging Laws

Di Bella Mobile

20


Strategic Partnershipsustainability practicePremium productResponsible corporate citizenYou scratch my back, I'll scratch yoursGlobal presence purchasing and eco footprints


Strong Brown chocolate BrandingLoyalty/Gift card

Psycho-

Ideo- Appear as a loyal customer and get rewarded.

Physio- hard plastic

Socio- Keeps people returning to Di Bella, aids in meeting friends in a communal setting

Ideo- Any socially responsible activity is worthy of consideration, especially where it may benefit me

People- Socially aware people of any age.

Activities- Inform people of corporate responsibilities on 3 fronts: Social Environment and Business ethics. Outlays the corporate philosophy

Context- To be an informed consumer, business needs to be transparent and align itself to good causes to validate their standing and the we can align Technology- Social Media holds the key to promotion of corporate Social Responsibility being announced

People- People seeking a gift, convenience or membership/association

Activities- Provides a convenient platform for people to not carry money. A card will hold a monetary value to use in store and it registers points Context- To retain customers and to offer a membership to an exclusive club of "FRIENDS OF MERLO". An inducement to join by offering 2 cups for Technology- Electronic Loyalty card, No use of Names (GLORIA JEAN), saves having

Socio- Association to like minded people within our own social circle sustainability is a big topic of consensus.

Psycho- Acquiring new skills in coffee appreciation as a connoisseur, parallel to wine products. Knowledge brings pleasure.

Di Bella Social Responsibility

Physio- Can make a person feel "warm and fuzzy" when they purchase/interact

Di Bella Coffee Roasters Club

21


Convenience premium fresh espresso.

Place of Communitycombining the best ingredients to make the best blends.

Place to take a break

Start with exceptional beans, having selected some of the world’s highest quality beans.

Coffee indulgence

Education

Learning

Strong Blue branding


Basic modern furniture

Indoor & outdoor seating

Walk-ins & drive ins

friendly


Convenience

Place of Community

Place to take a break

Coffee indulgenceEducation

Learning

Strong Blue branding


Basic modern furnitureTechnology- Electronic Loyalty card, No use of Names (GLORIA JEAN), Indoor & outdoor seating

Other diversions (entertainment)

Walk-ins/drive insfriendly

Physio- Visual food choices, smell of coffee, heat of the coffee cups & cool of the cold drinks. Texture of the rich cakes & cheese cakes. Indoors or outdoors

Socio- Opportunity to watch people walk past. In a redeveloping location, Community hub. Place of learning, Coffee appreciation classes, buy quality machines and beans for home

Psycho- When taking time out a relaxing feeling washes over you, especially around 3pm

Ideo- Consistency of corporate Blue, tables, cups, logo, umbrellas modern urban interior. Great Coffee


Activities- Prepare food/coffee drink & roast beans collection for Home POS for Accessories and training. place of conversations

Context- Location in heavy transit area (Woolworths) & accessible, More social than convenience, It is a POS for accessories/merchandise & training, consume sit and consume/socialize or take a break. Open early till late in accordance of shops.


Psycho- Discovery of this little gem amongst more stylish vendors (happy relieve on correct choice)Ideo- Consistency of corporate Blue, tables, cups, logo, umbrellas basic interior (see textured brick under painted walls. Not as boutique as other boutique coffee places in Paddington. (Shabby Chic)

Merlo Torrefazione Coorparoo

Merlo Torrefazione Paddington


Activities- Prepare food/coffee drink & roast beans collection for Home POS for Accessories and training

Context- Location in moderate transit area strip shops in fashionable area & easily accessible, provides convenience and community, It is a POS for accessories/merchandise & training, consume sit and consume/socialize or take a break. place of conversations

Physio- Visual food choices, smell of coffee, heat of the coffee cups & cool of the cold drinks. Texture of the rich cakes & cheese cakes. Indoors, but open and airy

Socio- Opportunity to watch people walk past. In a location with specialty fashion and art places, Community hub. Great place to start or finish Paddington exploration. Place of learning, Coffee appreciation classes. Buy quality machines and beans for home

22


Simple interfacestrong colour brandCommunityStrong IdentitySites are about people staff and consumers


Bright colour suits outdoor setting/Sky

Mobile/portable

consistency

strong brandLocation goodWalk in customers

BarMerlo Goodwill Bridge

Physio- Visual food choices, smell of coffee, heat of the coffee cups & cool of the cold drinks. Texture of the rich cakes & muffins. Feel of the sun, the spectacular view from a bridge

Socio- Opportunity to watch people walk past and to watch the cityscape. Watch the river activities great for bringing up in conversations.

Psycho-

Merlo Online

People- Adults with purpose, Busy people & People enjoying leisure time

Activities- Buy coffee beans and Accessories. Provides training and other learning. Book appointments check gift card balance.

Context- Online convenience of purchasing products, merchandise machinery. Learn more about MERLO products, philosophies training. Express an opinion/feedback. Platform for Promotions. place of conversations

Technology- Simple non formal page layouts using corporate Blue and icon images and photographs.

People- Adults and children, General Public, tourists/sightseers & People enjoying leisure time

Activities- Prepare limited food/coffee and other types of drink. Offer a seat with unique view to observe river activities, place of conversations

Context- Location in heavy transit area between Southbank & city, sit and consume/socialise or take a break watch the world. Business subject to weather and events on the river

Physio- Ease of navigation through this site. Blue dominates the background and is the foundation of the branding.

Socio- Social Media buttons are small and non intrusive, focus of site is information delivery. Facebook page is a hub of deals, status updates and Café information

Psycho- Exploring the information on the site and learning new things about the product used

Ideo- Website visuals is reminiscent of the interior of the Paddington store (Shabby Chic). The décor is not the focus, the coffee is central to the Brand. Without this they wouldn't have customers. Social Responsibility philosophy is outlined and easy to follow.

23


ConveniencePlace of CommunityPlace to take a break (short)Coffee indulgenceEducationLearningStrong Blue brandingSmells of Coffee & foodBasic modern furnitureoutdoor seatingWalk insFriendlyUmbrella shade

Ideo- Nice compact café the consistency of corporate Blue, tables, cups, logo, umbrellas. Outdoor setting is nicer than indoor on a sunny day.

Physio- Visual food choices, smell of coffee, heat of the coffee cups & cool of the cold drinks. Texture of the rich cakes & muffins

Socio- Very central café, close to library hub. Opportunity to watch people walk past and be noticed

BarMerlo QUT Garden's Point

Psycho-

Ideo- Nice compact café the consistency of corporate Blue, tables, cups, logo, umbrellas. Semi outdoor setting is nicer than indoor on a sunny day.

Activities- Prepare limited food/coffee and other types of drink. Offer a seat with unique view academic activities, place of meeting and conversations

Context- Location in heavy transit area adjacent to Library, sit and consume/socialise or take a break watch the world. Business dependent upon student cycles and open universityTechnology- Electronic Loyalty card, No use of Names (GLORIA JEAN),


People- Adults, students, General Public enjoying leisure time.

24


Strong blue colourstrong branding uniqueBlue/loyaltyfunctionalvariety of sizes

Physio- Easy to handle, to identify and to transport. They are bold Blue branding

Socio- Known as a local successful business association with success and quality products show others I have taste and am successful.

Psycho- Selective locations for access,

Ideo- Blue colouring for loyalty/success, robust, consistent design across products

People-

Activities- To hold product in a safe fashion for sale and transportation to home/work etc.

Context- Branding packaging for marketing and easy identification of contents Bound by food packaging Laws

Technology- Packaging for safe consumption of beans and other food stuffs

Merlo Packaging

25


3 prong attackStrong blue brandingsimple layout easy to followResponsible corporate citizensustainability practiceYou scratch my back, I'll scratch yoursLocal level charity Hands on charityGlobal presence purchasing and eco footprints


Strong Blue BrandingLoyalty/Gift cardpresent to colleaguesEasy to use interfaceIdentify owner as a friend

Ideo- Appear as a loyal customer and get rewarded. Blue card can't get lost in wallet.

Technology- Electronic Loyalty card, No use of Names (GLORIA JEAN), saves having to have a paper card stamped

Merlo Social Responsibility

Physio- Can make a person feel "warm and fuzzy" when they purchase/interact

Socio- Association to like minded people within our own social circle sustainability is a big topic of consensus.

Psycho- Some corporate events involve challenging activities, fun runs, cycling, raising money, physical participation in activities not normally sort. (building community through participation)

Ideo- Any socially responsible activity is worthy of consideration, especially where it may benefit me

Merlo Loyalty Program

Activities- Provides a convenient platform for people to not carry money. A card will hold a monetary value to use in store and it registers points for free coffee. (LOYALTY)Context- To retain customers and to offer a membership to an exclusive club of "FRIENDS OF MERLO". An inducement to join by offering 2 cups for free.

Physio- hard plastic

Socio- Keeps people returning to Merlo, aids in meeting friends in a communal setting

Psycho-

Context- To be an informed consumer, business needs to be transparent and align itself to good causes to validate their standing and the we can align ourselves to a company of similar values

Technology- Social Media holds the key to promotion of corporate Social Responsibility being announced

People- People seeking a gift, convenience or membership/association

People- Socially aware people of any age.

Activities- Inform people of corporate responsibilities on 3 fronts: Social Environment and Business ethics. Outlays the corporate philosophy

26

27

APPENDICES 2

Definitions:

Thematic Analysis

A methodology for identifying, analysing and reporting patterns within data. (Braun and Clarke 2006)

Pact Analysis People, Activities, Contexts and Technologies (PACT) analysis is the identification of the different activities that people undertake in different contexts using different technologies to complete their tasks. (Benyon, Turner & Turner 2005).

People: relevant user characteristics and skills

Activities: how is the activity currently carried out? Why? What can be improved?

Context: the environment of the activity

Technologies: what tools are used now, and how might new developments be used?

The available Experience Frameworks:

Tiger’s Pleasure Theory

Jordan and Macdonald (1998) defined Pleasure as the emotional hedonic and practical benefits associated with products. Jordan then applied Lionel Tiger’s Pleasure framework (1992), which outlines the positives that come from the proper ergonomic use of, in our instance touchpoints.

Physio Pleasure – Touching and handling devices, the sensorial aspects

Psycho Pleasure - The cognitive or emotional pleasure from the interaction.

Socio Pleasure – The relationship with other, the keeping in touch and increase of status/image through regular interaction.

Ideo Pleasure – Is the feelings that you get from the interaction, the respect or appreciation of the design, ease of use or it in meaningful to you in some fashion.

Shedroff’s Engagement Theory

Identity – Sense of belonging. The authenticity is important. Expression to self to others, customizing.

Adaptivity – Being able to personalize and experience things at different levels of skill and enjoyment.

Narrative – Telling a story –from corporate videos through to structured experiences of navigation or moving through a building.

Flow – “Flow is the sense of engagement that emerges between boredom and anxiety, when practices abilities are applied to challenges that are just about manageable.”

28

Immersion – Presence due to narrative flow, plausibility, sensory engagement. Disruption breaks it. (Shedroff 2009)

Norman’s Affect and Emotion Theory

Visceral – Pre-consciousness, pre-thought, appearances, touch, feel matter here and first impressions are formed. Behavioural – “Pleasure and effectiveness od use”. Experience of the product. The experience here includes function, performance, usability and if it’s inadequate this is a negative affect.”

Reflective – “Rationalising and intellectualizing the product or experience. Can I tell a story about it? Does it appeal to my self-image, pride?” (Norman 2003)

Blatzlat’s Cool Tools through Design for Joy Theory

Accomplishment – Involves Core activities, the ones that call for time and attention. Chore activities, the ones that we want to get done fast and in the dead time of life. Thirdly, Moments, time when we take a mental break or are waiting (good for checking a quick email or playing a game).

Connection – When we connect with others, involves the frequency, topical conversations, finding things to do and share such as interests and communities or to provide help and expertise to a community.

Identity – When we see what other people like us are doing, we establish social norms within the context of the group actions, they show us how to behave or to learn better ways to “be me”. It’s cool to leave a record or piece of ourselves for others to see (eg- Youtube) Sensation – Sensory immersion or being lost within the moment, by experience or visceral responses. It takes us away from the “everyday”. (eg- games, music art, etc)

Direct into Action – Allows us to achieve our intention directly and profoundly in a natural way without having to learn (intuitive). The bringing of data and function into one place, getting us all we need in one click.

Hassle Factor – Opposite to direct to action; The introduced hassle must be less than the existing hassle (introduction of smartphones, the phone also became email, camera, entertainment system, etc.)

Delta – Is the context to achieve the Direct into Action for a product. The learning curve to do a new process is the DELTA the smaller the delta, the cooler it is. (Holtzblatt 2011)

APPENDICES 3 manual coding & theming TemplatesPages 29-36

29

Coding Table (LAVAZZA)

CODES THEMES DEFINITIONS l Conveniencel Quick accessl non-permanent servicel Sale of productl Browsel Casual style/atmospherel Data-drivenl bright-colouredl European

l Casual Brand

l Modern atmosphere

l European/cultured

(particularly Italian),

l Relies more on the quality

of the product than the

power of the brand

l Information centred design

interface

l Relaxed and withoutstandings or prestigeassociated. A brand for thecommon person.

l An engaging atmospherethat creates theappearance ofsophistication and cuttingedge knowledge. An exoticbrand with a history andinspiration drawn from oldartisans.

l Creates meaningful longterm engagement withcustomers through asatisfying product, utilizingresults as their promotion.

l An informative and sleekdesign that quickly givesthe customer a wealth ofknowledge. Emphasis is onchoice and empowering thecustomer with the factsthey require to make thatchoice.

30

-----------

-===� \\ �\-�rY1�

bv��\ ��

\)QK� �[ow s� �--�---r--:r--r-� � (?/W /r(v�

""" v�:r -1'" ,.cev-�

LML bot-�

� �> �tcr -�::::::::-..---#----------4 u y\11"' ,,-1;,,.,,)Gr!

M-vWYlL- �l<J>? P1t1'i))

:Z::'if)I \/(><"'.A ""

[

,,,..,)

�t,-�. )"tM\?k_ � �

:f),

')., \•

31

Coding Table (NESPRESSO)

CODES THEMES DEFINITIONS l Formal style/atmospherel Premiuml semi-permanent servicel sale of productl browsingl conveniencel Interactive (person-to-

person explanation andsale)

l Dark colour schemel Casuall design-drivenl dark and rich-colouredl urban/metrosexual

l Premium Brand

l Dark/rich colour scheme

semantically connected to

the colour of coffee

l Generally urban

atmosphere

l High level of service

l Experience centred design

interface

• Top of range, exclusive,expensive, value,prestigious sort after.Addresses more thanjust customer need

• The use of darksaturated colouringgenerally aligned to (inthis instance a coffeebean) reflects the qualityand premium nature ofthe brand

• Integrated with thesurroundingenvironment of modernhigh rise buildings whilecreating an urbanmeeting point to relaxand enjoy the brand.

• Staff and onlineinterface is receptiveand open toengagement andimmersion, understandsthe customer needsproviding a positiveexperience.

• The storefront has asystematic flow andevery attention to detailis maintained for aseamless interaction.The same scenario foran online interface, thejourney is an immersionand exploratory, it iseasy to use as ifintuitive.

32

Ccr.-\J�� ?.r.Q..� '-.)� ''"vSro-d � f\du ?::::i��'c.-��!-�/i��1�1��;��\ -r--- ,.........._ c ...J °" \ (y-.... ��s;.::::::-:;,�L__

��(_� �� § e-�ye.,,n:�----� \�0\-0��c

��

Co�,..,.._,_,,.._-. l ....

[c\ '-J c_c.,. \ 0 """"

G0a-\·��

E:_'1<.c\u$ �e__

,s\ c-c:r� \6- � �� --0' c...o�<" \::>,r��"

S0

s�.-<A.b�--��:§;5��:::::__.,

C<op 1 Cu{)

f"Y'-C) b,\ e.. -\-; A-,-.,'f � � -

33

Coding Table (DI BELLA)

CODES THEMES DEFINITIONS l Conveniencel Premium Brandl Indulgencel Innovationl Startegic Partnershipsl Experience Interfacel Communityl Educationl Educationl Appreciationl Quality Coffeel Exclusivityl Strong Identityl Rich Colour Brandingl Sustainabilityl Crop 2 Cupl Mobilel Anywhere, Anytime

l Convenience

l Consistency

l High End/Formal (PremiumBrand)

l Education/Learning

l Social Responsibility

l Readily accessible easilysort, could be mobile, drivethrough, on a main road orin a high traffic area(pedestrian or vehicular)

l The café or storefront hasa systematic flow andevery attention to detail ismaintained for a seamlessinteraction. The samescenario for an onlineinterface, the journey is animmersion and exploratory,it is easy to use as ifintuitive and predictable.

l Top of range, exclusive,expensive, value,prestigious sort after.Addresses more than justcustomer need

l Interactions for attainingknowledge of coffee, thecompany, the people andthe culture.

l Looking after ourcommunity, locally orglobally, the alignment withthe concept of giving backas individuals and as abusiness.

34

\-\�,� \-rnW:c S\-rq_ \t'- � c...Q.... -.�

Co-- , 'pa.;· 0.,1 .-�---:u� UV'. c._: :�--. � � CS, u c. \ ----

'!&�� \(:}� &-�� Ca\ o 0 r ,,,e::::::::;=--==::__ ___ \_;_

Ca-.r pcv°' � Co\()�"· �::::::::=�A-b��-----r� \-\..).{ e.

�\f. �\G w�,\��\.:�

co We'<- � \ \-\.)"" e.. ,,I:;:- �-p,-;r-:.�--:;:::--==7-,.c__.::

CG-"v' rv--.." \"'"\., \., \\-..s �Cd u co-.. f\- �� .,.e:::.:-----

<S u� ��°' �� \·\ �1 H� ��e..�=?'-/�;:::;7�--_:��=-----

Qo'29e� L_ov-vS�=----

35

Coding Table (MERLO)

CODES THEMES DEFINITIONS l Funl Conveniencel High Trafficl Strategic Locationl Contemporaryl Dual Functionl Casuall Bright Coloursl Strong Coloursl Corporate Colourl Texturel Workflowl Personalisationl Coffee Culturel Communityl Educationl Sustainabilityl Home usagel Coffee Lover

l Convenience

l Consistency

l Positive Experiences across

touchpoints

l Education/Learning

l Social Responsibility

l Readily accessible easilysort, could be mobile, drivethrough, on a main road orin a high traffic area(pedestrian or vehicular)

l The café or storefront hasa systematic flow andevery attention to detail ismaintained for a seamlessinteraction. The samescenario for an onlineinterface, the journey is animmersion and exploratory,it is easy to use as ifintuitive and predictable.

l Positive experiences bringalignment of the pleasureframework to bare.Consistency and attentionto detail incorporated withthe feeling of communityenhances Ideo alignment.

l Interactions for attainingknowledge of coffee, thecompany, the people andthe culture.

l Looking after ourcommunity, locally orglobally, the alignment withthe concept of giving backas individuals and as abusiness.

36

experience design analysis_dxb402

Documents