15. What factors should be raised well above the industry’s standard?
* Client-Barista interaction; Live music events / Attitude
16. What factors should be created that the industry has never offered?
* A new way of appreciating coffee
* A new kind of Art, Music and Creativity gathering
V. STRATEGY: Do we own a distinctive point or position? Can we maintain it over time?
17. Can we state that our business is the _ _ _ in _ _ _! How?
Most community catalyst café in SSP
First coffee shop that offers this exp.
Friendliest coffee shop in SSP
Friendliest staff
Most creative coffee shop in SSP
Art and Music events
18. Competitive substitute: (What could replace/kill my product/service)
Milk tea, Smoothies, Tea, McDonald’s
Other coffee shops, homemade coffee
Another form of entertainment, Shopping, movies, Festivals
19. What are the most significant available/attainable resources?
* Specialty coffee, Competent staff, Talented artists
* Specialty & homemade food
20. What are the most stringent constraints we must overcome? How?
* Budget, human resources,
* Time & budget for marketing and advertising
Developing a management system and people development
NOTES ON CHARACTER
The goal of this section, as we can identify from the scorecard, is to identify the following core elements:
VALUES:
Right off the bat, we have a very strong, powerful statement: “Connecting people through coffee.” This is truly what Michael wants its business to be about. Chill, Talent, Spontaneous, People, Community are all traits that Michael associates his business with, therefore the values we can distill from this section are Creativity, Originality, Wellbeing, Empathy, and Care.
ATTITUDE:
The attitude that our business is willing to convey is pretty straightforward, Amusing, Casual and Contemporary.
DETAILS:
From the answers given in this section, there are few significant details that the business needs to be caring for: Legibility and Clarity in the message, become more Tidy and Consistent, convey a message of Homemade and Authenticity.
ORIGINALITY:
At the present stage, we can’t define our approach as original, unconventional or disruptive. The compiled answers are quite generic. We see that Creating a community, gathering and focus on client-staff interactions are important factors, but how will that be achieved is not clear. In this section, we should describe this unique moment of interaction between staff and customer. For example: Imagine a taste challenge or a mini show (latte art?), a rhythm jam made with milk pitchers and mugs. We should describe any memorable experience we could deliver to our customers.
STRATEGY:
How and why the values we identified as core are important, is not clear. In other words, we know we want to “Connect people through coffee”, but we don’t know, how and what does that truly mean. We must understand what actions, product or service will make us connect with our target. For example: A secret coffee recipe, a unique menu selection, a series of significant events, or all of the above. We are aiming to achieve a unique position where we can state: Sausalito is the “ best ” _ _ _ in town! Best is only one example; it could be the cheapest, friendliest, most entertaining...
DESIRE WORK SHEET
We now have a good understanding of our values and how they shape our character. We shall proceed to identify how we make our business desirable for our target.
I. BEHAVIOUR: Have we identified which behaviour we want to change, enhance or disrupt?
1. What problem are we trying to solve?
Establishing connection
What behaviour are we trying to change?
Perceive coffee as a commodity drink Vs an authentic experience
2. What needs should be fulfilled?
Gathering — Beautiful, friendly environment
Learn coffee — Professional development
Good income — Status — Freedom
3. How will our business enable/empower the public?
Be different — Be unique — Challenge the status
4. What do we want people to feel (evoke emotions)?
POSITIVE
NEGATIVE
Chill
Social awareness
Inspired
Food wastage
Refreshed/ empowered
Conscious of bad service
II. AESTHETICS: Does our business/product incorporate order, symmetry, harmony, proportion and clarity?
5. Who/What is/are our benchmarks? Why?
Copa Vida, Equator Coffee, Café Kitsuné, Elephant Grounds
Unique location, distinctive decor, from minimal to rustic
Clear and distinctive offering
Unconventional menu items
6. Describe what makes our business/product:
Useful
Legible, iconic, recognisable, ease of application
Usable
Simple, Versatile, 1-2 basic colour, appetising
Accessible
Legibility, recognisability, distinctiveness
7. Does our design have:
Order
Overall identity is messy; messages are scattered
Unity
Identity, image and message are not aligned
Clarity
Our image doesn’t communicates our values
Harmony
Communication is not always pleasing and consistent
Proportion
Often operations overcome image and message
8. What kind of experience are we trying to craft?
Fun, upbeat, friendly interactions, appreciation
III. PURPOSE: Does our business/product serve a higher purpose besides basic function and style?
9. Besides what our design physically is, what is our design purpose?
Representing clearly our status, values and vision
10.
Who are we now?
What will we become?
Friendly
Unique
Approachable
Welcoming
Casual
Professional
11. How is the target acting now / solving the problem?
Starbucks, Roster, LSquare, McCafé, Common room
Bubble tea, Tea, Juice, Vending machine
12. How would they have solved the problem 50 or 100 years ago?
Homemade, Instant coffee, Town bar, Street gathering
How would they solve the problem 50 or 100 years from now?
Home machine, Coffee pills, VR
IV. CRAFTSMANSHIP: Does our business/product demonstrate deep knowledge, skillfulness, technique, expertise and mastery?
13. What is good about the current design? What are its physical qualities?
Organic, friendly, casual, warm, classy, chill, coffee colour
14. What is bad about the actual design? (i.e. old colour schemes, outdated design...)
Generic look, not legible, not unified, hierarchy, inconsistent image
15. What knowledge should the public have to fully appreciate our solution?
Origin / Taste / Taste notes / Owner story
16. What skills and expertise make our business unique and inimitable?
* Location, Bay area look and feel, Service
V. IMPACT: Can we clearly identify which traits/features carry the most significant impact?
17. What are the top 10 features of our design?
Legible
Inspirational
Recognisable
Refreshing
Unique (different)
Sophisticated
Professional
Jazz
Welcoming
International
18
. Which 2 have the greatest impact on our business/target? How?
Recognisable
Legible
Screams coffee
People can remember and spell
19. Identify 3-5 critical touch points.
Coffee shop (signage)
Live music events
Kawa-open rice (app guides)
Social Media
Word of mouth
Reviews and online guides
20. What are the main PAIN POINTS we are trying to avoid?
Bad coffee experience
Uncomfortable dining experience
Bad Service
No Western food in the area
NOTES ON DESIRE
The goal of this section is to identify the following core elements:
BEHAVIOUR:
In this section, we must investigate what behaviour we want to change, enhance or disrupt. The current answers are a bit too generic. We must design a life-enhancing experience, rather than solely a service transaction. We must investigate what the real reasons to come to our cafè are. Is it gathering? Is it the food, coffee and music pairing? Is it the engagement to try to spot the new coffee? Any of these are changing the behaviour of our customer, from just grabbing a coffee, to a unique coffee experience.
AESTHETICS:
In this section, we can infer that there is a sense of dissatisfaction with the current brand identity. Also the message, values and attitude are not well expressed. We can see that one of the recurring themes is inconsistency.
This leads to the conclusion that one of the first steps to address is to restyle or rationalise Sausalito’s Image and Identity.
PURPOSE:
The overall design or aesthetic of Sausalito—whether we are talking about decor, identity, image or any other form of communication—has the higher purpose of connecting people. In other words, what Michael is trying to achieve is to create an active community. So here we must identify what elements will drive this community to the coffee shop. To do so, we must identify what kind of aesthetics will attract and communicate to our target and why.
CRAFTSMANSHIP:
The new or refined strategy has to demonstrate deep knowledge and connection to coffee and the area. Because of its size and position, greater attention could be dedicated to delivering the “Homemade” or “Creative environment” message to the public.
IMPACT:
We should identify which traits/features carry the most significant impact to the desirability of the Coffee shop. I would reformulate as 1. location, 2. quality image, 3. unique decor, 4. staff personality, 5. menu items, 6. signature food, 7. atmosphere, 8. appealing Events 9. coffee quality, 10. distinctive offerings. If I had to define the greater impact, I would pick, 7. atmosphere and 10. distinctive offerings.
EMPATHY WORK SHEET
Now that we have comprehensive knowledge of the character and desire elements of our business, we shall continue by accurately analysing our target and how to empathise with them.
I. TARGET: Have we clearly identified a specific and unique target?
1. What’s our target’s gender:
2. Which age segments is our design directed at:
3. What socio-economic group is our target a part of:
4. Define the following attributes of our target:
Employment:
Mid-level income earners
Lifestyle:
DIY into spending the weekend in Sham Shui Po
Geography:
Expat + Kowloon resident + SSP visitors
Now look back to the character section and determine which of our business’s character traits match our target’s.
II. NEEDS: Do we have a clear vision of which needs we are, or we should be providing for?
5. Who is our ideal customer? (describe in detail)
Coffee lovers into community events and live music and DIY
6. What does he/she think & feel? (What really matters? Worries & aspirations)
They all feel unique and want to makes something of themselves
7. What does he/she say & do (Attitude, public behaviours, tone of voice, slang)
They are looking for fabrics or what coffee beans we have in-house
8. What are his/her pain & gains? (fears, frustrations, obstacles/wants, achievements)
Travelling all the way to SSP
A great time with coffee
Paying premium for coffee
Great coffee + service
Sitting in cramped space
Get to make friends
III. COMMUNITY: Have we started a community around our business/product? Do we know who is leading and who to follow?
9. What does our target see? (environment, friends, offers, problems)
They see the value more than coffee been offered; they like to see how coffee is made in our presentation of the work
10. What does he/she hear? (What do friends say? Who really influences and how?)
They look for blogs and references. They love to discover new exciting places that others don’t know about
11. Which media channels are the most influential to the target?
Facebook, Instagram, WOM, Food Apps, Trip Advisor, Yelp
12. Where can we learn about the target & his influencers?
At the Tai Nan street shops, World of coffee events
IV. STORY: Have we crafted a compelling, engaging and spreadable story about our business/product?
13. What is the unique story about the business he/she will spread?
A phenomenal neighbourhood coffee shop in the middle of SSP, with, warm, friendly unique designs that care about coffee and customers
14. Who will be the first follower of our target? Why? How?
DIY maker, because they strive to stand out and be unique
15. What do we know about our target?
They all look for a better quality coffee and service
Enjoy community events
There are all building their brand or family
16. What don’t we know about our target?
When they prefer to drink their coffee
How they can find us
Why do they want to come to us
V. RECOGNITION: Have we provided our target with a symbol, a mantra and a cause?
17. To which cause is our business committed to?
Building a community coffee shop, promote lifestyle and deliver a high-quality hospitality experience
18. What is the mission that we shall accomplish?
* Create a community of creatives and entrepreneurs. Provide a space for gathering and unwinding
19. What is the iconic symbol that represents our Business?
* We don’t know yet!
20. How will our target be rewarded?
* A unique creative environment, a strong sense of community and social gathering, knowing they are supporting an important cause to them.
Loyalty program and the opportunity to become an ambassador of creativity
Like stated before the answers marked with an asterisk (*) are the ones I compiled on behalf of our client.
NOTES ON EMPATHY
The goal of this section is to analyse our target and how to empathise with them accurately.
TARGET:
In this section, we can notice a discrepancy from the personality that we portray and the customer that we want to serve. We see that in some ways our target is more sophisticated than the personality we portray now.
NEEDS:
What hasn’t been addressed in this section is what makes this target unique and interesting to the coffee shop, and what needs they have. In section 15 Michael states, “They are all building their brand or family.” This is a unique statement, so how can we tap into this? For instance, we could invite industry leaders and talk about specific subjects. Understand what matters to them and link that to the coffee shop offerings. Example: Business breakfast, sip coffee and read a business book.
STORY:
Looking at section 13, we should be more specific about what makes Sausalito “phenomenal”; what makes the business “warm friendly, unique”; how do we exactly “care about coffee and customers”. If we can manage to answer these questions, we will have our unique, compelling, engaging and spreadable story about our coffee shop.
COMMUNITY:
One of the goals of this business design process is to kickstart a community around our cafè. We must identify who is leading this community and who to follow. Michael identified a few core targets: “Coffee lovers that are into community events, and live band and DIY” so who are these people following? Is there a super DIY celeb in HK that we can engage with? Who’s the most respected coffee critic in town? Any promising young musicians we would like to support? We must be much more specific on who these people are.
RECOGNITION:
Our cause is: “create a unique community”. We now have to provide our target with tangible assets that will give them a reason to gather. We shall work specifically on creating a unique image and identity that goes beyond the simple brand identity. We shall look at communication materials, decor and any other form of interaction.
TRUST WORK SHEET
We now have a deep and relevant understanding of our target and know how to engage and communicate with them on a personal level. Now we have to demonstrate that we are worthy of their trust and affection.
I. AUTHENTIC: Are we being true to our own standards and how we present ourselves?
1. How does our design positively impact our target life? (min 3)
They can relate to others when they recognise others helping;
It would bring them memories of hanging out at Sausalito;
It will make them wonder what coffee we have on sale;
2. What will be tangible evidence of this impact?
Business Beyond Design Page 6
