Customer Journey at a Coffee Shop

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Customer Journey Map

Ordering Coffee at a Cafe

Customer Journey Map: Ordering Coffee at a Cafe

Project Brief

Explore how a potentially diverse user group uses a common experience, by creating at least one customer journey of an everyday publicly accessible experience.

My Role

Individual student project

Summary

I interviewed Alex L. about her experience going to cafes to buy coffee. She loves coffee and goes to cafes almost everyday since this is the one luxury she affords herself. She was a barista until a few weeks ago so she knows a lot about coffee and really likes to understand where her coffee is sourced. Now she works right by Cuba street near some of her favorite cafes. She appreciates good customer services since it sets the tone for her experience in the cafe. Her favorite cafes have a peaceful, cozy vibe that allow her to read, write, people watch and have time to herself. She loves that cafes are such a social setting and enjoys watching people come together to enjoy coffee. She recently moved to Wellington and knew the city’s reputation for having good coffee and she can’t wait to be considered a regular at a favorite coffee shop.

Customer Profile

Name: Alex

Age: 20-30 years old

Employment: Full time

Coffee Knowledge: Expert

Coffee Enthusiasm: High

Coffees per day: 2-3

Quote: “It’s one of those little luxuries I think I’ll always indulge in...It’s one of those things I really love, that makes my day better so I always find a reason to go to a cafe…”

Customer Goals

Buy a coffee

Have a pleasant experience and personal time

Find a cafe to be a regular

Obstacles

Lack of information and transparency about coffee source

Lack of knowledge from baristas about single origin coffee

Poor customer service

Noisy cafes especially with lots of people talking on the phone

Unclear system when coffee is ready, missing your name called at the counter or giving up your table to walk up and pick up your coffee when it’s ready

Ideas and Opportunities

To appeal to an expert level coffee drinker who wants to understand and appreciate coffee as more than just a dose of caffeine while enjoying the ambiance of a cafe.

1. Include more information about coffee origin and sourcing on menus, signs and social media.

2. Educate baristas so they know the story of the coffee they are serving

3. Have a seamless process for getting coffee to the tables quickly so the customer can sit 4. and enjoy their time while waiting for the coffee to be ready

5. Create an inviting atmosphere with pleasant music, plants, magazines and friendly service

6. Create a policy to encourage customers to take phone calls outside the cafe so everyone can enjoy a peaceful environment