Crafting Customer Experience for Cafes and Coffee Brands
Customer experience goes much deeper than service, offerings, and packaging - it is something that should guide design throughout every stage of brand development.
When we consider the customer experience, some of the key things that come to mind are good service, diverse menu options, high-quality coffee options, and the music played. For products, we think of packaging, how it is delivered, and how easy it is to use/understand. However, customer experience goes much deeper than that and is something that should guide design throughout every stage of brand development.
Cafes and Coffee Shops
One of the key ways that cafes and coffee shops can stand out from the crowd is with impeccable design. It used to be that shops serving coffee could rely on the quality of their beans and the skill of their baristas to ensure custom. But in many cities these days, there is an unsustainable number of cafes per capita, and many of them serve specialty coffee. To keep customers coming back, these shops must offer an excellent all-around experience. Here is a list of some of the many features that must be considered when designing an excellent customer experience:
Layout: Does the layout contribute to a smooth customer experience? Customers should be able to easily navigate the space easily and find what they are looking for. Do customers pick up their drinks, or are they delivered to the table? If they pick them up, is there enough space for people to comfortably wait at the bar's end? Does this encroach upon the experience of dine-in customers?
Brand and identity: Are the brand's identity and values reflected throughout the space? Do the colors, materials, and artwork align with the brand's core message and style? Is it visually appealing?
Lighting: Are sheer window treatments used in any areas that may inflict harsh sunlight on customers? Is additional lighting installed in the right places to supplement during cloudy days?
Technology: Is all technology used providing a streamlined and efficient experience for customers, from ordering through to receiving items? Are additional and accessible options available, such as mobile ordering and contactless payments?
Atmosphere: Everything from the sound to seating options should be considered. Does the space echo? Are there areas that are noisy, cold, or too hot? Is the seating comfortable? Do the fabrics and finishings seem luxurious, or are they worn down and distracting?
Community: Does the space allow a sense of community to be fostered, either through holding gatherings such as education or events, live music, or even the addition of magazines or newspapers?
Product Packaging
Packaging design forms a key part of the customer experience as it dictates how the customer initially perceives and interacts with the product. Some of the questions packaging designers ask themselves are:
Is the presentation visually appealing and consistent with the brand’s image and identity?
Does it use environmentally friendly materials?
Is it functional? If the coffee product will be consumed over more than one session, is the packaging easily resealable? Will the materials withstand repetitive opening and closing?
How easy is it to open, store, stack, or pack?
Does the packaging remain aesthetically pleasing throughout the entire customer interaction? For example, if design elements are placed on a sleeve that slips over a plain bag, the customer will likely dispose of the sleeve on first use. This would mean that, for all subsequent uses, the product will be devoid of branding and identity.
Is it convenient and simple for the customer to use?
Can the customer interact with the product in a meaningful way? Does the packaging design, for instance, invoke a sense of nostalgia or playfulness? Does this interactivity hinder the usability of the product?
These are just a few of the key design questions that must be asked. A well-designed coffee brand is one that pays attention to every aspect of the customer experience. Every detail should be thoughtfully considered in order to create an experience that leaves customers feeling satisfied.
This is an excerpt from Lani’s book, Designing Coffee.