Costa Coffee's Mini-Format Store: Enhancing Urban Commuter Experience with Human-Centered Design
公司规模
Large Corporate
国家
- United Kingdom
产品
- Product Accelerator Service
技术栈
- Human-Centered Design
- Prototyping
- Role Play
实施规模
- Enterprise-wide Deployment
影响指标
- Brand Awareness
- Customer Satisfaction
技术
- 基础设施即服务 (IaaS) - 其他
适用行业
- 消费品
- 零售
适用功能
- 商业运营
- 销售与市场营销
用例
- 零售店自动化
服务
- 软件设计与工程服务
- 系统集成
关于客户
Costa Coffee is a well-known multinational coffee brand owned by The Coca Cola Company, with over 4000 store locations worldwide. The brand is recognized for its high-quality coffee and has a strong presence in the global coffee market. Costa Coffee aims to provide an exceptional coffee experience to its customers, focusing on quality and customer satisfaction. The company is constantly looking for innovative ways to enhance its service offerings and adapt to changing consumer needs. With a significant number of stores located in urban areas, Costa Coffee is keen on tapping into the urban commuter market, which requires a quick and efficient coffee experience without compromising on quality or customer service.
挑战
Costa Coffee faced a challenge in adapting their traditional store formats to meet the needs of urban commuters who require a quick and efficient coffee experience. The existing store formats were not conducive to the fast-paced lifestyle of urban commuters, making it difficult for Costa Coffee to capture this market segment. The company needed to create a new store format that could deliver high-quality coffee quickly while maintaining a human touch, ensuring that the experience did not feel rushed or impersonal. This required a strategic approach to design and implementation, focusing on both operational efficiency and customer perception of speed.
解决方案
To address the challenge, Costa Coffee partnered with Method, GlobalLogic's strategic design arm, to develop a human-centered approach for their new mini-format store. The solution involved using a product accelerator service to rapidly develop and prototype concepts that would make the new store format stand out in the urban commuter market. The focus was on creating a unique Costa experience that felt fast yet human. The process included designing an experience that emphasized the perception of speed rather than just operational speed. This was achieved through a lean, sprint-based approach that involved testing ideas and solutions with target customers using role play, observation, and in-depth interviews. Environmental 'wireframe' mock-ups of the new store proposition were created to test hypotheses in full context, considering both physical and digital touchpoints. The research highlighted the importance of human interaction, such as handing customers their coffee with a smile and eye contact, to enhance the overall customer experience.
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