Goal

Analyze and compare the in-app and online purchase processes across three direct competitors to identify differences in user experience, efficiency, and design.                                                                                   

Key competitors

Most of the competitors are direct and have more than one location. They all have values that make them unique, and millennials are the target audience.

Product type and quality

Phil & Sebastian Coffee Roasters (direct) - are known for their specialty coffees, as well as their cooperation with the original Hoopla Donuts. However, their service is slow and the hours of operation could be extended, particularly in the summer.

Barrow Espresso (direct) - is known for its espresso-focused beverages but could explore taste testing to demonstrate all its different espressos’.

Monogram Coffee (direct) - emphasizes artisanal brewing methods but could provide more detailed information about the origins and sourcing of their beans.

WOW Bakery & Café (indirect) - are famous for their Korean and Japanese-styled baked goods. They could enhance their offering by allowing people to pre-order online.

Starbucks (indirect) - offers a wide variety of coffee beverages as well as merchandise.

How do direct competitors position themselves in the market?

Phil & Sebastian Coffee Roasters are typically coffee enthusiasts and connoisseurs who value specialty coffee experiences. They are likely to be in the 25-40 age range, residing in urban areas, and have a higher disposable income. These customers are willing to explore unique and high-quality coffee blends, appreciate artisanal craftsmanship, and seek out a more refined coffee-drinking experience.

Barrow Espresso’s target audience is likely to be young urban professionals and students in the 20-35 age range with a higher disposable income. These customers prioritize quality coffee and espresso-based drinks that boost energy during their busy routines. They may also appreciate minimalist and modern aesthetics, seeking a stylish and efficient coffee experience.

Monogram Coffee appeals to both a sophisticated and family customer base, that values mainly artisanal coffee craftsmanship. Ideal customers are likely to be locals with a higher disposable income, particularly in the 25-45 age range. They are willing to invest in high-quality drinks and homemade pastries.

How do direct competitors talk about themselves?

Phil & Sebastian Coffee Roasters: Not only boast about their vast specialty coffee but also about their partnership with Hoopla Donuts. These are locally made and designed to reflect a unique taste and look, such as Fruit Loops donuts, Mango-coconut donuts, Earl Grey donuts, etc.

Barrow Espresso: In addition to coffee and pastries, serve gelato and sorbetto which is unique to the other local coffee shops.

Monogram Coffee: Have a small menu, but seasonal selections of beverages based on what is readily available during these months or themes.

Strengths

Phil & Sebastian Coffee Roasters

·       Local community engagement

·       Coffee subscription services

·       Barista expertise

·       Coffee origin exploration

Barrow Espresso

·       Creates a consistent quality of many espresso-based beverages

·       Minimalist approach to their aesthetics and

·       Quick service

Monogram Coffee

·       Particularly good at maintaining a loyal client base

·      Attention to customer-based detail

Weaknesses

Phil & Sebastian Coffee Roasters

·       Transparency when ordering coffee beans and beverages

·       Communication of ingredients and nutritional information for their baked goods

Barrow Espresso

·       Should add a digital loyalty program to reward loyal customers

·       Host coffee workshops regularly 

·       Diversify its menu and revisit its website

Monogram Coffee

·       An oversimplified menu

·       Small sized café with limited indoor seating

·       Lack of creativity in its presentation

Additional gaps

·       Fail to maintain educational opportunities

·       Bring people in for unique experiences

·      Do not have items that are more cost-friendly for the clientele that do not have a high disposable income

·       Short hours that will start early, but direct competition closes early

·       Special rewards: It feels like forever to reach the next reward level

Potential opportunities

Pair with trained staff to provide courses that are unique, hybrid online, frequent and at a much lower cost. Extend hours on busier days. Create a reward system that does not feel impossible to reach levels for free food or beverages. Celebrate birthdays with a free coffee or pastry!

Introduction:

●        Title: Creating Kat’s Coffee House Convenient Ordering & Pick-up or Delivery Options App

●        Author: Katherine, UX researcher, katherine@katscoffeehouse.com

●        Stakeholders: Kat’s Coffee House customers, employees, Kat (Owner/Founder), VP of design, CTO

●        Date: September 24, 2024

●       Project background: The ordering app project at Kat’s Coffee House aims to enhance customer experience and operational efficiency by streamlining the ordering and pickup process. Recognizing the need for convenience, patrons can pick up at the counter or have their order delivered to their table. This addresses concerns from multiple patrons who expressed discomfort leaving belongings unattended or losing their table while retrieving their orders.

●        Research goals: Evaluate whether table delivery affects availability, customer convenience, and operational efficiency.

Research questions:

●       How often do you prefer to have your orders delivered directly to your table or pick them up at the counter?

●       How would you rate the convenience of table delivery compared to picking up orders at the counter on a scale from 1 (complete fail) to 10 (perfect)?

●        Can you describe your experience with the ordering process? What aspects do you find easy or difficult?

●        Have you ever had trouble finding a table due to orders being delivered to other tables?

●        Do you believe that table delivery slows down the overall service and increases wait times for other customers?

  ●        Have you noticed any improvements or drawbacks in the overall efficiency of the coffee house's operations since the implementation of table delivery? 

Key Performance Indicators (KPIs):

●       Time on task: How much time did users usually take to choose & customize their items, select pickup or delivery, and feel confident before placing their order.

●       User error rates: How often users make mistakes while ordering or get distracted while making an order.

●       Conversion rates: The number of users who complete the checkout process and complete their order.

      ●       System Usability Scale (SUS): Did the user find the ordering process to be unnecessarily complex or intuitive? 

Methodology:

●       Moderated usability studies.

●       Location: Calgary, Canada, selecting hallway studies near coffee houses downtown, universities, residential neighbourhoods and food courts          (5-10 samples from each location).

●       Date: Saturday, September 21st mid-day & Monday, September 23rd morning (rush hour) and again a few hours before closing.

●        Five participants complete the ordering tasks on their own and complete a questionnaire on their experience. 

●        Each session will last 30 minutes and include an introduction (verbal if in person), a written list of tasks (such as placing multiple and                        singular orders, and time how long each takes), followed by a short questionnaire.

●       Data will compare people who prefer to pick up orders vs table delivery. Their reason why cross-referenced by age group.

  ●       Since there are not many employees to make deliveries during rush periods, further research may be required later on order efficiency when        there is more staff. 

Participants:

●       An assortment of people who place orders at a coffee house at least twice a month, and others who order more frequently (1-2            times per week). Whether as a business task or a social task. These orders could be for office meetings, social visits or solo coffee          house visits.

●       Participants don’t have to be coffee drinkers themselves as the Coffee House offers more than just coffee.

●       Participants that can be affected by distractions (e.g. people with young children or service animals, multitasking, mental                        difficulties, people concentrating on work, etc.).

●       At least 2 males, 2 females, 1 non-binary, all aged 18–65 years old.

●       1 user of assistive technologies (e.g. keyboard, screen reader, audio, etc.)

●       1 user that has physical difficulties moving around and 1 who is visually impaired.

Target:

●     Users that frequently come to a Coffee House to do work for their job or school. The app should make it easy to place an order fast        so they don’t break their focus, in addition, they might appreciate a choice to have their order delivered or counter pick up.

●     Visually impaired Users. To see if the app is easy to visually understand and navigate. It would tell us if the app is instinctual for              anyone.

●       Users with babies, young children or service animals, as they typically cannot be unattended. The app should be easy to use while        keeping an eye on them, and they are more likely to place an order to be delivered to the table.

●       Users that come to a Coffee House with one or more people, or to meet someone. They should be able to instinctively use the app        while keeping a conversation. They may be interested in having the choice to pick up at the counter or have table delivery.

  ●        Users that prefer to mainly pick up orders at the counter. The option to deliver to a table may affect their ordering process on the                 app and the efficiency of service by employees.