jittery joe's presentation
DESCRIPTION
Observing and analyzing Jittery Joe'sTRANSCRIPT
1. Stepping into ExLibris
2. Arriving at Jittery Joe’s café
3. Ordering at counter
2. Arriving at Jittery Joe’s café
4. Finding a place to enjoy order
Thursday, February 7, 13
ExLibrisCoffee BreakRefreshment
SnackRelaxing area
Located downtown Savannah
What does Jittery Joe’s make me think about?
Thursday, February 7, 13
User
Jittery Joe’s staff who takes order
ExLibris staff
Studentscustomers
Non-student customers
Jittery Joe’s staff who makes order
Person who delivers food
User: person who will purchase at Jittery Joe’s
Stakeholders who will interact directly with the user
Stakeholders who do not necessarily interact with the user
Stakeholder map
Thursday, February 7, 13
ExLibris
Jittery Joe’s
Outside chairs
EntranceDoor
Outside
Bike rack/ Parking lot
Clothes racks Computer
aisle /magazines Counter
orderSitting area
Clothes racks Pushing
exit door
ExLibris
OutsideOutside chairs
Bike rack/ Parking lot
Environments Zones
Computer aisle
/magazinesSitting area
Entry/exit pointsEncounters
Ability to see items in display
Interaction with staff
Paying/swiping card
Good quantity of chairs/tables
Ability to sit outside
Free parking
Free parking
Ability to sit
outside
Thursday, February 7, 13
- SCAD affiliated (students, alumnus, staff, professors)- Family members- Local Savannah residents- Tourists
Different markets
Thursday, February 7, 13
Regular users
Have class close to café
Coffee lovers
Work in public areas
Like café food
To go lovers
Non-regular users
Do not have class in Savannah
Coffee haters
Work at home/classroom
Like homemade food
Sit & dine lovers
ARCHITECTURESTUDENT
INDUSTRIAL DESIGN STUDENT
SCAD affiliated people : Target groups
Thursday, February 7, 13
MARIANA (Architecture)20 years old, friendly, very hard-working, lives in the dorms with her best friendArchitecture B.F.A at SCAD - Has class in EichburgGoes to Jittery Joe’s almost every dayduring class breaks or when she needs a break from workUsually orders a latteSometimes adds a snack to her order
Trigger: needs coffee during class break
Building personas
What does she like?Pays attention to how she dresses (Shops at Michael Kors and Marc Jacobs)She is sophisticated and neatListens to pop musics/top hits of the momentHobbies: spending time with her boyfriend, reading magazines in the park, enjoying good cuisineShe has no car/bike - walks everywhere she has to go
Thursday, February 7, 13
ALEX (Industrial Design)23 years old, entrepreneur, laid-back, open-minded, has an apartment, lives alone Loves to meet people and travel Likes to come to Jittery Joe’s because he’ll bump into friends that are not ID majorsLikes to try different types of coffees
Trigger: wants to relax and enjoy coffee
Building personas
What does he like?Dresses casual & simple, hipster like (Shops at Urban outfitters and Gap)Listens to alternative music and deep houseHobbies: discovering good music, playing tennis and rugby, socializing with random people, reading the newsHe has a bike that he painted on his own (is very proud of his bike) Looks up to Steve Jobs and Richard Branson
Thursday, February 7, 13
MARIANA
Break from school / needs some energy
Get coffee
Tired
Stressed
Concentrated
Get good coffee and be served fast
ALEX
Meet people
Get a relaxing break
Fine
Hopeful, Curious
Distracted
Get a good drink/food in an enjoyable environment
MOTIVATOR
GOAL
PHYSICAL STATE
EMOTIONAL STATE
MENTAL STATE
EXPECTATIONS
Before using the service
Thursday, February 7, 13
Mariana’s scenario
I need a break!
Mariana in her studio, working Mariana in ExLibris walking to Jittery Joe’s
Clothes
Computer aisle
Magazines
Hi, what could I get for you?
Just a medium latte please
MENU
Mariana checking the menu
It’ll be 3.40$
Mariana paying
Mhh... I needed that coffee
Mariana getting out of Jittery Joe’sIn Jittery Joe’s
Thursday, February 7, 13
Alex’s scenario
I need a quiet place to finish thispresentation
Alex in ExLibris walking to Jittery Joe’s
Clothes
Computer aisle
Magazines
Hi, what could I get for you?
A large coffee and a bagel please
MENU
Alex checking the menu
In Jittery Joe’s
It’ll be 6.50$
Alex paying Alex found a table and can work at Jittery Joe’s
Thursday, February 7, 13
MARIANA
Getting back to work
Being efficient
Tired
Better
Concentrated
Getting reenergized
ALEX
Has to meet with people
Socializing
Relaxed
Satisfied
Attentive
Feeling relaxed for a longer moment
MOTIVATOR TO LEAVE
GOAL
PHYSICAL STATE
EMOTIONAL STATE
MENTAL STATE
EXPECTATIONS
After using the service
Thursday, February 7, 13
MARIANA
Fine - would like service to be faster
Good
Would be best to avoid queues by constantly having two people behind counter (one ordering/one preparing)
Would be best if freshly cooked
Satisfying
ALEX
Would be best if Café was more visible
Good
Fine
Pastries could be better
Satisfying
OVERALLSERVICE QUALITY
EFFICIENCY
SPEED OF SERVICE
FOOD QUALITY
DRINK QUALITY
Customer satisfaction
Thursday, February 7, 13
Insights
Strategic problem
HOW CAN JITTERY JOE’S BE MORE EFFICIENT?
- Café’s goal is to serve relatively fast drinks or food- Café can also be used to meet people/work/relax- Sociable environment as you may encounter people you know- Students usually come during the week- Other customers come during the weekend- Most people take to go
Thursday, February 7, 13