Expand - peace coffee case study
Seward Community Co-op
User Interviews at Seward
While at Seward Community Co-op I asked three people why they were buying that particular coffee and why in bulk:
Participant 1. Driftless, Medium Roast -
"This makes the best cold press coffee. I'm grinding it into a mason jar so I don't waste a paper bag".
Participant 2. Peace Coffee, Decaf Dark -
"This is for my mom, it's the only coffee she'll drink. I always buy in bulk, it's better for the environment and I can get as much as I want. I don't want a lot of decaf because it's only for my mom."
Peace Coffee and it's customers value the environment this is shown in the following customer touch points: Bike delivery, biodiesel van delivery, wording at bulk bins, wording on package coffee bags. What more can they do? They could switch to recyclable packaging. Such a dramatic shift from a premium organic coffee company would highlight how much they care about the environment and create a space to talk about how climate change harms their supply chain. Additionally a new package would change the in-store experience. What else could be changed to improve the in-store experience?
Competitive Analysis of Coffee Bag Features
I visited the grocery store and compiled a list of features from the front of coffee packaging as well as different types of packaging materials. My plan was since I'm proposing to change the bag material, what else about the bags can be changed? Is the information on the bags, the information the customer desires? What information does the customer desire?
Kano Survey & Ranking of Coffee Bag Features
Forty-four participants who identified as making coffee at home were surveyed. Two questions were added to specifically address Peace Coffee's desire to educate the public about the coffee supply chain and the effects of climate change on the supply chain. The results have been ranked by most desirable to indifferent followed by the Kano score out of 44. (The scores were calculated by adding together Mandatory, Linear, and Exciter.)
Participant Led Usability Testing
Participant Led Usability Research is a method developed by Christopher Stephan and Nick Rosencrans where instead of walking the user though pre-scripted steps, the user creates the task themselves and solves it their own way. The goal is to discover the mental models of the customer as they are choosing a coffee that meets their specific desires and to compare the experience between the current and new packaging.
The participants self-identified as having previously purchased coffee from grocery stores and signed a consent & recording release form. They were asked to write down 3-5 characteristics they look for when shopping for coffee. Next they were led into the testing chamber and shown either an assortment of the current or the new coffee bag designs.
The coffee bags were arranged at eye level as they would be found at most wholesale retailers. Participants were asked to approach the display as they would at a grocery store and to locate a variety of coffee that meets their first characteristic they wrote down. Then they were asked if the variety they choose met their second characteristic, if yes, then we moved down the line to their next characteristic. If they answered no, then they'd be asked to choose which variety would they buy instead and why?
The Current 12oz Label- "At my Co-op, I get bulk beans and it says [the roast level] on there."
The Proposed 12oz Label- "I actually love this! It says the roast right on top."