Independent Coffee Shop

Pencilbox conducted research to answer the question: How can independent coffee shops be successful, differentiate themselves from the ubiquity of Starbucks’ and resonate with the coffee-culture customer? Through contextual research there was an opportunity to help independent coffee shops continue to resonate with the coffee-culture customer through strategic and thoughtful business decisions. We focused on how to use design thinking to help independent coffee shops processes while celebrating local culture within communities. Deliverables include observational research, secondary and primary research, in-person and on-line surveys, in-person long format interviews, personas and empathy maps, affinity maps, design strategy and models