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