Experience Design Analysis_DXB402

Theories of Visual Communication
DXB 402
Experience
Design Analysis
Assignment 2
Research Paper
Option 1
Matt Keliher
n5036453
&
Jong Ki Seo
n8836710

2
Table of Contents
Introduction Page 3
Data Page 3
Theory and Method Page 5
Thematic Analysis Page 5
PACT Analysis (Appendices 1) Page 5
Coding Table Page 5-7
Theming Page 6-7
Key Data & Analysis Page 7
Theoretical Analysis Page 11
Comparative Analysis Page 11
Findings Page 12
Limitations Page 12
Conclusion Page 12
References Page 13
Appendices 1 Listing of Touchpoints and PACT Analysis Page 14-26
Appendices 2 Theory Definitions Page
Appendices 3 Coding Templates & Theming Definitions Page
27-28
29-36

3
Introduction:
As a consumer of coffee, we are amazed at the changes that the coffee bean has brought over the last twenty
years. Coffee merchants within the Brisbane market are focused on providing more than just a “cup of Joe” or
“a bag of Beans” to their market. The client is targeted as a discerning coffee drinker, and so coffee is no
longer sold through mere advertising channels; coffee is marketed to a connoisseur of the coffee experience
(Phillip DiBella-2012).
To better understand this approach we decided to investigate four coffee brands sold in the Brisbane market
Lavazza, Nesspresso, Merlo and Di Bella. Two are imported brands and two are local Brisbane based
brands. The Question we are investigating is;
How does the use of Experience Theory help identify whether a brand is delivering an Ultimate Coffee
Experience?
Are there similar experiences across the various Points Of Sale? What works, what doesn’t? We will identify a
number of touchpoints across each of the four brands and review these. Then two touchpoints will be selected
for closer in-depth analysis to better determine the answer to the question on the ultimate coffee experience.
We want to identify any correlation between the international and local brands through the use of touchpoints.
Through the use of Thematic Analysis, applying a PACT Analysis, and discussing the available frameworks that
would best suit our analysis. Tiger’s Pleasure Framework (Jordan 1998) was chosen as best for reviewing POS
touchpoints as we felt it gave a more robust structure in which to diagnose the various elements to show
whether the POS touchpoints are successful as a portal for promoting the Ultimate Coffee Experience.
We undertook this topic in the hope to learn more about the techniques in becoming a better practitioner for
identifying, analyzing, and implementing a consistent UX interface across multiple platforms and touchpoints. So
to practice on the brands through familiar touchpoints that we interact with on a daily basis, we are seeking an
epiphany in bringing theory into practice. This is in an environment in which we have been immersed and
interacting to date, oblivious of the influences or not from these well known brands in the Brisbane marketplace.
We thought to apply the theory of Tiger Pleasure framework because of the approach that Jordan (1998) has
examined in the study of making user experience part of the continual product improvement cycle. The
product is in the market to meet a need, the consumer uses the product and the relationship evolves, needs
change the product now has to evolve with the user to retain relevancy. To qualitatively measure interaction, we
asked users to respond to the questionnaires and usability testing. This approach may provide good data as to
the usability, but may be in conflict as the rigor of the testing activity may take away the fun and engagement of
the task, which had drawn us to it in the first place. Jordan (1998) understood this, and this is the avenue we
wanted to explore further in the assignment.
3. Data:
The initial touchpoints we identified to investigate were the website, packaging, retail outlets such as coffee
shops, stores, roasting houses, mobile cafes, marketing collateral, social responsibilities (community,
environmental, business ethics) and loyalty program.

4
Sampling of brand touchpoints:
Nespresso Queen St store Di Bella Drive through Café, Bowen Hills
Lavazza Coffee pod webpage
Nespresso Coffee pod webpage
Lavazza Coffee pod retail outlet Merlo Coffee packaging
Di Bella Loyalty Program
Merlo Loyalty Program

5
The international brands of Lavazza and Nespresso both have touchpoints in the coffee pod market and these
will be the focal point of comparison for consistency across touchpoints. Both local brands Merlo and Di Bella
are in the coffee roasting and café market so this will be the focal point of comparison for consistency across
their touchpoints.
4. Theory & Method:
The method that has been employed to address this question has been through research, observations,
analysis and reflection while in direct interface with the various touchpoints whether they be they bricks and
mortar, online or physical artifacts. (Appendices 1)
Initially analysing the various touchpoints selected we applied the various frameworks available to a sampling,
to choose the superior configuration that best related to the touchpoints and the answering of the question
posed. The first step in the Thematic Analysis was to undertake a PACT Analysis. (definitions for applied
theories as are displayed in Appendices 2)
The available four Experience Frameworks are:
1. Tiger’s Pleasure Theory
2. Shedroff’s Engagement Theory
3. Norman’s Affect and Emotion Theory
4. Blatzlat’s Cool Tools through Design for Joy Theory
5. Thematic Analysis:
1. Familiarise yourself with your data: After choosing the brands and the initial selection of touchpoints,
we visited the websites and Facebook pages, various touchpoints in supermarkets and department stores,
Queen Street mall, Café’s about the city and suburbs. A PACT ANALYSIS was done (Appendices 1).
2. Generate initial codes: As the group is analysing User Experience Frameworks, there was limited text
to analyse on websites and Facebook. What was focused on was experiencing the touchpoints ourselves.
We visited and interacted with the touchpoints to measure how we felt in relation to the Physio, Psycho,
Socio and Ideo Pleasures. From this we could write codes as in Appendices 1. These codes were then
refined to the whole of one brand as displayed in Appendices 3 these codes we categorized into sets.
3. Search for themes: In grouping the codes themes presented themselves as major and sub themes.
4. Review themes: The themes remaining all align to the data corpus helping to discover what makes the
ultimate coffee experience.
5. Defining and naming themes: rewording to refine the theme title as outlined below.
Initial correlation of Coding tables for Subthemes/categories (refer to Appendices 3)
CODES SUB-THEMES DEFINITIONS
Convenience
Quick access
non-permanent
Sale of product
Browse
Casual style/atmosphere
data-driven
bright-coloured
strong Coloured
European
dark rich-coloured
• Casual Brand
• Modern atmosphere
• European/cultured (Italian
heritage)
• Relies more on the quality
of the product than the
power of the brand
• Information centred design
interface
• Social Responsibility
• Consistency

6
Formal style
Premium
semi-permanent
sale of product
personalisation
coffee experience
education
sustainability
take home usage
Coffee Lovers
Ultimate Coffee
• Education
• Premium Brand
• Dark/rich colour scheme
semantically connected to
the colour of coffee
• Generally urban
atmosphere
• High level of service
• Experience centred design
interface
• Convenience
• Strategic locations
Refined Coding Table for Nespresso & Lavazza
Coding Table (NESPRESSO)
CODES THEMES DEFINITIONS
l Formal style/atmosphere
l Premium
l semi-permanent service
l sale of product
l browsing
l convenience
l Interactive (person-to-person
explanation and sale)
l Dark colour scheme
l Casual
l design-driven
l dark and rich-coloured
l urban/metrosexual
l Premium Brand
l Dark/rich colour scheme
semantically connected to the
colour of coffee
l Generally urban atmosphere
l High level of service
l Experience centred design
interface
• Top of range, exclusive,
expensive, value,
prestigious sort after.
Addresses more than just
customer need
• The use of dark saturated
colouring generally aligned
to (in this instance a coffee
bean) reflects the quality
and premium nature of the
brand
• Integrated with the
surrounding environment of
modern high rise buildings
while creating an urban
meeting point to relax and
enjoy the brand.
• Staff and online interface is
receptive and open to
engagement and
immersion, understands
the customer needs
providing a positive
experience.
• The storefront has a
systematic flow and every
attention to detail is
maintained for a seamless
interaction. The same
scenario for an online
interface, the journey is an
immersion and exploratory,
it is easy to use as if
intuitive.

7
Coding Table (LAVAZZA)
l Convenience
l Quick access
l non-permanent service
l Sale of product
l Browse
l Casual style/atmosphere
l Data-driven
l bright-coloured
l European
l Casual Brand
l Modern atmosphere
l European/cultured
(particularly Italian)
l Relies more on the quality of
the product than the power of
the brand
l Information centred design
interface
l Relaxed and without standings
or prestige associated. A
brand for the common person.
l An engaging atmosphere that
creates the appearance of
sophistication and cutting edge
knowledge.
l An exotic brand with a history
and inspiration drawn from old
artisans.
l Creates meaningful long term
engagement with customers
through a satisfying product,
utilizing results as their
promotion.
l An informative and sleek
design that quickly gives the
customer a wealth of
knowledge. Emphasis is on
choice and empowering the
customer with the facts they
require to make that choice.
6. Key Data Samples
The key touchpoints I have chosen to compare the Nespresso and Lavazza brands are the Storefront and the
personal online Point of Sale.
To analyse these touchpoints I have 3 images of each brand totaling 6 image as the key data samples (1 of the
storefront and 2 of the website)
Nespresso Lavazza
Image 1:
Description: Nespresso store in Queen St.
Image 1:
Description: Lavazza Store in city Myer Centre

8
Image 2:
Description: Nespresso Website image1
Image 2:
Description: Lavazza Website image1
Image 3:
Description: Nespresso Website image2
Image 3:
Description: Lavazza Website image2
The following analysis will use the Tiger Pleasure Framework to expand the data samples. Appendices 1
Nespresso Lavazza
Image 1:
Physio Pleasure : Browsing, Tasting, Smell
Psycho Pleasure :
l Loyalty program to give you
accomplishment & reward,
l Serious choice of coffee "the science of
choice".
l Connecting with high end users also
feeling of being elitism, exclusivity,
successful
l The format allows interaction with sales
Image 1:
Physio Pleasure :
l Visitors can touch/handle and browse
the products
l Visitors can try the coffee
Psycho Pleasure :
l Serious choice of coffee "the science
of choice".
l Being able to try the product
Socio Pleasure:
l General association, casual

9
staff and/or other potential customers.
l Can try the machine and taste the product
Socio Pleasure:
l In public people see you with premium
association.
l At home people associate you to
comfortable lifestyle through your use of
premium products within your home.
l Evokes the feeling of being exclusive
Ideo Pleasure:
l Stylish shop, quality =satisfaction, famous
people endorsement.
l Neat & tidy, modernity, the ideal of
capitalism, recycling.
l Used capsules are collected at the store,
giving the visitors the perception that the
product is eco-friendly.
Coding:
l Formal style/atmosphere, premium, semi-
permanent, sale of product, browsing,
convenience
l Interactive (person-to-person explanation
and sale)
(European) lifestyle.
l Connection with the company's
reputation in café industry
Ideo Pleasure:
l Casual European style
l Associated with Italian values.
l Lavazza's association with Italy, which
is well-known for its coffee.
Coding:
l Convenience, Quick access, non-
permanent, Sale of product, Browse

10
Image 2 & 3:
Physio Pleasure: Easy browsing
Psycho Pleasure:
l Serious choice of coffee "the science of
choice".
l Allows learning the product at the user's
own pace.
l Browsing is also more comfortable due to
less attraction of attention
Socio Pleasure:
l Evokes the feeling of being exclusive
Ideo Pleasure:
l International/urban design
l More emphasis on design than product
information in the interface
l Some pages emphasise used capsule
collection
Coding: Casual, design-driven, dark and rich-
coloured, urban/metrosexual
Image 2 & 3:
Physio Pleasure:
l Easy and well-categorised browsing
experience
l Quantified characterisation of the
products make the choice more
informed for the customers
Psycho Pleasure:
l Serious choice of coffee "the science
of choice".
Socio Pleasure:
l General association, casual
(European) lifestyle
l Connection with the company's
reputation in café industry
l Generally casual, so not inhibitive/off-
putting
l
Ideo Pleasure:
l Casual European style
l Data-driven interface and product
explanation
l Lavazza's association with Italy, which
is well-known for its coffee
Coding: Casual, data-driven, bright-coloured,
European
THEMES – are defined as the characteristics found in each brand and differentiate it from other
products
NESPRESSO LAVAZZA
• Premium Brand
• Dark/rich colour scheme semantically
connected to the colour of coffee
• Generally urban atmosphere
• High level of service
• Experience centred design interface
• Casual Brand
• Modern atmosphere
• European/cultured (particularly Italian),
• Relies more on the quality of the product than
the power of the brand
• Information centred design interface

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7. Theoretical analysis of the selection of key data samples
The coffee companies’ design themes are “semiotically” linked to their marketing strategies. Through
Nespresso’s storefront, ambiance, rich colours and textures combined with metallic glossy coloured features,
formal service provision concierge (the Signifier) reinforces the themes (the signified) of Premium, dark/rich
colour scheme, which is connected to and highlights the colour of coffee. Generally urban atmosphere and high
level of service, design-centric interface is in evidence. The connotation helps the customer feel good and
promotes a readiness for consuming coffee.
Through a similar aesthetic Nespresso’s website ambiance, rich colours and textures combined with metallic
glossy coloured features match the storefront themes. In addition the seamless centred design experience
also reflects the premium theme and connotes customer feelings for convenience and connection with the
product/brand.
In contrast, Lavazza’s storefront ambiance, casual environment, use of bright colours, reflecting the national
Italian colours of traditional red and white, (the Signifier) reinforces the themes (the signified) of casual, modern,
European/cultured (particularly Italian), relies more on the quality of the product than the power of the brand.
Lavazza’s website uses similar colour codes as the storefront, casual style, information centred design, and
traditional imagery. All this reflects their theme of casual, modern, European/cultured (particularly Italian), and
relies more on the quality of the product than the power of the brand.
Both the storefront and website themes gives the customer the feeling of having made the right choice.
8. Comparative Analysis
Lavazza Nespresso
Storefront Casual red/white design and emphasis on
Italian origin (Signifiers) are connotive
signs of emphasizing the product, i.e. the
coffee (Signified).
Its store is designed to let the customer
try its product. But there is no dedicated
staff.
Both stores allow easy access to their
products by customers, and do on-site
sales of their products.
Urban design, dark and rich colour scheme,
and service by in-store staff (Signifier) imply
the emphasis on the user experience, i.e.
feeling good/premium (Signified)
Its store is designed to let the customer try its
product. There are staff dedicated to the
operation, sales and explanation of their
products.
Website Properties of the products are quantified
(signifiers), with implication that the
customer can make an informed choice
(signified). This has a disadvantage of
confusing some customers not familiar
with the scales.
Products’ properties are not quantified, and
are instead arranged in an aesthetic manner
(signified) to give the customer a premium
experience (signifier). This has a
disadvantage of not being specific enough
about their products.
Consistency
across the two
They emphasise the product in a casual
setting.
They emphasise the customer experience in
an urban setting
Interface design
Principals
Information centred design
• Detailed data
• Static
Experience centred design:
• Pop ups
• Interactivity

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9. Findings:
I discovered a number of ways to consider approaching experience design that I was unaware I was already
doing. Firstly, the process of analysing the effect of colour choice on the design theme was interesting.
Secondly, I learned how much the connectivity and consistency of touchpoints affect the design theme.
Nespresso’s touchpoints shared many design codes, which were geared to the urban design theme with a
clever premium feel. Its codes were also very easy to identify, which made the design theme easier to identify
with and understand for customers. Lavazza’s touchpoints shared fewer design codes, which led to the design
theme of Italian heritage and quality coffee being weakened.
Thirdly, I learned how much the design theme could influence the customer’s choice and experience.
Nespresso’s emphasis on the brand’s premium image contributed to it being a better user experience across
the various touchpoints than Lavazza, whose theme was centred on the quality of the coffee. The premium
theme integrating with people’s ideo pleasures, enhancing self-esteem and public persona align more
personally, than the detached way Lavazza approaches theming.
The recent trend of being seen as a connoisseur of coffee has influenced marketing. Therefore coffee marketers
need to be highly aware of branding and image. Lavazza has a cultural advantage of being associated with Italy,
which is a direct connect to consumers for quality. However, Nespresso has to work harder on embedding their
image as they rely on the ‘Hollywood’, premium quality to carry the brand. Lastly, relating different types of
pleasure can improve the impact of the theme.
Limitations
Being the first time we applied the theory to obtain a Thematic and User experience analysis
Most of the data is of observations by myself, in a small sampling and so not absolutely indicative of the whole.
Also, rigorous methodology was not used and the questionnaire was limited. In an ideal situation blind testing of
the product, interviews and ranking items would have provided a deeper and more reliable analysis
My limited knowledge or biases over the brands may have influenced the outcomes, and the direction in
choosing the touchpoints we observed. Additionally what was recorded and subsequently analysed was only a
small sample and did not extrapolate in any systematic way.
10. Conclusion:
The assignment was helpful in understanding the purpose for thematic choice and the importance of various
supporting elements such as codes and their consistency across touchpoints when creating a design theme for
my interest. Furthermore, exploration via consumer opinion has highlighted how subjective the design process
can be and that using visual theory and semiotics could help refine initial designs. In my case, in animation and
game designs, it will be important in understanding the contemporary trends, the various types of pleasure that
the audience/customers demand and their unity.

13
References:
Braun, V., & Clarke, V. 2006. Using thematic analysis in psychology. Qualitative research in
psychology, 3(2), 77-101. Accessed September 19, 2015.
https://sites.google.com/site/howtousethematicanalysis/home/what-is-thematic-analysis
Benyon, D., Turner, P. & Turner, S. (2005). Designing Interactive Systems: People, Activities,
Contexts, Technologies. Essex, England: Pearson Education Limited.
Van Rensburg, M. 2012. “Phillip Di Bella - Creating Brand Value”. Celest Marketing. YouTube.
Accessed October 8, 2015. https://www.youtube.com/watch?v=OTEVh8Zptws&spfreload=10
Jordan, P. W., & Macdonald, A. S. 1998. Pleasure and product semantics. Contemporary Ergonomics,
264-268.
Jordan, Patrick W. (2000) Designing pleasurable products: an introduction to the new human factors,
Taylor & Francis Books Ltd, UK
Shedroff, N. 2009. Design is the problem: the future of design must be sustainable. Rosenfeld Media.
Holtzblatt, Karen (2011). What makes things cool? : intentional design for innovation. Interactions 18
(6) pp.40-47
Fredrickson, B. L. 2001. The role of positive emotions in positive psychology: The broaden-and-build
theory of positive emotions. American Psychologist, Vol 56(3), Mar 2001, 218-226.
http://dx.doi.org/10.1037/0003-066X.56.3.218
Norman, Donald A. 2003. "Prologue: Three Teapots." In Emotional Design: Why We Love (or Hate)
Everyday Things New York: Basic Books
Associated additional reference videos and blogs
“Coffee & Espresso Machines and Capsules|Nespresso.” Accessed October 11, 2015.
https://www.nespresso.com/au/en/home?cid=SEM_B2C_AU-
EN_LOC_R_Google_AUS.B2C.Boutique.City.(AU).Exact_Australia_nespresso.australia_Exact.
“Coffee Reviews - ProductReview.com.au.” Accessed October 11, 2015.
http://www.productreview.com.au/c/coffee-beans.html
“Lavazza A Modo Mio Simpla Reviews - ProductReview.com.au.” Accessed October 11, 2015.
http://www.productreview.com.au/p/saeco-lavazza-a-modo-mio.html
“Merlo Coffee > Beans & Roasting > Coffee > Single Origins.” Accessed October 12, 2015.
http://merlo.com.au/BeansRoasting/coffee/singleorigins.aspx
“Nespresso - QueensPlaza.” Accessed October 12, 2015.
http://www.queensplazashopping.com.au/Stores/Nespresso/
“Nespresso Boutique Brisbane - YouTube.” Accessed October 12, 2015.
https://www.youtube.com/watch?v=uShn2-1-QzI
“Nespresso Boutique Brisbane - Coffee & Tea Shops - CBD - Brisbane Queensland - Reviews - Photos - Yelp.”
Accessed October 15, 2015. http://www.yelp.com.au/biz/nespresso-boutique-brisbane-brisbane
“Nespresso.” Accessed October 15, 2015. https://www.facebook.com/nespresso
“Merlo Coffee, Southport, Gold Coast - Urbanspoon/Zomato.” Accessed October 15, 2015.
https://www.zomato.com/gold-coast-qld/merlo-coffee-southport
“Coffee & Espresso Machines and Capsules|Nespresso.” Accessed October 15, 2015.
https://www.nespresso.com/au/en/home?cid=SEM_B2C_AU-
EN_LOC_R_Google_AUS.B2C.Boutique.City.(AU).Exact_Australia_nespresso.australia_Exact

Brand Touchpoint PACT Analysis Pleasure Code Theme
Lavazza Store (Myer centre, Queen st.) People Physio
Convenience, Quick access, non-permanent, Sale of
product, Browse
Casual, modern, European/cultured (particularly Italian), relies more
on the quality of the product than the power of the brand
General Public, Domestic Visitors can touch/handle and browse the products Casual style/atmosphere
Middle class people Visitors can try the coffee
Lavazza
Activities Socio
Browsing, feeling, experiencing General association, casual (European) lifestyle
Little customer service Connection with the company's reputation in café industry
Coffee pod & Bean collection for home
Context Psycho
accessible, more convenience than social, serious choice of coffee "the science of choice".
Indoors,Domestic Being able to try the product
Physical: Well-lit ambient light, clean,
Organisational: An independent booth alongside other
kitchen items
Technology Ideo
Basic kitchen setup Casual European style
associated with Italian values
Lavazza's association with Italy, which is well-known for its
coffee
Online People Physio
general public, world wide, busy Easy and well-categorised browsing experience Casual, data-driven, bright-coloured, European
Quantified characterisation of the products make the choice
more informed for the customers
Activities Socio
viewing product information General association, casual (European) lifestyle
Buying product Connection with the company's reputation in café industry
Generally casual, so not inhibitive/off-putting
Context Psycho
accessible, more convenience than social. serious choice of coffee "the science of choice".
It is a POS for high end products and
merchandise accessories.
Physical: Bright colour scheme, square/rectangular
(modern) design
Ideo
Technology Casual European style
internet Data-driven interface and product explanation
coffee
Packaging
People Physio
Accessible, colour-coded, information gathering,
medium-sized (box)
General Public, Domestic Easy to handle/carry,
Activities Socio
Browsing, information gathering, product comparison General association, casual (European) lifestyle
Connection with the company's reputation in café industry
Context Psycho
Organisational: On a shelf next to other items of the same
category, accessible Can be purchased on site and immediately access it
Physical: Colour-coded
APPENDICES 1 Touchpoints, PACT Analysis and coding
14

Technology Ideo
Basic product display
coffee
Branding colour People Physio bright, red/white, Two-coloured
General public Viewing
Activities Socio
Viewing General association, casual (European) lifestyle
Context Psycho
Physical: Bright, Simple, modern/casual
coffee
Organisational: not standing out
Technology Ideo
Modern style
Colour scheme similar to Italy's National flag
Marketing/Advertising People Physio
General public Viewing Product-centred
Activities Socio
Viewing The advertisement's association with the product
Context Psycho
Organisational: Simple, varied, modern, casual
Physical: various lightings (usually well-lit)
Technology Ideo
Printing Modern style
15

Brand Touchpoint PACT Analysis Pleasure Code Theme
Queen
St
Store
People Physio
Formal
style/atmosphere,
premium,
semi-‐permanent,
sale

of
product,
browing,
convenience
Premium,
dark/rich
colour
scheme
which
is
connected
to
and

hightlights
the
colour
of
coffee
People
looking
for
branded
items Browsing,
Tasting,
Smell Interactive
(person-‐to-‐person
explanation
and
sale) Generally
urban
atmosphere
Nespresso public,
domestic Dark
colour
scheme High
level
of
service,
design-‐centric
interface
Activities Socio
Browsing,
feeling,
experiencing In
public
people
see
you
with
premium
association.
instore
trainning
of
products
At
home
people
associate
you
to
comfortable
lifestyle

through
your
use
of
premium

products
within
your
home.
buying
product Evokes
the
feeling
of
being
exclusive
one
on
one
engagement/
customer
service
product
appreciation/sampling Psycho
Loyalty
program
to
give
you
accomplishment
&
reward,
serious
choice
of
coffee
"the

science
of
choice".
Context conecting
with
high
end
users
also
feeling
of
beeing
elitism,
exclusivety,sucessful
Accessible,
social/interactive The
format
allows
interaction
with
sales
staff
and/or
other
potential
customers.
Indoors,Domestic Can
try
the
machine
and
taste
the
product
Ideo
Location
within
fashion/premium
products
precinct Stylish
shop,
quality
=satisfaction,famous
people
endorsement.
store
selling
a
prestigious
brand
through
rich
fittings,
well

dressed
staff
offering
an
experience
above
&
beyond
what

a
coffe
product
is. neat
&
tidy,
modernity,
the
ideal
of
capitalism,
recycling.
Use
of
products
to
create
artwork
-‐decorative
&
functional

to
add
colouring
to
a
rich
luxuriously
viseral
store
Used
capsules
are
collected
at
the
store,
giving
the
visitors
the
perception
that
the

product
is
eco-‐friendly.
Product
placement
in
the
store
and
lighting/interior
design
Dark
grey/brown
colour
scheme
Technology
Online
People Physio
Casual,
design-‐driven,
dark
and
rich-‐coloured,

urban/metrosexual
general
public,
world
wide Easy
browsing
Activities Socio
viewing
product
information Evokes
the
feeling
of
being
exclusive
Buying
product
Context Psycho
accessible,
more
convenience
than
social. serious
choice
of
coffee
"the
science
of
choice".
It
is
a
POS
for
high
end
products
and
Allows
learning
the
product
at
the
user's
own
pace.
merchandise
accessories. Browsing
is
also
more
comfortable
due
to
less
attraction
of
attention
Physical:
Dark
and
rich
colour
scheme,
borderless
design,

design-‐driven
display
Technology Ideo
internet International/urban
design
More
emphasis
on
design
than
product
information
in
the
interface
Some
pages
emphasise
used
capsule
collection
16

Packaging
People Physio
Visitors
to
the
store,
customers
who
have
purchased
the

product,
and
their
guests
Colourful
chocolate
box-‐like
design
makes
the
customer
want
to
take
a
capsule
out
and

use
it. Accessible,
colour-‐coded,
premium
design,
large
box
Activities Socio
Browsing,
information
gathering,
using
the
product
as
part

of
household
interior
design Purchased
box
can
act
as
a
minor
status
symbol
Context Psycho
Physical:
varied
and
rich
colour
scheme,
bright
lighting,

suitcase-‐like
design
Organisational:
Next
to
mugs
and
capsules
ready
to
serve
Technology Ideo
Branding
colour People Physio composite
colours,
varied
colours,
metallic/glossy
finish
Staff-‐
Young
(20's) Composite
colours
are
easy
on
the
eyes.
Visitors
to
the
store,
customers
who
have
purchased
the

product,
and
their
guests
Activities Socio
Browsing
Rich
colour
scheme
and
glossy
treatment
on
capsules
makes
the
customers
feel
like

having
become
celebrities.
Context Psycho
Physical:
varied
colour
scheme,
mostly
composite
colours,

metallic/glossy
capsules
Random
colour
arrangement
on
the
shelf
gives
the
visitor
the
impression
that
there
is
a

very
large
selection
to
choose
from,
which
in
turn
leads
to
better
shopping
experience
Organisational:
somewhat
random
and
contrasty
colour

arrangement
on
the
shelf
Technology Ideo
Marketing/Advertising
People Physio
Premium,
urban,
simple,
celebrity,
dark/rich
colours,

highlighted
General
public The
celebrity
is
well-‐known
to
be
physically
attractive
Socio
Activities Celebrity's
eye-‐level
gaze
makes
the
audience
feel
like
being
equal
to
him
Viewing
Psycho
Context The
simple
design
gives
relaxed
mood
for
the
audience
Physical:
Dark
colour
scheme/background,
High
contrast

to
focus
on
the
well-‐known
attractive
celebrity,
product

and
logo
Noncluttered
design
Celebrity's
smile
and
the
posture
of
the
hands
attract
the

attention
to
the
product
Ideo
Technology Dark
and
simple
colour
scheme
evokes
the
colour
of
espresso
Print/internet/broadcast
17

PACT Analysis Pleasure Code Theme
Convenience Quality coffee
Place of Community unparalleled service,
Place to take a break/reflect create the Ultimate Coffee Experience.
Coffee indulgence Convenience
friendly
Learning
Strong Chocolate coloured branding
Smells of Coffee & food
Basic modern furniture
small outdoor seating area
undercover
Walk-ins/drive ins
Convenience
Place of Community
Place to take a break/reflect
Coffee indulgence
friendly
Learning
Range of corporate colour branding
X 2 businesses
Indoor & outdoor seating area
undercover
Walk-ins
http://dibellacoffee.com/Cafe-Finder/Di-Bella-Roasting-Warehouse
Technology- Electronic
Loyalty card, No use of Names
(GLORIA JEAN),
Physio- Attractive décor
through use of plants calming
& soothing. Gives intimate
outdoor feeling in a suburban
setting
Socio- Loyal customers, you
build rapport with staff and
become known. Good place to
meet other people in business
or leisure context.
Psycho-
Ideo- Look of the stylish
building, the branded coffee
mugs and the excellent coffee
all enhance values of
association and quality
appreciation.
People- Adults and children,
General Public, Busy Local
business people & People
enjoying leisure time
Activities- Prepare food/coffee
drink & roast beans collection
for Home POS for Accessories,
cater for groups.
Context- Location in moderate
transit area strip shops in
fashionable area & easily
accessible, provides
convenience and community, It
is a POS to consume/socialise
or take a break. place of
conversations
Café 63 (Di Bella Coffee) - Wilston
Physio- No need to get out of
car, Car fills with food/coffee
smells. Multitask while you wait
for your quickly processed
order.
Socio- As a loyal customer,
you build rapport with staff and
meet other people who are
also on the go in the inner
suburbs.
Psycho-
appreciation.
Di Bella Drive Through - Bowen Hills
People- Adults driving cars,
Busy Local business people &
people travelling through
Bowen Hills on a timetable
Activities- Customers can
enter café or drive through
service. Have prepared
food/coffee drink & roast beans
to take home.
Context- Location in high
traffic area business/small
commercial. Easily accessible
via a set of traffic lights,
provides convenience and
community, consume sit and
socialize or take a break. place
of conversation or reflection.
(GLORIA JEAN),
18

Simple interface
strong colour branding
Sense of Community
Strong IdentitySites are about people (staff and
consumers)
Crop 2 Cup
sustainability
Ethical
Convenience
Place of Community
Place to take a break/reflect
Coffee indulgence
friendly
Learning
Range of corporate colour branding
X 2 businesses
Quality
High End
http://www.jbmprojects.com.au/portfolio/coffee-by-Di Bella/
Psycho- Exploring the
information on the site and
learning new things about the
product used.
Ideo- Website visuals is
reminiscent of the interior of
the Paddington store (Shabby
Chic). The décor is not the
focus, the coffee is central to
the Brand. Without this they
wouldn't have customers.
Social Responsibility
philosophy is outlined and
easy to follow.
Socio- As a loyal customer,
you build rapport with staff and
meet other people who are
also on the go in the inner
suburbs.
Psycho-
Physio- No need to get out of
car, Car fills with food/coffee
smells. Multitask while you wait
for your quickly processed
order.
Di Bella Carindale
General Public, Busy Local
business people & People
Activities- Prepare food/coffee
drink & roast beans collection
for Home. Place of
conversations/
meetings/community. Place to
have a break.
Context- Location in heavy
transit area (Woolworths) &
accessible, Place to refuel
body/socialise, reflect and
relax. Open early till late in
accordance of shops.
(GLORIA JEAN),
Physio- Ease of navigation
through this site. Chocolate
brown dominates the
background and is the
foundation of the branding.
Socio- Social Media buttons
are small and non intrusive,
focus of site is information
delivery. Facebook page is a
hub of deals, status updates
and Café information.
Di Bella Online
People- Adults with purpose,
Busy people & People enjoying
leisure time
Activities- Buy coffee beans
and Accessories. Provides
training and other learning.
Book appointments check gift
card balance.
Context- Online convenience
of purchasing products,
merchandise machinery. Learn
more about Di Bella products,
philosophies training. Express
an opinion/feedback. Platform
Technology- Simple non
formal page layouts using rich
chocolate colour pallet,
informal text and photographs.
19

Mobile
unique
Anywhere anytime
convenient
community
Quality
High End
Rich Colours
Consistency
Premium
Quality
Exclusivity
Lifestyle
High End Products
http://dibellacoffee.com/Cafe-Finder/Di-Bella-Roasting-
Warehouse
Ideo- Rich Browns and Gold
colouring with scripted text
semiotically displays premium
and quality. Consistent design
across all products
Technology- Packaging for
safe consumption of beans
and other food stuffs
Physio- Provides further
sensorial stimulation to existing
situation. Smell of coffee to a
picnic or party event
complimentary device.
Socio- Unites users in a
common pursuit. In an event
situation it brings strangers
together over superficial
conversation.
Psycho- Being up close to the
Barista, you can learn better
coffee practice.
Ideo- Type of situation
whereby it's success in
providing quality product
provided opportunities to
replicate at your next event.
Association with Premium
coffee experience.
Physio- Easy to handle, to
identify and to transport. They
are High-end Premium
branding
Socio- Known as a local
successful business
association with success and
quality products show others I
have taste and am successful.
Psycho-Exclusivity, when
found in unexpected locations
pleasure is felt.
Di Bella Packaging
General Public, For busy
people enjoying outdoor
activities & leisure time or
events
Activities- Prepare limited
snacks and coffee drinks to
selected locations/events as
requested/hired. Mobile
sensorial billboard, provides
conversation and community.
Context- Provider of quality
coffee experience anywhere
anytime. "Bringing Specialty
Coffee to you"
Technology- Best compact
machinery
People-
Activities- To hold product in a
safe fashion for sale and
transportation to home/work
etc.
Context- Branding packaging
for marketing and easy
identification of contents
Bound by food packaging
Laws
Di Bella Mobile
20

Strategic Partnership
sustainability practice
Premium product
Responsible corporate citizen
You scratch my back, I'll scratch
yours
Global presence purchasing and
eco footprints
Strong Brown chocolate Branding
Loyalty/Gift card
Psycho-
Ideo- Appear as a loyal
customer and get rewarded.
Physio- hard plastic
Socio- Keeps people returning
to Di Bella, aids in meeting
friends in a communal setting
Ideo- Any socially responsible
activity is worthy of
consideration, especially
where it may benefit me
People- Socially aware people
of any age.
Activities- Inform people of
corporate responsibilities on 3
fronts: Social Environment and
Business ethics. Outlays the
corporate philosophy
Context- To be an informed
consumer, business needs to
be transparent and align itself
to good causes to validate their
standing and the we can align
Technology- Social Media
holds the key to promotion of
corporate Social Responsibility
being announced
People- People seeking a gift,
convenience or
membership/association
Activities- Provides a
convenient platform for people
to not carry money. A card will
hold a monetary value to use
in store and it registers points
Context- To retain customers
and to offer a membership to
an exclusive club of "FRIENDS
OF MERLO". An inducement
to join by offering 2 cups for
(GLORIA JEAN), saves having
Socio- Association to like
minded people within our own
social circle sustainability is a
big topic of consensus.
Psycho- Acquiring new skills
in coffee appreciation as a
connoisseur, parallel to wine
products. Knowledge brings
pleasure.
Di Bella Social Responsibility
Physio- Can make a person
feel "warm and fuzzy" when
they purchase/interact
Di Bella Coffee Roasters Club
21

Convenience premium fresh espresso.
Place of Community
combining the best ingredients to make
the best blends.
Place to take a break
Start with exceptional beans, having
selected some of the world’s highest
quality beans.
Coffee indulgence
Education
Learning
Strong Blue branding
Indoor & outdoor seating
Walk-ins & drive ins
friendly
Convenience
Place of Community
Place to take a break
Coffee indulgence
Education
Learning
Technology- Electronic Loyalty card,
No use of Names (GLORIA JEAN),
Indoor & outdoor seating
Other diversions (entertainment)
Walk-ins/drive ins
friendly
Physio- Visual food choices,
smell of coffee, heat of the
coffee cups & cool of the cold
drinks. Texture of the rich
cakes & cheese cakes. Indoors
or outdoors
Socio- Opportunity to watch
people walk past. In a
redeveloping location,
Community hub. Place of
learning, Coffee appreciation
classes, buy quality machines
and beans for home
Psycho- When taking time out
a relaxing feeling washes over
you, especially around 3pm
Ideo- Consistency of corporate
Blue, tables, cups, logo,
umbrellas modern urban
interior. Great Coffee
People- Adults and children, General
Public, Busy Local business people &
People enjoying leisure time
Activities- Prepare food/coffee drink &
roast beans collection for Home POS for
Accessories and training. place of
conversations
Context- Location in heavy transit area
(Woolworths) & accessible, More social
than convenience, It is a POS for
accessories/merchandise & training,
consume sit and consume/socialize or
take a break. Open early till late in
accordance of shops.
Psycho- Discovery of this little
gem amongst more stylish
vendors (happy relieve on
correct choice)
Ideo- Consistency of corporate
Blue, tables, cups, logo,
umbrellas basic interior (see
textured brick under painted
walls. Not as boutique as
other boutique coffee places in
Paddington. (Shabby Chic)
Merlo Torrefazione Coorparoo
Merlo Torrefazione Paddington
Public, Busy Local business people &
People enjoying leisure time
Activities- Prepare food/coffee drink &
roast beans collection for Home POS for
Accessories and training
Context- Location in moderate transit
area strip shops in fashionable area &
easily accessible, provides convenience
and community, It is a POS for
accessories/merchandise & training,
consume sit and consume/socialize or
take a break. place of conversations
cakes & cheese cakes.
Indoors, but open and airy
people walk past. In a location
with specialty fashion and art
places, Community hub. Great
place to start or finish
Paddington exploration. Place
of learning, Coffee
appreciation classes. Buy
quality machines and beans for
home
22

Simple interface
strong colour brand
Community
Strong Identity
Sites are about people staff
and consumers
Bright colour suits outdoor
setting/Sky
Mobile/portable
consistency
strong brand
Location good
Walk in customers
BarMerlo Goodwill Bridge
cakes & muffins. Feel of the
sun, the spectacular view from
a bridge
people walk past and to watch
the cityscape. Watch the river
activities great for bringing up
in conversations.
Psycho-
Merlo Online
People- Adults with purpose, Busy
people & People enjoying leisure time
Activities- Buy coffee beans and
Accessories. Provides training and other
learning. Book appointments check gift
card balance.
Context- Online convenience of
purchasing products, merchandise
machinery. Learn more about MERLO
products, philosophies training. Express
an opinion/feedback. Platform for
Promotions. place of conversations
Technology- Simple non formal page
layouts using corporate Blue and icon
images and photographs.
Public, tourists/sightseers & People
Activities- Prepare limited food/coffee
and other types of drink. Offer a seat
with unique view to observe river
activities, place of conversations
between Southbank & city, sit and
consume/socialise or take a break
watch the world. Business subject to
weather and events on the river
Physio- Ease of navigation
through this site. Blue
dominates the background and
is the foundation of the
branding.
Socio- Social Media buttons
are small and non intrusive,
focus of site is information
delivery. Facebook page is a
hub of deals, status updates
and Café information
Psycho- Exploring the
information on the site and
learning new things about the
product used
Ideo- Website visuals is
reminiscent of the interior of
the Paddington store (Shabby
Chic). The décor is not the
focus, the coffee is central to
the Brand. Without this they
wouldn't have customers.
Social Responsibility
philosophy is outlined and
easy to follow.
23

Convenience
Place of Community
Place to take a break (short)
Coffee indulgence
Education
Learning
outdoor seating
Walk ins
Friendly
Umbrella shade
Ideo- Nice compact café the
consistency of corporate Blue,
tables, cups, logo, umbrellas.
Outdoor setting is nicer than
indoor on a sunny day.
cakes & muffins
Socio- Very central café, close
to library hub. Opportunity to
watch people walk past and be
noticed
BarMerlo QUT Garden's Point
Psycho-
Ideo- Nice compact café the
consistency of corporate Blue,
tables, cups, logo, umbrellas.
Semi outdoor setting is nicer
than indoor on a sunny day.
Activities- Prepare limited food/coffee
and other types of drink. Offer a seat
with unique view academic activities,
place of meeting and conversations
adjacent to Library, sit and
consume/socialise or take a break
watch the world. Business dependent
upon student cycles and open university
People- Adults, students, General
Public enjoying leisure time.
24

Strong blue colour
strong branding
unique
Blue/loyalty
functional
variety of sizes
Physio- Easy to handle, to
identify and to transport. They
are bold Blue branding
Socio- Known as a local
successful business
association with success and
quality products show others I
have taste and am successful.
Psycho- Selective locations
for access,
Ideo- Blue colouring for
loyalty/success, robust,
consistent design across
products
People-
Activities- To hold product in a safe
fashion for sale and transportation to
home/work etc.
Context- Branding packaging for
marketing and easy identification of
contents Bound by food packaging Laws
Technology- Packaging for safe
consumption of beans and other food
stuffs
Merlo Packaging
25

3 prong attack
Strong blue branding
simple layout easy to follow
Responsible corporate citizen
sustainability practice
You scratch my back, I'll
scratch yours
Local level charity
Hands on charity
Global presence purchasing
and eco footprints
Strong Blue Branding
Loyalty/Gift card
present to colleagues
Easy to use interface
Identify owner as a friend
Ideo- Appear as a loyal
customer and get rewarded.
Blue card can't get lost in
wallet.
saves having to have a paper card
stamped
Merlo Social Responsibility
Physio- Can make a person
feel "warm and fuzzy" when
they purchase/interact
Socio- Association to like
minded people within our own
social circle sustainability is a
big topic of consensus.
Psycho- Some corporate
events involve challenging
activities, fun runs, cycling,
raising money, physical
participation in activities not
normally sort. (building
community through
participation)
Ideo- Any socially responsible
activity is worthy of
consideration, especially
where it may benefit me
Merlo Loyalty Program
Activities- Provides a convenient
platform for people to not carry money. A
card will hold a monetary value to use in
store and it registers points for free
coffee. (LOYALTY)
Context- To retain customers and to
offer a membership to an exclusive club
of "FRIENDS OF MERLO". An
inducement to join by offering 2 cups for
free.
Physio- hard plastic
Socio- Keeps people returning
to Merlo, aids in meeting
friends in a communal setting
Psycho-
Context- To be an informed consumer,
business needs to be transparent and
align itself to good causes to validate
their standing and the we can align
ourselves to a company of similar
values
Technology- Social Media holds the
key to promotion of corporate Social
Responsibility being announced
People- People seeking a gift,
convenience or membership/association
People- Socially aware people of any
age.
Activities- Inform people of corporate
responsibilities on 3 fronts: Social
Environment and Business ethics.
Outlays the corporate philosophy
26

27
APPENDICES 2
Definitions:
Thematic Analysis
A methodology for identifying, analysing and reporting patterns within data. (Braun and
Clarke 2006)
Pact Analysis
People, Activities, Contexts and Technologies (PACT) analysis is the identification of the
different activities that people undertake in different contexts using different technologies to
complete their tasks. (Benyon, Turner & Turner 2005).
People: relevant user characteristics and skills
Activities: how is the activity currently carried out? Why? What can be improved?
Context: the environment of the activity
Technologies: what tools are used now, and how might new developments be used?
The available Experience Frameworks:
Tiger’s Pleasure Theory
Jordan and Macdonald (1998) defined Pleasure as the emotional hedonic and practical benefits associated with
products. Jordan then applied Lionel Tiger’s Pleasure framework (1992), which outlines the positives that come
from the proper ergonomic use of, in our instance touchpoints.
Physio Pleasure – Touching and handling devices, the sensorial aspects
Psycho Pleasure - The cognitive or emotional pleasure from the interaction.
Socio Pleasure – The relationship with other, the keeping in touch and increase of status/image through
regular interaction.
Ideo Pleasure – Is the feelings that you get from the interaction, the respect or appreciation of the design, ease
of use or it in meaningful to you in some fashion.
Shedroff’s Engagement Theory
Identity – Sense of belonging. The authenticity is important. Expression to self to others, customizing.
Adaptivity – Being able to personalize and experience things at different levels of skill and enjoyment.
Narrative – Telling a story –from corporate videos through to structured experiences of navigation or moving
through a building.
Flow – “Flow is the sense of engagement that emerges between boredom and anxiety, when practices abilities
are applied to challenges that are just about manageable.”

28
Immersion – Presence due to narrative flow, plausibility, sensory engagement. Disruption breaks it.
(Shedroff 2009)
Norman’s Affect and Emotion Theory
Visceral – Pre-consciousness, pre-thought, appearances, touch, feel matter here and first impressions are
formed.
Behavioural – “Pleasure and effectiveness od use”. Experience of the product. The experience here includes
function, performance, usability and if it’s inadequate this is a negative affect.”
Reflective – “Rationalising and intellectualizing the product or experience. Can I tell a story about it? Does it
appeal to my self-image, pride?” (Norman 2003)
Blatzlat’s Cool Tools through Design for Joy Theory
Accomplishment – Involves Core activities, the ones that call for time and attention. Chore activities, the ones
that we want to get done fast and in the dead time of life. Thirdly, Moments, time when we take a mental break
or are waiting (good for checking a quick email or playing a game).
Connection – When we connect with others, involves the frequency, topical conversations, finding things to do
and share such as interests and communities or to provide help and expertise to a community.
Identity – When we see what other people like us are doing, we establish social norms within the context of the
group actions, they show us how to behave or to learn better ways to “be me”. It’s cool to leave a record or
piece of ourselves for others to see (eg- Youtube)
Sensation – Sensory immersion or being lost within the moment, by experience or visceral responses. It takes
us away from the “everyday”. (eg- games, music art, etc)
Direct into Action – Allows us to achieve our intention directly and profoundly in a natural way without having
to learn (intuitive). The bringing of data and function into one place, getting us all we need in one click.
Hassle Factor – Opposite to direct to action; The introduced hassle must be less than the existing hassle
(introduction of smartphones, the phone also became email, camera, entertainment system, etc.)
Delta – Is the context to achieve the Direct into Action for a product. The learning curve to do a new process is
the DELTA the smaller the delta, the cooler it is. (Holtzblatt 2011)

APPENDICES 3 manual coding & theming Templates
Pages 29-36
29

Coding Table (LAVAZZA)
l Convenience
l Quick access
l non-permanent service
l Sale of product
l Browse
l Data-driven
l bright-coloured
l European
l Casual Brand
l Modern atmosphere
l European/cultured
(particularly Italian),
l Relies more on the quality
of the product than the
power of the brand
l Information centred design
interface
l Relaxed and without
standings or prestige
associated. A brand for the
common person.
l An engaging atmosphere
that creates the
appearance of
sophistication and cutting
edge knowledge. An exotic
brand with a history and
inspiration drawn from old
artisans.
l Creates meaningful long
term engagement with
customers through a
satisfying product, utilizing
results as their promotion.
l An informative and sleek
design that quickly gives
the customer a wealth of
knowledge. Emphasis is on
choice and empowering the
customer with the facts
they require to make that
choice.
30

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31

Coding Table (NESPRESSO)
l Formal style/atmosphere
l Premium
l semi-permanent service
l sale of product
l browsing
l convenience
l Interactive (person-to-
person explanation and
sale)
l Casual
l design-driven
l dark and rich-coloured
l urban/metrosexual
l Premium Brand
l Dark/rich colour scheme
semantically connected to
the colour of coffee
l Generally urban
atmosphere
l High level of service
l Experience centred design
interface
• Top of range, exclusive,
expensive, value,
Addresses more than
just customer need
• The use of dark
saturated colouring
generally aligned to (in
this instance a coffee
bean) reflects the quality
and premium nature of
the brand
• Integrated with the
surrounding
environment of modern
high rise buildings while
creating an urban
meeting point to relax
and enjoy the brand.
• Staff and online
interface is receptive
and open to
engagement and
immersion, understands
the customer needs
providing a positive
experience.
• The storefront has a
systematic flow and
every attention to detail
is maintained for a
seamless interaction.
The same scenario for
an online interface, the
journey is an immersion
and exploratory, it is
easy to use as if
intuitive.
32

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?.r.Q..� '-.)� ''"vSro-d
� fdu ?::::i��'c.-��!-�/i��1�1��;��
-r---,.........._ c ...J °" (y-.... ��s;.::::::-:;,�L__
��(_� �� §e-�ye.,,n:�----� �0-0��
c
��
Co�,..,.._,_,,.._-. l ....
[c'-J c_c.,. 0 """"
G0a-·��
E:_'1<.cu$�e__
,s c-c:r� 6- ��
�--0' c...o�<" ::>,r��"
S0s�.-<A.b�--��:§;5��:::::__.,
C<op 1 Cu{)
f"Y'-C)b,e.. --;
A-,-.,'f � � -
33

Coding Table (DI BELLA)
l Convenience
l Premium Brand
l Indulgence
l Innovation
l Startegic Partnerships
l Experience Interface
l Community
l Education
l Education
l Appreciation
l Quality Coffee
l Exclusivity
l Strong Identity
l Rich Colour Branding
l Sustainability
l Crop 2 Cup
l Mobile
l Anywhere, Anytime
l Convenience
l Consistency
l High End/Formal (Premium
Brand)
l Education/Learning
l Social Responsibility
l Readily accessible easily
sort, could be mobile, drive
through, on a main road or
in a high traffic area
(pedestrian or vehicular)
l The café or storefront has
a systematic flow and
every attention to detail is
intuitive and predictable.
l Top of range, exclusive,
expensive, value,
Addresses more than just
customer need
l Interactions for attaining
knowledge of coffee, the
company, the people and
the culture.
l Looking after our
community, locally or
globally, the alignment with
the concept of giving back
as individuals and as a
business.
34

-�,� -rnW:c
S-rq_t'-�c...Q.... -.�
Co-- , 'pa.;·0.,1 .-�-
--:u� UV'. c._: :�--. �
� CS, u c.
----
'!&�� (:}�
&-�� Cao 0 r ,,,e::::::::;=--==::______;_
Ca-.r pcv°'� Co()�"· �::::::::=�A-b��--
---r� -..).{e.
�f. �G
w�,��.:�
coWe'<- �-.)""e..,,I:;:- �-p,-;r-:.�--:;:::--==7-,.c__.::
CG-"v'rv--..""'".,., -..s�
Cdu co-..f-�� .,.e:::.:-----
<Su� ��°'�� · �1
H� ��e..�=?'-/�;:::;7�--_:��=-----
Qo'29e� L_ov-vS�=----
35

Coding Table (MERLO)
l Fun
l Convenience
l High Traffic
l Strategic Location
l Contemporary
l Dual Function
l Casual
l Bright Colours
l Strong Colours
l Corporate Colour
l Texture
l Workflow
l Personalisation
l Coffee Culture
l Community
l Education
l Sustainability
l Home usage
l Coffee Lover
l Convenience
l Consistency
l Positive Experiences across
touchpoints
l Education/Learning
l Social Responsibility
l Readily accessible easily
sort, could be mobile, drive
through, on a main road or
in a high traffic area
(pedestrian or vehicular)
l The café or storefront has
a systematic flow and
every attention to detail is
intuitive and predictable.
l Positive experiences bring
alignment of the pleasure
framework to bare.
Consistency and attention
to detail incorporated with
the feeling of community
enhances Ideo alignment.
l Interactions for attaining
knowledge of coffee, the
company, the people and
the culture.
l Looking after our
community, locally or
globally, the alignment with
the concept of giving back
as individuals and as a
business.
36

Experience Design Analysis_DXB402

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