There is a big difference between operational speed and the customer’s perception of speed. Focusing solely on operational speed does not produce the best possible customer experience and can compromise customer engagement. We worked with Costa Coffee staff and customers to design an experience that focused on delivering the perception of speed, creating a truly convenient, human experience. Our lean, sprint based approach enabled us to rapidly test ideas and solutions with target customers using role play, observation and in-depth interviews. We created environmental ‘wireframe’ mock-ups of the new store proposition, enabling us to test hypotheses in full context, addressing the interplay of both physical and digital touchpoints and the impact of human traffic.
A key question explored: when does digital make sense and when should a human lead? Our research found that digital was great to augment the user experience but handing customers their coffee with a smile and eye contact while repeating the order added a critical element of human interaction – showing care and reassuring the customer that they were receiving the beverage they ordered.
