Project Overview

ThinkCoffee is a renowned chain of coffee establishments in New York City, celebrated for its premium beverages and distinct store character. Although each location is part of a broader network, every store emphasizes unique brand values like quality, sustainability, and community. This case study was conducted as part of a Service Design Innovation course, where I immersed myself in the in-store experience to understand customer behaviors and identify opportunities for enhancing the overall customer journey.

I selected ThinkCoffee for this study because it aligns with my personal values of community focus, equality, and ethics. With locations throughout Manhattan, each venue creates its own distinct atmosphere. As a coffee enthusiast, I discovered that ThinkCoffee not only energizes my daily routine but also embodies my commitment to meaningful, ethical spaces. Their dedication to building community and maintaining high ethical standards inspired me to research this project.

ThinkCoffee NYC.

ThinkCoffee Tribeca, Manhattan NYC.

ThinkCoffee coffee beans.

CX Research & Methodology

Research Objectives

• Explore the Customer Journey: Observe firsthand how customers navigate and interact with the physical space.

• Identify Pain Points: Pinpoint areas where the in-store experience may fall short in reflecting ThinkCoffee's values.

• Enhance Brand Alignment: Evaluate how well the store environment communicates key messages such as responsibly sourced coffee and community focus.

Method: Service Safari

I adopted a service safari approach, which involved experiencing the service from the customer's perspective. This immersive method allowed me to:

• Observe how the store layout influences customer movement.

• Identify challenges related to crowding and way finding.

• Analyze operational aspects like seating arrangements and order pickup procedures.

View My Research Journey:

Click here to view my research journey

Key Insights & Customer Pain Points

Observations:

• Crowded and Confusing Layout: The store often feels overcrowded, leading to clusters of customers that disrupt smooth movement.

• Inefficient Seating and Queue Flow: The pathway to seating—particularly in the “lid section”—is not well-organized, causing confusion and discomfort.

• Disruptive Service Cues: The practice of baristas loudly calling out orders can create an atmosphere that feels rushed rather than inviting.

Customer Pain Points:

• Spatial Navigation: A disorganized layout makes it challenging for customers to find seating and navigate the store comfortably.

• Under-Communicated Brand Values: Despite ThinkCoffee’s commitment to responsibly sourced coffee, this narrative isn’t effectively conveyed within the store.

• Transactional Atmosphere: The environment often feels impersonal and hurried, detracting from the potential of a relaxed, community-oriented space.

Other insights:

💡 Beyond the Beverage: Customers are seeking more than just a cup of coffee; they desire a welcoming environment that offers comfort and community.

💡 Opportunity for Physical Reinvention: Enhancing the physical environment can significantly reinforce ThinkCoffee’s core values and elevate the overall experience.

ThinkCoffee’s brand values

• Real Relationships

• Sustainability

• Community Building

• Social Impact

• Innovation

The brand emphasizes "real relationships" built on direct partnerships with small-scale farmers, ensuring transparency and fair living wages beyond traditional Fair Trade practices. They focus on sustainability through responsibly sourced coffee beans and community building. Through initiatives like The Common Good Project, Think Coffee addresses community needs in coffee-growing regions, such as clean water access and fair housing. The brand redefines industry standards by employing innovative methods (like the ANKER method) to secure fair wages and promote sustainability.

ThinkCoffee’s official website

What’s missing?

• Ethical Sourcing Narrative

  • As a customer walking in, I didn't see any promotions highlighting ThinkCoffee's unique selling point of ethically sourced coffee beans, close relationships with farmers, and fair wage practices for employees. These aspects could serve as powerful selling points for both potential customers and employees.

• Sustainability Cues

  • The physical packaging lacks eco-friendly and sustainable materials that align with the brand's environmental commitments, such as recycled paper cups and lids.

• Social Impact Visibility

  • They don't showcase any of their social projects, which are beneficial and critical in establishing their brand value.

• Innovative Spirit

  • While ThinkCoffee has an app, this alone doesn't make them innovative. Customers primarily rely on in-store interactions with physical elements, store staff, and other assets they encounter upon entering the store (as shown in my service design blueprint in the slide deck below).

Opportunities

1. Optimized Customer Flow

• Redesign the Spatial Layout: Create an intuitive customer path that reduces congestion and improves navigation from entrance to seating.

• Enhanced Wayfinding: Install clear visual cues and signage to guide customers smoothly through the store.

2. Improved In-Store Environment

• Streamlined Seating Areas: Reorganize the lid section to minimize clutter and create inviting spaces that encourage both social interaction and personal comfort.

• Replace loud order announcements with subtle visual cues to maintain a relaxed, welcoming atmosphere.

3. Reinforcing Brand Values

• Visual Storytelling: Incorporate design elements (graphics, materials, environmental cues) that showcase ThinkCoffee's commitment to responsible sourcing and sustainability.

• Community-Centric Spaces: Create dedicated areas that foster community engagement and emphasize the brand's focus on connection and shared experiences.

1. Integrate app functionality with the physical space to streamline the customer experience

• Seamless Digital Integration: Introduce app features that interact with the physical environment—such as digital order tracking or loyalty features—that streamline the customer experience and bridge the digital-physical divide.

IPhone screenshots of ThinkCoffee’s Per Diem App.

Conclusion & Future Directions

This case study of ThinkCoffee reveals significant opportunities for enhancing the in-store customer experience through thoughtful spatial design and brand storytelling. By addressing the identified pain points and implementing the proposed solutions, ThinkCoffee can create a more cohesive environment that better reflects its core values of sustainability, community, and innovation. The next phase would involve prototyping these solutions and gathering customer feedback to refine the implementation strategy.