Roots: UX Research, Data and Process.

#User Experience

Motivation of the Study:

How might we use food and drink acting as a medium to link the city with foreign individuals?

In the context of glocalization, how do users with different levels of specific knowledge and cultural backgrounds learn about local or non-local cafe branding?

What tone and proposition does brandings of coffee use to engage its highly segmented user base, change their decision making, and stand out in a highly homogenized marketplace?

Observing and Quantitative Research:

To understand the research questions and find pain points, I conducted extensive research and independent investigation of the coffee business in New York City, including visiting over thirty cafes with observational and documentary methods, participating in the New York Coffee Festival, and interviewing over forty participants, consumers and baristas, and other stakeholders. The purpose of these surveys is how providers of coffee businesses tell stories to consumers and whether consumers' differential acceptance of these stories influences their decision making.

Data Collecting and Analysing:
Through a variety of channels, including interviews, questionnaires, posters and cultural probes, I gathered opinions, ideas and experience profiling from a very broad group of coffee users.

The goal of this phase was to filter through the massive amount of information from the quantitative research to find the insights that best represented the user's pain points. The cultural probes played an important role. I selected nine in-depth users from the interview, questionnaire and poster participants who visited the same café every day, sent them a Culture Probe kit designed around the narrative experience of the café, and then gave them a week to fill it out. This no-touch approach allowed me to get first-hand information without distractions.

As team leader, I assembled a group of UX designers to analyze this data and vote on the most promising issues and pain points.

User/Reader Personas:

In order to understand the reader or user before determining the media to be used as a design response, research is conducted and a user personas is identified.

Competitor Analysis:

Analysis of other digital-based user experience sharing platforms demonstrates the weakness of apps for emotional delivery. Unlike books, sharing experiences and stories about a location on an app is more commercial and rational, with users more concerned with value for money and ratings than a more personal and emotional connection.

Based on my research, I decided to create a book that embodies user experience and emotional connection, even if it is traditionally less "UX/UI design". I believe that the texture of paper books and the people who read them tell a better story.

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