A modern ritual for a classic connoisseur.

MAX COUGAR OSWALD KATIE ZHOU COURTNEY SPENS

Challenge

Redesign the "coffee experience" for young urban professionals.

Scope

In 5 weeks present a vision in the form of a believable ID prototype.

Context

Three Stanford Product Design students in John Edson's Prototyping class.

Design Process

1

empathize

A deep dive into coffee culture.

"Coffee is the new wine."

Third-wave coffee connoisseurship is a rapidly growing subculture amongst young professionals in cities like San Francisco and Santa Monica.

"It's all about how you make it."

Enthusiasts cherish the process. Grinding and brewing their first cup of the day is not a chore; it's a personalized ritual they truly look forward to.

Prep. Time = Perceived Value

Pour-over coffee prices in San Francisco show how people pay more for longer prep (i.e. process, not queue.)

Roasting plays a larger role

than the brewing method does, when it comes to flavor, acidity, & caffeine-content (i.e. all of the factors coffee-drinkers care most about.)

The process & tools for roasting are no more complex

than they are for brewing. Yet, even connoisseurs feel home-roasting is too daunting & inaccessible to try.

2

define

Articulating a Need Statement to guide the design intent.

This intention guided every design choice from Airrosto's interaction touch-points, to the physical form, down to its core functionalities.

Coffee aficionados need to cultivate precise, personalized, & esoteric rituals that appeal first-thing in the morning.

3

ideate

Exploring forms and modalities for a home-roaster.

4

prototype

Communicating the vision through physical & digital models.

5

test

User-testing our Wizard of Oz prototype revealed some key failures.

Design Process

Copyright 2015 Max Cougar Oswald. All rights reserved.