F I E L D R E S E A R C H R E P O R T N O T E B O O K

C O F F E E P R O J E C T
T H E T H I R D P L A C E

Mo Goltz - Observing Users - 2010

 Project Definition Cafés Chosen
Near North Side

No matter what day of the week, or time of day, there are millions of people patronizing cafés throughout
this country. Since the day the first Starbucks opened, Americans have never looked back. The prolifera- Starbucks
tion of cheap and free wi-fi has made these caffeine dispensing establishments even more alluring, and
now it seems its impossible to travel even one block without seeing over a dozen cafés. These houses of 828 North State Street
java have become part of the modern urban and suburban landscape in a uniquely American way. That is Chicago IL 60654
to say that although we drink the same espresso as those in countries such as france or Italy, we have not
developed cafe culture - at least in the traditional european sense. Cafés serve a different purpose and Argo Tea
have a different attitude here then they do in other nations.
819 n. Rush Street
The question then becomes: What role do cafés currently play in urban America, and how could these Chicago IL 60611
locations be better designed to facilitate and support the needs of the customers in those shops. How can
proprietors improve their café spaces, and better differentiate themselves from the competition in a way Lavazza (Expression)
that Bars currently do. For instance there are many genres of bars that by design, focus on specific kinds
of clientele and support activities that are sometimes mutually exclusive. For instance dive bars provide
140 E. Walton
a very different experience than a sports bar or a blues bar. The evolution of genres and sub-genres of
chicago il 60611
bars allows people to make informed decisions of what kind of place to attend in order to more accurately
fulfill their specific needs. The same cannot be said for cafés. Though people relax, socialize, and work in
cafés, there doesn’t seem to be places that are focused on any area of activity in particular. It is my goal Loop
by the end of this project to discover the ways in which people utilize the spaces within cafés and use this
information to develop recommended areas that would provide innovative design opportunities to enhance Seattle’s Best Coffee (Borders)
café environments.
150 n. state street
chicago il 60601

Bronzeville

Panera Bread

1101 S. Canal Street

Chicago IL 60607
 Structured Observation Seattle’s Best at Borders

A ACTIVITIES Relaxation
work / homework
drinking / eating
reading
napping
make-shift office
ELECTRICAL OUTLETS
Surfing the Net listening to music together, but alone The outlets are placed at the base of structural
Computer se talking on the phone quick in+out (coffee only) posts, which are evenly distributed along the
talking to others perimeter of the room. There are no plugs in
socializing the center of the café however, so laptop users
people watching stretching tend to congregate at the smaller tables at the
periphery. Those not utilizing technology tend

E
to congregate in the center.
ENVIRONMENTS Hot-Spots (always busy)
coffee only local establishments
for the business special
coffee + sweets commercial chain spot
in & out pit-stop
hybrids
coffee / sweets / savory
franchise THE BIG TABLE
restaurant + coffee
This table does double duty, serving as a vi-
café in a bookstore sual barrier between the seating area and the
preparation / ordering station is located. The
size of this table is great for group work too,
I INTERACTIONS “its just coffee” date
interview
rendezvous
just hanging out
though often strangers sit at opposite ends,
and don’t acknowledge each other.
family gathering
catching up over a cup
1/2 way point
study partners
getting out of the house
business meeting FAMILY ROOM
best friends ever
This is literally a home-away-from-home.
Complete with a plush carpet, fancy leather
O OBJECTS Headphones
MP3 player
magazine
book
suitcase
couches, and miniature lamps, this part of
the café sets a relaxed and casual vibe. The
scarf/gloves/hat materials the furniture is made of seem higher
Cellphone note pad/sketchbook cup quality too.
Laptop pen / pencil plate
Kindle The family room is in the back corner of the
water bottle silverware space, which is the farthest place away from
purse / backpack the noisy food / drink preparation and ordering
station.

U USERS Student
Family Members
best friends
the regular
the purist / café goer
the weary traveler
the omnipresent the napper
Freelancer VARIABLE SEATING
writer /artist the voyeur
the hipster Though many cafés offer different kinds of
businessperson seating, this location was the only one ob-
socialite the laptop poser
served that had stools. They were constructed
in the same style as the chair, but had longer
legs. This positioned users above eye level of
others and provided a unique sense of separa-
tion from the rest of the crowd.

The leather couches provided a sense of relax-

Photographs were not allowed on ation and luxury, and implicitly invites people to
premises at any of the cafés due to make themselves at home and comfortable.
privacy policies and official corporate
procedures.
 THE LONG TABLE
This is the largest space here in the café, and
it seems to be designed for group work. Often
people who arrive alone sit next to strangers
simply because there isn’t any other space
available. In this situation, multiple individuals
give each other their own space, but otherwise
act if no one else is there - similar behavior to
that in an elevator. Shared space that is forced
upon individuals is not taken lightly, and people
are careful to work autonomously.

SURFING CHITTER-CHATTER
Those groups that chose to talk often still had
work to do, and often situated themselves in a
physical formation that allowed for both types
of activity. Here two women sit diagonally from
one anther so they can maintain eye contact
SITTING IN PARALLEL while talking and using their laptops. As seen
(at the left) from a bird’s-eye-view, the orienta-
‘Together, but alone’ is s state common to a majority café goers. tion of their workspace allows these to women
Even colleagues and friends create this semi-isolation. Those to look through the space created between
pictured to the top and left sit across from one another, but rarely their computers.
talk or even make eye contact. Their gaze is fixated upon the
work their are doing and these people only communicate during
short breaks. They are spending time in the same place, but in-
teraction is usually kept at a bear minimum. Productivity appears
to take presence over socialization.
 TENSE, ARE WE?
The body language and facial expressions of
the business people and students active in
work varied drastically from those socializing
or relaxing in the café. Headphones were often
used as a tool to sonically and perceptually
isolate one’s self from the crowd and ambient
noise in the shared public space.

INTIMATE MOMENTS
Couples often sat directly next to each other
in order to facilitate physical contact. When
space was at a premium, some couples would
even share a plush leather seat, though it was
clearly designed to hold only one person at a
time. With one exception, this proximity was
unique to amorous pairs, and also allowed for
shared reading experiences. A tutor and his
pupil was the one instance where this type
close formation was used platonically, and
was used to create a shared perspective from
which to utilized a large workspace together.

THE WORK CYCLE

As people worked more intensely, they often
leaned into their work, moving their noses ever
forward and toward the surface of the table.
With headphones on, casual glances would
become stares as those reading focused on
the pages of their books or screens of their
computers. After a prolonged period of time,
the intensity would reach a zenith, and a break
or relaxation period would take effect. Some
people would take the opportunity to get up
and stretch, while others would rest their eyes
or take a deep breath.
 STORAGE SPACE
City dwellers are often urban nomads, and dur-
ing the day travel with much of their belongings
at hand. When these people arrive at a café,
the ritual of setting up their personal space
begins. An integral part of this process is the
unpacking of the objects that will be used dur-
ing the visit to the café.

Lacking suitable storage or working space

patrons simply surround themselves with
piles of their stuff, and tables, chairs, the floor,
and ledges become makeshift shelving or
cabininetry. Their belongings are stored within
reach, and often walls made up other stuff are
constructed that double as barriers to create
sense of privacy,

LEANING AND RECLINING

Weary travelers, hard working free lancers,
and snoozy seniors, among others often
would remain at the café in a drowsy state.
Whether they were killing time out of neces-
sity, to tired to move to another location I
do not know. However, it was obvious that
often caffeine alone was not enough to keep
people awake and engaged in their activities.
Leaning on their arms, arm rests, the table, or
the handle of a suitcase was often used as a
technique to keep alert and awake.
Panera Bread Company

ENTER / EXIT TRANSITION

This door opens directly outside and is only
used in warm weather. It is separated from
the rest of the interior by a demarcation on the
floor. The only location where tile flooring can
be found is here, as the rest of the restaurant -
café hybrid is carpeted.

RESTAURANT ONLY ZONE

Traditional restaurant booth seating is lo-
cated in the center and heart of Panera. The
benches and long tables are sheltered by
high barriers that denote the boundaries of
the booths. These barriers shield the patrons
from loud ambient noise and create a sense of
calm, semi-isolation, and promote intimacy.

HYBRID MULTIPURPOSE ZONE

A mix of small, medium, and large tables
accommodate eating, drinking, studying and
working. There is one long table perfect for
group work or meetings too. The largest area
of Panera is a dynamic space that is versatile
enough to accommodate a heterogeneous mix
of patrons.

CAFÉ ONLY ZONE

Comfy and cozy areas are perfectly suited to
accommodate patrons expectations and needs
that want a café experience. Here space is
more open, framed artwork lines the walls, and
electrical outlets are more prevalent.
 SOUND PROOF
Barriers are strategically placed at small
intervals at the outer boundaries of the spacial
‘zones’ within the space.

That way the loud restaurant zone activities

won’t spill over and disturb those working in
the café zone. Here a child is squealing, and
although still slightly audible, a man is still able
to make a business call.

HYBRID MOMENTS
In the hybrid zones of Panera its common to
see individuals start with a meal and transition
into work, as well as see study groups col-
laborating on a midterm project sitting next to
an awkward yet flirty couple on a date. People
are able to concentrate on their own activities
in spite of being surrounded by people who are
often at a very different energy level or even
a louder volume. Cafés and restaurant coffee
shop hybrids are among the few types of loca-
tions that can and do accommodate such a
diverse range of activities.
 Survey Results 1 Survey Results 2 (both groups)
Edit form - [ Café Survey ] - Google Docs 2/15/10 12:58 PM

70
Both Groups
48 responses
65
60
Coffee Drinkers
Summary See complete responses
Non
55 CoffeeDrinkers
Are you a regular coffee drinker?
50
Yes 26 54%
45 No 22 46%

40
35
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25
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5 5 4½ 4 4 4 4 3½
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What is your opinion about coffee?

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I like the taste 12 25%

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I like the caffeine 3 6%

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i like the taste and the boost of energy 20 42%

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I dislike the taste 5 10%

Av

I don't like how caffeine makes me feel 5 10%

Taste and caffeine are both negatives for me 3 6%

SURVEY RESULTS
The large gray numbers at the bottom of the X-axis indicate (on a scale of 1-5)
how important users felt that different aspects of the café experience was to
them. This score was awarded to the largest group in the survey pool who agreed
on a rating. Thus the majority consensus is the score represented here. The
height of the dots on this chart indicate the percentage of the participants that
formed that majority. Areas of large differences between coffee drinkers and non-
coffee drinkers are marked in purple.

It would seem that coffee drinkers value the taste of coffee, noise, and layout of
the room more, and access to wi-fi less, than non-coffee drinkers. Though the
sample size of my survey was only 48 people, some conclusions can be drawn Is there shop you usually go to? Whats the name of it?
Any place will do 15 33%
from this. Caffeine is a stimulant found in coffee and has been shown to increase
blood flow in areas of the brain that control attention and focus. It is possible that I do frequent a particular cafe (type the name in the "other" box) 18 40%
those who are caffinated are more aware of and sensitive to their surroundings Other 21 47%
than those who are not stimulated. This is an educated hypothesis at this point
and warrants further investigation.
People may select more than one checkbox, so percentages may add up to
more than 100%.
Edit form - [ Café Survey ] - Google Docs 2/15/10 12:58 PM Edit form - [ Café Survey ] - Google Docs 2/15/10 12:58 PM

relaxing (by myself) 4 9% 1 - Don't Care 2 4%

socializing / meeting with others 10 22% 2 3 7%
work or homework 19 41% 3 - Neutral 5 11%
just surfing the net 1 2% 4 12 27%
reading 2 4% 5 - Very Important 23 51%
Other 10 22%

Please Rate how important each feature of the coffee shop is to you - Value for money
1 - Don't Care 1 2%
Why did you originally choose this location? 2 2 5%
better prices than other cafes 0 0%
3 - Neutral 16 36%
closest cafe near me 15 35%
4 15 34%
it’s my favorite cafe 4 9%
5 - Very Important 10 23%
needed the free wifi 4 9%
just wanted to go out 5 12%
was just walking by and stopped in 3 7%
Other 12 28%

Please Rate how important each feature of the coffee shop is to you - Ambiance / Atmosphere /
Energy
1 - Don't Care 3 7%
2 3 7%
3 - Neutral 8 18%
Please Rate how important each feature of the coffee shop is to you - Interior Decoration / Layout 4 16 36%
of Room(s) 5 - Very Important 15 33%
1 - Don't Care 3 7%
2 1 2%
3 - Neutral 10 22%
4 20 44%
5 - Very Important 11 24%

Please Rate how important each feature of the coffee shop is to you - Interior Decoration / Layout
of Room(s)

Please Rate how important each feature of the coffee shop is to you - Taste of Coffee

https://spreadsheets.google.com/gform?key=0AlS4P_cuEIKDdEtlRDdibXhUU1IzdGlZbDk1RWc1dnc&hl=en&gridId=0#chart Page 2 of 5 https://spreadsheets.google.com/gform?key=0AlS4P_cuEIKDdEtlRDdibXhUU1IzdGlZbDk1RWc1dnc&hl=en&gridId=0#chart Page 3 of 5

Edit form - [ Café Survey ] - Google Docs 2/15/10 12:58 PM Edit form - [ Café Survey ] - Google Docs 2/15/10 12:58 PM

1 - Don't Care 4 9% 1 - Don't Care 9 20%

2 1 2% 2 6 13%
3 - Neutral 12 27% 3 - Neutral 5 11%
4 16 36% 4 15 33%
5 - Very Important 11 25% 5 - Very Important 10 22%

Please Rate how important each feature of the coffee shop is to you - Noise Level Please Rate how important each feature of the coffee shop is to you - Free Wifi
1 - Don't Care 2 4% 1 - Don't Care 6 14%
2 3 7% 2 2 5%
3 - Neutral 9 20% 3 - Neutral 7 16%
4 22 49% 4 7 16%
5 - Very Important 9 20% 5 - Very Important 22 50%

Please Rate how important each feature of the coffee shop is to you - the kinds of people that tend Number of daily responses
to come here also
1 - Don't Care 6 13%
2 6 13%
3 - Neutral 13 29%
4 15 33%
5 - Very Important 5 11%

Please Rate how important each feature of the coffee shop is to you - Availablity / Amount of
Electrical Outlets

https://spreadsheets.google.com/gform?key=0AlS4P_cuEIKDdEtlRDdibXhUU1IzdGlZbDk1RWc1dnc&hl=en&gridId=0#chart Page 4 of 5 https://spreadsheets.google.com/gform?key=0AlS4P_cuEIKDdEtlRDdibXhUU1IzdGlZbDk1RWc1dnc&hl=en&gridId=0#chart Page 5 of 5

Intercept Interview Insights Areas of Opportunity
Design the interiors of cafés to explicitly facilitate one of the two modes of activities (work or socializing), and /
or the three sizes of social groupings (solo, one-on-one, and teams). For instance, what if a café was designed
from the ground up to exclusively cater to group work? How would the space differ from traditional cafés to-
day?

When a person moves to a new city or town, they usually find a café to patronize and revisit on a semi-regular
basis. Engaging users as soon as possible and enticing them to visit a specific location would increase the
chances of repeat business.

Though not as formal as a traditional restaurant, the café lacks a reservation system for table space. Though
many would not need this service, there are plenty of occasions, such as a meeting, or date for instance, that
people would benefit from a guaranteed spot.

It is very common to see people bring bookbags, purses, and even suitcases filled with their personal effects
to cafés. They often empty the contents of their bags, and surround themselves with the objects they need to
study or work. A shelving and / or locker system would free up space, increase security, and allow people to
come and go, using the shop as a hub if they need to.

People in a café come for different reasons, and those socializing may be too noisy for those wanting to hunker
down and work. Creating semi-secluded or noise insulated sections of the room would help the loud and the
quiet co-exist peacefully.

Surprisingly, coffee isn’t always a big draw or primary concern for those who frequent cafés. Augmenting the
experience with interior design, tools, or service to facilitate the work related tasks and projects that patrons
are increasingly engaging in, as the café has become a makeshift office or study for many.
APPENDIX
--------------------------------------------------------------------------------------------------------------------- • beverage is 2ndary to the experience
INTERCEPT / INTERVIEW LOCATION 1

2/7/10 - 3pm Amanda W.

Starbucks • this is my typical location - my school is across the street
828 North State Street • 50/50 social + work
Chicago IL 60654 • there are no local coffee shops downtown
--------------------------------------------------------------------------------------------------------------------- • but local places are more comfortable,
L. St. John ⁃ lower key - laid back
• why chose: Closest place ⁃ not uniform; no cookie cutter storefronts
• profession: teacher
• harder to work @ home because there are other things to do - distractions Dillan C.
⁃ separate work / home physically ⁃ go wherever its convenient - near where you are at the time
• local vs corporate: same experience
---------------------------------------------------------------------------------------------------------------------
Nick Lopez INTERCEPT / INTERVIEW LOCATION 2
• boyfriend of L. St. John
• Doesnʼt like coffee - goes with girlfriend Argo Tea
• also a teacher 819 n. Rush Street
• Ambiance Chicago IL 60611
⁃ quiet
⁃ chill 3:43 pm
⁃ tranquil ---------------------------------------------------------------------------------------------------------------------
⁃ everyone on the same page Franscisco Herreara
⁃ place doesnʼt mater, as long as the vibe is the one you want • what do you like about the ambience
• similar places to coffee shops ⁃ music
⁃ pennera (with wifi) ⁃ others are polite - like being surrounded by people
⁃ restaraunt + coffee house hybrid • rarely buy things - paying 3 dollars for tea is outrageous
⁃ also Borders - its ok to chill and hang • like to read and write when at coffee shops
karen mijam • I seek quality coffee places out
• usually go before work ⁃ location not importune to me, will travel for specific ambience
• rendezvous with other people when its convenient • starbucks has all the sweetest spots
• coffee shops are more casual • chicago isnʼt a town like new york where there are stops every block - there are
• go to coffee shops primarily to be social only so many convenient places you can go to on public transit - and starbucks
has all those places on lockdown
Jan T. • difference between local and corporate
• usually get in / go ⁃ local: steady clientele but smaller
⁃ donʼt have time ⁃ know people that work there - develop relationships
• donʼt like begin around the poser laptop crowd • places like argo: lots of new faces
⁃ there to be seen • come here to meet students
⁃ pretentious • coffee culture started as an alternative counterculture / alternative spot in the
⁃ just killing time early 90ʼs, around 1992.
• read the paper there
• chose location based on where I live, and where I am at the time
• like to go to local coffee shops, give back to the community Linda M.
⁃ corporate places donʼtʼ give you frequent sipper benefits • Why chose this place: atmosphere
 • feels like a neighborhood home ⁃ taste of coffee wonʼt make or break my decision on where to go
• frequent internet use ⁃ 20% meet, 80% work
• why do you go there: mostly to do my own thing, but also to meet up with others -
• hard to think of another place that could fulfill the needs of doing work away
from office and home, AND be social…..
⁃ i also like lounging around a t boarders --------------------------------------------------------------------------------------------------------------------
• most coffee places sell coffee at roughly the same prices, and I donʼt notice INTERCEPT / INTERVIEW LOCATION 3
a differences in the taste of coffee from different locations….
Espression by Lavazza |
Anista S. / Natalia B. 140 e. walton
• go to catch up with others, though study productivity goes down chicago il 60611
⁃ i need quiet to study --------------------------------------------------------------------------------------------------------------------
⁃ distracted with movement and music Cuiril L.
• need a neutral location to study • Iʼm a regular here
• alternative place to study: Library • live a block away
• quality coffee Lavazza • free wifi here - donʼt have to pay like at those other places
• starbcucks coffee is bad • # of people here is low
• atmosphere matters - ⁃ people donʼt stay her long, usually
• Location: within easy walking distance ⁃ donʼt have to fight for space
⁃ when familiarity is high, happiness is high • iʼm not a cofee drinker
• alt location: millennium park - place to sit. • come here on weekends, usually to socialize
• 20 study / 80 work • starbucks tastes bad
• wish there were more proper food here
David M.
• go all over for coffee, but argo is my favorite - like tea better! Geno. t.
• grate atmosphere • location: Proximity is important
⁃ comfortable space • I can access the doors quickly for a smoke every now and then
⁃ amount of people • why not stay at apartment: no disctactions, no porn, no naps
• location: near change - • energy level is higher at coffee shops
• main activity: reading / laptop ⁃ I feel like i get more done, though iʼm probably not as productive as
• 50/50 work and social when I work at other places
• starbucks tast not good….. • local places
⁃ but when attached to a bookstore you have a captive audience ⁃ cozy, not pozi, (just there to be seen)
• donʼt go to local coffee shops very often --------------------------------------------------------------------------------------------------------------------
SITE VISIT - DRAWING + OBSERVATIONS
Nathanial Daramal
• canʼt work at home, too many distracts Seattles best
• a coffee shops give you food, drinks, a place to work 150 n. state street
• gets me out of the house chicago il 60601
• when others are studying around you, it is motivating me to keep working
• Why here: Panera Bread
⁃ starbucks i always full 1101 S. Canal Street
• taste effects choice: low Chicago IL 60607
⁃ intelligence has better coffee than starbucks, though --------------------------------------------------------------------------------------------------------------------
⁃ atmosphere and the space is most imprint
⁃ space: openness, better feel
FIN