Just Us
As a group of consultants, we were tasked to select a case study that reveals plenty of opportunities to create an augmented service offering. The augmented offering needs to have a developed market strategy to be viable and feasible to bring to the market environment. We were intrigued by the JustUs case study because we saw unique opportunities within the transaction process of coffee, whether it is business to business or business to customer.
Student Project: 2018
Credits:
Business Strategist: Ryan Payeur, Service Design Student
Designer and Storyteller: Sam Caden, Service Design Student
Role: Lead Graphic Designer | Responsibilities: visual storytelling, graphic design, consumer experience research, service design blueprinting/mapping/prototyping
Concept
Our team used several tools and methodologies to create a valuable service offering that would be feasible for our client. Through this iterative process, we created an augmented service offering, a re-brand of the company, and a new market strategy.
Research
Ideation began with understanding our client and learning about their background. It was important to conduct thorough research to assess the key concepts of the current service offering and company values. The company is a worker-owned and operated for-profit coffee co-operative that imported, roasted, sold wholesale, and retailed fair trade organic coffee from certified fair trade coffee producers around the world. The company roasted, ground, and packages the finished product and sold it to retailers throughout Canada.
Understanding the client and their values
We began by creating a wall chart to summarize the essence of Just Us Coffee Roasters. From this research and compilation of visual aids, we were able to learn about the stakeholders, market trends, and current sales channels involving the client.
Collecting Primary Research and Conducting Observations
This taught us about the behaviors of coffee shop customers. We say a need for a new service experience for those that just want a drip coffee drink. There is not a need for those customers to wait in the long lines when all they want is a to-go coffee. But how can we combine this insight with Just Us Coffee Roasters?
The Core Offering
A community based subscription and fair trade distribution service fueling aspirations through coffee worth caring about
Value to customers
Customers are trying to accomplish everyday jobs. They use coffee a supporter to their daily activities. Customers who want to bring Just Us coffee to a new location pursue the task of bringing Just Us into contact with their destination of choice. Customers use this service for the shared goal of bringing coffee to a more convenient and accessible location.
Value Proposition Canvas
When mapping our value proposition, we examined the bundle of services and products that address our end user and primary customer’s basic needs. The value proposition is built from creating value that benefits and attracts customers and fitting it to a set of customer characteristics that we assume, observe, and verify amongst the market. The value map describes the features of a specific value proposition in our business model that are structured and detailed to break down the products and services within the business. The value map breaks down the products and services into potential opportunities and existing ones. The opportunities and solutions that we determined act as pain relievers for assistance in alleviating our customer’s issues and average pains. By distinguishing between essential pain relievers and those that are nice to have, we enabled our customers with solutions that assisted them in the completion of jobs. Identifying areas that produce relevant outcomes and benefits for the customer and developing gain creators can help our customers obtain their expected, required, desired, and unexpected outcomes.
Service Journey Video
We made a motion media video to visualize our service and map out it’s value proposition.
Conclusion
Just Us is the first ever community powered coffee utility service. We stand for justice, putting the customer first and providing an experience that is transparent from seed to cup. Our customers are able to get coffee anywhere or anytime and pay at the end of the month just like a water or electric bill. This service is innovative and viable, delivering a new service package that seamlessly fits the existing company because of the financial plan that proves its market value.