At this weeks seminar we were asked to consider why things are designed a certain way and why people choose to use them. One member of my group sat in a coffee shop and observed the customers that came to it. To her surprise the majority of people visiting the shop weren't in a rush but came to meet someone or to sit down and take some time to themselves. Jonathan asked us what these customers were paying for, was it coffee? or an experience?
People could easily grab a cup of coffee from a machine or a fast food outlet but these customers decided to choose a shop, somewhere they could sit down on big comfy chairs and relax. It creates a different atmosphere, whether its to take a break from some intense shopping or to meet someone for a chat, coffee shops provide a comforting environment. So not only does the customer get an 'experience' if they stay long enough the company may get some more money out of them when they buy their second cup of the day!
Jonathan also spoke to us briefly about fast food outlets and how their furniture is hard and slightly uncomfortable. In this case they don't want it to be relaxing, the company needs the customer to purchase food and eat it quickly so the next lot of customers can grab a quick seat. I was aware that the seats in Mcdonalds or KFC weren't the best but I had never considered this was an intentional decision to keep the customers moving.
I will definitely look at things in a slightly different light. For instance someone doesn't go to the bingo in order to win, they go for the experience and social interaction it offers. I think asking this simple question, why?, could be very beneficial and could help solve many of my briefs in the future!
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