Boutique Coffe Shop Persona

1Defining the Business Context

The first step was to select a business type that allows for rich user behaviour and motivations. I chose a boutique coffee shop because it represents a service-oriented environment where customer experience is critical. This context provides clear touchpoints (ordering, seating, ambience, and loyalty programmes) that influence user needs and frustrations.

Identifying the Target User

I imagined a remote-working professional as the primary persona because:

• Coffee shops often attract individuals seeking a productive yet social environment.
• This segment values convenience, quality, and digital integration (e.g., mobile ordering).
• Their behaviour reflects a mix of functional and emotional needs, which makes for a well-rounded persona.

Structuring Demographics

Demographics were chosen to reflect a realistic and relatable profile:

• Age (32): Represents a mid-career professional who balances work and lifestyle.
• Education (Bachelor’s in Marketing): Suggests tech-savviness and appreciation for branding and experience.
• Marital Status (Married): Adds context for time management and lifestyle choices.

These details help stakeholders empathise with the persona and design solutions that fit their life stage.

Crafting the Bio

The bio was intentionally kept short and focused to avoid cognitive overload while still conveying:

• Role: Remote-working professional.
• Behaviour: Visits coffee shops for productivity and ambience.
• Values: Convenience and personalisation.

This ensures the persona feels human without overwhelming the reader with unnecessary details.

Selecting Goals and Needs

Goals were derived from common customer expectations in a coffee shop setting:

• Quality coffee: Core product expectation.
• Comfortable workspace: Aligns with remote work trends.
• Digital convenience: Reflects modern consumer behaviour.
• Loyalty rewards: Encourages repeat visits.

These goals guide design decisions for both physical and digital touchpoints.

Pain Points

Pain points were chosen to highlight experience gaps that often lead to dissatisfaction:

• Long queues → Operational inefficiency.
• Limited seating → Spatial design challenge.
• Poor Wi-Fi → Functional barrier for remote workers.
• Lack of personalisation → Missed opportunity for engagement.

Each pain point signals an actionable area for improvement.

Personality Tags

Instead of generic traits, I opted for behavioural descriptors relevant to decision-making:

• Curious: Open to trying new menu items.
• Detail-oriented: Notices quality and service nuances.
• Sociable: Enjoys interaction with staff and community.
• Goal-driven: Visits with a purpose (work or leisure).
• Adaptable: Comfortable with changing environments.

These traits inform tone and interaction design (e.g., offering personalised recommendations or creating community-driven experiences).

Motivations and Frustrations

Motivations were tied to emotional drivers (premium experience, local support) and functional needs (productive environment).

Frustrations were mapped to service gaps (delays, generic promotions) that could erode loyalty.