The aim of this project was to create a new signature Spinelli experience amidst Singapore’s highly competitive coffee industry. In order to stand out from the competition, the coffee chain wished to focus on its authenticity as well as its human-centric customer experience.
After a series of workshops and interviews as well as detailed analysis on numerous case studies, the experience design team were able to distill three distinct brand values for the company – honesty in what they produced; simplicity in what they offered and sincerity in how they served. Prototypes were set up at two existing store locations to gauge initial customer responses to some ideas that were conceived by the experience design team, which included in-store wayfinding as well as new ordering and queueing systems. The team was thus able to produce a cohesive customer experience for Spinelli that places customer satisfaction and comfort as its highest priority.