Unlocking Perception: A
Multisensory Coffee
Experience Design for Drip
Coffee
Project overview
This project focused on developing a multisensory coffee experience for Drip Coffee, a specialty coffee company. The objective was to personalize and enhance the coffee tasting experience by integrating music, leveraging its potential to influence taste perception.
This project demonstrates the power of multisensory design. By incorporating music alongside taste, we were able to unlock new possibilities for personalizing and enriching user experiences.
Talayeh Dehghani
About Drip Coffee
Drip Coffee is dedicated to delivering unique and high-quality coffee experiences. Known for their specialty coffees, they were keen to explore innovative methods to enhance customer enjoyment and differentiate their brand in a competitive market.
Problem Statement
Traditional coffee brewing methods offer limited opportunities for customization, despite many coffee drinkers having distinct taste preferences. The challenge was to explore how incorporating an additional sensory element—music—could create a more engaging and personalized coffee experience.
Role
2 UX designers
1 Design Lead
Research
Theoretical Foundation
We reviewed 34 research papers on the link between music and taste perception. This provided a foundational understanding of how auditory stimuli could influence the sensory experience of coffee tasting.
Active Experimentation
We selected a popular Rwandan coffee bean, favored by Drip Coffee’s customers.
Nine unique music tracks were created, tailored to three specific coffee drinks: Long Coffee, Espresso, and Cappuccino. These tracks varied in genre, tempo, pitch, and roughness to cover a wide range of auditory influences.
A workshop was conducted with nine participants, including coffee enthusiasts, baristas, and musicians. Participants tasted each coffee paired with a corresponding music track and documented their flavor perceptions.
Co-design Workshop
A follow-up co-design workshop was held with the same nine participants, focusing on refining the concept based on the findings from the user studies. This collaborative session included designers, baristas, and musicians, ensuring diverse perspectives in the development process.
Data-Driven Discovery
Data Collection
Surveys and Questionnaires: Participants completed pre- and post-experience surveys to capture their expectations and actual perceptions. Questions focused on taste profiles, music preferences, and the perceived impact of music on the coffee experience.
Sensory Ratings: During the tasting sessions, participants rated each coffee-music pairing on a scale from 1 to 10 for attributes such as bitterness, sweetness, and overall enjoyment.
Behavioral Observations: We recorded participants’ reactions and behaviors during the tasting sessions to identify non-verbal cues and spontaneous feedback.
Data Analysis
Statistical Analysis: We employed statistical methods to analyze the survey and sensory rating data. This included calculating means, variances, and conducting ANOVA tests to determine significant differences in taste perception influenced by different music tracks.
Thematic Analysis: Qualitative data from open-ended survey responses and workshop discussions were analyzed to identify common themes and insights regarding the multisensory experience.
Lean Testing
Iteration and Refinement
Feedback Loops: Insights from the data analysis were used to iterate on the music tracks and the overall experience design. We adjusted musical elements (e.g., tempo, genre) based on participant feedback to enhance the perceived taste profiles.
Prototype Testing: Refined music tracks and design elements were tested in subsequent workshops to validate improvements and ensure the experience met user expectations.
Outcome
The research demonstrated that music could significantly influence the perceived taste of coffee. Key findings included:
Taste Perception: Variations in genre, tempo, pitch, and roughness of music impacted how participants described the bitterness, sweetness, and intensity of the coffee flavors.
User Feedback: Specific music styles were identified that enhanced the taste profiles of different coffee drinks. Participants provided valuable insights into how music could be effectively paired with coffee.
Design Principles: Based on the research and user feedback, we developed design principles for the user experience:
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Balance: A mix of fun and seriousness to make the experience enjoyable yet credible.
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Approachability: Design elements like rounded corners and primary colors to create a welcoming feel.
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Aesthetic: Bold colors and illustrations to move away from an overly academic look.
Clarity: Clear hierarchies to ensure easy navigation and user interaction. The research provided a solid foundation for integrating music into the coffee tasting experience. The final design and implementation are ongoing, focusing on creating a seamless and personalized multisensory experience for Drip Coffee's customers.