商科essay/report/assignment代写-Managing Research

商科essay/report/assignment代写

Managing Research

Research proposal to Implement mobile

commerce technology into the ordering

process at Fama Caf

University of The Sunshine Coast

Luisa Fernanda Lopez Bossa

09 – 10 – 2017

Luisa Lopez BUS703 i

Luisa Lopez BUS703 ii

• 1. Introduction Table of Contents
  • 1.1 Purpose
  • 1.2 Scope
  • 1.3 Limitations
• 2. Background
  • 2.1 Problem definition
    • 2.1.1 Management Problem
    • 2.1.2 Research Question
    • 2.1.3 Objectives……………………………………………………………………………………………………………….
• 3. Overview of literature
  • Mobile commerce trends
  • Coffee technology trends
  • Lean User Experience (UX)
• 4. Research Design and Methodology
  • 4.1 Analysis of data sources
  • 4.2 Research Method
    • Hypothesis…………………………………………………………………………………………………………………….
  • 4.3 Data Collection Techniques
  • 4.4 Sampling
    • Target population
    • Sampling method
    • Sample size
  • 4.5 Data Analysis Approach
• 5. Schedule and Budget
  • 5.1 Schedule
  • 5.2 Budget
• References
• Appendix
• Appendix
• Appendix
• Appendix
• Table 1 Lean UX studies List of tables
• Table 2 Analysis of data sources
• Table 3 Hypothesis statement
• Table 4 Persona Template
• Table 5 Schedule
• Table 6 Budget
• Table 7 App Store Reviews

Luisa Lopez BUS703 iii

List of figures

Figure 1 Gothelf 2013 The Lean UX process, p.18 ………………………………………………………………………. 5 Figure 2 First step in the Lean UX process modified from Lean UX Gothelf 2013 ……………………………. 5 Figure 3 Affinity diagramming sample …………………………………………………………………………………….. 14 Figure 4 Gothelf 2013, Business Assumptions Worksheet, p. 21 ………………………………………………… 21

1. Introduction

Consumers have the power of buying directly from their pockets every day. In 2018 Australia will have around 15.1 million smartphone users (eMarketer 2014). By 2017 more than two billion worldwide smartphone users will use their mobile devices to make a mobile commerce transaction (Levey 2016). Moreover, in the industry, there is no clear sign of competitors trying to launch a smartphone application to offer customers the option of pre-ordering coffee. Fama Caf is an independent coffee shop that can take advantage of this and be the first independent coffee shop that develops its own pre-ordering coffee mobile application on the market aiming to improve customer experience.

1.1 Purpose

This paper will get an insight view of Fama Cafs customer needs and problems to determine how integrating mobile commerce into the ordering process would improve customer service. This situation will be approached by exploring the Lean UX model.

This research proposal will:

• Start with a background of the research problem
• Outline the management problem, the research question and the objectives of the research project
• Provide an overview of literature regarding mobile technology trends in general and in the coffee industry
• Explain the research design and methodology to be used
• Present the budget and schedule to be analysed and followed for the accomplishment of the research

1.2 Scope

Research proposal to determine if Implementing mobile commerce technology into the ordering process at Fama Caf would improve customer experience

1.3 Limitations

• The findings will be determined by qualitative information. The interpretation of these findings will be judgemental
• Exploratory research does not intend to provide conclusive evidence from which to determine a particular course of action

2. Background

Fama Caf has been a cafe in Brisbane since 2016. The quality of the coffee and the customer service have been drivers for the fast growth of the caf. The caf trading hours are Monday to Friday from 6:00 am to 3:00 pm. Fama Caf has three group machines that can produce up to 360 coffees per hour, employing two baristas behind the machine to make shots and milk. Fama Caf can meet the current demand for the equipment in place. However, it is running at its capacity. The machine would need to be upgraded to increase coffees per hour produced and this way accommodate more traffic. Moreover, Fama Cafe’s strategic location means for the coffee shop having many regular and loyal customers. Fama caf is in the heart of Brisbane, on the ground level of a commercial building of 11 floors (G1B/154 Melbourne Street).

The fast growth of cafes and Coffee Shops has contributed to high competition from other cafes in the area. In the past five years, the industry has grown sharply, from 2012 to 2017 at seven percent. Australias coffee culture and the growing number of speciality cafes and coffee shops have contributed to high industry competition, low barriers to entry and low industry concentration (IBISWorld 2017, p. 4). Local coffee drinkers have several options to purchase a cup of coffee either for dine in or take away. The manager and the staff members have observed a steady patronage from 9:00 am to 11:00 am. Some regular customers do not have the time to line up and wait for a coffee and choose to go to another place, resulting in a loss of business for Fama Cafe. The manager is looking for alternatives where the service would be more efficient to maintain the current base of customers, and take the business share from rivalling cafes in the area.

2.1 Problem definition

2.1.1 Management Problem

The decision that this research proposal will assist with is:

• How would Fama Caf improve customer experience by integrating technology into the ordering process?
• Will Fama Caf invest in another coffee machine if the demand increases due to the technology integration?

2.1.2 Research Question

The management issue to solve based on the management problem is:

• How integrating mobile technology into the ordering process at Fama Caf would improve customer experience and retain coffee customers?

2.1.3 Objectives……………………………………………………………………………………………………………….

The specific information required to address the research question is outlined in the following objectives:

1. Determine trends regarding mobile commerce technology that could be relevant to the purchasing of coffee 2. Understand coffee drinker’s consumption, purchasing behaviour and associated problems 3. Propose what would be an attraction for coffee drinkers to sway their purchasing behaviour 4. Determine consumers use of mobile technology for ordering and payment purpose 5. Determine competitors offers of mobile technology for ordering and payment systems

3. Overview of literature

Mobile commerce trends

Mobile commerce (m-commerce) has been rapidly increasing around the world since the development and adoption of new smartphone devices in 2006-2007, such as Blackberry, iPhone, Windows and Android (Marriott et al. 2017). Mobile devices are replacing desktops and laptop computers. Mobile technologies offer people the internet in their pocket; consumer possibilities using a mobile device are endless, including banking, buying tickets, shopping and real-time news (Barnes 2001). One of the definitions for m-commerce is: The use of wireless technology, particularly handheld mobile devices and mobile Internet, to facilitate transaction, information search and user task performance in consumer, business-to-business, and intra-enterprise communications. (Chan et al. 2002, p. 187-199). Barnes (2001) stated that m-commerce is Any transaction with a monetary value either direct or indirect that is conducted over a wireless telecommunication. Already, mobile transactions have injected growth in the forecast for future revenues, in 2018 m-commerce sales through smartphones are expected to be 74 billion in the United States (Levien 2014)

The use of mobile devices has become increasingly popular in the society. In 2018 Australia will have around 15.1 million smartphone users (eMarketer 2014). Mobile influence will keep growing driven by the mobile adoption of new customers, fewer barriers in the market and new mobile technologies. Consumers are adopting other ways to purchase goods and services compared with the 1900s where shoppers were looking for a functional or economic benefit from the products (Zhang 2017). The traditional Point of sale (POS) where the transaction between customer and retail occurs in-store through a typical system as a cash register does not provide the functionality that drives consumers nowadays (Accenture 2014). Mobile point of sale (mPOS) applications integrate many services that drive consumers to adopt new technology to their purchasing decision. Forty-three of retailers showed to use and operate an e-commerce platform in The United States, The United Kingdom, France and Germany (Accenture 2014). Some of the motivations for consumers using mobile payments are Reward points, discounts at purchase and faster checkout (Traditional POS Systems vs Mobile Start- ups, n.p.)

Coffee technology trends

The use of technology in the coffee industry in Australia is low due to the heavy labour orientation of most functions (IBISWorld 2017). Therefore, the advancements in technology aim to improve systems and procedures that will provide a better quality of service and will reduce customer wait time. Customers now can have access to their loyalty cards from different cafes using mobile applications such as eCoffeeCard. The customer just scans a barcode every time that they purchase a coffee. Also, Mobile applications have moved to provide customer payment services through Cafe-Wallet function. Users can pay for their coffee using their account. The convenience of online platforms has increased among users and cafes that use their mobile applications (apps) to see through the purchasing and selling decision. In the market there are two free smartphone applications to pre-order coffee and food from restaurants and cafes nearby to users, Hey You and Skip (Papas 2016). Papas (2016), referred to The whole idea came from trying to solve the frustration of wasting time when waiting in queues. Currently, Skip has over 60,000 users and Hey You around 300,000 users (Papas 2016). Hey You in January 2016 had 65,000 transactions a week. These operations translate to one coffee ordered every second in peak hours from 8 am, and 10 am every weekday (Kimmorley 2016).

However, Starbucks has been the first caf that implemented its purpose-built mobile applications. Either, Customer load their prepaid account through the Starbuck mobile application or customers can access to their credit or debit card through Square Wallet (Almazan 2014). Customers place an order using the Starbuck implementation, and a code is generated to be presented at the register. Ordering and paying by mobile devices represented seven percent of Starbucks operated transactions (McGrath 2017). The chain has combined a successful strategy to generate online revenue and in- store traffic (Strout 2015). Starbucks developed the mobile application with the aim of increasing customer traffic by offering a quicker service and avoiding customers walking away without buying a coffee due to a long queue and wait times (Trefis Team 2017). However, clients who have ordered a coffee before walking into the store, to grab their coffee then and leave, are wondering if a barista will ever call their name. This concern is because the orders of customers who have ordered through the mobile application are dumped on baristas generating bottlenecks with walk-in customers orders. This ordering process has been scaring walk-in customers off from ordering a coffee causing the fall of customer traffic of two percent from July to September in 2017 (Taylor 2017)

Customers are craving convenience. Saving time and ordering from home is a repetitive behaviour for online shoppers (Paul et al. 2015). In Australia, fifty-nine percent of purchases of products and services through mobile devices was due to the convenience (iab 2016). Forty-five percent, to save time and thirty-three percent, to get the best price possible. Retailers will get more than half of online traffic from mobile devices (Wang 2015). Between seventeen and twenty-one percent of retail sales in the United States (US) were mobile-influenced (Deloitte 2012). Mobile is fast becoming the channel that will shape the future of retail (Fulgoni et al. 2016, n.p.). By 2017 or later small businesses are choosing the adoption of mobile apps to increase sales by fifty-five percent and improve customer service by half (Bose 2017). However, security and privacy are areas where retailers must support customers to assure m-commerce to get to its potential. In Australia, forty-seven percent of mobile-shoppers did not purchase more products or services online for trust barriers in the net (iab 2016). Improving purchase experience is imperative to win back mobile shoppers who have been dissatisfied with their online experience.

Lean User Experience (UX)

Fama Caf is aiming to improve customer service through the integration of mobile commerce technology. The success of implementing technology into the ordering process will depend on positive user experience. The quality of Fama Caf customer service will either enhance or degrade customer loyalty. Starbucks developed its mobile application to increase customer loyalty to its brand by offering a quicker service. However, customer experience has been damaged by inconsistencies in the model design of the application (Table 7 App Store Reviews). Lean UX principles focus on value- creation. The lean UX is a methodology presented by Gothelf (2013). The Lean UX works around team discussions to solve problems that will deliver users a desirable experience. This method consists of four steps:

Figure 1 Gothelf 2013 The Lean UX process, p.

During the first step Declare Assumptions, assumptions are usually derived from teams exercises. The starting point for teams to make assumptions is a problem statement, which are the reasons for this problem? During the exercise, teams separate the problem into its core assumptions (Figure 4 Gothelf 2013, Business Assumptions Worksheet, p. 21). The second step is to convert these assumptions into hypotheses. Teams put together the outcomes expected from the product or service to deliver to the customer. Then, teams formulate theories of who are the customers? And how can teams describe them? By using personas, teams can segment the customers by demographic, psychographic and behavioural attributes. The last step to make a hypothesis statement is to list the features of the product or service that will solve the customers needs. Olsen (2015) suggests using the following template to formulate a customer need as a feature: As a [type of user], I want to [do something], so that I can [ the desired benefit.] For example, at Fama Caf a customer may say, As a customer who likes Fama Caf coffee, I want to quickly pre-order my coffee from my mobile device, so that I can save time and skip the queue.

Figure 2 First step in the Lean UX process modified from Lean UX Gothelf 2013

The second phase is Creating a Minimum Viable Product (MVP). For the Lean Startup, MVP is built a rapid prototype to test market assumptions and use customer feedback to deliver a tool that will generate value for them (Gothelf 2013, p. 7). Lean Startup process reduces waste by having more contact with real customers. The company saves money and time because it avoids misleading market

Outcomes
Personas
Features

Create and test
Assumptions hyphotheses

assumptions. The Lean UX applies this philosophy by using customer feedback to validate hypotheses. For example, if a team is trying to determine the value of a new a feature or product a non-prototype MVP would be useful to test their hypothesis because this way teams can test something that relates to the product or feature instead of an MVP that simulates this product or feature (Gothelf 2013).

The third step is Run an Experiment. Teams use the MVP built to run experiments. The main goal of these experiments is collect feedback from the teams to base the design decisions on. The last step is Feedback and Research. The outcomes of the investigation will tell teams whether their hypotheses were correct and thus whether the direction teams are exploring shall be pursued, refined, or abandoned.

Some of the studies done in this area are:

Lean UX Cases Author Type of study Study Lean UX steps apply Outcome Gasik 2012 Master thesis Designing for Good User Experience with Lean Principles. The Case of Roomforit.com

Declare assumptions (Idea, concept,
personas)
Mock-ups and testing

The Lean UX steps helped Gasik
evaluate the overall success of
online service concept and its
perceived value

May 2012 Report Applying Lean Startup: An Experience Report — Lean & Lean UX by a UX Veteran: Lessons Learned in Creating & Launching a Complex Consumer App

Oxford Technology Ventures LLC
specialises in launching successful
products and services through UX,
usability and product strategy
services, this includes:
Concepting
Wireframes
Prototypes
Personae
Requirements
Design, user research and user testing

The application is different from
anything else in the market
People got value from the
application
Marketing and customer acquisition
was the hardest part to achieve

Grama 2016 Degree project Adapting Lean User Experience Process for Enterprise Environment

Declare assumption
Create an MVP
Run an experiment
Feedback and results

The Lean UX steps helped Grama
and her team to structure and test
assumptions about the new
proposed five-step model
The team could identify that the
model suits better some regions
than others
The team learnt more about
personas. Who the user is

Nordstrom Innovation Lab

Case study Lean UX Case Study: Nordstrom -
create a new consumer-face app in
one week

Identify the cause of the problem
Find a viable solution
Rapid prototyping
Iterating and testing

The designers build and iPad app with customer feedback to make the sunglass selection process easier The company did not want to create an app that was not valued by the clients Massey 2016 Case study Develop a tool to help Oracle developers and database administrators source control their databases

Validate hypotheses
Rapid prototyping

The team found essential to
develop a rigorous understanding
of their customers
Lean UX helped the team to
validate their ideas
The team built a product that had
real meaning to Oracle developers
and database administrators
Quality research and feedback from
Oracle developers and database
administrators
The team get an insight into the
processes, the teams, and the
problems faced by Oracle
developers and database
administrators
Table 1 Lean UX studies

4. Research Design and Methodology

4.1 Analysis of data sources

From the literature review, the first and fourth objectives have been satisfied. Thus, an exploratory research will be used to fulfil the first, second and fifth objectives.

Analysis of data sources
Research Objectives Key findings from
secondary data

Gaps requiring primary
data

Technique

1. Determine trends regarding mobile commerce technology that could be relevant to the purchasing of coffee

In the market is two
smartphone applications
free to pre-order coffee
and food from
restaurants and cafes
nearby to customers,
Hey You and Skip

The trends of mobile
commerce in the caf
industry were identified
using secondary data

No need

2.Understand coffee
drinker's consumption,
purchasing behaviour and
associated problems

Save time, skip the
queue, simplicity in the
payments options and
integration of features
were the reason why
people used an
application to pre-order
their coffee

It was identified how
customers start seeing
technology as a medium
to enhance their life and
increase loyalty to a
brand. However, we
could not identify what
Fama Caf customers
real needs and problems
are to deliver a solution
to them. This solution
must solve these needs
and challenges and add
value to their customer
experience

Depth interviews
with Fama Cafs
customers

3.Propose what would be
an attraction for coffee
drinkers to sway their
purchasing behaviour

In Australia, forty-seven
percent of mobile-
shoppers did not
purchase more products
or services online for
trust barriers in the net
(iab 2016)
Users seem to be
dissatisfied with some
features from the
applications such as do
not able to pay through
the Starbucks app or do

We could identify the
features that Hey You,
Skip and Starbucks
app need to improve to
gain more customer and
sway non-mobile users
to start using technology
to see through their
purchasing behaviour.
However, it is imperative
for Fama Caf to
determine what the
customers needs and

Depth interviews
with Fama Cafs
customers

not able to just with one
click pre-order a pre-
existing order

problems are before
knowing if the solution
for customers is pre-
order their coffee using
their mobile devices

4. Determine consumers use of mobile technology for ordering and payment purpose

Currently, Skip has
over 60,000 users and
Hey You around
300,000 users (Papas
Chloe 2016)

No gaps are found to
gather primary data. The
purpose of the research
is determining if a mobile
application will solve the
problem of customers
walking away without
placing an order

No need

5.Determine competitors
offers of mobile
technology for ordering
and payment systems

It could not be identified
through the literature
review

The literature does refer
to two apps used for
cafes to enhance
customer experience.
However, it could not be
identified which cafes
are using these apps and
if they are competitors of
Fama Caf

Depth interviews to
coffee shops nearby
to Fama Caf

Table 2 Analysis of data sources

4.2 Research Method

The researcher will suggest how Fama Caf can validate the hypothesis propose through exploratory
research based on Lean UX methodology. Through exploratory research, the researcher will gather
qualitative data to understand customer's needs, perceptions and behaviours. Researchers stated that
If you want to understand peoples motivations, their reasons, their actions, and the context for their
belief and actions in an in-depth way, qualitative research is the best (Myers 2009, p.6). Descriptive
research was not considered for this study because it is not desirable to obtain information from
respondents by using a fully structured or formal method such as questionnaires even though with
this methodology the hypothesis can be validated too. The purpose of this study is to get an insight
view of Fama Caf's customers to understand why customers leave without placing an order and what
their motivations are to make this decision.

Hypothesis…………………………………………………………………………………………………………………….

Customer segment Problem Solution

Hypothesis statement

Customer who drinks coffee
between 9 am to 11 am

Need to save time
and skip the queue

Develop a smartphone
application which
customers can use to
pre-order their coffee

Table 3 Hypothesis statement

4.3 Data Collection Techniques

Depth interview is a Qualitative research method designed to generate in-depth information through a face-to-face interview of the respondent by the researcher (Aaker 2007, p. 126). The researcher will use this method to:

• Learn about Fama Caf customers, what the needs are, what the problems are, what the buying process is, what the expectations are and which the buying patterns are
• Find out whether the idea of integrating technology into the ordering process will solve a real problem
• Determine whether there is enough demand to justify building the app A customer interview is about finding customers challenges and needs. The characteristics of the depth interviews are:
• Some open-ended questions. The interviewer pursues the respondents to develop the topic and not just hearing yes or no responses
• Semi-structured format. The interviewer uses some pre-formulated questions (Appendix 3). However, the questions follow the previous response. Therefore, new questions may arise through the conversation. The interview questions will follow the script developed for Wilcox (2017):
• Whats the hardest part about buying your coffee this morning?
• Can you tell me about the last time that happened?
• Why was that hard?
• What, if anything, have you done to solve that problem?
• What dont you love about the solutions you have tried?
• How often do you experience this problem?

The researcher will use personas theory to create a persona who will be employed into the hypothesis. Personas are a representation of customers Having a deep understanding of your buyer persona(s) is critical to driving content creation, product development, sales follow up, and really anything that relates to customer acquisition and retention (Vaughan n.p.). This persona represents the user who has been facing the problem. The first step to create this persona was starting with the assumption of who the customer was, what the behavioural, demographic information was, which the pain points and needs were and which the potential solutions were. The insights gathered from actual customers through the interviews will validate indeed if the persona created is a full representation of Fama Caf customers.

1. Sketch and name Laura Braulins 2. Behavioural, demographic information Fama Caf customer Age: 30 Location: Brisbane Job: Receptionist She works 8 am to 5 pm She drinks coffee every morning She has a break of 15 minutes at work 3. Pain points and needs She likes Fama Caf coffee but She wants to grab a quick coffee She does not want to talk either with the cashier or customers From 9 am to 11 am where her break fit is too busy to line up and order a coffee She is frustrated because she could not have her favourite coffee due to the line 4. Potential solutions Fama Caf will make her happy if She can pre-order her coffee She can know when her coffee is ready to pick up She can just walk in a grab her coffee from the counter

Table 4 Persona Template

The interviews to coffee shops will be conducted to identify if potential Fama Caf competitors offer customers the option of pre-order their coffee through a smartphone application and pay for it using Caf-Wallet function (Appendix 4).

The interviewer will ask the respondents if they are comfortable with the interview being recorded and used later for analysis purposes. The interviewer will conduct the interviews on Friday afternoon at the commercial building to avoid conflict of interest between customers and Fama Caf. If customers are interviewed at Fama Caf, they may change their view regarding the problem. On Friday customers seem to be less stresses and more open to talking to the staff. The interviewer will conduct the interviews to coffee shops on Wednesday afternoon. Wednesday appears to be the quietest day at Fama Caf. Therefore it is assumed that other cafes around the area are not busy either.

Some of the limitations of using this technique are:

• Depth interviews are time-consuming, each depth interview may last more than an hour
• Not just the interviews must be conducted. These shall be transcribed and analysed
• The findings are derived from the subjective of the interviewer, and they might not reflect all behaviour drivers of coffee drinkers

4.4 Sampling

Target population

The target population was defined as all Fama Caf customers and coffee shops around the area.

Fama Caf customers The characteristics of this group is

• People who buy coffee from Fama Caf between 9 am to 11 am during the week
• People who work between business hours
• People who buy at least one coffee every day

Coffee shops The characteristics of this group is

• Potential competitors of Fama Caf (Coffee specialist)
• Businesses that are approachable by customers The target population defined regarding sampling units is:
• Customers
• Coffee shops

Sampling method

This research will use nonprobability sampling. The advantages of this approach are avoiding costs and the effort of developing a sample frame (Gofton et al. 1997). However, by using this method, the sampling error cannot be calculated. The base of this approach is convenience sampling. It is defined as The sample is derived from a group that is convenient for the researchers regarding location and recruitment (Gofton et al. 1997, p. 98). This research will recruit customers from Fama Caf for the depth interviews. Through observation, the researcher will identify the persona described in Table 3, Persona Template. Then, the interviewer will approach this person and will ask:

Good morning, I know you are busy now, and it may be the reason for you to leave and do not line up to order a coffee. I am researching customer service, and I would like to know if we could talk about what just happened on Friday afternoon. I can call your phone number, and we can set a time. What do you think?

This methodology will help the interviewer to gather relevant data from people who are really experiencing the problem. Customers are available Monday to Friday at Fama Caf when they buy their coffee. Convenience sampling is used in this research because the objective is to gain insights into who the real customers are and which their real problems and needs are to test the hypothesis upon these insights then. Moreover, the interviewer will conduct one depth interview to coffee shops approachable by customers. In this case, approachable means businesses where customers can walk to in five minutes. Fama Caf assumes that customers usually have a short break that does not allow them to walk more than five minutes to order and wait for a coffee.

Sample size

The researcher will conduct fifteen depth interviews to customers and one interview to three businesses. The number of depth interviews at the design stage was dictated by the logistics problems associated with conducting face to face interviews. The interviewer needs to travel from The Sunshine Coast to Brisbane to gather the data. However, in the field, the number of optimal interviews required will be determined by the quality of the responses. Depth interviews will be conducted until the interviewer can identify the saturation of the responses. It means that the interviewer hears over and over the same responses and the researcher is not getting more relevant information to respond to the research question.

4.5 Data Analysis Approach

The researcher will perform an Affinity diagramming method to analyse the data collected. This method is an inductive method that will help the researcher to understand the data capturing insights and pain points (Chauncey n.d). The researcher will break up the qualitative data into small chunks. Then, these chunks will be grouped into related information that highlights the themes. Themes are given a name that describes what is being said. After the meaning of units is identified and named, these units will be classified in categories.

Figure 3 Affinity diagramming sample

Once the data is organized, the researcher will validate the hypothesis. The researcher will focus on the paint point of each customer. Fama Caf proposes the following paint points at this stage:

• Cannot grab a quick coffee
• From 9 am to 11 am is too busy to line up and order a coffee
• Frustration cannot order coffee due to the queue The researcher may identify more paint points after the interviews are conducted. Then, the researcher will determine how many times customers are experiencing this paint point and the reasons why they are going through that:
• Are the busy?
• Do they have a short break?
• Do they not like queues? The researcher will identify If the customers have tried something to solve those pain points.
• Have they talked with the manager of the caf?
• Do they just have coffee somewhere else? The purpose of the interviews with cafes nearby is to identify which type of payment system the competition offers to customers. Thus, these interviews do not intend to validate the hypothesis.

Meaning of unit
I like this app. Everything works well.
I get my coffee without waiting
Everything charges straight to my
credit card, I never need to carry
coins in my pocket

Themes
Get coffee without wating

Charges straight to my credit card

Categories
Save time

Simplicity of the payment options

5. Schedule and Budget

5.1 Schedule

The proposed timing of this research is listed in the table below

Date Deliverable
February Research proposal review
March Data collection
April Data analysis
May Data analysis
June Final written report and presentation

Table 5 Schedule

5.2 Budget

The estimates of the cost associated with the research plan are as followed:

Category Description of the expense Estimated cost
Personnel 1 interviewer
Travel Fuel to Brisbane twice a week $
Technology Philips DVT6000 Voice Tracer Lecture and
Interview

####### $

Professional services Rev.com Transcription 20 interviews $1 per minute $
Total Cost $

Table 6 Budget

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Appendix 1

Apps App Store Reviews
Hey you  4 starts of 5 The issue with
notifications about
orders can actually be
the caf themselves.
The caf has to accept
the order and the
notification is sent.

Great concept, easy to
use, good coverage
makes my life easier
let down frequent
outages, updates that
wipe everything
including loyalty
points and favourites

Really happy with
this app actually
gives me extra time
to get easy in the
morning and still get
my coffee. Only
annoyance I have is
the history tab
where it says order
again, when you click
it I have to fill out my
order again

I order my coffee
from the train, its
ready when I walk in
the caf door.
Previous orders are
saved as favourites,
making reordering a
snap. Everything
charges straight to
my credit card, I
never need to carry
coins in my pocket.
Let me do my writing
while Im walking

I love being able
to order when
Im on the bus
and have my
coffee ready as
soon as I get off

This app is genius
and has come a
long way from its
humble beginnings
as Beat the Q. It
really does help
beat the queue
saving you time
and simplifying the
payment option.

Skip  5 starts of 5 I like this app.
Everything works well.
I get my coffee
without waiting

I love this app.
However, what I
would really love to
see is a way to save
your favourite coffee
for a quick order

Super easy, so
awesome to be able
to walk into the caf,
pick up my coffee
and be out of there
in about 20 seconds.
Looking forward to
more cafes getting
on board

I love this app, I use
it at work,
particularly when Im
on the train on the
way to work, I can
order my coffee and
its ready, waiting
and paid for by the
time I get there, I can
even tell them how

Order coffee
while walking to
work, pick up
coffee on way
past the caf
without
stopping and
continue to
work. Win!! No
need to worry

Easy to use. No
need for cash. My
new Coffee place
always has a
massive queue in
the morning I loved
how I could SKIP
the queue!! Coffee
was on time and
tasted great!!

long I will be in
picking it up

about cash or eftpos minimums or lines of people Starbucks Australia 2.5 starts of 5

This app is great, but it
would be even better
if you could load your
loyalty card into the
Wallet app.
Also, would really like
the ability to order
and pay through the
app with Apple Pay
functionality

The interface is pretty
slow and buggy.
Starbucks app does
not have as many
features compared
with American and
Korea Starbucks app

I think Starbucks
should add an order
function in the app.
This has already
introduced in other
countries. Australia
should have one too

I mean it does basic,
but that is it. Lacking
in Apple Pay, Wallet
and Keychain
support. The menu
does not have
pricing and there is
no pre-order option.
I am only keeping
this because it saves
a card from my
wallet, otherwise
lack-lustre app

The update is a
huge step
forward for
Starbucks in
Australia.
However, I also
like to say
mobile order
and pay
functionality
launched so
that I am able to
quickly order
my drinks, and
skip the line
when I have
limited time
available

Would love to see
prices on menu and
possibly Apple
Wallet and Apple
pay integration in a
future version

Table 7 App Store Reviews

Appendix 2

Figure 4 Gothelf 2013, Business Assumptions Worksheet, p. 21

Appendix 3

Research proposal to Implement mobile
commerce technology into the ordering process at Fama Caf

Interviewer Customer Date

Role questions Hearing from What is your job Is it a flexible role? Does that person need to be at the office at a certain hour? Does that person have a break? What does a typical day look like? How many coffees a day does that person purchase What is the process that person uses to decide to buy a coffee

Shopping Preferences Hearing from Can you tell me about the day that you leave without placing an order by cause of the queue?

Why the customer made that decision?

How do you prefer to interact with vendors (e.g.
email, phone, in person)? Why

Has that person used their phone to purchase
coffee before?
Which were the difficulties?

What is the value that you perceive from Fama
Caf service?

Why does that person perceive that?

Appendix 4

Research proposal to Implement mobile
commerce technology into the ordering process at Fama Caf

Interviewer Caf Date

Would I ask you some questions regarding the payment system of the coffee shop? I am researching to determine how technologies enhance customer experience. Hearing from What are the current payment systems? Does the manager mention m-commerce options?

How many transactions do you have during the
day for each system?

What the customer preferences are

Why do you offer these options? Cost-benefit reasons
Improve customer service