August 2024

Evaluating Lily & Sparrow’s Customer Experience

Overview

Lily & Sparrow Coffee, Market, and Mercantile is a specialty coffee shop and market located in Covington, Georgia. Known for its artisanal coffee and curated local products, it aims to create a unique, community-oriented experience. This case study explores the methods, findings, and recommendations derived from a multi-phase research initiative to improve its offerings and user experience.

Research Objectives

Understand customer preferences for coffee and market products.

Identify pain points and opportunities in the customer journey.

Evaluate information architecture, accessibility, and competitive positioning.

Research Methodology

Phase 1: User Research

Observational research to map real-time customer interactions with the space.

Surveys to collect quantitative insights on customer satisfaction.

Interviews with diverse customer personas to gather qualitative feedback.

Phase 2: Digital Evaluation

Accessibility Audit following WCAG standards.

Information Architecture Review to assess site usability and navigation.

Phase 3: Competitive Analysis

Comparative benchmarking against Bread & Butter Coffee and Starbucks.

Phase 4: Social Media and Online Review Analysis

Analysis of engagement and sentiment across key platforms.

Key Findings

1: Customer Experience

Strength: High-quality, artisanal coffee and a cozy, community-driven ambiance.

Pain Point: Service speed and pricing are recurrent issues.

2: Market Appeal

Strength: Unique, local products draw shoppers interested in artisanal goods.

Opportunity: Add more affordable and family-oriented products.

3: Digital Presence

Clear navigation but inconsistent accessibility and labeling.

4: Competitive Positioning

Differentiates through boutique appeal but lacks the scalability and convenience of competitors.

Phase 1: User Research

The user research for Lily & Sparrow Coffee, Market, and Mercantile highlighted a strong appreciation for the high-quality coffee, artisanal market offerings, and the cozy, community-focused atmosphere that defines the brand. Customers praised the thoughtful craftsmanship of the coffee and the uniqueness of the locally sourced products in the market. However, recurring pain points included slow service during peak times, high pricing perceived as a barrier by budget-conscious and family-oriented customers, and a market layout that felt cramped during busy hours. Insights from diverse customer interviews underscored opportunities to expand product offerings—such as seasonal coffee options, more family-friendly items, and budget-friendly selections—while improving operational efficiency and fostering deeper community engagement through events, loyalty programs, and family-focused amenities. These findings formed the basis for actionable recommendations to enhance the customer experience while retaining the brand’s unique charm and community connection.

Artifacts Created

✓ Journey Map
✓ User Personas

Phase 2: Digital Evaluation

The digital evaluation of Lily & Sparrow Coffee, Market, and Mercantile revealed a solid foundation in navigation and usability, with clear top-level navigation and intuitive labels making the website user-friendly for most visitors. However, areas for improvement emerged, particularly in accessibility and content organization. The site lacked sufficient alt text for images, robust keyboard navigation, and adequate contrast ratios to meet WCAG standards, potentially hindering users with disabilities. Additionally, while the site’s structure was logical, incorporating semantic HTML and ARIA landmarks could further enhance its compatibility with assistive technologies. The search functionality, although easily accessible, could benefit from filtering options to refine results. Recommendations focused on bolstering accessibility compliance, optimizing search capabilities, and ensuring consistent navigation, all of which are crucial for a seamless and inclusive digital experience.

Audits Conducted:

Accessibility
Heuristics
Colorblindness Scale
Information Architecture

Phase 3: Competitive Analysis

The competitive analysis positioned Lily & Sparrow Coffee, Market, and Mercantile as a boutique, community-focused brand with a unique combination of artisanal coffee and curated local market goods. This distinct approach differentiates it from Bread & Butter Coffee, which emphasizes neighborhood charm and familiarity, and Starbucks, known for its global scalability, consistency, and convenience. While Lily & Sparrow excels in quality, local engagement, and offering a personalized experience, it faces challenges in scalability, service speed, and pricing accessibility. Its reliance on a niche audience limits its market reach compared to competitors with broader appeal and extensive product diversity. Opportunities to strengthen its competitive edge include enhancing service efficiency, expanding family-friendly and budget-conscious offerings, and leveraging community-driven marketing initiatives to deepen customer loyalty while maintaining its boutique charm.

* Full Analysis can be found in the Client Packet

Phase 4: Social Media & Online Review Analysis

The social media and online review analysis for Lily & Sparrow Coffee highlighted its strong online reputation, with customers frequently praising the artisanal quality of coffee, welcoming atmosphere, and unique market offerings. The business’s Instagram and Facebook accounts effectively showcase these strengths with visually appealing content featuring coffee drinks, artisanal goods, and community events, garnering moderate engagement from a loyal customer base. Online reviews on Google and Yelp reflect positive sentiments, emphasizing coffee quality and ambiance, but also identify areas for improvement, including service speed, pricing, and family-friendliness. Recommendations include optimizing service efficiency, introducing loyalty programs and budget-friendly options, enhancing family-oriented features, and reconfiguring the market layout to improve flow. These strategies aim to strengthen customer satisfaction and broaden appeal while maintaining the brand’s community-oriented identity.

Impact

Implementing these recommendations will enhance the customer experience by addressing core needs while preserving the boutique charm. The actionable insights ensure a balanced approach between business growth and community connection.

Recommendations

Service Optimization – Introduce a dedicated to-go line or pre-ordering app.
Product Diversification – Expand seasonal and family-friendly offerings in the market.
Community Engagement – Host workshops, loyalty programs, and family-oriented events.
Digital Enhancements – Improve accessibility (e.g., alt text, color contrast) and implement ARIA landmarks.
Market Layout – Reconfigure layout to enhance browsing experience and reduce crowding.