PUCK IT!
Coffee x Wellness Service Ecosystem
PUCK IT!
Coffee x Wellness Service Ecosystem
ROLE
ROLE
Design Strategist | Research & Insight
DURATION
DURATION
10 Weeks
TEAM
TEAM
Team of 5
FOCUS
FOCUS
Coffee & Wellness · Health-Conscious Gen Z · Service Ecosystem Innovation
Coffee & Wellness
Health-Conscious Gen Z
Service Ecosystem Innovation
SKILLS
SKILLS
Industry & Competitive Analysis
Human-Centered Research
Insight Translation
Strategic Framing
Business Model Development
Innovation Strategy
Over a 10-week design innovation cycle, our team explored the evolving intersection between coffee culture and the health & wellness movement. Shifting Gen Z perceptions around caffeine, transparency, and long-term health revealed a tension in the market, coffee is loved, but increasingly questioned.
Through structured industry filtering, layered competitive analysis, and extensive primary research, 145 survey responses and 12 in-depth interviews, we identified a perception gap that became the foundation of our strategic exploration. We ultimately pivoted from product innovation toward a wellness-driven service ecosystem.
Over a 10-week design innovation cycle, our team explored the evolving intersection between coffee culture and the health & wellness movement. Shifting Gen Z perceptions around caffeine, transparency, and long-term health revealed a tension in the market, coffee is loved, but increasingly questioned.
Through structured industry filtering, layered competitive analysis, and extensive primary research, 145 survey responses and 12 in-depth interviews, we identified a perception gap that became the foundation of our strategic exploration. We ultimately pivoted from product innovation toward a wellness-driven service ecosystem.
Over a 10-week design innovation cycle, our team explored the evolving intersection between coffee culture and the health & wellness movement. Shifting Gen Z perceptions around caffeine, transparency, and long-term health revealed a tension in the market, coffee is loved, but increasingly questioned.
Through structured industry filtering, layered competitive analysis, and extensive primary research, 145 survey responses and 12 in-depth interviews, we identified a perception gap that became the foundation of our strategic exploration. We ultimately pivoted from product innovation toward a wellness-driven service ecosystem.
Meet the team
Meet the team
Meet the team
The problem
The problem
The problem
73%
73%
73%
of Gen Z actively engaging in fitness and health-oriented activities.
of Gen Z actively engaging in fitness and health-oriented activities.
of Gen Z actively engaging in fitness and health-oriented activities.
Industry selection
Industry selection
Industry selection
Choosing the right space - defensibly.
Choosing the right space - defensibly.
Choosing the right space - defensibly.
Before narrowing toward coffee, we evaluated a broad set of industries through strategic filters to ensure we chose a space with both innovation potential and strategic relevance. Coffee emerged as the strongest directional opportunity due to its cultural depth, habitual behaviour patterns, and the perception gap between enjoyment and health concerns.
Before narrowing toward coffee, we evaluated a broad set of industries through strategic filters to ensure we chose a space with both innovation potential and strategic relevance. Coffee emerged as the strongest directional opportunity due to its cultural depth, habitual behaviour patterns, and the perception gap between enjoyment and health concerns.
2x2 Impact vs Scope
2x2 Impact vs Scope
2x2 Impact vs Scope
STEPIC Analysis
STEPIC Analysis
STEPIC Analysis
Industry SWOT
Industry SWOT
Industry SWOT
Porter's Five Forces
Porter's Five Forces
Porter's Five Forces
Differentiation Framing
Differentiation Framing
Differentiation Framing
Good/Different Matrix
Good/Different Matrix
Good/Different Matrix
niche selection
niche selection
niche selection
Finding the right corner.
Finding the right corner.
Finding the right corner.
Within coffee, we explored four potential directions. Only one landed in the Good + Different quadrant.
Within coffee, we explored four potential directions. Only one landed in the Good + Different quadrant.
Sustainable coffee products
Sustainable coffee products
Sustainable coffee products
Instant coffee innovations
Instant coffee innovations
Instant coffee innovations
B2B coffee experiences
B2B coffee experiences
B2B coffee experiences
Health & Wellness positioning
Health & Wellness positioning
Health & Wellness positioning
Research strategy
Research strategy
Research strategy
Let the patterns emerge from data.
Let the patterns emerge from data.
Let the patterns emerge from data.
Rather than assuming who our users might be, we built a research architecture that let behaviours and motivations surface organically across both quantitative and qualitative methods.
Rather than assuming who our users might be, we built a research architecture that let behaviours and motivations surface organically across both quantitative and qualitative methods.
Primary research
Primary research
Primary research
145-response dynamic branching survey + 12 in-depth user interviews to uncover motivations, hesitations, and lived experiences.
145-response dynamic branching survey + 12 in-depth user interviews to uncover motivations, hesitations, and lived experiences.
145-response dynamic branching survey + 12 in-depth user interviews to uncover motivations, hesitations, and lived experiences.
Synthesis methods
Synthesis methods
Synthesis methods
Affinity mapping and theme extraction, cross-referencing qualitative and quantitative data to identify recurring insight territories.
Affinity mapping and theme extraction, cross-referencing qualitative and quantitative data to identify recurring insight territories.
Affinity mapping and theme extraction, cross-referencing qualitative and quantitative data to identify recurring insight territories.
Behavioural frameworks
Behavioural frameworks
Behavioural frameworks
Jobs-to-be-Done analysis and Empathy Mapping to build a holistic picture of how and why Gen Z consumes coffee.
Jobs-to-be-Done analysis and Empathy Mapping to build a holistic picture of how and why Gen Z consumes coffee.
Jobs-to-be-Done analysis and Empathy Mapping to build a holistic picture of how and why Gen Z consumes coffee.
Behavioral archetypes
Behavioral archetypes
Behavioral archetypes
Not demographics. Behaviors.
Not demographics. Behaviors.
Not demographics. Behaviors.
Within coffee, we explored four potential directions. Only one landed in the Good + Different quadrant.
Within coffee, we explored four potential directions. Only one landed in the Good + Different quadrant.
The Routineers
The Routineers
Disciplined, ritual-oriented.
Coffee acts as structured fuel and anchors their day.
The Palette Pirates
The Palette Pirates
Exploratory and socially influenced.
Coffee is a site of experience and identity expression.
The Inner-getics
The Inner-getics
Wellness-driven and health conscious.
They seek balance, transparency, and mindful consumption.
Insight synthesis
Three territories that changed the question.
From synthesized research, three core insight territories crystallised, reframing our question from "how do we improve coffee ingredients?" to "how do we reduce cognitive load and rebuild trust in coffee's role within wellness?"
SO.CAFE
Social environments shape coffee behavior significantly.
(K)NOW.IT.ALL
Gen Z seeks clarity, transparency, and simplified choice.
FIT.NESSE
Health benefits must not compromise flavor or ritual.
VALUE PROPOSITION
Our initial proposition centered on enhancing coffee through added health benefits and functional ingredients. However, research revealed that the opportunity was not about adding more to the product, it was about creating a system that integrates wellness seamlessly into daily routines.
The evolved value proposition reframed coffee through three strategic pillars:
Innovative - rethinking coffee’s role within a wellness-driven lifestyle
Engaging - designing socially resonant and emotionally meaningful experiences
(W)holistic - integrating taste, health perception, and lifestyle alignment into one cohesive system
These pillars are activated through core drivers, to invent new intersections, inspire mindful consumption, and integrate wellness naturally into everyday rituals.
Operationally, the strategy is supported by key enablers: accessibility, health-conscious positioning, variety, and community-building.
This evolution reflects a shift from ingredient-level differentiation to ecosystem-level design, demonstrating how research reshaped the strategic direction.
Insight synthesis
Insight synthesis
Three territories that changed the question.
Three territories that changed the question.
From synthesized research, three core insight territories crystallised, reframing our question from "how do we improve coffee ingredients?" to "how do we reduce cognitive load and rebuild trust in coffee's role within wellness?"
From synthesized research, three core insight territories crystallised, reframing our question from "how do we improve coffee ingredients?" to "how do we reduce cognitive load and rebuild trust in coffee's role within wellness?"
SO.CAFE
SO.CAFE
Social environments shape coffee behavior significantly.
Social environments shape coffee behavior significantly.
(K)NOW.IT.ALL
(K)NOW.IT.ALL
Gen Z seeks clarity, transparency, and simplified choice.
Gen Z seeks clarity, transparency, and simplified choice.
FIT.NESSE
FIT.NESSE
Health benefits must not compromise flavor or ritual.
Health benefits must not compromise flavor or ritual.
VALUE PROPOSITION
VALUE PROPOSITION
Our initial proposition centered on enhancing coffee through added health benefits and functional ingredients. However, research revealed that the opportunity was not about adding more to the product, it was about creating a system that integrates wellness seamlessly into daily routines.
Our initial proposition centered on enhancing coffee through added health benefits and functional ingredients. However, research revealed that the opportunity was not about adding more to the product, it was about creating a system that integrates wellness seamlessly into daily routines.
The evolved value proposition reframed coffee through three strategic pillars:
Innovative - rethinking coffee’s role within a wellness-driven lifestyle
Engaging - designing socially resonant and emotionally meaningful experiences
(W)holistic - integrating taste, health perception, and lifestyle alignment into one cohesive system
The evolved value proposition reframed coffee through three strategic pillars:
Innovative - rethinking coffee’s role within a wellness-driven lifestyle
Engaging - designing socially resonant and emotionally meaningful experiences
(W)holistic - integrating taste, health perception, and lifestyle alignment into one cohesive system
These pillars are activated through core drivers, to invent new intersections, inspire mindful consumption, and integrate wellness naturally into everyday rituals.
Operationally, the strategy is supported by key enablers: accessibility, health-conscious positioning, variety, and community-building.
This evolution reflects a shift from ingredient-level differentiation to ecosystem-level design, demonstrating how research reshaped the strategic direction.
These pillars are activated through core drivers, to invent new intersections, inspire mindful consumption, and integrate wellness naturally into everyday rituals.
Operationally, the strategy is supported by key enablers: accessibility, health-conscious positioning, variety, and community-building.
This evolution reflects a shift from ingredient-level differentiation to ecosystem-level design, demonstrating how research reshaped the strategic direction.
The strategic pivot
The strategic pivot
The strategic pivot
From product thinking to ecosystem design.
From product thinking to ecosystem design.
From product thinking to ecosystem design.
Health coffee products are heavily saturated, consumer loyalty is strong, and ingredient enhancement offered limited differentiation. The service space, a hospitality model guiding users through healthier coffee choices was under-developed. That became our opportunity.
Health coffee products are heavily saturated, consumer loyalty is strong, and ingredient enhancement offered limited differentiation. The service space, a hospitality model guiding users through healthier coffee choices was under-developed. That became our opportunity.
Where we started
Where we started
Product innovation
Product innovation
Enhancing coffee through added health benefits and functional ingredients, a saturated space with strong incumbent loyalty.
Enhancing coffee through added health benefits and functional ingredients, a saturated space with strong incumbent loyalty.
Where research led us
Where research led us
Wellness-driven service ecosystem
Wellness-driven service ecosystem
A platform curating healthier coffee experiences reframing competitiveness from "better coffee product" to "better coffee experience and navigation."
A platform curating healthier coffee experiences reframing competitiveness from "better coffee product" to "better coffee experience and navigation."
the concept
the concept
the concept
Puck It!
Puck It!
Puck It!
A community-first events platform bringing together local coffee trucks, wellness activities, and curated experiences at rotating venues across the city every week.
A community-first events platform bringing together local coffee trucks, wellness activities, and curated experiences at rotating venues across the city every week.
Coffee + Wellness + Community = Puck It!
Coffee + Wellness + Community = Puck It!
Coffee + Wellness + Community = Puck It!
Early Prototype
Early Prototype
Early Prototype
Nothing was sourced off the rack. Every outfit began with premium imported fabrics, chosen specifically for softness and drape, to suit his needs and comfort at 82. Each garment was constructed from scratch, tailored precisely, and ready two weeks before shoot day.
Nothing was sourced off the rack. Every outfit began with premium imported fabrics, chosen specifically for softness and drape, to suit his needs and comfort at 82. Each garment was constructed from scratch, tailored precisely, and ready two weeks before shoot day.
Final Direction
Final Direction
Final Direction
The pivot led here. A platform where coffee, wellness, and community come together, fresh menus, rotating venues, and a social experience built for Gen Z.
The pivot led here. A platform where coffee, wellness, and community come together, fresh menus, rotating venues, and a social experience built for Gen Z.
key learnings
key learnings
key learnings
What this project shifted in me
What this project shifted in me
What this project shifted in me
01
01
Innovation isn't always about creating something new, sometimes it's about reframing what already exists into a more meaningful system.
Innovation isn't always about creating something new, sometimes it's about reframing what already exists into a more meaningful system.
02
02
Research should challenge your direction, not just validate it. The most important decision we made was to follow where the data led, even when it meant starting over.
Research should challenge your direction, not just validate it. The most important decision we made was to follow where the data led, even when it meant starting over.
03
03
Behaviour and perception matter more than functional features. The opportunity wasn't in improving coffee, it was in redefining its role in everyday routines.
Behaviour and perception matter more than functional features. The opportunity wasn't in improving coffee, it was in redefining its role in everyday routines.
This project changed how I think about design leadership. The work wasn't in the final concept, it was in every decision that shaped the path to it. Knowing when to question the brief, when to pivot, and when to commit is what design management actually looks like in practice.
This project changed how I think about design leadership. The work wasn't in the final concept, it was in every decision that shaped the path to it. Knowing when to question the brief, when to pivot, and when to commit is what design management actually looks like in practice.
This project changed how I think about design leadership. The work wasn't in the final concept, it was in every decision that shaped the path to it. Knowing when to question the brief, when to pivot, and when to commit is what design management actually looks like in practice.
