Octalysis Level 1 Certificate submission.

1. Coffee
Driver
SUBMISSION LEVEL 1
OCTALYSIS CERTIFICATE
Arsham Navid
APR
2021

2. .WORD OF
THANKS
.BRAINSTORM
.ANALYSIS
OF THE
CURRENT
EXPERIENCE
.OCTALYSIS
STRATEGY
DASHBOARD
a)Business Metrics
b)Player Types
c)Desired Actions
TABLE OF
CONTENTS
1 2 3 4

3. Founded in 2016, The Coffee Driver was created to
provide a gathering space in Tehran's heart, with
food, coffee, music, community, and creativity at its
heart. Coffee Driver is in the heart of one of the
most vibrant, diverse streets in Tehran. Anyone can
walk in and feel somehow they belong.
The Cofee Driver hopes to be a continuing catalyst
of cohesion, inclusiveness, discovery, an inspiring
fertile ground where meaningful relationships grow.
THE
OCTALYSIS
GROUP
Coffee Driver
Introduction

4. It is vital for them to create a lasting enjoyable
experience for their loyal customers. Coffee Driver
is a place with excellent hospitality and great food
and coffee.
They also hold workshops for coffee lovers. Coffee
Driver offers a one-of-a-kind experience that allows
coffee lovers to sample different espresso types
and detect their unique tasting notes. They share
insights into all the factors that make a good cup of
coffee, from the temperature to the proper brewing
method for every type of bean, from grinding the
beans to creating latte art.

5. OCTALYSIS STRATEGY
DASHBOARD
THE
OCTALYSIS
GROUP
Feedback
Mechanics
Player
Desired
Actions
Business
Metrics
Win-state
Incentives
Commits
T
r
a
c
k
s
Trigger
Result
Impact
P
r
o
g
r
e
s
s
Embedded

6. THE
OCTALYSIS
GROUP
BUSINESS METRICS
Feedback
Mechanics
Player
Desired
Actions
Business
Metrics
Win-state
Incentives
Commits
T
r
a
c
k
s
Trigger
Result
Impact
P
r
o
g
r
e
s
s
Embedded

7. Revenue Per Available Seat Hour:
Total Revenue ÷ Seat Hours (the number
of seats in Cafe/Restaurant multiplied by
the number of hours they’re open)
BUSINESS
METRICS
THE
OCTALYSIS
GROUP
1
2
3
Revisit Ratio: The number of customers
who come back to Cafe/Restaurant
repeatedly(at least X time in a month)
Follower Growth: Number of followers
Cafe & Restaurant gain on Instagram

8. THE
OCTALYSIS
GROUP
Player Types
Feedback
Mechanics
Player
Desired
Actions
Business
Metrics
Win-state
Incentives
Commits
T
r
a
c
k
s
Trigger
Result
Impact
P
r
o
g
r
e
s
s
Embedded

9. Player Types
THE
OCTALYSIS
GROUP
Coffee and Food
Lover
Working Person
Regular Customer
Spontaneous Customer
Bird
Person
Cat
Person
Dog
Person
Phoenix
Person
1 2
3 4

10. THE
OCTALYSIS
GROUP
1.Phoenix Person Regular Customer & Coffee and Food Lover.
In comparison to Dog Person, this Player Type spends less time in Cafe/Restaurant and
has a higher impact on Coffee Driver first metric(Revenue Per Available Seat Hour).
2.Dog Person Regular Customer & Working Person.
3.Bird Person Spontaneous Customer & Coffee and Food Lover.
4.Cat Person Spontaneous Customer & Working Person.
Working Person: Spending much time in a Cafe/Restaurant doing his/her work
Coffee and Food Lover: Spending a short time and Going to a Cafe/Restaurant
just for coffee and food
Spontaneous Customer: Visit a cafe restaurant just because they are in the
neighborhood and need someplace to stay
Regular Customer: Choose to go to a certain cafe restaurant regularly because
they like it

11. Phoenix Person
THE
OCTALYSIS
GROUP
Meaning
Accomplishment Empowerment
Ownership
Social
Influence
Scarcity Unpredictability
Avoidance
This Player Type is interested in donating a portion of the
cafe/restaurant order for social responsibility.
This Player Type is interested in supporting independent
cafe/restaurants against chain restaurants.
This Player Type is interested in supporting local
cafes/restaurants during COVID-19.
This Player Type likes to make the most of
his/her break time and try good coffee and
food in a pleasant atmosphere.
This Player Type is excited about Coffee
takeaway because it boosts energy and makes
the rest of the day more productive.
This Player Type is excited to combine the right food with
the proper coffee
This Player Type is willing to pay a higher
price for a specialty or exotic coffee.
This Player Type likes to spend time
with friends/family while eating food
or drinking coffee.
This Player Type is willing to share
his/her experience in social media.
This Player Type likes to be known and
treated as a unique customer.
This Player Type is attracted by unique
dishes and rare types of coffee.
This Player Type is willing to try new items
on the menu.
This Player Type likes to experience
different sits and atmosphere in
cafes/restaurants.
This Player Type has a fear of missing (FOMO) out on
not going to thriving cafes/restaurants.

12. THE
OCTALYSIS
GROUP
Desired Actions
Feedback
Mechanics
Player
Desired
Actions
Business
Metrics
Win-state
Incentives
Commits
T
r
a
c
k
s
Trigger
Result
Impact
P
r
o
g
r
e
s
s
Embedded

13. Desired
Actions
Visit Coffee Driver regularly.
Hold work meetings and romantic dates in
Coffee Driver.
Sign up for workshops and events.
Recommend Coffee Driver to their friend.
Following Coffee Driver on Instagram.
Join Coffee Driver loyalty program.

14. ANALYSIS
OF THE
CURRENT
EXPERIENCE

15. Meaning
Accomplishment Empowerment
Ownership Social Influence
Scarcity Unpredictability
Avoidance
Users are eating high-quality, simple food
at a great value.
Users are drinking various coffees
Users are using efficient takeaway service
Users are helping an independent
cafe/restaurant grow.
Users are participating in Coffee Driver
workshops about coffee
Users can offer new recipes for coffee
Users can use and keep their mug in Cofee
Driver
Users can eat unique foods, which are
made with the science of mixology
Users can order some of the menu items
only on certain days
Users can participate in Coffe Driver
Instagram campaigns.
Users can engage in Coffee Driver's events
User can experience new items on the
menu, which frequently change

16. BRAINSTORM

17. Name DESCRIPTION CD Metric
Infinite Cup
There are two items on the menu named Infinite Tea and Infinite Coffee. These
items are for premium customers. For example, by ordering Infinite Coffee, a
premium customer can recharge his/her coffee cup as much as he/she wants. The
requirement of being a premium customer is visiting and ordering at least eight
times in Coffee Driver.
2,4,6 1
Souvenir
Every item in the menu has a point, and with each order, the total order points
will be calculated at receipt. At the end of each month, the Coffee Driver creates
origami or handmade stuff for the person with the highest score. There is a list of
handmade things and various types of origami that he/she can choose. Finally,
he/she can take the prize home or leave it in Coffee Driver as a part of the
cafe/restaurant's decoration with his/her name on it.
4,7,2 1
Food
Pajhwok
They will get a discount if there are the same foods in one order. For example, if
they order an Americano, they will not receive a discount. The second
Americano has an 8% discount, and the third Americano has a 12% discount and
so on. This idea will help increase the efficiency of the kitchen. Consider this
idea for group gatherings in Coffee Driver.
8,2,5 1

18. Name DESCRIPTION CD Metric
Be proud of
your name.
Every month Coffee Driver chooses a name; people with this name can come to
Coffee Driver with their friends and get a 30% discount.
6,5,2 1
We love
brilliant
Anyone who visits Coffee Driver can take part in a challenge. He/She has to
answer ten questions about coffee and food. If he/she answers at least the seven
questions correctly, will be able to register for free in one of our workshops.
3,7,2 1
I'm barista
Customers can suggest a coffee recipe and choose a name for it. The elements of
making a coffee recipe are given to them. Then every three months, Coffee
Driver specialists shortlist five recipes and temporarily put them on the menu.
Three months later, the bestseller recipe will be announced and will be on the
menu permanently. The winner can order his/her item for free.
3,4,2 1
Food
collection
Coffee Driver divides the menu items into groups of ten and assigns an exciting
name to each group. If a customer orders six different things within a month,
they can order one of the remaining items at a 20% discount.
2,8,3 2

19. Name DESCRIPTION CD Metric
Mug Shelf
If customers bring their mug and leave it in Coffee Driver, they will be given
a discount. They will also be given a space with their name on it to put their
belongings.
4,2,6 2
Intelligence
Cafe/Restaurant
using AI for recommending food and coffee to premium customers based on
their past orders.
3,7,4 2
Coffee Driver
Responsibility
Coffee Driver will spend 5% of their premium customer's revenues helping
other small businesses in the industry grow.
1 2
Instagram
Quizzes
When ordering food or coffee, the customer is given flash cards. These
flashcards contain information about coffee and food. Using this
information, they can answer the questions posed on Instagram. The person
who answers all of the quizzes correctly will be introduced on Instagram.
5,3,2 3

20. Name DESCRIPTION CD Metric
Build your
playlist
Customers can suggest songs. Coffee Driver polls their suggestion on Instagram,
Then the songs that got the most votes will be announced on Instagram and
included in Coffee Driver's playlist, and will be played in the cafe.
5,6,2 3
Coffee lovers
If Instagram users share information about coffee and food and mention Coffee
Driver on Instagram. Coffee Driver put them in a poll, the person who gets the
most votes is introduced as the “coffee lover” of the month
5,3,2 3

21. Learning in
Octalysis changed
my way of thinking.
Thank you for that.