From bottles to cups

From bottles to cups

Jungeun Park, Chen Junqian, Louise Schenk, Hok Yin Lee, Emily Yang

Problem Statement

Bottled water is great! But its also ridiculous!

RESEARCH

How do people on-the-go in Hong Kong

consume water?

Research Question

Research Methodology

Extreme User Interviews“I” methodologyIn-situ

Observation

Network icon by Jessica Cochimiglio from the Noun Project

Remark: Very high demand on bottled water and very limited space among in 7-11 esp those in MTR stations.

Category :

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LRNGLocalRegionalNationalGlobal

4SCORE:Relevance (1 - 5)

TITLE : High demand on bottled water among travellers

When ? March 3, 2015 / 12:30pm

Where ? Sheung Shui Station

Who ? on-the-go

What ? Interview with staff at 7-11● logistics delivers bottled water daily, around 10

boxes(24bottles) each for Bonaqua and Watsons● Whenever there is space, they would like to have

more bottled water as backup● All bottled water are placed in obvious spots.

Bottled Water

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LRNGLocalRegionalNationalGlobal

Remark:

3SCORE:Relevance (1 - 5)

Category :

WATER

TITLE : Water Bottle

When ? 1 MAR 2015

Where ? Hollywood road, Soho

Who ? Taiwanese/ Living in SZ

What ?He would like to come to HK during weekend for travel. when he came he buy one bottle of water to carry. He bought this bottle because it was cheap. “If there is a refill place, I think I would use that”

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LRNGLocalRegionalNationalGlobal

Remark:

4SCORE:Relevance (1 - 5)

Category :

WATER

TITLE : Water bottle retail

When ? 1 MAR 2015

Where ? LKF, Central

Who ? Local Pharmacy store

What ?Local Pharmacy store sell bottles of water for cheaper price than convenience store. Retailer said they sell over 10 box for a week. It tells that there is huge demanding of ‘on the go’ a bottle of water consumption

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LRNGLocalRegionalNationalGlobal

Remark: She lives in HK and her building has a recycle bin. She thinks only Chinese carry their own bottle because they drink tea and hot water.

3SCORE:Relevance (1 - 5)

Category :

WATER

TITLE : Water bottle

When ? 1 MAR 2015

Where ? Soho, Central

Who ? Female, Switzerland

What ?She bought a bottle because it was relatively cheap and familiar brand. Particularly like the bottle size for gym. she always bring PET bottle to recycle bin. “I used to drink tap water in my country, but here I cannot drink, because the building is too old.”

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LRNGLocalRegionalNationalGlobal

Remark:

0SCORE:Relevance (1 - 5)

Category :

WATER

TITLE : Water bottle

When ? 8 MAR 2015

Where ? Bowen Road, Admiralty

Who Mrs. Chan

What ?She always carries her own small water bottle on the go (daily walk on Bowen Rd. and grocery shopping in Wanchai market). And she prefers warm water.Almost all her friends carry their own bottles with them.

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LRNGLocalRegionalNationalGlobal

Remark: People in sales are used to carry the bottle, because the move around, so even though I need to carry heavy bag, bottle of water is not bother. However, if they finish water, they have no choice than buy new one.

5SCORE:Relevance (1 - 5)

Category :

Water

TITLE : Water drinking habit

When ? March 09, 2015

Where ? Central

Who ? Mr. Cheng(mid 40), Salesman,HK

What ? - As a salesman, usually 4-5 hours

stay out of office and visit 4-8 office per day.

- always use MTR- buy one bottle per week, and

refill from office. but summer time, it always finish quickly. so sometimes, need to buy another one

- If there is water refill station, definitely use it. but does not trust public water fountain.

INSIGHTS

Hot water is missing from the commercial water market

Insights

There’s a lot of people for whom bottled water is not

convenient water.

Insights

Convenience is most important even above ethics and price

Insights

Create new commercial water users, by converting those who

carry their own.

Insights

Customer Needs

Elderly

When On-the-go

• Drink water to take medicine

• Warm water

• Tea

• Sit & drink water

• Group chat (social spot)

• Carrying a bottle

• Feel familiar (friendly staff)

• Make phone calls

• Rest after a long walk

TeenageStudent

When On-the-go

• Wifi • Unload heavy schoolbags • Place to stay when waiting for

tutorial class to start after school • Meeting spot for friends • Recharge phones / laptops • Friend group chat • Game • Sit & drink • Refill the bottle they’re carrying

(primary school)

Mother with Baby

When On-the-go

• Hot water for milk powder

• Unload heavy bags or babies for a while

• Change Diaper

• Sit & drink

• Chat with grandmas about feeding babies

Salesman

When On-the-go

• Unload heavy bags to make phone calls / messages

• Rest after 4-5 hours walk

• Recharge phones / laptops

• Sit & drink • Wifi

Traveller

When On-the-go

• Wifi • Double-check their

belongings • Sit & drink ‘safe water’ • Recharge phones • Unload luggage for a

while to look up Hong Kong map, whether it’s the right station

• Rest after a long walk

When On-the-go

• Unload heavy bags for a while

• Place to sit shortly

• Recharge phones and devices

• Place to chat

DESIGN

How can we give the convenience of bottled water without the negative effects?

Design Opportunities

Concept

Idea

A cup!

Concept

Concept

How it works

Name and Branding

Video

How it Works

Convenient water with a human touch

Concept

Stand Design

Location

Staff

Cups

Non-disposable cups to reduce plastic waste

Price Point

$2

Cheaper for elderly

Refill your bottle

Temperature

Hot or cold, however you like

Filtered tap water to eliminate transport waste and save energy from distillation

Environment

Space to Rest

Storyboard

System

System Overview

SystemOrganizer

Kiosk/StationManufacturer

FilterManufacturer

OctopusService

MTRCorporation

People passingthrough MTR Station

People passing throughconvenience store

MTRStation

WaterKiosk

WaterStation

MunicipalWater Treatment

FacilityNature

ConvenienceStores

CupManufacturer

System Overview

Inability to access municipal

water in necessary spaces

Rise in welfare of elderly in HK

THREATS

Extend user base to include

non-buyers of bottled water

Increase mechanization of process

Platform to promote teas or

self flavor packets

OPPORTUNITIES

Labor intensive (good in Hong Kong)

Moderately Space intensive

Not Portable

Can only be expanded to

walking cities

WEAKNESSES

Warm Water

Same cost/earning as bottled water

Eliminate transportation

Eliminate Plastic Waste

As accessible as bottled water

Don’t have to carry

Personal touch

Employ underpriveleged group

STRENGTHSSWOT Analysis

Stakeholders

Stakeholders

Watson’s Water

Infrastructure

• Distillery, logistic network and maintenance team

• Property relationships

Watson’s Water

Concerns

• Not known for filtered water

Watson’s Water

Opportunities

• Distilling consumes massive amounts of energy, Watson’s can use filtered to change it’s negative environmental image.

Watson’s Water

Motivation

• Expand market to non-bottled customers

• Environmental image

Stakeholders

MTR

Infrastructure

• 9 metro lines and railways

• Owns all property in stations

MTR

Motivation

• Promote a sustainable image

MTR

Concerns

• Profitability of space

• Maintain flow of foot traffic

MTR

Opportunity

• No drinks are allowed in the paid parts of the stations, we bring water to those in need.

Stakeholders

Customers• Easy to access • Don’t have to carry bottle • Equally trustworthy water • Can have favorite temperature • Same/lower price • Social connection

Expansion

System Overview

System Overview

Convenience Stores

Convenience Stores

GrowthDegree ofAwareness

Time(month)4 8

PHASE 1 - MTR CampaignTarget spots*: Central Station

Admiralty StationNam Cheong StationTsim Sha Tsui StationKwun Tong StationQuarry Bay StationMei Foo StationWan Chai Station

* High traffic areas, transit stations, industrial areas

Index

Elder lady

Elder man

Salesman

Mom w/ baby

Pregnant

Parent w/ child

Teenagers

PHASE 2 - MTR CampaignOther MTR stations

PHASE 3 - Convenience StoresOnce the brand image of A Cup is builtin people’s hearts, it is selling withauto machine in convenience stores.

Thank You!

Concept