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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 :
(Insert Image / photo here)
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
(Insert Image / photo here)
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”
(Insert Image / photo here)
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
(Insert Image / photo here)
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.”
(Insert Image / photo here)
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.
(Insert Image / photo here)
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