Re-Caffeine

2014. 4. 11Horyun Song

Re-Caffeine

"Why throw away the coffee cup on the street

when you can earn something by throwing it away the right way,

recycling.”

Re-Caffeine

Make the myriad of coffee drinkersCare about coffee

even when they are done.

Encourage them to compete

Re-Caffeine

HOT ICED WhIPPED

Re-Caffeine

FEEDBACKFEEDBACK

RECYCLERECYCLE

WINWIN

PaperPlasticGlass

BUMPApp

PointsTEAMRegionalCoupon

}ONE BIN

User Position Map

OldYoung

Not really care about coffee

Purpose: Coffee

Morning-must

After meal

Because girlfriendwants it

Selfie

Need caffeineright now

For taste & fragrance

Curiosity

다방커피

New Frappuccino

For the Show

Brand loyalty

Nothing particular

Popstar fans

Barrista

It’s famousplace

Cafe=Study

Business

To chatter

Sugar driveHyper Youngsters

Place matters

Ti’s coffee, pal.

No Need

Hyper Youngsters

are young people who drink lots of coffee, love the act of it and

effect of sugar and caffeine.

Place Matters

does not really care about coffee, but they regularly go to the cafe

out of need and sensibility.

Ti’s coffee,pal.

considers coffee as something to be considered carefullyor the meaning it holds.

No Need

does not care nor go to the cafe that much, other than the dire need of social place

Hyper Youngsters PersonaJenna (Studnet,19)She cannot live without her cup of coffee.She especially likes it with high sugar.A morning without coffee is plain torture.She denies it, but her friends know thatjenna is a sugar addict.She is not particularly frugal, but she lives off on pocket money from parents. Thus she cannot buy the expensive brand coffee like Starbucsksall the time. She is as long as there is a cup of coffee,or rather, a cup full of sugar and syrup.

Place Matters PersonaRicky (Engineer,28)He cannot care less about the taste ofcoffee . He goes to the cafes because his girlfriend wants to go. Every weekend,she comes up with fresh cafe to go.They will have waffle, macaroon, honey bread with coffee. To be honest,he does not taste any difference frombread. Bread is bread, flour. She tells him that this is place is famous for this and that all the time. He will listen to her talk, all for her. Where she is, he is.

Cultural Probe

1. $10 Coffee shop gift card2. DIY notebook & pen (made by me)3. Disposable camera4. Disposable coffee cup and cap with Starbucks logo x35. Coffee holder, 1 disposable and 1 reusable6. Pictures of unique recycle bins7. Clear zip-lock8. A deck of cards

Cultural Probe

Who are You? ~DIY Notebook~

What is your favourite chatter topic? THE thing that you always talk about with your best friend? Yes, that one. Please summarise your usual chatter.If your favourite actor or actress asks you how would you like your coffee, what would be your answer?How would you like your coffee, usually?

Cultural Probe

Give it Away ~Pictures of Trash Bin~

Give the pictures to anyone you want to and take a picture of note of their reaction.

Cultural Probe

Collect Them~Clear Zip-lock~

Collect the bottle caps. Beer, juice, coffee… anything.Because they are pretty.

Cultural Probe

Play a Game~Clear Zip-lock~

Play card game with at least two friends in a public space. Please take a picture or note of the process, facial expressions, who’s the winner…