Re-Caffeine

Horyun Song2014. 4. 18

Re-Caffeine

"Exchange your disposable co�ee cups

for your team’s victory.”

Re-Caffeine

Make the myriad of co�ee drinkersCare about co�ee

even when they are done drinking.

Encourage them to compete for point.

Flow

FEEDBACKFEEDBACK

RECYCLERECYCLE

WINWIN

PaperPlasticGlass

BUMPApp

PointsTEAMRegionalCoupon

}ONE BIN

Three Teams

HOT ICED WhIPPED

How?1. Each player joins through cell phone application.

2. Like Bump, the user bumps the cellphone to the recycle bin in order to open it. Viola!

3. Recycle bins will have each team’s �ag.

4. The user gets instant feedback from recycle bin and application.

5. The user can participate in team messenger for strategy development.

6. Team uses points to increase the number of trash can.

7. Winning team (and region) will be sponsored by co�ee chains with discount coupons.

User Position Map

OldYoung

Not really care about co�ee

Purpose: Co�ee

Morning-must

After meal

Because girlfriendwants it

Sel�e

Need ca�eineright 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 co�ee, pal.

No Need

Hyper Youngsters

are young people who drink lots of co�ee, love the act of it and

e�ect of sugar and ca�eine.

Place Matters

does not really care about co�ee, but they regularly go to the cafe

out of need and sensibility.

Ti’s coffee,pal.

considers co�ee 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 co�ee.She especially likes it with high sugar.A morning without co�ee is plain torture.She denies it, but her friends know thatjenna is a sugar addict.She is not particularly frugal, but she lives o� on pocket money from parents. Thus she cannot buy the expensive brand co�ee like Starbucsksall the time. She is as long as there is a cup of co�ee,or rather, a cup full of sugar and syrup.

Place Matters PersonaRicky (Engineer,28)He cannot care less about the taste ofco�ee . He goes to the cafes because his girlfriend wants to go. Every weekend,she comes up with fresh cafe to go.They will have wa�e, macaroon, honey bread with co�ee. To be honest,he does not taste any di�erence frombread. Bread is bread, �our. 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 Plan

Package1. Pictures of Trash Bin2. Deck of cards

Participants10-12 recruited from “Hyper Youngsters” and “Place Matters” groups.They shuold not be direct friends, but friends’friends and acquitances.

Cultural Probe Package

Give it Away ~Pictures of Trash Bin~

Give the pictures to anyone you want to and take a picture of note of their reaction.Later they will start to recognize public trash bins around them.

Intention: How much are they aware of things?

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…Participants will feel uneasy at �rst, but soon will over come the �rst awkwardness and play the game.

Intention: What do people do in open places?

Cultural Probe Package

Contextmapping Plan

Pre-Session Sensitization-Journey map for a week (Present)-

Participants keep track of their daily life, closelyrelated to drinks and foods. Journey map will be recommended not to be percise, but traceof edibles in certain moods. Also, various stickers of drinks and foods andthings related to their occupation will be given.

Contextmapping Plan

Session 1-Your Dream Co�ee Shop (Future)-

Participants will collage their futre or dream.Many Koreans wish for or dream of having their ownco�ee shop. Therefore step by step, they are askedto design their co�ee shop. Location, independent orfranchised, concept or mood, menu and interior willbe considered. In the process, they will start to noticethe smalles thing they have passed daily like what kinds of plants to grow and where to place trash bins.

Contextmapping Plan

Session 2-Ream Mapping (Past)-

Participants will need to recollect their memories.They will be given very general outline of a co�ee shop and asked to mark where they would sitdepending on their company. They will choose di�erent sits when they are with best friend, business partner, group of friends or alone.Further, they will take detailed notes of their behavioraccordingly.