re-caffeine ver 2 (ux midterm)
TRANSCRIPT
Re-Caffeine
Horyun Song2014. 4. 25
Re-Caffeine
“WHAT IS YOUR CUP’S WORTH?”
Re-Caffeine
SocialInnovation KeysMovement
Worthy Unity
Numbers
Commitment
Politic
CivilSociety
Social innovation: What it is, Why it matters and hoW it can be accelerated by Geo� Mulgan
Re-Caffeine
SocialInnovation KeysMovement
Worthy:1 point &
environment
Unity:Teams &
Human race
Numbers:Anyone isPotential
User
Commitment:Easy to do
Politic:Cities
CivilSociety:
Voluntary
Social innovation: What it is, Why it matters and hoW it can be accelerated by Geo� Mulgan
Re-Caffeine
“Re-Ca�eine is a small start to change people’s HABIT.”
Re-Caffeine
“The key takeaways were that the cups are made of �ber that paper mills could recycle,
but it’s critical that we collect enough cups to make it economical. One good point was made about volume –
many of our cups leave our store with our customers, so the solution must include collection of these cups,
which end up in homes or o�ces outside the store.”
Cup Summit 3 (2011), Starbucks
Flow
FEEDBACKFEEDBACK
RECYCLERECYCLE
REWARDREWARD
PaperPlasticGlass
BUMPApp
PointsTEAMRegionalCoupon
}ONE BIN
Three Teams
HOT ICED WhIPPED
How?1. Done with take-out co�ee? Find your team's nearest recycle bin!
2. Tap your phone on your team's logo on recycle bin. Paper to paper, plastic to plastic.
3. Get point feedback from the bin and app. 4. Collect points, lead your team to victory and get reward!
PTeam Point: 3902
Your Point: 11
P
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.
Mockup in Yonsei Int’l Campus
NEEDS POTENTIAL
Mockup in Yonsei Int’l Campus
CafeTres Bien
RC House VolunteersCleaningLadies
SURPORT PARTICIPANT
fin.