kiid DM Class Final : B's Choice

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kiid DM 2013 …

kiid DM 2013
Design Methodology Class Final
School of Art & Design, Korea University.
고려대학교 디자인조형학부 UX 디자인 과제결과물
2013 디자인 방법론 수업 (3학년)
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Course Title : Design Methodologies
Course Grade : Junior Grade
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Design Topic : B's choice - Fruits Branding Service for Farmers
Designers : Yeojin Park (Korea), Minjae Lee (Korea), Kyoungmin Kim (Korea)
Year : 2013
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Description :
Korean fruits market and farmers are small sized, yet the competition is tough in highly globalized free market circumstances . It is reported that fruits price in big marts is not regarded reasonable by neither customers nor farmers. Thus, the service connecting two parts direct is a big key for a win-win situation.

B's choice is a design project which suggests a virtual fruits brand that is actively adopting mobile application and smart vending machine installed in crowed area especially subway stations. The secret of cheap price is coming from reducing the overhead costs, using information tech., and revitalizing flawed fruits by birds which have been abandoned just because of the shape so far in spite of their perfect flavor and nutrition. (the whole amount of the abandoned takes near 20% of total harvest.)

With the new trend of organic food seeking and pesticide-free movement, B's Choice is saving flawed fruits by BIRDs (that's why this brand design is B's Choice) and providing sweet and clean fruits to urban area and helping both of customers and farmers.

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Directed by :
Prof. : Seung Hun Yoo
URL: http://coux.korea.ac.kr
School of Art & Design, Korea University

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  • 1. Version Information Version Number Information Date ver. 1.0 - Exploring possible design area. 2013.10.27 ver. 2.0 - Market Research - Concept suggestion 2013.11.03 ver.3.0 - User Research - Design suggestion 2013.11.11 ver,3.1 - Exploratory Research - Participant Observation 2013.11.18 ver.4.0 - Insight Revision - Design Suggestion 2013.11.25 Design Methodology Term Project 2
  • 2. Contents 0.0 Objective and Vision 5 1.0 Brainstorming 6 1.1 Brainstorming – Detail 7 2.0 Design Area Deduction – KJ Mapping 8 2.1 Design Area Deduction – Rearranging the “Blue post-its” 9 2.2 Design Area Deduction – Orchard and its fruits 10 3.1 Market Research – User Stakeholder Map 11 3.2 Market Research – Market Structure 12 3.3 Market Research – Providers 13-14 4.1 In-Depth Interview – Interview Planning 15-16 4.2 In-Depth Interview – Plum Farm 17 4.2 In-Depth Interview – Grape Farm 18 4.3 In-Depth Interview – Summary 19-22 5.1 Exploratory Research 23-24 5.2 Participant Observation – Summary 25-26 5.3 In-Depth Interview – 농협직거래장터 27-28 5.4 In-Depth Interview – Summary 29-30 6.1 Directed Storytelling – Interview Planning 31-32 6.2 Directed Storytelling – 40’s and early 50’s housewives 33 6.3 Directed Storytelling - Summary 34-35 Design Methodology Term Project
  • 3. Contents 6.4 Problem Structuring – Problem Matrix 36 7.1 Directed Shadowing 37 7.2 Cultural Probe 38, 40 7.3 Mental Model 39, 41 8.1 Insights – Farmer 42 8.2 Insights – Farm Distributor 43 8.3 Insights – Retail Shop 44 8.4 Insights – Customer 45 8.5 A.E.I.O.U chart 46 9.1 Design Suggestion 47 - 49 10.1 Problem list up 50 – 54 10.2 Concept Mapping 55 11.1 Design Suggestion - Developed 56 - 59 Design Methodology Term Project
  • 4. 0.0 Objective and Vision “Rapid Economic Development Causing Social Problem.” Narrowing down the problem, we aim to find one specific design area. Design Methodology Term Project 5
  • 5. 1.0 Brainstorming NIMBY & PIMFY MISSING THEIR CHILDHOOD ETIQUETTE CITIZENSHIP CONFUCIANISM 혼수 BED TOWN PREFERRING WESTERN CULTURE MARRIAGE INTERNATIONAL MARRIAGE POPULATION CENTERED IN CITIES GAP BETWEEN KOR/AMER. MIND SET ANOMIE URBANIZATION PRESTIDGE GOODS CONSUMPTION MATERIALISM EGOISM SHOWING OFF CONSUMPTION INFORMATIZATION RETRO HOLIDAY SEASON MOVEMENT TO COUNTRYSIDE Bach to the past Analogue In KOREA LEISURE LESS VARIETY IN LEISURE CONTENTS JOB HUNTING 새마을 MOVEMENT GAP BETWEEN REGION 주/후식 WORKING OVERTIME COMPETITION POLITICAL POLICY DEVLOPMENT Fruits starting point 3S (Sports, Screen, Sex) LOCAL FEELING Orchard Clothes, Food, House LACK OF SLEEP HEALTH INSENSITIVITY SEOUL, DAE-JEON, DAE-GU, BUSAN REAL ESTATE INVESTMENT CITY SCENARY WORKAHOLIC RAPID ECONOMIC DEVELOPMENT SNS 휴게소 MULTIE CULTURE RUSH HOUR BOTTOM-UP DEVELOPMENT PLANNED DEVELOPMENT NEW TOWN PRIVATE EDUCATION UNEMPLOYMENT MORAL EDUCATION LACKS GENERATION GAP Design Methodology Term Project 6
  • 6. 1.1 Brainstorming - Detail FROM CAUSE TO COUNTRYSIDE TRAFFIC JAM COMPETITION WORKAHOLIC JOB HUNTING UNEMPLOYMENT MATERIALISM RAPID ECONOMIC DEVELOPMENT In KOREA HOLIDAY SEASON MOVEMENT IN CITIES TO PHENOMENON POPULATION CENTERED ANOMIE CITIZENSHIP ETIQUETTE URBANIZATION Society-level General Individual-level Specific Looking through the brain storming, we have shifted the focus from social problem to individual phenomenon. Design Methodology Term Project 7
  • 7. 2.0 Design Area Deduction – KJ Mapping “ No further insights from KJ Mapping ” After Brainstorming, the problems are extracted as factoids and written down on post-its. Each items were rearranged according to KJ technique method. However, each ‘chunk’ on the KJ map basically showed the same arrangement as it did on the Brainstorming map resulting in no further insights. ▲ KJ Mapping process Brainstorming Result KJ Mapping Result Design Methodology Term Project 8
  • 8. 2.1 Design Area Deduction – Rearranging the “Blue post-its” Narrowing-down Process Design Area Selection Marriage & Preparation Marriage Culture and Mindset Confucian ism (유교) Etiquette Career & Leisure Unemploy ment Less Variety in Leisure City Planning New Town Rush Hour 휴게소 Individualis m & Egotism NIMBY & PIMFY Fruit Orchard Fruits Orchard Dessert 혼수 MultiCulture Preferring Western Culture ▲ In order to narrow down on our idea, we extracted blue postits from the problems listed on the Brainstorming map. Brainstormed Ideas Identified by Colors ★ Step 1 Society-level (General) Problems Step 2 Step 3 Step 4 Step 5 Individual-level (Specific) Problems ★ Design Methodology Term Project 9
  • 9. 2.2 Design Area Deduction – Marriage and its preparation Fruit Orchard “Orchard and its fruits” From the list of design areas, we have decided to focus on “Orchard and its fruits”. The reason was that, during the Brainstorming stage, “Fruits” was the most recurring topic and produced strong responses. Design Methodology Term Project 10
  • 10. 3.1 Market Research - User Stakeholder Map sale Direct sale Pay cost Farm distributor Sale distribute 산지 유통인 sale Pay cost Shipping Orchard farmer 생산자 Pay cost Retail shop Customer 구매자 소매시장 대형마트 백화점 외식업체 Mediation agency 도매시장 농협공판장 중도매인 매매참가인 Shipping / Entrust sale Design Methodology Term Project 11
  • 11. 3.2 Market Research – Market Structure Unlisted intermediary wholesaler Be listed Producers (associations) Direct merchants Wholesale market company Customers Auction Designated bulk buyer Retailers Farm distributors Noticeable point : The high-handedness of mediation agency is too much. Design Methodology Term Project 12
  • 12. 3.3 Market Research – Providers sale Direct sale Pay cost Farm distributor Sale distribute 산지 유통인 sale Pay cost Shipping Orchard farmer 생산자 Pay cost Retail shop Customer 구매자 소매시장 대형마트 백화점 외식업체 Mediation agency 도매시장 농협공판장 중도매인 매매참가인 Shipping / Entrust sale Design Methodology Term Project 13
  • 13. 3.3 Market Research – Providers Position of Domestic Fruit Industry (‘2012) Distribution of Cultivate Area (‘2012) 52,880ha AGRICULTURE 13,624ha District Sum(hectare) Fruit 9% Peach 6% 19,219ha Persimmon 9% 18,547ha Grape 14% Apple 18% FRUIT 18,261ha Mandarin 27% Others 20% 서울특별시 부산광역시 대구광역시 인천광역시 광주광역시 대전광역시 울산광역시 경기도 강원도 충청북도 충청남도 전라북도 전라남도 경상북도 경상남도 제주도 43 270 1267 562 636 544 1318 7658 2381 13624 7319 8467 18547 52880 19219 18261 Pear 9% Design Methodology Term Project 14
  • 14. 4.1 In-depth Interview sale Direct sale Pay cost Farm distributor Sale distribute 산지 유통인 sale Pay cost Shipping Orchard farmer 생산자 Pay cost Retail shop Customer 구매자 소매시장 대형마트 백화점 외식업체 Mediation agency 도매시장 농협공판장 중도매인 매매참가인 Shipping / Entrust sale Design Methodology Term Project 15
  • 15. 4.1 In-depth Interview – Interview Planning “Life of Orchard” 수확 (picking fruits) 선별 및 포장 (sorting and packaging) Q1. How do you take care of the fruits during spring, summer and fall season? Q3. What are some inconvenience regarding sorting and packaging? Q2. What are some inconvenience while you pick fruits? 운반 및 유통 (transporting and distributing) Q4. What are the accustomed way of selling the fruits? Q5. Are there any alternative distribution channel? Interview Schedule Plum Farm Interview with Ms. Kim Grape Farm Interview with Ms. Hong Phone interview 2013. 11. 02 at 11 am interview 2013. 11. 03 at 5 pm In-depth interview was based on following three topics; ‘picking fruits’, ‘sorting and packaging’, and ‘transporting and distributing’ which are closely related to the lives of farmers. Design Methodology Term Project 16
  • 16. 4.2 In-depth Interview – Plum Farm Name : Kim, Nan-jung Age : 70 Occupation : Plum Farmer Location of the farm : Gyeongsansi, Gyeongsangbuk-do. (경상북도 경산시 와 촌읍) ▲ Interview written down into a document Several insights about the working process of orchard could be found during this in-depth interview. First, majority of the orchards are managed by elderlies. In addition, during the distribution process, the elderlies undertook huge loss. Design Methodology Term Project 17
  • 17. 4.2 In-depth Interview – Grape Farm Hard to farm have to cover the grapes one by one. Have to eliminate stems that interrupt grapes growing Have to blow bugs away Rainy season can grapes fell down to the ground Hard to sell Boxes are so expensive Existing patron Farming hard but sold cheap Boxes are not comfortable to package grapes As time goes by, quality of grapes is going down : time to sell is limited Name : HONG, Kyung-ja Age : 71 Occupation : Grape Farmer (13 years) Location of the farm : Hwasung-si, Gyeonggi-do (경기도 화성시 송산동) Several insights about the working process of orchard could be found during this in-depth interview. First, majority of the orchards are managed by elderlies. In addition, during the distribution process, the elderlies undertook huge loss. Design Methodology Term Project 18
  • 18. 4.3 In-depth Interview – Summary Growing Fruits Picking Fruits 1. Thinning out process (솎아주기) Pick extra flowers and leave only one which will grow bigger into one. This is laborious task for elderlies. Packaging Fruits Selling Fruits 2. Covering process 3. Spraying pesticides and fertilizer Fruits should be covered with paper bag when its little. Otherwise, fruits will be damaged by disease and insect. Plums which have weak stalk cannot resist the weight of paper bag. Farmers have to work during summer season resulting in sunstroke. Managing fruits is a labor intensive work for elderlies. Design Methodology Term Project This process continues from spring to fall. Farmers, mostly elderlies, do this labor on their own to save their expenditure on labor service. Farmers have to work spring through fall in harvest the best fruit. 19
  • 19. 4.3 In-depth Interview – Summary Growing Fruits Picking Fruits 1. Unpredictable weather Packaging Fruits Selling Fruits 2. 100% manual work The price of fruits depend on the weather too much. Bad weather can created huge loss of farmers. Storm, Mae-mi (2003) for example made farmers to end up with huge debt. 3. Picking fruits on the tree top Picking fruits cannot be done with machines. It should be picked one by one on hands. During the hot summer, farmers suffer from sunstroke. Farmers have to undertake losses from natural disaster. Most harvestings are done manually. Design Methodology Term Project Picking fruits on the tree top is cumbersome because farmers have to carry around heavy ladders. Heavy ladders should be carried around the farm. 20
  • 20. 4.3 In-depth Interview – Summary Growing Fruits Picking Fruits 1. Sorting fruits by hand, Classification with eye measure Sorting machines are too expensive for farmer to purchase. So, many farmers do the sorting manually. The elderlies have to sit one small chair and continue this process for several hours. Fruits are classified in to 3 to 5 classes (특, 왕특, 상, 보통, 하). If the farmer make mistake while classifying, they have to undertake losses while selling their product. 30% of fruits are thrown away Packaging Fruits Selling Fruits 2. 20%~30% of harvest is thrown away A lot of harvest fruits are thrown away because of small bruises. These fruits are called ‘기조’ but ironically these fruits are especially delicious as the birds who made the bruises instinctly knows the best taste fruits. Sorting fruits with eye measure resulting in price-down. Expensive sorting machine cannot be purchased. Design Methodology Term Project 3. Fragile fruits The hard package damages the fruits a lot while transporting. Also, powdery ‘분’ on the surface of the fruits is a measure of high sugar contents, therefore, protecting ‘분’ is very important while packaging fruits. Package that are not userfriendly. Fruits are very fragile and easily damaged. 21
  • 21. 4.3 In-depth Interview – Summary Growing Fruits Picking Fruits Packaging Fruits Selling Fruits 1. Distributing through 농협 (National Agricultural Cooperative Federation ) Classifying and package fruits Send the fruits to Agricultural Cooperative´s joint market Agricultural Cooperative put the fruits up for auction at 가락 market Price of the fruits are sent to farmers through bill. (Agricultural Cooperative takes commission charge.) The farmer gets 11,000 won. Onion 20kg produce from Moo-an, Jeollanam-do Final destination Discount Stores ★Consumer pays 49,600 won. 2. Distributing through Individual APC (Agricultural Processing Center) Get organic product certificate Send the fruits to Individual APC’s joint market (classifying fruits will be Individual APC put the fruits up for auction at 가락 market Price of the fruits are sent to farmers through bill. (APC takes commission charge.) Final destination Department Stores done for farmers by machines) The farmer gets 19,000 won. “Organic” Onion 20kg produce from Chung-ju, Chungcheongbuk-do Farmers earn less money compared to the distributors. The price of fruits gets expensive while distributed to the customers. The price of fruits fluctuate according to the market’s policy Organic fruits are higher in price but harvested little. Design Methodology Term Project In order sell fruits through APCs, farmers need personal connection. ★Consumer pays 58,000 won. 자료, 한국농수산식품유통공사 22
  • 22. 5.1 Exploratory Research sale Direct sale Pay cost Farm distributor Sale distribute 산지 유통인 sale Pay cost Shipping Orchard farmer 생산자 Pay cost Retail shop Customer 구매자 소매시장 대형마트 백화점 외식업체 Mediation agency 도매시장 농협공판장 중도매인 매매참가인 Shipping / Entrust sale Design Methodology Term Project 23
  • 23. 5.1 Exploratory Research “Yang-jae Hanaro Club” 2. 농협직거래장터 – In-depth Interview 1. Fruit Section – Participant Observation Q1. What is the consumer behavior in buying fruits? Q3. What are some alternative distribution channel? Q2. What are the attractions in buying fruits? (price, quality, producing district, package, etc) Q4. What is the benefit of alternative distribution channel? Q5. Are there many opportunity for farmers to directdeal with consumer? Visited on November 16, 2013 Research was based on following several topics; ‘behavior in buying fruits’, ‘attraction in buying fruits’ and ‘alternative distribution channel’ which are specially focused on customer and farmers. Design Methodology Term Project 24
  • 24. 5.2 Participant Observation – Summary Fruit Section Observation 1. Special Fruit Section 2. Organic Fruit and Vegetable Section Not many people were visiting special fruit section which were expensive compared to the other fruits. Expensive products can’ be attract customer. Both sections are at organic food section. But there is a disparity of customers between 2 sections. Fruit section has fewer people to buy fruits. In contrast, vegetable section attracts so many customers. Fruits distributed through APC was sold in higher price. Design Methodology Term Project Customers are unconcerned with organic fruit though it has a special section. 25
  • 25. 5.2 Participant Observation – Summary Fruit Section Observation 3. Fruits coming from APC sold in higher price Those fruits distributed through APC was sold in higher price. But according to prior interview with orchard farmer Ms Kim, dealing with APC sometimes requires personal connection. Expensive products can’ be attract customer. Fruits distributed through APC was sold in higher price. Design Methodology Term Project Customers are unconcerned with organic fruit though it has a special section. 26
  • 26. 5.3 In-depth Interview – 농협직거래장터 sale Direct sale Pay cost Farm distributor Sale distribute 산지 유통인 sale Pay cost Shipping Orchard farmer 생산자 Pay cost Retail shop Customer 구매자 소매시장 대형마트 백화점 외식업체 Mediation agency 도매시장 농협공판장 중도매인 매매참가인 Shipping / Entrust sale Design Methodology Term Project 27
  • 27. 5.3 In-depth Interview – 농협직거래장터 Name : Jang Ki-tae, Choi Jung-nan Age : 58, 55 Occupation : 더덕, 도라지 Farmer,귀농민 Location of the farm : Jeongseongun, Gangwon-do. (강원도 정선군) ▲ Interview written down into a document From this interview, we could get some insight about alternative distribution channel. Also, farmers concerns about city dweller’s lack of understanding in farming. Design Methodology Term Project 28
  • 28. 5.4 In-depth Interview – Summary 농협직거래장터 1. Direct Dealing beneficial but not common If agricultural goods are distributed throguh direct dealing, farmers earn more. However, chances are rare and farmers have to be in charged of transporting and selling in addition to growing fruits. Chance of direct dealing is rare to farmers. Large discount stores are dealing fruits with farms directly reducing price. 2. Large discount stores try to direct deal with farmers Larger discount stores such as Emart, Homeplus are dealing fruits with some farms directly reducing the price of fruits. Native farmers can’t fully understand the needs of city dwellers. Fruits are very fragile and easily damaged. Design Methodology Term Project 3. Farmers do not understand the needs of city dwellers fully Farmers who are native to the region and have never lived in city does not fully understand the needs of the city dwellers. This misunderstanding causes conflict. (poor packaging, uneven size of fruits) Native farmers don’t have connection to distribution channel. City dweller don’t fully understand the labor of farmers. 29
  • 29. 5.4 In-depth Interview – Summary 농협직거래장터 4. For newly-moved farmers finding a channel is problematic. Farmers who are not native to the producing district does not have connection to distribution channels of the region. Chance of direct dealing is rare to farmers. 5. City dwellers does not have empathy for farmers’ labor City dwellers does not fully understand the labor of farmers. Large discount stores are dealing fruits with farms directly reducing price. Native farmers can’t fully understand the needs of city dwellers. Fruits are very fragile and easily damaged. Design Methodology Term Project Native farmers don’t have connection to distribution channel. City dweller don’t fully understand the labor of farmers. 30
  • 30. 6.1 Market Research - User Stakeholder Map sale Direct sale Pay cost Farm distributor Sale distribute 산지 유통인 sale Pay cost Shipping Orchard farmer 생산자 Pay cost Retail shop Customer 구매자 소매시장 대형마트 백화점 외식업체 Mediation agency 도매시장 농협공판장 중도매인 매매참가인 Shipping / Entrust sale Design Methodology Term Project 31
  • 31. 6.1 Directed Storytelling – Interview Planning “Fruits Purchase” Before Purchase Purchase: where, how, what Q1 Do you a have favorite fruit brand? If so, why? Q3. Where do you usually buy fruits? Q2. When do you want to buy fruits? After buying Q6. Do you have a special preference for the taste? Q4. Have you tried other way to purchasing fruits? Q5. What is the reason interrupt with purchase? Interview Schedule Housewives Interview interview 2013. 11. 10 at 11 pm ‘2X Fitness club’ in Gae-Po Dong Directed Story telling was based on following three prompts; ‘Before buying’, ‘Buying’, and ‘After buying’ which is detailed purchasing way of ordinary housewife. Design Methodology Term Project 32
  • 32. 6.2 Directed Storytelling – 40’s and early 50’s housewives Name : Choi, Young-Mi Name : Park, Jung-Su Name: Kim, Sun-Kyoung Age : 52 Age : 51 Age : 48 Occupation : housewife, high Occupation : housewife Occupation : housewife school teacher Residential district: Seoul Residential district : Seoul Residential district: Seoul Several insights about the purchasing process of fruits could be found during this interview. First, Housewives give importance to brand image or reliance. Second, Fast delivery is better. And price competitiveness is very important. In addition, They want to know about sugar content. Design Methodology Term Project 33
  • 33. 6.3 Directed Storytelling – Summary Before Purchase Purchase After Purchase 1. Brand Reliability 2. Sugar contents of each breed, hard to know. “Campbell” grape Common in Korea Housewives usually buy fruits from discount stores such as ‘농협하나로마트’ and ‘롯데마트’. Organic stores are also very popular nowadays with the increasing awareness of health. Organic shops are highly reliable but expensive. Fruits sold by street vendors are reasonable but not best in taste. Design Methodology Term Project “Muscat” grape Less Common in Korea The sugar contents of each fruit depends on its breed. For instance, Campbell grape has sugar contents of 15 birx whereas, Muscat grape has 21 brix . For housewives, it is hard to remember her family’s taste. Fruits has different ripe level and sugar level depending on its breed. 34
  • 34. 6.3 Directed Storytelling – Summary Before Purchase Purchase After Purchase 4. Discount store most common place of purchase 3. Online delivery cheap but unreliable All housewives experienced online fruit delivery service. However, they were unsatisfied with the quality of fruits that are sold through this channel. Online fruit delivery service take too long (2-3days). Housewives have negative image of online fruit delivery service. While the interview, housewives said they tend to buy fruits when they visit discount stores most often. The good delivery service is the merit of discount stores. However, the price of fruits are expensive. Housewives favor buying fruits from discount store due to its insaneness and good delivery service. Design Methodology Term Project Fruits has different ripe level and sugar level depending on its breed. 35
  • 35. 6.4 Problem Structuring – Problem Matrix Sorting fruits with eye measure resulting in price-down. summer season sun-stroke. Losses from natural disaster. Expensive sorting machine labor intensive work for elderlies. Most harvestings are done manually. Package that are not userfriendly. work spring through fall. Fruits are very fragile and easily damaged. Heavy ladders carried around the farm. Online fruit delivery service take too long (2-3days). Organic shops are highly reliable but expensive. Negative image of online fruit delivery service. Fruits sold by street vendors are reasonable but not best in taste. Housewives favor buying fruits from discount store due to its instanceness and good delivery servicce. Housewives have negative image of online fruit delivery service. Fruits has different ripe level and sugar level depending on its breed. 36
  • 36. 7.1 Directed Shadowing Name : Kim Min Young Name: Lee Da Hye Age : 29 Age : 21 Occupation : 학원 teacher Occupation : student(가천대) Residential district: Sonpa-gu, Residential district : In-cheon Jamsil (live apart from her family) *Living with sister, preparing signer Young People live alone: can be our target to provide fruit-subscribe service Design Methodology Term Project 37
  • 37. 7.2 Directed Shadowing – Cultural Probe Design Methodology Term Project 38
  • 38. 7.3 Directed Shadowing – Mental model Doing exercise Going and leaving work 물을 챙겨 마신다 버스나 지하철 을 이용한다 아침은 집에서 먹는다 점심은 배달이나 근처 식당 이용 공복일 때도 있다 나올 때 먹을 것을 챙기진 않는다 아침에도 과일 을 먹진 않는다 쉬는 시간에 종종 후식으로 슈퍼에서 과일을 사먹는다 출근길에 커 피나 과자를 사서 먹는다 Taking a meal housekeeping 과일은 주로 귤이나 바나나 어머니가 보낸 건강음료를 마신다 2주에 한번 정도 마트에서 쇼핑 음식물 쓰레기는 최소화한다 가끔 밥을 너무 많이 해 상한다 냉장고는 주로 반 찬으로 채운다 처리가 편한 과일만 산다 Daily life and action 물통 교통카드 돈 신용카드 돈 냉장고 반찬통 음식물 쓰레기 처리기 과일로 수 분섭취를 할 수 있다. 이동길에 과일을 살 수 있으면 좋겠다. 쉬는 시간이나 식당에서 도 간단히 살 수 있으면 좋겠다. 과일 껍질이나 남아서 썩는 과일을 처리 하는 것이 쉬우면 좋겠다. Design Methodology Term Project 39
  • 39. Lee Da Hye She usually take both bus and subway when moving She often skip meals when busy Design Methodology Term Project Leave the school And drop by Convenience Store to purchase food Keep working Have a skin care before sleep Back to house : Incheon. Taking bus and subway Go to café for communication Have a meal with friend and share bananas she bought. :Take bus, Subway To go to Jong-ro to meet friend s Meeting Frieands : Assignment Way to school: take bus Go to School have a breakfast and exercise(dancing) in her room Saturday Daily life 1:00am 10:00pm 7:50pm 6:10pm 6:00pm 2:00pm 1:30pm 10:00am 7.2 Directed Shadowing – Cultural Probes Touch point + Fail Line - She often buy fruits but avoid types difficult to handling peels. 40
  • 40. 7.3 Directed Shadowing – Mental model Doing exercise Going and leaving work 물을 챙겨 마신다 버스나 지하철 을 이용한다 공복일 때도 있다 나올 때 먹을 것을 챙기진 않는다 가수의 꿈을 위해서 한다. 이동길에 걸 렀던 끼니를 떼운다. Taking a meal 점심은 바빠서 거 의 못먹을때가 많 다. 아침은 집에서 먹는다 아침에도 과일 을 먹진 않는 다 이동중에 편릐점 에서 끼니거리를 산다. 다이어트때 문에 주로 요거트 나 과일 동생과 같이 먹는 다. housekeeping 냉장고는 주로 반 찬으로 채운다 어머니가 보낸 반찬이 대부분 음식물 쓰레기는 최소화한다 과일은 주로 귤이나 바나나 장을 따로 보지 않는다. 처리가 편한 과일만 산다 Daily life and action 물통 브라탑 핫팬츠 과일로 수 분 섭취를 대신 할 수 있다. 교통카드 돈 신용카드 이동 길에 간단히 과일 을 얻을 수 있으면 좋겠 다. 돈 냉장고 반찬통 음식물 쓰레기 처리기 점심을 거를 때가 많은데, 간단히 짧은 시간에 먹을 수 있게 양이 조절되면 좋 겠다. 과일 껍질이나 남아서 버 리게 되는 과일이 적어, 사는 데 부담을 안느끼게 되면 좋겠다. Design Methodology Term Project 41
  • 41. 8.1 Insights - Farmer Growing Fruits Picking Fruits 1. Sorting fruits by hand, Classification with eye measure Sorting machines are too expensive for farmer to purchase. So, many farmers do the sorting manually. The elderlies have to sit one small chair and continue this process for several hours. Fruits are classified in to 3 to 5 classes (특, 왕특, 상, 보통, 하). If the farmer make mistake while classifying, they have to undertake losses while selling their product. 30% of fruits are thrown away Packaging Fruits Selling Fruits 2. 20%~30% of harvest is thrown away A lot of harvest fruits are thrown away because of small bruises. These fruits are called ‘기조’ but ironically these fruits are especially delicious as the birds who made the bruises instinctly knows the best taste fruits. Sorting fruits with eye measure resulting in price-down. Expensive sorting machine cannot be purchased. Design Methodology Term Project 3. Fragile fruits The hard package damages the fruits a lot while transporting. Also, powdery ‘분’ on the surface of the fruits is a measure of high sugar contents, therefore, protecting ‘분’ is very important while packaging fruits. Package that are not userfriendly. Fruits are very fragile and easily damaged. 42
  • 42. 8.2 Insights - Farm Distributor Growing Fruits Picking Fruits Packaging Fruits Selling Fruits 1. Distributing through 농협 (National Agricultural Cooperative Federation ) Classifying and package fruits Send the fruits to Agricultural Cooperative´s joint market Agricultural Cooperative put the fruits up for auction at 가락 market Price of the fruits are sent to farmers through bill. (Agricultural Cooperative takes commission charge.) The farmer gets 11,000 won. Onion 20kg produce from Moo-an, Jeollanam-do Final destination Discount Stores ★Consumer pays 49,600 won. 2. Distributing through Individual APC (Agricultural Processing Center) Get organic product certificate Send the fruits to Individual APC’s joint market (classifying fruits will be Individual APC put the fruits up for auction at 가락 market Price of the fruits are sent to farmers through bill. (APC takes commission charge.) Final destination Department Stores done for farmers by machines) The farmer gets 19,000 won. “Organic” Onion 20kg produce from Chung-ju, Chungcheongbuk-do Farmers earn less money compared to the distributors. The price of fruits gets expensive while distributed to the customers. The price of fruits fluctuate according to the market’s policy Organic fruits are higher in price but harvested little. Design Methodology Term Project In order sell fruits through APCs, farmers need personal connection. ★Consumer pays 58,000 won. 자료, 한국농수산식품유통공사 43
  • 43. 8.3 Insights - Retail shop Fruit Section Observation 1. Special Fruit Section Not many people were visiting special fruit section which were expensive compared to the other fruits. 2. Organic Fruit and Vegetable Section Both sections are at organic food section. But there is a disparity of customers between 2 sections. Fruit section has fewer people to buy fruits. In contrast, vegetable section attracts so many customers. Expensive products can’ be attract customer. 3. Fruits coming from APC sold in higher price Those fruits distributed through APC was sold in higher price. But according to prior interview with orchard farmer Ms Kim, dealing with APC sometimes requires personal connection. Fruits distributed through APC was sold in higher price. Design Methodology Term Project Customers are unconcerned with organic fruit though it has a special section. 44
  • 44. 8.4 Insights - Customer Before Purchase Purchase 1. Brand Reliability After Purchase 2. Sugar contents of each breed, hard to know. “Campbell” grape Common in Korea Housewives usually buy fruits from discount stores such as ‘농협하나로마트’ and ‘롯데마트’. Organic stores are also very popular nowadays with the increasing awareness of health. Organic shops are highly reliable but expensive. “Muscat” grape Less Common in Korea The sugar contents of each fruit depends on its breed. For instance, Campbell grape has sugar contents of 15 birx whereas, Muscat grape has 21 brix . For housewives, it is hard to remember her family’s taste. Fruits sold by street vendors are reasonable but not best in taste. 3. Online delivery cheap but unreliable Fruits has different ripe level and sugar level depending on its breed. Design Methodology Term Project Many customers experienced online fruit delivery service. However, they were unsatisfied with the quality of fruits that are sold through this channel. Online fruit delivery service take too long (2-3days). 45
  • 45. 8.5 AEIOU chart AEIOU chart November 18, 2013 Farmer Retail Shop Customer Action -Fertilizing, Pesticide -Thinning fruits - Fruits covering process - labor intensive - work through spring to fall -Manually harvest and sort fruits -Natural disaster -Packaging fruits rely on eye measure - packaging requires a lot of labor -Fruits are easily while packing. -Buys fruits in large amount from either farmers or whole sailors. - promote their product to the customers -Display the fruits in attractive way - Recruit part timers who sells fruits. - Storing the fruits in good condition (fridge) - Visit retail shop - Use online delivery service - compare quality fruits to buy the best one - impulsive buying - Bargaining the price at the market - Storing fruits in the refrigerator/balcony, etc Environment -Orchard (usually big in size) - Natural disaster - Front yard - Producing district - Warehouse -Take place in populated city - Close to residency - High accessibility -Pleasant environment - Parking lot - Apartment - House - Market - Retail store - Warehouse - Truck seller - Street store - Vendor Interaction - Farmers → compete with each other to get better distribution channel. - Farmer → compromise on the price to provide good cheaper to the customers - Harmful insects → Have to spread pesticide. - Customer → provide good service such as tasting, delivery service. -Farmer → not satisfied with the unrefined packaging and uneven size of fruits. Want to bargain on the price of fruits (sometimes extremely cheap price) - Farm distributor → Personal connection with APC will provide better price of the fruits. - Whole seller → not sure yet. Have to interview. - Customer → Customers often be disappointed with the quality of the direct- dealing fruits. - Whole seller → Wants to buy price in cheaper price since they are buying in large amount. - Delivery service man → want to get their product in time in good condition - Power blogger → get information about direct-dealing. Have positive or negative perception Bargaining the price can be offensive to the farmers. -Transporter → Transport the fruits for the farmer but are not in charge of damaged fruits. Object - Fruits - Shopping cart - Package (boxes, bags) - Selling stand - Mobile Phone - Computer - TV (home shopping channel) - Eco-bag (refrain from using plastic bag) - Membership card - Car - Refrigerator - Advertisement (전단지) - Trees - Advertisement (newspaper, mobile, web, TV commercial) - Fertilizer, Pesticide - Scale - Plastic hot house - Cashier - Water supply - Fridge - Sorting machine - Lighting - Ladder - Air conditioner - Native farmer (aged 50~70) - Discount store owned by major firm (e-Mart, Homeplus, Lotte Mart) - Housewives - Newbie Farmer (middle aged, retired) - Small retailer in community - Fathers, Husband - Barcode reader User - Single man, Single woman Design Methodology Term Project 46
  • 46. 9.1 Design Suggestion 1. Assembly Place in Choong-buk Benefits of having Assembly Place in Choong-buk Seoul Gyeong-gi ★ Choong-buk Gyeong-buk Gyeong-nam Jeon-nam 1. Eliminate manually sorting job of the farmers Jeju ▲ distribution of orchards in Korea 2. Close to Seoul and capital area Farmers used to classify their fruits manually since they could not afford sorting machine. If all fruits are assebled in Choong-buk before they are distributed to the consumers, buying expensive sorting machine becomes a decent purchase. 50% of Korean population is concentrated in the Capital area. So, delivering products to the consumer living in Seoul will be cost-effective. Design Methodology Term Project 47
  • 47. 9.1 Design Suggestion 2. Branding the fruits 1. Giving Trust to Consumers Many consumers prefer buying fruits from super market because they can check the freshness with their eyes. For this reason, branding our service to earn credibility from the consumers is mandatory. 2. Ripe Sense Label / Sugar Contents Label (Sour and Sweet taste Label) ▲ Example of Successful Branding TESCO is British multinational grocery and general merchandise retailer. It introduced Ripe Sense Labels to the fruits which resulted in huge success. This method will help Korean housewives select the right fruit for her family more easily without failure. Design Methodology Term Project 48
  • 48. 9.1 Design Suggestion 3. Fast Delivery Service via Mobile App 1. Cope with the existing fruit delivery service With the existing fruit delivery service, consumer can get their fruits within 1-3 days. Since our service have its middle assembly pace in Choong-buk, delivering time can be reduced to half-day to 1 day. ▲ Fast and reliable delivery service will be our brand goal. Design Methodology Term Project 49
  • 49. 10.1 Problem list up 30% of fruits are thrown away Farmers earn less money compared to the distributors. Sorting fruits with eye measure resulting in price-down. Expensive sorting machine cannot be purchased. Package that are not userfriendly. Fruits are very fragile and easily damaged. The price of fruits The price of fruits fluctuate according to the market’s policy Organic fruits are higher in price but harvested little. In order sell fruits through APCs, farmers need personal connection. gets expensive while distributed to the customers. Expensive products can’ be attract customer. Organic shops are highly reliable but expensive. Fruits sold by street vendors are reasonable but not best in taste. Fruits distributed through APC was sold in higher price. Fruits has different ripe level and sugar level depending on its breed. Design Methodology Term Project Customers are unconcerned with organic fruit though it has a special section. Online fruit delivery service take too long (2-3days). Targets usually skip their meals. 50
  • 50. 10.1 Problem list up 30% of fruits are thrown away Farmers earn less money compared to the distributors. Sorting fruits with eye measure resulting in price-down. Expensive sorting machine cannot be purchased. The price of fruits fluctuate gets expensive according to while distributed the market’s to the customers. policy 30% of fruits thrown away are The price of fruits products can’ be attract customer. Make Fruits are very fragile and easily damaged. In order sell fruits through APCs, farmers need personal ‘기조’. connection. Organic fruits are higher in price but harvested little. called as We can utilize 기조s. Expensive Make it doesn’t Organic shops are highly reliable but expensive. Package that are not userfriendly. Customers are Fruits distributed unconcerned with have toAPC was be measured and sorted. through organic fruit sold in higher though it has a price. special package user-friendly. section. Package should protect fruits. Fruits sold by street vendors are reasonable but not best in taste. Fruits has different ripe level and sugar level depending on its breed. Design Methodology Term Project Online fruit delivery service take too long (2-3days). Targets usually skip their meals. 51
  • 51. 10.1 Problem list up Sorting fruits with eye measure Using ‘기조’ resulting in price-down. 30% of fruits are thrown away Expensive Package that sorting are not usermachine can help farmers to earn more. friendly. cannot be purchased. The price of fruits fluctuate according to the market’s policy The price of fruits Farmers earn less money compared to the distributors. gets expensive while distributed to the customers. Expensive Using ‘기조’ won’t products can’ be attract customer. Fruits distributed through APC was be affected sold in higher price. Organic fruits are higher in price but harvested little. by Fruits are very fragile and easily damaged. In order sell fruits through APCs, farmers need personal connection. Customers are unconcerned with fluctuated things. organic fruit though it has a special section. Connecting farmers and users directly can be solution for farmers cannot use APCs. Make Organic shops are highly reliable but expensive. Fruits has ‘기조’ as better product throughOnline fruit using storytelling. Fruits sold by street vendors are reasonable but not best in taste. different ripe level and sugar level depending on its breed. Design Methodology Term Project delivery service take too long (2-3days). Targets usually skip their meals. 52
  • 52. 10.1 Problem list up 30% of fruits are thrown away Sorting fruits with eye measure resulting inis It price-down. not Expensive sorting machine cannot be that expensive purchased. Package that are not userfriendly. product. Fruits are very fragile and easily damaged. Don’t be distributed through APCs. Farmers earn less money compared to the distributors. The price of gets expensive These Solutions fruits fluctuate make price according to while distributed the market’s to the customers. policy The price of fruits Expensive products can’ be attract customer. Organic shops are highly reliable but expensive. Fruits sold by street vendors are reasonable but not best in taste. of Fruits distributed through APC was sold in higher price. Fruits has different ripe level and sugar level depending on its breed. Design Methodology Term Project In order sell Organic fruits fruits cheaper. fruits through are higher in APCs, farmers price but need personal harvested little. connection. Customers are unconcerned with organic fruit though it has a special section. Online fruit delivery service take too long (2-3days). Targets usually skip their meals. 53
  • 53. 10.1 Problem list up Sorting fruits with eye measure resulting in Make price-down. 30% of fruits are thrown away Farmers earn less money compared to ‘기조’ is the distributors. The price of fruits Expensive sorting machine cannot be these things purchased. Package that are not userfriendly. Fruits are very fragile and easily damaged. reliable. Make ‘Brand’. The price of Organic fruits Make taste of fruits guarantee. fruits fluctuate gets expensive according to while distributed the market’s kind the customers. of a certificate of taste to policy are higher in price but (sugar level) and harvested little. of In order sell fruits through APCs, farmers need ripepersonal level. connection. It has to be shorter taken delivery. Give a Organic shops are highly reliable but expensive. Customers are Fruits distributed Expensive unconcerned with through APC was card that can be paid instead of money to friends products can’ be organic fruit sold in higher attract customer. Or Utilize QR code. though it has a price. special section. Fruits sold by street vendors are reasonable but not best in taste. Fruits has different ripe level and sugar level depending on its breed. Design Methodology Term Project Online fruit delivery service take too long (2-3days). or BF/GF. Targets usually skip their meals. 54
  • 54. 10.2 Concept Maps Design Methodology Term Project 55
  • 55. 11.1 Design Suggestion – Brand Story “Branding fruits that have bruises” 20~30% of fruits are thrown away because of the small bruises made by birds (sometimes they are made naturally). Those Fruits are called ‘기조’ in Korean. By branding 기조, farmers can earn extra income and customers can have optional choices for cheaper fruits. B’s Choice (Buddy’s Choice) Brand Symbol – Bird, Early Bird (People) Slogan – Bird Knows the Sweetest! Design Methodology Term Project 56
  • 56. 11.1 Design Suggestion – Service Description “Fruit Subscription” Delivery Reasonable Price Seasonal Fruits Convenient 25000 won (1~2 person) a month Week 1 Week 2 Week 3 Week 4 Bird symbolizes people in modern society. = “Early Bird” People who are busy working / studying. Living alone. Have no one who take care of their nutrition balance. Design Methodology Term Project 57
  • 57. 11.1 Design Suggestion – Service Description “Customized Selection of Fruits” Customized selection Customer can make composition of fruits according to their taste. Seasonal Package Package for Dieter Package for Healthy skin Recommend Packages are promoted. Package for Premium Package for sweet lover Consumer can take less time choosing fruits if they do not have fixed taste. Design Methodology Term Project 58
  • 58. 11.1 Design Suggestion – Service Description “Processed Goods” Processed goods of fruits Especially damaged fruits are used. Can be provided to users as gift or event. Fine Quality Delivered to Customer Damaged Made into Processed Food Made into Fertilizer Providing reasonable way of making use of damaged fruits. In addition, minimize wasted fruit can be environment friendly. Farmers do not have established skills or machines to produce processed goods. Design Methodology Term Project 59
  • 59. “ Thank you ! ”