The document proposes a mobile application called Re-Caffeine that encourages coffee drinkers to recycle disposable cups by earning points for their team, with the top recycling teams receiving sponsorships from coffee chains. Users would scan their cups into recycling bins linked to the app, and compete on teams divided by coffee preferences like hot, iced, or whipped. A cultural probe and context mapping study are also outlined to understand user behaviors and inform the app's design.

1. Re-Caffeine
Horyun Song
2014. 4. 18

2. Re-Caffeine
"Exchange your disposable coffee cups
for your team’s victory.”

3. Re-Caffeine
Make the myriad of coffee drinkers
Care about coffee
even when they are done drinking.
Encourage them to compete for point.

4. Flow
FEEDBACKFEEDBACK
RECYCLERECYCLE
WINWIN
Paper
Plastic
Glass
BUMP
App
Points
TEAM
Regional
Coupon
}ONE BIN

5. Three Teams
HOT ICED WhIPPED

6. 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 flag.
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 coffee chains with discount coupons.

7. User Position Map
OldYoung
Not really care about coffee
Purpose: Coffee
Morning-must
After meal
Because girlfriend
wants it
Selfie
Need caffeine
right now
For taste &
fragrance
Curiosity
다방커피
New Frappuccino
For the Show
Brand loyalty
Nothing particular
Popstar fans
Barrista
It’s famous
place
Cafe=Study
Business
To chatter
Sugar driveHyper Youngsters
Place matters
Ti’s coffee, pal.
No Need

8. Hyper Youngsters
are young people who drink lots of coffee,
love the act of it and
effect of sugar and caffeine.

9. Place Matters
does not really care about coffee,
but they regularly go to the cafe
out of need and sensibility.

10. Ti’s coffee,pal.
considers coffee as something
to be considered carefully
or the meaning it holds.

11. No Need
does not care nor go to the cafe that much,
other than the dire need of social place

12. Hyper Youngsters Persona
Jenna (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 that
jenna 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 Starbucsks
all the time.
She is as long as there is a cup of coffee,
or rather, a cup full of sugar and syrup.

13. Place Matters Persona
Ricky (Engineer,28)
He cannot care less about the taste of
coffee . 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 from
bread. 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.

14. Cultural Probe Plan
Package
1. Pictures of Trash Bin
2. Deck of cards
Participants
10-12 recruited from“Hyper Youngsters”and
“Place Matters”groups.
They shuold not be direct friends, but friends’
friends and acquitances.

15. 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?

16. 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 first, but soon
will over come the first awkwardness
and play the game.
Intention: What do people do in open places?
Cultural Probe Package

17. Contextmapping Plan
Pre-Session Sensitization
-Journey map for a week (Present)-
Participants keep track of their daily life, closely
related 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 and
things related to their occupation will be given.

18. Contextmapping Plan
Session 1
-Your Dream Coffee Shop (Future)-
Participants will collage their futre or dream.
Many Koreans wish for or dream of having their own
coffee shop. Therefore step by step, they are asked
to design their coffee shop. Location, independent or
franchised, concept or mood, menu and interior will
be considered. In the process, they will start to notice
the smalles thing they have passed daily like what
kinds of plants to grow and where to place trash bins.

19. Contextmapping Plan
Session 2
-Ream Mapping (Past)-
Participants will need to recollect their memories.
They will be given very general outline of a coffee
shop and asked to mark where they would sit
depending on their company. They will choose
different sits when they are with best friend,
business partner, group of friends or alone.
Further, they will take detailed notes of their behavior
accordingly.