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

0.0 Objective and Vision

1.0 Brainstorming

1.1 Brainstorming – Detail

2.0 Design Area Deduction – KJ Mapping

2.1 Design Area Deduction – Rearranging the “Blue post-its”

2.2 Design Area Deduction – Orchard and its fruits

3.1 Market Research – User Stakeholder Map

3.2 Market Research – Market Structure

3.3 Market Research – Providers

4.1 In-Depth Interview – Interview Planning

4.2 In-Depth Interview – Plum Farm

4.2 In-Depth Interview – Grape Farm

4.3 In-Depth Interview – Summary

5.1 Exploratory Research

5.2 Participant Observation – Summary

5.3 In-Depth Interview –농협직거래장터

5.4 In-Depth Interview – Summary

6.1 Directed Storytelling – Interview Planning

6.2 Directed Storytelling – 40’s and early 50’s housewives

6.3 Directed Storytelling - Summary

5

6

7

8

9

10

11

12

13-14

15-16

17

18

19-22

23-24

25-26

27-28

29-30

31-32

33

34-35Design Methodology Term Project

Contents

Contents

6.4 Problem Structuring – Problem Matrix

7.1 Directed Shadowing

7.2 Cultural Probe

7.3 Mental Model

8.1 Insights – Farmer

8.2 Insights – Farm Distributor

8.3 Insights – Retail Shop

8.4 Insights – Customer

8.5 A.E.I.O.U chart

9.1 Design Suggestion

10.1 Problem list up

10.2 Concept Mapping

11.1 Design Suggestion - Developed

36

37

38, 40

39, 41

42

43

44

45

46

47 - 49

50 – 54

55

56 - 59

Design Methodology Term Project

“Rapid Economic Development Causing Social Problem.”

Narrowing down the problem, we aim to find one specific design area.

0.0 Objective and Vision

Design Methodology Term Project 5

RAPID ECONOMICDEVELOPMENT

In KOREA

starting point

POLITICAL POLICY

URBANIZATION

COMPETITION

INFORMATIZATION

MATERIALISM

3S (Sports, Screen, Sex)

ANOMIE

MORAL EDUCATION LACKS

EGOISM

CITIZENSHIP

GAP BETWEEN KOR/AMER. MIND SET

SHOWING OFF CONSUMPTION

NIMBY & PIMFY

SNS

새마을 MOVEMENTBOTTOM-UPDEVELOPMENT

PLANNED DEVELOPMENT

SEOUL, DAE-JEON,DAE-GU, BUSAN

DEVLOPMENT

GAP BETWEEN REGION

LOCAL FEELING

NEW TOWN

PRIVATE EDUCATION

GENERATION GAP

WORKAHOLIC

JOB HUNTING

HEALTH INSENSITIVITY

LACK OF SLEEP

WORKING OVERTIME

MISSING THEIR CHILDHOOD

RETRO

POPULATION CENTERED IN CITIES

BED TOWN INTERNATIONALMARRIAGE

REAL ESTATEINVESTMENT

HOLIDAY SEASONMOVEMENT TO COUNTRYSIDE

LEISURE

LESS VARIETY IN LEISURE CONTENTS

MULTIE CULTURE

MARRIAGE

혼수

ETIQUETTERUSH HOUR

휴게소

UNEMPLOYMENT

CONFUCIANISM

PREFERRING WESTERN CULTURE

PRESTIDGEGOODSCONSUMPTION

CITY SCENARY

1.0 Brainstorming

Design Methodology Term Project

Bach to the past Analogue Clothes, Food, House

주/후식

Fruits

Orchard

6

FROM CAUSETO PHENOMENON

RAPID ECONOMICDEVELOPMENT

In KOREA

URBANIZATIONPOPULATION

CENTEREDIN CITIES

HOLIDAY SEASONMOVEMENT

TO COUNTRYSIDETRAFFIC JAM

COMPETITION WORKAHOLIC

MATERIALISM ANOMIE ETIQUETTECITIZENSHIP

UNEMPLOYMENTJOB HUNTING

Society-levelGeneral

Individual-levelSpecific

Looking through the brain storming, we have shifted the focus from social problem to individual phenomenon.

1.1 Brainstorming - Detail

Design Methodology Term Project 7

Brainstorming Result KJ Mapping Result

After Brainstorming, the problems are extracted as factoids and written down onpost-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 onthe Brainstorming map resulting in no further insights.

▲ KJ Mapping process

“ No further insights from KJ Mapping ”

2.0 Design Area Deduction – KJ Mapping

Design Methodology Term Project 8

Step 1 Step 2

Step 3

Step 4

Step 5

Brainstormed Ideas Identified by Colors

Society-level (General)Problems

Individual-level(Specific) Problems

★

New Town

혼수

Preferring Western Culture

Unemployment

Marriage

EtiquetteConfucian

ism (유교)

NIMBY & PIMFY

Less Variety in Leisure

Multi-Culture

Rush Hour 휴게소City Planning

Career & Leisure

Marriage & Preparation

Culture and Mindset

Individualism & Egotism

Narrowing-down Process Design Area Selection

2.1 Design Area Deduction – Rearranging the “Blue post-its”

Design Methodology Term Project

FruitsFruit Orchard

Orchard Dessert★

▲ In order to narrow down on our idea, we extracted blue post-its from the problems listed on the Brainstorming map.

9

“Orchard and its fruits”

OrchardFruit

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.

2.2 Design Area Deduction – Marriage and its preparation

Design Methodology Term Project 10

3.1 Market Research - User Stakeholder Map

Orchard farmer생산자

Mediation agency도매시장농협공판장중도매인매매참가인

Retail shop

소매시장대형마트백화점외식업체

Customer구매자

Farm distributor산지유통인

Shipping / Entrust sale

Pay cost

Shipping

Sale

sale

salePay cost

distributePay cost

Direct sale

Design Methodology Term Project 11

Producers(associations)

Wholesale market company

intermediary wholesaler

Designated bulk buyer

Directmerchants

Retailers

Customers

Farm distributors

Be listed

Auction

Noticeable point : The high-handedness of mediation agency is too much.

Unlisted

3.2 Market Research – Market Structure

Design Methodology Term Project 12

Orchard farmer생산자

Farm distributor산지유통인

Mediation agency도매시장농협공판장중도매인매매참가인

Retail shop

소매시장대형마트백화점외식업체

Customer구매자

Shipping / Entrust sale

Pay cost

Shipping

Sale

sale

salePay cost

distributePay cost

Direct sale

Design Methodology Term Project

3.3 Market Research – Providers

13

Design Methodology Term Project

Position of Domestic Fruit Industry (‘2012)

AGRICULTURE

Mandarin27%

Peach 6%

Grape 14%

Others 20%

Apple 18%

Persimmon 9%

Pear 9%

Fruit9%

Distribution of Cultivate Area (‘2012)

서울특별시부산광역시대구광역시인천광역시광주광역시대전광역시울산광역시경기도강원도충청북도충청남도전라북도전라남도경상북도경상남도제주도

43270

1267562636544

131876582381

1362473198467

18547528801921918261

District Sum(hectare)

52,880ha

19,219ha

13,624ha

18,261ha

18,547ha

FRUIT

3.3 Market Research – Providers

14

Orchard farmer생산자

Farm distributor산지유통인

Mediation agency도매시장농협공판장중도매인매매참가인

Retail shop

소매시장대형마트백화점외식업체

Customer구매자

Shipping / Entrust sale

Pay cost

Shipping

Sale

sale

salePay cost

distributePay cost

Direct sale

Design Methodology Term Project

4.1 In-depth Interview

15

“Life of Orchard”

수확 (picking fruits)

4.1 In-depth Interview – Interview Planning

Design Methodology Term Project

선별 및 포장 (sorting and packaging) 운반 및 유통 (transporting and distributing)

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.

Q1. How do you take care of the fruits during spring, summer and fall season?

Q2. What are some inconvenience while you pick fruits?

Q3. What are some inconvenience regarding sorting and packaging?

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

Phone interview 2013. 11. 02 at 11 am

Grape Farm Interview with Ms. Hong

interview 2013. 11. 03 at 5 pm

16

4.2 In-depth Interview – Plum Farm

Design Methodology Term Project

Name : Kim, Nan-jung

Age : 70

Occupation : Plum Farmer

Location of the farm : Gyeongsan-

si, Gyeongsangbuk-do. (경상북도경산시와촌읍)

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.

▲ Interview written down into a document

17

4.2 In-depth Interview – Grape Farm

Design Methodology Term Project

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.

Hard to farm have to cover the grapes one by one.

Have to eliminate stems that interrupt grapes growingHave to blow bugs away

Rainy season can grapes fell down to the ground

Hard to sellBoxes are so expensive

Existing patronFarming hard but sold cheap

Boxes are not comfortable to package grapesAs time goes by, quality of grapes is going down : time to

sell is limited

18

1. Thinning out process (솎아주기)

4.3 In-depth Interview – Summary

Design Methodology Term Project

Pick extra flowers and leave only one which will grow bigger into one. This is laborious task for elderlies.

Growing Fruits Picking Fruits Packaging Fruits Selling Fruits

2. Covering process

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.

3. Spraying pesticides and fertilizer

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 during summer season resulting in sun-stroke.

Managing fruits is a labor intensive work for elderlies.

Farmers have to work spring through fall in harvest the best fruit.

19

1. Unpredictable weather

4.3 In-depth Interview – Summary

Design Methodology Term Project

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.

Picking Fruits Packaging Fruits Selling Fruits

2. 100% manual work

Picking fruits cannot be done with machines. It should be picked one by one on hands. During the hot summer, farmers suffer from sunstroke.

3. Picking fruits on the tree top

Picking fruits on the tree top is cumbersome because farmers have to carry around heavy ladders.

Growing Fruits

Farmers have to undertake losses from natural disaster.

Most harvestings are done manually.

Heavy ladders should be carried around the farm.

20

1. Sorting fruits by hand, Classification with eye measure

4.3 In-depth Interview – Summary

Design Methodology Term Project

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.

Picking Fruits 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.

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.

Growing Fruits

Sorting fruits with eye measure resulting in price-down.

Expensive sorting machine cannot be purchased.

Package that are not user-friendly.

Fruits are very fragile and easily damaged.

30% of fruits are thrown away

21

1. Distributing through 농협 (National Agricultural Cooperative Federation )

4.3 In-depth Interview – Summary

Design Methodology Term Project

Growing Fruits Picking Fruits Packaging Fruits Selling Fruits

2. Distributing through Individual APC (Agricultural Processing Center)

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.)

Send the fruits to Individual APC’s joint

market (classifying fruits will be done for farmers by machines)

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.)

Get organic product

certificate

Final destinationDiscount Stores

Final destinationDepartment Stores

The farmer gets 11,000 won.

Consumer pays 49,600 won.Onion 20kg produce from Moo-an, Jeollanam-do

★

The farmer gets 19,000 won.

Consumer pays 58,000 won.“Organic” Onion 20kg produce from Chung-ju, Chungcheongbuk-do

★

자료, 한국농수산식품유통공사

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.

In order sell fruits through APCs, farmers need personal connection.

Farmers earn less money compared to the distributors.

22

Orchard farmer생산자

Mediation agency도매시장

농협공판장중도매인

매매참가인

Retail shop

소매시장대형마트백화점외식업체

Customer구매자

Farm distributor산지 유통인

Shipping / Entrust sale

Pay cost

Shipping

Sale

sale

salePay cost

distributePay cost

Direct sale

Design Methodology Term Project

5.1 Exploratory Research

23

“Yang-jae Hanaro Club”

1. Fruit Section – Participant Observation

5.1 Exploratory Research

Design Methodology Term Project

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.

Q1. What is the consumer behavior in buying fruits?

Q2. What are the attractions in buying fruits? (price, quality, producing district, package, etc)

2. 농협직거래장터 – In-depth Interview

Visited on November 16, 2013

Q3. What are some alternative distribution channel?

Q4. What is the benefit of alternative distribution channel?

Q5. Are there many opportunity for farmers to direct-deal with consumer?

24

1. Special Fruit Section

5.2 Participant Observation – Summary

Design Methodology Term Project

Not many people were visiting special fruit section which were expensive compared to the other fruits.

Fruit Section Observation

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.

Customers are unconcerned with organic fruit though it has a special section.

Fruits distributed through APC was sold in higher price.

25

3. Fruits coming from APC sold in higher price

5.2 Participant Observation – Summary

Design Methodology Term Project

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.

Fruit Section Observation

Expensive products can’ be attract customer.

Customers are unconcerned with organic fruit though it has a special section.

Fruits distributed through APC was sold in higher price.

26

Orchard farmer생산자

Farm distributor산지 유통인

Mediation agency도매시장

농협공판장중도매인

매매참가인

Retail shop

소매시장대형마트백화점외식업체

Customer구매자

Shipping / Entrust sale

Pay cost

Shipping

Sale

sale

salePay cost

distributePay cost

Direct sale

Design Methodology Term Project

5.3 In-depth Interview – 농협직거래장터

27

5.3 In-depth Interview – 농협직거래장터

Design Methodology Term Project

Name : Jang Ki-tae, Choi Jung-nan

Age : 58, 55

Occupation : 더덕, 도라지

Farmer,귀농민

Location of the farm : Jeongseon-

gun, Gangwon-do. (강원도 정선군)

From this interview, we could get some insight about alternative distribution channel. Also, farmers concerns about city dweller’s lack of understanding in farming.

▲ Interview written down into a document

28

1. Direct Dealing beneficial but not common

5.4 In-depth Interview – Summary

Design Methodology Term Project

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.

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.

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)

Chance of direct dealing is rare to 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.

농협직거래장터

Native farmers don’t have connection to distribution channel.

City dweller don’t fully understand the labor of farmers.

29

4. For newly-moved farmers finding a channel is problematic.

5.4 In-depth Interview – Summary

Design Methodology Term Project

Farmers who are not native to the producing district does not have connection to distribution channels of the region.

5. City dwellers does not have empathy for farmers’ labor

City dwellers does not fully understand the labor of farmers.

농협직거래장터

Chance of direct dealing is rare to 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.

Native farmers don’t have connection to distribution channel.

City dweller don’t fully understand the labor of farmers.

30

6.1 Market Research - User Stakeholder Map

Orchard farmer생산자

Mediation agency도매시장농협공판장중도매인매매참가인

Retail shop

소매시장대형마트백화점외식업체

Customer구매자

Farm distributor산지유통인

Shipping / Entrust sale

Pay cost

Shipping

Sale

sale

salePay cost

distributePay cost

Direct sale

Design Methodology Term Project 31

“Fruits Purchase”

Before Purchase

6.1 Directed Storytelling – Interview Planning

Design Methodology Term Project

Purchase: where, how, what After buying

Directed Story telling was based on following three prompts; ‘Before buying’, ‘Buying’, and ‘After buying’ which is detailed purchasing way of ordinary housewife.

Q1 Do you a have favorite fruit brand? If so, why?

Q2. When do you want to buy fruits?

Q3. Where do you usually buy fruits?

Q4. Have you tried other way to purchasing fruits?

Q5. What is the reason interrupt with purchase?

Q6. Do you have a special preference for the taste?

Interview Schedule

Housewives Interview

interview 2013. 11. 10 at 11 pm ‘2X Fitness club’ in Gae-Po Dong

32

6.2 Directed Storytelling – 40’s and early 50’s housewives

Design Methodology Term Project

Name : Choi, Young-Mi

Age : 52

Occupation : housewife, high

school teacher

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.

Name : Park, Jung-Su

Age : 51

Occupation : housewife

Residential district: Seoul

Name: Kim, Sun-Kyoung

Age : 48

Occupation : housewife

Residential district : Seoul

33

2. Sugar contents of each breed, hard to know.

6.3 Directed Storytelling – Summary

Design Methodology Term Project

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.

Before Purchase Purchase After Purchase

Organic shops are highly reliable but expensive.

Fruits sold by street vendors are reasonable but not best in taste.

Fruits has different ripe level and sugar level depending on its breed.

“Muscat” grapeLess Common in Korea

“Campbell” grapeCommon in Korea

1. Brand Reliability

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.

34

3. Online delivery cheap but unreliable

6.3 Directed Storytelling – Summary

Design Methodology Term Project

All housewives experienced online fruit delivery service. However, they were unsatisfied with the quality of fruits that are sold through this channel.

4. Discount store most common place of purchase

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 have negative image of online fruit delivery service.

Housewives favor buying fruits from discount store due to its insaneness and good delivery service.

Fruits has different ripe level and sugar level depending on its breed.

Before Purchase Purchase After Purchase

Online fruit delivery service take too long (2-3days).

35

6.4 Problem Structuring – Problem Matrix

Organic shops are highly reliable but expensive.

Fruits sold by street vendors are reasonable but not best in taste.

Housewives have negative image of online fruit delivery service.

Negative image of online fruit delivery service.

Housewives favor buying fruits from discount store due to its instanceness and good delivery servicce.

Fruits has different ripe level and sugar level depending on its breed.

Online fruit delivery service take too long (2-3days).

summer season sun-stroke.

labor intensive work for elderlies.

work spring through fall.

Losses from natural disaster.

Most harvestings are done manually.

Heavy ladders carried around the farm.

Sorting fruits with eye measure resulting in price-down.

Expensive sorting machine

Package that are not user-friendly.

Fruits are very fragile and easily damaged.

36

7.1 Directed Shadowing

Design Methodology Term Project

Young People live alone: can be our target to provide fruit-subscribe service

Name: Lee Da Hye

Age : 21

Occupation : student(가천대)

Residential district : In-cheon

*Living with sister, preparing

signer

Name : Kim Min Young

Age : 29

Occupation : 학원 teacher

Residential district: Sonpa-gu,

Jamsil (live apart from her family)

37

7.2 Directed Shadowing – Cultural Probe

Design Methodology Term Project 38

7.3 Directed Shadowing – Mental model

Design Methodology Term Project

Daily life and action

Doing exercise

Taking a mealGoing and leaving work

housekeeping

물을챙겨마신다

버스나지하철을이용한다

나올때먹을것을챙기진않는다

출근길에커피나과자를사서먹는다

아침은집에서먹는다

아침에도과일을먹진않는다

점심은배달이나근처식당이용

쉬는시간에종종후식으로

슈퍼에서과일을사먹는다

냉장고는주로반찬으로채운다

어머니가보낸건강음료를마신다

과일은주로귤이나바나나

음식물쓰레기는최소화한다

가끔밥을너무많이해상한다

2주에한번정도마트에서쇼핑

처리가 편한과일만산다

공복일때도있다

물통교통카드

돈신용카드

돈냉장고반찬통

음식물 쓰레기 처리기

39

과일로수분섭취를할수있다.

이동길에과일을살수있으면좋겠다.

쉬는시간이나식당에서도간단히살수있으면

좋겠다.

과일껍질이나남아서썩는과일을처리하는것이쉬우면좋겠다.

7.2 Directed Shadowing – Cultural Probes

Design Methodology Term Project

Satu

rday

Dai

ly li

fe

Lee Da Hye

Touch point

Fail Line

10:0

0am

1:30

pm

6:00

pm

6:10

pm

7:50

pm

1:00

am

have

a b

reak

fast

and

exer

cise

(dan

cing

) in

her r

oom

Go to

Sch

ool

Mee

ting

Frie

ands

: Ass

ignm

ent

Way

to s

choo

l:ta

ke b

us

Leav

e th

e sc

hool

And

drop

by

Conv

enie

nce

Stor

e to

pur

chas

e fo

od

To g

o to

Jon

g-ro

to m

eet f

riend

:Tak

e bu

s, S

ubw

ay

Have

a m

eal w

ith fr

iend

and

sha

re

bana

nas

she

boug

ht.

Go to

caf

é fo

r com

mun

icat

ion

Back

to h

ouse

: In

cheo

n.Ta

king

bus

and

sub

way

Have

a s

kin

care

bef

ore

slee

p

+

-

2:00

pm

10:0

0pm

She usually take both bus and subway when moving

She often skip meals when busy

She often buy fruits but avoid types difficult to handling peels.

s Keep

wor

king

40

7.3 Directed Shadowing – Mental model

Design Methodology Term Project

Daily life and action

Doing exercise

Taking a mealGoing and leaving work

housekeeping

물을 챙겨마신다

버스나 지하철을 이용한다

나올 때 먹을것을 챙기진않는다

이동길에 걸렀던 끼니를떼운다.

아침은 집에서먹는다

아침에도 과일을 먹진 않는

다

점심은 바빠서 거의 못먹을때가 많

다.

이동중에 편릐점에서 끼니거리를산다. 다이어트때문에 주로 요거트

나 과일

냉장고는 주로 반찬으로 채운다

어머니가 보낸반찬이 대부분

과일은 주로귤이나 바나나

음식물 쓰레기는최소화한다

동생과 같이 먹는다.

장을 따로 보지않는다.

처리가 편한과일만 산다

공복일 때도있다

물통브라탑핫팬츠

교통카드돈

신용카드돈

냉장고반찬통

음식물 쓰레기 처리기

가수의 꿈을위해서 한다.

41

과일로 수분 섭취를대신 할수 있다.

이동 길에간단히 과일을 얻을 수있으면 좋겠

다.

점심을 거를 때가 많은데, 간단히 짧은 시간에 먹을수 있게 양이 조절되면 좋

겠다.

과일 껍질이나 남아서 버리게 되는 과일이 적어, 사는 데 부담을 안느끼게

되면 좋겠다.

1. Sorting fruits by hand, Classification with eye measure

8.1 Insights - Farmer

Design Methodology Term Project

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.

Picking Fruits 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.

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.

Growing Fruits

Sorting fruits with eye measure resulting in price-down.

Expensive sorting machine cannot be purchased.

Package that are not user-friendly.

Fruits are very fragile and easily damaged.

30% of fruits are thrown away

42

1. Distributing through 농협 (National Agricultural Cooperative Federation )

8.2 Insights - Farm Distributor

Design Methodology Term Project

Growing Fruits Picking Fruits Packaging Fruits Selling Fruits

2. Distributing through Individual APC (Agricultural Processing Center)

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.)

Send the fruits to Individual APC’s joint

market (classifying fruits will be done for farmers by machines)

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.)

Get organic product

certificate

Final destinationDiscount Stores

Final destinationDepartment Stores

The farmer gets 11,000 won.

Consumer pays 49,600 won.Onion 20kg produce from Moo-an, Jeollanam-do

★

The farmer gets 19,000 won.

Consumer pays 58,000 won.“Organic” Onion 20kg produce from Chung-ju, Chungcheongbuk-do

★

자료, 한국농수산식품유통공사

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.

In order sell fruits through APCs, farmers need personal connection.

Farmers earn less money compared to the distributors.

43

1. Special Fruit Section

8.3 Insights - Retail shop

Design Methodology Term Project

Not many people were visiting special fruit sectionwhich were expensive compared to the other fruits.

Fruit Section Observation

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 manycustomers.

Expensive products can’ be attract customer.

Fruits distributed through APC was sold in higher price.

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.

Customers are unconcerned with organic fruit though it has a special section.

44

2. Sugar contents of each breed, hard to know.

8.4 Insights - Customer

Design Methodology Term Project

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.

Before Purchase Purchase After Purchase

Organic shops are highly reliable but expensive.

Fruits sold by street vendors are reasonable but not best in taste.

Fruits has different ripe level and sugar level depending on its breed.

“Muscat” grapeLess Common in Korea

“Campbell” grapeCommon in Korea

1. Brand Reliability

Housewives usually buy fruits from discount storessuch as ‘농협하나로마트’ and ‘롯데마트’. Organicstores are also very popular nowadays with theincreasing awareness of health.

Online fruit delivery service take too long (2-3days).

3. Online delivery cheap but unreliable

Many customers experienced online fruit delivery service. However, they were unsatisfied with the quality of fruits that are sold through this channel.

45

8.5 AEIOU chart

Design Methodology Term Project

AEIOU chart

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.

- Harmful insects → Have to spread pesticide.

- Farm distributor → Personal connection with APC will provide better price of the fruits.

- Customer → Customers often be disappointed with the quality of the direct- dealing fruits. Bargaining the price can be offensive to the farmers.

-Transporter → Transport the fruits for the farmer but are not in charge of damaged fruits.

- Farmer → compromise on the price to provide good cheaper to the customers

- Customer→ provide good service such as tasting, delivery service.

- Whole seller → not sure yet. Have to interview.

-Farmer→ not satisfied with the unrefined packaging and uneven size of fruits. Want to bargain on the price of fruits (sometimes extremely cheap price)

- 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

Object - Fruits

- Package (boxes, bags)

- Trees

- Fertilizer, Pesticide

- Plastic hot house

- Water supply

- Sorting machine

- Ladder

- Shopping cart

- Selling stand

- Advertisement (newspaper, mobile, web, TV commercial)

- Scale

- Cashier

- Fridge

- Lighting

- Air conditioner

- Barcode reader

- Mobile Phone- Computer- TV (home shopping channel)- Eco-bag (refrain from using plastic bag)- Membership card- Car - Refrigerator- Advertisement (전단지)

User - Native farmer (aged 50~70)

- Newbie Farmer (middle aged, retired)

- Discount store owned by major firm (e-Mart, Homeplus, Lotte Mart)

- Small retailer in community

- Housewives

- Fathers, Husband

- Single man, Single woman

November 18, 2013

46

Design Methodology Term Project

Benefits of having Assembly Place in Choong-buk

1. Eliminate manually sorting job of the farmers

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.

1. Assembly Place in Choong-buk

Seoul

Gyeong-gi

▲ distribution of orchards in Korea

Gyeong-buk

Gyeong-nam

Jeon-nam

Choong-buk

Jeju

2. Close to Seoul and capital area

50% of Korean population is concentrated in the Capital area. So, delivering products to the consumer living in Seoul will be cost-effective.

9.1 Design Suggestion

★

47

9.1 Design Suggestion

Design Methodology Term Project

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. Branding the fruits

▲ Example of Successful Branding

2. Ripe Sense Label / Sugar Contents Label (Sour and Sweet taste Label)

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.

48

9.1 Design Suggestion

Design Methodology Term Project

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.

49

10.1 Problem list up

Design Methodology Term Project

Sorting fruits with eye measure resulting in price-down.

Expensive sorting machine cannot be purchased.

Package that are not user-friendly.

Fruits are very fragile and easily damaged.

30% of fruits are thrown away

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.

In order sell fruits through APCs, farmers need personal connection.

Farmers earn less money compared to the distributors.

Expensive products can’ be attract customer.

Fruits distributed through APC was sold in higher price.

Customers are unconcerned with organic fruit though it has a special section.

50

Organic shops are highly reliable but expensive.

Fruits sold by street vendors are reasonable but not best in taste.

Fruits has different ripe level and sugar level depending on its breed.

Online fruit delivery service take too long (2-3days).

Targets usually skip their meals.

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.

In order sell fruits through APCs, farmers need personal connection.

Farmers earn less money compared to the distributors.

Expensive products can’ be attract customer.

Fruits distributed through APC was sold in higher price.

Customers are unconcerned with organic fruit though it has a special section.

Organic shops are highly reliable but expensive.

Fruits sold by street vendors are reasonable but not best in taste.

Fruits has different ripe level and sugar level depending on its breed.

Online fruit delivery service take too long (2-3days).

Targets usually skip their meals.

30% of fruits thrown away are called as ‘기조’.We can utilize 기조s.

Make it doesn’t have to be measured and sorted.

Make package user-friendly.

Package should protect fruits.

10.1 Problem list up

Design Methodology Term Project

Sorting fruits with eye measure resulting in price-down.

Expensive sorting machine cannot be purchased.

Package that are not user-friendly.

Fruits are very fragile and easily damaged.

30% of fruits are thrown away

51

Sorting fruits with eye measure resulting in price-down.

Expensive sorting machine cannot be purchased.

Package that are not user-friendly.

Fruits are very fragile and easily damaged.

30% of fruits are thrown away

Expensive products can’ be attract customer.

Fruits distributed through APC was sold in higher price.

Customers are unconcerned with organic fruit though it has a special section.

Organic shops are highly reliable but expensive.

Fruits sold by street vendors are reasonable but not best in taste.

Fruits has different ripe level and sugar level depending on its breed.

Online fruit delivery service take too long (2-3days).

Targets usually skip their meals.

Using ‘기조’ can help farmers to earn more.

Using ‘기조’ won’t be affected by fluctuated things.

Connecting farmers and users directly can be solution for farmers cannot use APCs.

Make ‘기조’ as better product through using storytelling.

10.1 Problem list up

Design Methodology Term Project

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.

In order sell fruits through APCs, farmers need personal connection.

Farmers earn less money compared to the distributors.

52

Sorting fruits with eye measure resulting in price-down.

Expensive sorting machine cannot be purchased.

Package that are not user-friendly.

Fruits are very fragile and easily damaged.

30% of fruits are thrown away

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.

In order sell fruits through APCs, farmers need personal connection.

Farmers earn less money compared to the distributors.

Organic shops are highly reliable but expensive.

Fruits sold by street vendors are reasonable but not best in taste.

Fruits has different ripe level and sugar level depending on its breed.

Online fruit delivery service take too long (2-3days).

Targets usually skip their meals.

It is not that expensive product.

Don’t be distributed through APCs.

These Solutions make price of fruits cheaper.

10.1 Problem list up

Design Methodology Term Project

Expensive products can’ be attract customer.

Fruits distributed through APC was sold in higher price.

Customers are unconcerned with organic fruit though it has a special section.

53

Sorting fruits with eye measure resulting in price-down.

Expensive sorting machine cannot be purchased.

Package that are not user-friendly.

Fruits are very fragile and easily damaged.

30% of fruits are thrown away

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.

In order sell fruits through APCs, farmers need personal connection.

Farmers earn less money compared to the distributors.

Expensive products can’ be attract customer.

Fruits distributed through APC was sold in higher price.

Customers are unconcerned with organic fruit though it has a special section.

Make these things reliable.Make ‘Brand’.

Make taste of fruits guarantee.

‘기조’ is kind of a certificate of taste (sugar level) and of ripe level.

It has to be shorter taken delivery.

Give a card that can be paid instead of money to friends or BF/GF.Or Utilize QR code.

10.1 Problem list up

Design Methodology Term Project 54

Organic shops are highly reliable but expensive.

Fruits sold by street vendors are reasonable but not best in taste.

Fruits has different ripe level and sugar level depending on its breed.

Online fruit delivery service take too long (2-3days).

Targets usually skip their meals.

10.2 Concept Maps

Design Methodology Term Project 55

11.1 Design Suggestion – Brand Story

Design Methodology Term Project

“Branding fruits that have bruises”

B’s Choice (Buddy’s Choice)

Brand Symbol – Bird, Early Bird (People)

Slogan – Bird Knows the Sweetest!

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.

56

11.1 Design Suggestion – Service Description

Design Methodology Term Project

“Fruit Subscription”

Delivery Reasonable Price

Seasonal Fruits Convenient

25000 won (1~2 person) a month

Week 1 Week 2 Week 3 Week 4

People who are busy working / studying.

Living alone. Have no one who take care of their nutrition balance.

Bird symbolizes people in modern society.

= “Early Bird”

57

11.1 Design Suggestion – Service Description

Design Methodology Term Project

“Customized Selection of Fruits”

Customized selection

Customer can make composition of fruits according to their taste. Recommend Packages are promoted.

Package for Dieter

Package for Healthy skin

Package for Premium

SeasonalPackage

Package for sweet lover

Consumer can take less time choosing fruits if they do not have fixed taste.

58

11.1 Design Suggestion – Service Description

Design Methodology Term Project

“Processed Goods”

Processed goods of

fruitsEspecially damaged fruits are used. Can be provided to users as gift or event.

In addition, minimize wasted fruit can be environment friendly.

Farmers do not have established skills or machines to produce processed goods.

Providing reasonable way of making use of damaged fruits.

Fine Quality Damaged

Delivered to Customer Made into Processed Food Made into Fertilizer

59

“ Thank you ! ”