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.