kiid DM Class Final : B's Choice

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

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

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


0.0 Objective and Vision

“Rapid Economic Development Causing
Social Problem.”

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


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


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.


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


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

★


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.


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


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.


12


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



13


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%


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



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.


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.


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.


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.


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


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.


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


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.


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


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
가락 market

to farmers through bill. (APC
takes commission charge.)

Final destination
Department Stores

done for farmers by machines)

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.


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

★Consumer pays
58,000 won.

자료, 한국농수산식품유통공사

22


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



23

“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.


24


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.


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

25



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.


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

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



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.


28


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.


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


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.


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

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



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.


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.


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.


“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

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.


Fruits has
and sugar level
depending on its
breed.

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

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

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


37

7.2 Directed Shadowing – Cultural Probe


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.


39

Lee Da Hye

She usually take both bus and
subway when moving
She often skip meals
when busy


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

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.


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.


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

Fruits are very
fragile and
easily damaged.

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
가락 market

to farmers through bill.
(Agricultural Cooperative takes
commission charge.)

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
가락 market

to farmers through bill. (APC
takes commission charge.)

Final destination
Department Stores

done for farmers by machines)

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.


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

★Consumer pays
58,000 won.

자료, 한국농수산식품유통공사

43

8.3 Insights - Retail shop


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.


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

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
and sugar level
depending on its
breed.


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

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


46


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.


47


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.


48


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


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

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
and sugar level
depending on its
breed.

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


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

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
and sugar level
depending on its
breed.


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

Targets usually
skip their
meals.
51


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.

and sugar level
depending on its
breed.


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

Targets usually
skip their
meals.
52


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
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
and sugar level
depending on its
breed.

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


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

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
and sugar level
depending on its
breed.

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

or BF/GF.

Targets usually
skip their
meals.
54

10.2 Concept Maps


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!


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.

57


“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.


58


“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.


59

kiid DM Class Final : B's Choice

Recommandé

Recommandé

Contenu connexe

Similaire à kiid DM Class Final : B's Choice

Similaire à kiid DM Class Final : B's Choice (20)

Plus de Seunghun Yoo

Plus de Seunghun Yoo (9)

Dernier

Dernier (20)

kiid DM Class Final : B's Choice