BOGO helps both hungry children and ordinary app users to store, send and receive every product from snacks to fruits sold in a convenience store. Users can store items they gained from the buy one, get one promotion to the virtual storage, or they can donate the extra items to the hungry children. For children, they can receive items based on their wishlist and use the digitized "Dream-Tree" card, an electronic card supporting hungry children.
BOGO uses same interface for every users. The core difference between regular user and children is the wishlist feature. Other then that, anyone can use BOGO to save the extra item for later use or donate them.
UNDERSTANDING THE PROBLEM
After After realizing this shocking fact, we looked up research, survey and case studies on children in hunger and the government-funded meal support programs. We noticed that there were already many reports and articles pointing out the flaws in the meal support programs, yet there was no attempt to address this issues. So we interviewed the ten stakeholders from school teacher to an employee of the stores to better understand the children's pain points.
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A Dream-Tree card is an electronic card that hungry children in low-income family can use to pay for their meals or daily necessities at certain spots. The local government charges 7-8 dollar per day and the money will disappear in 48 hours. Our government redesigned the card as similar to the regular debit/credit card so that children are not embarrassed to use it in front of their friends or other people. However, the national survey states that children who use the card still feel ashamed, because it requires a “different" machine to purchase the items. The survey says that "stigma effect" is the biggest reason why the children hesitate to use the card because they do not want to be seen as a poor.
INSIGHTS & DIRECTIONS
From our secondary research and user interviews, we synthesized all the findings for patterns and pain points. We then used the key insights to derive main design principles that helped guide us to ideate for possible solution spaces.
With the design principles in mind, we started to brainstorm the possible service model that can address these pain points. We realized that if we want to eliminate the stigma effect, the protocol of using our service has to be the same for everyone. We focused on finding an intervention point that can benefit both ordinary people and the hungry children and found an opportunity: bridge extra products gained from buy one, get one promotion in the convenience stores to the hungry children through a mobile platform.
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We thought connivance store could bring a bigger impact than other location since the convenience store supports Dream Tree card in 5,156 locations whereas regular restaurants support only 2,459 locations. The survey from Seoul Foodservice Agency also indicates that the children use the card foremost at the convenience store.
BUY ONE, GET ONE FREE
"Buy one, get one free” or even "Buy two, get one free" promotion is standard in South Korea. The promotion covers the variety of items from fresh foods or lunch box to daily necessity like hair products and laundry detergents. Many studies proved that these promotion lure customer to purchase extra products that they might not need it immediately.
The convenience stores in South Korea have evolved from 24-hour corner shops into all-in-one online/offline platform for foods, goods, and services tailored to modern needs. One of the reasons that people like about the convenience store is "buy one, get one (or two) free" promotions which get updated every day/week.
Once we decide our direction, we rapidly developed a low fidelity wireframe for our mobile platform. We also presented our prototype to one of the retail company that owns the major convenience store and food service company at the Yonsei university.
Summary of our research process