Illustrator, Photoshop, Sketch
5 weeks Individual project
Seoul, South Korea
BOGO directly intermediates hungry children and ordinary app users to send every products from snacks to dairy and fruits sold in convenience store. To hunger children, the products are either bought or given to the users as an extra. On the other hand, children can easily have access to the donated products through their personal smartphones without any shame of using dream card.
The BOGO App
BOGO uses same interface for any types of users. The core difference between regular user and children is the wishlist function. Other then that, anyone can use BOGO to save the extra item for later use or donate them. With digitized point cards, users can easily purchase the item by scanning the barcode.
EXPLORATORY RESEARCH & SYNTHESIS
South Korea is world's 11th largest economy. However, 15% of South Koreans are still below the poverty line. Especially, 1 out of 17 children(age 5-15) is suffering from the hunger every day. Among the Government-funded meal support program, "Dream Card"—a point-redeemable card that children use to pay for their meals at specified places—is most used. It’s more efficient compare to other programs, yet have many flaws. I targeted the convenience store that the children most frequently visit to use the card to pay their meals. I aimed to design a narrative interface that addresses their needs without any hurdle of stigma effect or complicated protocol.
The Dream-Tree card is part of the government's support system for children in hunger. The local government provides the card to children to purchase the meal where he/she wants within the range of 7-8 dollar per day, which would disappear in 48 hours if they don’t use it. Based on the research and interviews, there are major problem in the card. 1) There aren’t many affordable restaurants within the amount of support. 2) The card requires different machine (right) for payment, which often ashamed the children if the workers don’t know how to use it.
The local government tried to overcome this problem by redesigning the original card(left) as similar as normal credit/debit cards. (right) However, the children still feel ashamed of using it in front of their friends, because it still require the “different" protocol to purchase the items.
The convenience stores in South Korea have evolved from simple 24-hour corner shops into all-in-one stopovers for foods, goods and services tailored to modern needs. According the researchers in CU, which is one of the biggest convenience store said “Convenience stores have more appeal to people, especially single households compared to other local businesses such as supermarkets and drug stores,” because “People can buy as much as they need at the closest convenience store without feeling restrained, wearing anything they’d like, 24 hours a day.” One of the other reason that people like about the convenience store is "buy one, get one (or two) free" promotions for items, which gets updated every day/week. It sells variety of items from fresh foods or lunch box to daily necessity like hair products and laundry detergents.
Buy one, get one free
Defying conventional logic, consumers are more drawn to free items more than they are to discounted products, even when the discount helps shoppers save more money or get more value from their purchase. "Buy one, get one free” or even "Buy two, get one free" promotion is standard in South Korea for various section from foods to daily necessity. It takes a big role in raising earnings. The promotion lure customer to purchase extra products that they might not need it immediately. I conducted interviews with the customers and workers in convenience store and found out that some consumers were more likely to purchase the buy one, get one (or two) free promotion, but felt reluctant to spend them right away. After research and synthesize process, the three categories were defined as guiding principles: 1) enhance the mobility of getting extra products, 2) embrace both regular user and children, 3) utilize the extra products for children in need
Based on the research and interviews, I developed an application, which enables consumers to store a virtual snack or beverage "extra" that they received from the chain's "buy one, get one (or two) free" promotions in a virtual storage area for later use.