SEGMENT 1: Single-person households
Hyunseok Kim (32)
"I don't want to order bottled water,
but it's a hassle because I have to
install a water purifier."
Job
IT start-up developer
Family Member
a single-person household
Residential Form
Studio Type Residence
Single-person households living in a studio type near the company for commuting and about to expire a year later
Life Style
After work, I came home and ate alone
Staying away from home on weekends with camping and hobbies
Pretty many home fashion items are placed
Morning running in conjunction with Apple Watch every day
Robotic vacuum cleaner, using Xiaomi HomeKit
Consumption Keyword
Alone
Healthy Pleasure
Life Style
Digital
Premium+Convenience
Water Use Painpoint
the incessant disposal of bottled water
Time to boil water when cooking simple food/ramen
Cleaning dirty shoes and supplies after camping
water-related services
a regular
bottled water
delivery service
Illy coffee
machine
Xiaomi
Mijia
Preferred brand
Dodot
SSG.
COM
Nike
Runday
Netflix
Bang&Olufsen
Patagonia
User Journey Map
Core Needs (Touch Points)
I'm almost done with the water?
I think I'll drink it all before the regular delivery day?
It's a shame that if I use more bottled water than expected, I have to wait for bottled water to come.
It's a small space, but there's more water than I thought.
not installing
as much as possible
I want to put in the exact amount that makes the coffee taste good, but it's hard to measure it exactly.
It's a little uncomfortable to buy healthy drinks every time.
Climbing items have gotten a lot dirty. Should I buy a special purpose cleaning tissue instead of just wiping it off?
Linkage of various
leisure activities
The space occupied by bottled water in a narrow space can be an inconvenient factor for those who value aesthetics.
The number of bottled water that can fit in a small refrigerator used by a single household is limited.
Reasonable space
utilization
SEGMENT 2: Two-person households
Hyemin Shin (31)
"I want to have fun making future plans with my husband!"
Job
Designer
Family Member
Husband
Residential Form
a 20-square-meter
three-room apartment
a double-income household
of a newly married couple for a year
Life Style
Trying to do a lot of things together in the evening as a dual-income couple
making simple food or ordering food
Solving a lot of housework through convenient home appliances
I made a home cafe in the corner of my house as a hobby
Enjoying uploading your daily life to social media
I'm interested in the interior of the house, so I enjoy the related community
Consumption Keyword
Home Cafe
simplification of housework
Space efficiency
my own space
Instagramable
Water Use Painpoint
Water at the desired temperature depending on the situation
a variety of ice for iced drinks
Thinking about capacity and products for children to be born in the future
water-related services
Water
Purifier
Styler
dish
washer
Robot
vacuum
cleaner
Espresso
Machine
Preferred brand
Maison
Margiela
Diptyque
Starbucks
Ikea
Today’s
home
LG
Electronics
User Journey Map
Core Needs (Touch Points)
The current home appliance can be upgraded when a child is born
Optional module products allow you to install only the desired features
Upgrade to add functionality to current water purifiers
Possibility of upgrading
home appliances
Easy cooking method for dual-income couples
Notification of water cost cycle
Simplifying housework
for dual-income couples
Provides customization that can be changed to match various colors and materials
My eldest drinks a lot of water. I have to leave often and bring it to him.
Customization
SEGMENT 2: 3 to 4 households
Jimin Lee (40)
"I want to catch both the safety
of the child and the trendy interior."
Job
Office job
Family Member
Husband,
2-year-old son,
4-year-old daughter
Residential Form
a 30-square-meter
three-room apartment
A family of three who rent a new water purifier moving from a 20-square-meter to a 30-square-meter for a child room
Life Style
I'm moving to a 30-square-meter apartment for my growing child
Want to buy new furniture appliances for white-colored kitchen, living room interior
Children eat healthy food, couples eat convenient food
Experiential outdoor activities with children on weekends
A neat storage and organizing habit
Consumption Keyword
Safe
Quality of Life
Space efficiency
Customization
Convenient
Water Use Painpoint
lukewarm purified water for a 4-year-old daughter
Baby food and boiled water for my 2-year-old son
Cold water with ice for my husband
Temperature control of hot water for tea
water-related services
Humidi-
fier
shower
filter
Water
Purifier
dish
washer
Preferred brand
Apartmentary
Jackson
Chameleon
Isabel
Marant
Market
Kurly
Youtube
Premium
Casamia
User Journey Map
Core Needs (Touch Points)
It's hard to take the children's water every time, is there any way to solve this?
Even if it's like that at home, it's hard to set the temperature outside. Is there any other way?
The water is so hot that you have to cool it down and drink it
Combined function
It has a 100 degree disinfection function in the dishwasher, so I want to be able to take care of children's products separately.
The toy has a lot of baby saliva. I should wipe it with wet tissue.
Even if water comes out through the filter, we don't know if it's purified.
Kids' hygiene
I'm busy cooking, but my husband and kids keep coming to drink water.
My eldest drinks a lot of water. I have to leave often and bring it to him.
efficient movement
for families
SEGMENT 2: 3 to 4 households
Myungsook Kim (64)
"I want to live a healthy and
enjoyable life for the rest of my life."
Job
housewife
Family Member
Husband,
a dog
Residential Form
a 20-square-meter
three-room apartment
A family of two, with all of their children living independently with their husbands and dogs
Life Style
Taking many nutritional supplements and health foods for your health
Due to the COVID-19 issue, we pay a lot of attention to the cleanliness and hygiene of the house
I have tea time with my husband every day
Having a small garden on the veranda as a hobby
My children and grandchildren come to visit on the weekend
I take a walk twice a day with my dog who is aging together
Trying to constantly drink water for health care
Consumption Keyword
Hobby
Physical aging
Well-Aging
Healthcare
Spare time
Water Use Painpoint
Health water that should be boiled in a hot water heater
Difficulty in using water purifier in cooking
I'm worried about the hygiene of the purified water
Utilization of Tea Time in Water Purifier
Trying to drink more than a certain amount of water, but it's not easy.
water-related services
Water
Purifier
shower
filter
dish
washer
Boiler
Preferred brand
Ceragem
Daks
JUNG
KWAN
JANG
Queenit
LG
Electronics
Jangsu
Stone Bed
User Journey Map
Core Needs (Touch Points)
It's cumbersome and heavy to carry water in a watering can. Is there any other way?
It's so hard to move water in a pot. Is there any other way?
Isn't there a function that automatically floats water at wake-up time?
When I wake up at dawn, it's not easy to find a water purifier and a cup unless I turn on the light. Is there a way not to go outside?
simplification
of behavior
I need to drink water often for my health, is there any other way?
There are so many things to take care of as I take this and that for my health! What should I do?
It would be nice to drink healthy water normally, but it's too much of a hassle to boil it in a hot water heater.
Health
It would be nice to drink healthy water normally, but it's too much of a hassle to boil it in a hot water heater.
Water Purifier Is water really hygienic? Is there any other way to know if water is hygienic?
Ease of management