The Current State. People often leave their rubbish on tables when eating in food courts which results in a poor experience for everyone

Transcription

1 The Current State People often leave their rubbish on tables when eating in food courts which results in a poor experience for everyone Cleaners spend too much time removing waste, in turn leaving less time for table cleaning

2 The Desired State Changing the perception of rubbish disposal from being a duty to becoming a playful experience Designing a participative, collaborative and engaging cleaning process to provide a better experience for food courts patrons

3 Where do we start?

4 Discovery Customer Research Business Research Synthesis Ideation The Brief Diverging Thinking Converging Thinking Hypothesis Formulation Design The rationale The experience

5 Customer Research What type of research should we undertake, how much of it and why? Activities - Field Observation - watch behaviour in context to understand natural ecosystem - Customer Interviews - discuss attitude to assess potential for change & confirm habits (interview both people who leave they rubbish and people who don t) - Benchmark Survey - measure volume of patrons throwing their rubbish in the bin before the research Expected Outcomes - Validating audience profile types, mental models, ethnographic criteria - Identifying the root causes of the problem, influencers, triggers - Dissociating between conscious and unconscious actions - Filling knowledge gaps to achieve the desired state - Discovering new insights to help shape the desired state - Providing input for persona types & process mapping

6 Business Research What is the commitment level to resolve this issue? Activities - Retailers Interviews - identify and discuss opportunities for customer engagement - Food court stakeholders interviews - confirming the gaps between current & future state - Process mapping - using inputs from interviews with retailers & food court stakeholders Expected Outcomes - Validating retailer engagement level in incentive-based program - Validating food court owner commitment level - aspirational, transitional or transformational - Providing input & direction for ideation phase - Identifying process improvement opportunities and aligning them with customer engagement initiatives

7 Synthesis Current State Benchmark Only 25% of food court patrons place their rubbish in the bin. 60% of these people are aged between 20 & 30. Expressed reasons for not putting rubbish in the bin - Oops, I forgot, sorry, let me do it now - I don't have the time, I am always in a rush at lunch time - I thought it was the cleaners job to pick up the rubbish - If the bin is close I put my rubbish in, otherwise, I am too lazy to go and find a bin - Finding rubbish on food court tables creates a negative experience for me Key Insights to integrate in Solution Design - Food court owner is interested in an engagement program for staff to improve cleaning process and turn-around time - Retailers are interested in an incentive-based program to reward patrons who bin their rubbish - 80% of young food court patrons (aged between 20 to 30) would be interested in participating in rewarding and playful experience encouraging them to bin their rubbish - Food court staff is interested in a system helping them speed up the cleaning process and improve motivation

8 Where do we go from here?

9 Discovery Business Research Customer Research Synthesis Ideation The Brief Diverging Thinking Converging Thinking Hypothesis Formulation Design The rationale The experience

10 The Brief To be impactful, the solution must be participative and engaging. Participative to recognise the importance and influence of behaviour on issue Objective: By removing your rubbish, cleaning staff get access to empty tables that can be easily & quickly cleaned. You also contribute to providing a more enjoyable environment free from clutter and waste. Message: The quality of your experience depends on other people behaviour, so we all need to collaborate to drive behavioural change. Engaging to transform a duty into a playful experience Objective: Getting people to use an incentive-based program where they can earn rewards in exchange of good behaviour! Message: The price of your experience depends on your behaviour, are your ready to play a win-win game?

11 Diverging Thinking Using the insights collected as part of the business and customer research phases, the following ideas have been generated: Concept #1: Trash, Track & Earn Throw your rubbish, tap on NFC tag and track the weight of rubbish disposed over time to earn points & rewards Rationale: Educating customers understanding the importance of their participation by tracking the volume of rubbish collected Concept #2: Snap & Notify Take a pic of people leaving their rubbish behind and post on social media to earn rewards Rationale: Using negative public perception towards tossers to foster behavioural change Concept #3: From bin to recycling Instead of taking your rubbish to the bin, take it back to the retailer you bought it from to be re-cycled and re-used Rationale: Re-framing the issue from disposing of rubbish to transforming rubbish

12 Converging Thinking Based on the existing concepts, the following suggestions have been made on what to keep and what not: Concept #1: Trash, Track & Earn Suggest keeping the tracking concept, but without applying it at the volume level, but rather at the frequency level. Concept #2: Snap & Notify Suggest keeping the concept of notifying dirty tables, but without the name & shame sharable component on social media as this is ethically disputable. Concept #3: From bin to recycling Suggest validating concept interest with both patrons and retailers first

13 Hypothesis Formulation We believe that providing an incentive-based program combined with an awareness campaign to encourage placing rubbish in bins would create significant impact to provoke a behavioural change. This would be verified if we could double the waste disposal rate from 25 to 50 % by introducing the following initiatives: - How have you bin? Awareness campaign - How have you bin Drop & Grab campaign

14 How do we get there?

15 Discovery Business Research Customer Research Synthesis Ideation The Brief Diverging Thinking Converging Thinking Hypothesis Formulation Design The rationale The experience

16 The Rationale Engagement Model Using a mix of emotional triggers (awareness campaign appealing to sense of responsibility) and rational triggers (incentive-based program offering tangible & measurable rewards) to maximise audience engagement Message Type Introducing an easy to remember message to develop awareness of the issue How have you bin? and elicit curiosity instead of pointing out bad behaviour like other campaigns do - E.g. Don t be a tosser Awareness Campaign Displaying a mix of posters on walls, printed messages on tables and bins reading: How have you bin? Drop & Grab! The more rubbish you put in the bin, the more rewards you get! Play for a good cause! Drop & Grab Campaign Rewarding people for good behaviour and providing a mix of features including social media sharing, referral feature and notification system

17 The Experience Awareness Campaign (download) T H A N K Y O U How have you bin? Drop & Grab! The more rubbish you put in the bin, the more rewards you get! Play for a good cause! Scan QR Code to Download

18 The Experience Drop, tap & earn App (on-boarding) How have you bin? Your bin is empty Total Contributions: 0 How to fill the bin? Drop rubbish in the bin Tap on the NFC tag located on the bin See your rewards in real time Consider writing content to encourage people to make first contribution straight away - e.g earn extra reward points if you make your first contribution today! Lorem ipsum Drop rubbish in the bin Tap on the NFC tag located on the bin

19 The Experience Drop, tap & earn App (program participation) T H A N K Y O U NFC Tap Here

20 The Experience Drop, tap & earn App (program participation) How have you bin? Thank you! Total Contributions: 24 Since July 1st 2016, you have saved $10 You are 6 contributions away from your next $5 discount voucher Call-to-action tips to maximise rewards and in turn influence behaviour Earn 1 contribution when notifying dirty tables to cleaning staff Earn 1 contribution for sharing this app on social media

21 The Experience Drop, tap & earn App (program reward) How have you bin? Thank you! Total Contributions: 30 $5 Redeem Voucher Since July 1st 2016, you have saved $15 Simple discount scheme available across all retailers You are 6 contributions away from your next $5 discount voucher Earn 1 contribution when notifying dirty tables to cleaning staff

22 The Experience Drop, tap & earn App (send notification) How have you bin? Notify dirty tables to cleaning staff Table Number: 12 Allow tap on NFC tag on table or type table number to send notification Send Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Consider writing content to encourage people to take other people rubbish to the bin to earn rewards and to allow notified staff to focus on cleaning Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed.

23 The Experience Drop, tap & earn App (notifications board) NFC 12 Notifications Board Table Dirty Table NFC 12 Notifications Board Table Clean Table

24 What s next?

25 Next Steps - Define metrics to confirm or contradict hypothesis - Problem re-definition & brainstorming - consider other options than playful experience to reduce the volume of rubbish left on tables at food court - e.g. Concept #3 - re-usable containers - Build prototype to test hypothesis - Test prototype in context by doing field validation - Gather insights on what works and what does not - Iterate, refine, launch - Measure results - Continuous Improvement