THE NEXT BIG THING
IN DESIGN IS CIRCULAR
Radical, Restorative, Regenerative Approach to Design
Virtual Design Sprint Organized by: Climate Collective & The Incubation Network
Circular Innovation Jam
Design Challenge
To develop innovative and inclusive solutions to advance local circular economies for plastics and effective waste management systems across South and Southeast Asia to reduce ocean plastic pollution.
Project Duration &
Team Members
1 Weeks
Anvi Dedhia, Anu Sachdev, Niharika ThakarSuruchi Tayshete, Yashasri Sadagopan
Tools
Design Solution
What if you could earn from your waste?
A behavioral design solution using human-centered methodologies and designs to advance the circular economy in South & Southeast Asia.
Mural, Adobe Suite, Sketch, Figma, Remo Board
Role
Research, Brainstorming, Wire-framing, UI, Prototyping
WHY
DO
PEOPLE USE SO MUCH PLASTIC
?
CAUSES
EFFECTS
Research
Primary Research
We carried out two activities to understand user behaviour and conscientiousness.
Activity 1
We discussed our objective of understanding waste disposal patterns and asked them to click a few pictures of non-biodegradables, plastics in their household
Activity 2
Next, to understand how conscientious people felt about their usage and disposal of harmful environmental products, we asked them to classify themselves into the following categories
Thank you for your response :)
Secondary Research
We also researched on universal design principles, sustainability and how persuasive technology (Fogg’s Behavioral Model) can be leveraged to bring about more efficient environmental choices.
Learning from natural systems (Bio-mimicry Principle):
Nature is considered as a model, a measure and as a mentor. For instance, in an ecosystem nature recycles everything and nature can show us its limits.
Respect for Energy & Natural Resources (Conservation Principle):
Learn from nature’s example of energy concentration and storage. There are several processes like physical, chemical and biological involved in these examples.
Respect for people (Human Vitality Principle):
Houses, factories and buildings are characterized as utilitarian and they are unfriendly and unsafe in a different manner.
The aim of this principle is to create a healthy place and to do that honoring diversity and giving back control to people
for their personal comfort and safety is the goal of this principle.
Respect for a place (Ecosystem Principle):
How to use places optimally and how can we contribute to the local environment easily, is the goal of this principle.
Respect for the future:
Whatever is consumed by humans today is not available for us tomorrow. And it is impossible to ignore the influence
that happens over time. As stated by the great law of the Iroquois Confederacy what we do today, we should consider
the consequences on the next seven generations is the reflection of this principle.
Systems thinking (Holistic Principle):
The fact that things tend to create problems over time since they are connected to each other is evident but difficult to understand completely in order to overcome it.
This consideration of equality and economic prospects brings the idea of inclusiveness or universal design into the deliberation within the sustainable design.
For whom are you designing?
Consumer
Manufacturer
Community
What kind of habits are you changing?
Inappropriate disposal of plastic waste
Sourcing for plastic raw material
Mindset Change:
Treating waste as a resource
Behaviour Change:
People seeing the impact of their changes and then making conscious choices.
(Feedback loop)
What is the problem that you are addressing?
Inappropriate habits towards waste disposal
Lack of awareness regarding waste disposal
Carefree attitude
Difficulty in storing and handling plastic
Problem Statement
Brainstorming Ideas
Different ideas were brainstormed considering different user groups, each idea gave a different perspective that could help induce behavioural change.
Design
ECOWIN
An app that educates the participants on proper waste disposal & recycling. Helps connect people to the right recyclers in their locality. Users take part in various challenges with gamification and real incentives, sharing their journey on the platform. Different features within the app draw attention towards the behavioral aspect of people towards nurturing their own environment.
Users earn points with every level unlocked which can be claimed for cashbacks from various brands and marts.
Gamification to promote healthier waste disposal
and eco-conscious practices.
Promoting eco-conscious brands
App Prototype
Business Model
Key Partners:
Eco-conscious brands for credits/incentives
Local waste collection centres, recyclers
FMCG chain stores for wider customer base
Grocery retail outlets, restaurants
Cost Structure:
Paid learning modules from eco-conscious brands
Cost of developing the app
Bearing the cost of incentives
Key Activities:
Digital game for responsible waste creation, usage and disposal through personal and social challenges
Redeemable rewards on completion of challenges.
Customer Relationships:
Creating challenges for the users to adopt eco-conscious behaviours
Educating people on proper waste disposal and recycling practices.
Key Resources:
Local waste collection centres / kabadiwallas
Local composting and biogas facilities
Informational resources about environmentally conscious practices.
Value Propositions:
Encouraging responsible and eco-conscious practices through gamification
Adding new partnerships on a rolling basis to keep users engaged
Add interesting information/ behaviour change materials to keep adding to available eco-conscious choices.
Channels:
Social Media, Online ads
Campaigns and Events
Personal Assistant / Chatbot
Customer Segments:
Residents of Tier 1 and
Tier 2 cities
Revenue Streams:
Third party advertisements
Premium featured brands
In app store for sustainable products
In app store for third party products
CSR funding from FMCG's and chain stores
Impact
The Shift in Mindset:
People will start seeing the change that they have created through this shift in mindset towards a healthier environment.
Knowledge & Responsibility:
This app will help to manage user waste and recycling, find nearby locations for pick-up, discover industry news and
insights and increase their knowledge about responsible disposal practices.
Real Incentives:
The users will be benefited from vouchers, coupons, discounts from the partner brands
Direct Impact on Packaging Industry:
Create a direct impact on the packaging industry for the fast-moving consumer goods, the production of products that
have high recyclable value will gain momentum as compared to plastic that affects the environment.
Promoting Eco-conscious Brands:
Eco-conscious brands will able to attract the right kind of audience and this will have a greater impact on sales of eco-friendly products to the right target audience.
Collaboration with Retail Stores:
Retail stores like Big Bazaar, DMart's, etc can collaborate and open up a new section within our app as well as in the
store to promote the sale of eco-friendly products.
Tie up with Local Recyclers:
Local recyclers will get recognition through the app as they will be contacted by the society/ community in order to
collect the waste.
In the end, people will start seeing waste as a source and that’s how we will achieve what we had aimed more.