Setting the scene

Single use plastic waste is one of the biggest sources of environmental pollution. Reduction of plastic waste is a key issue that is trying to be solved by individuals, businesses and the government alike.

In a bid to reduce waste being generated from the plastic take away food containers For Purpose Co. want to create a reusable container service (called BorrowBox for the purposes of this project) that would allow city based workers an environmentally sustainable option for their lunchtime take away container. The service would initially operate in inner-city food courts and would include a digital solution to help users participate in the service.

The Project

Using a design thinking problem solving approach and user informed ideation, in consultation with my mentor and the client I was responsible for delivery of this project end to end.

The aim of the project was, through in-depth 1:1 interviews research and understand whether city-based food-court patrons would accept a new paid-service allowing them to borrow multi-use takeaway containers for their lunchtime purchases, versus using one-time only plastic containers and how a digital solution could help them participate in the scheme.

Research Objectives

EMPATHY

Unravel customers pains & gains related to takeaway lunchtime purchases, especially in the context of city-based food-courts.

CONCEPT EVALUATION

Evaluate appeal of the core idea and who it resonates most with.

DIGITAL EXPLORATION

Explore relevance and resonance of the proposed UX features & benefits, and envision others, especially ones that clearly meet unmet felt needs.

Research Methodology

In-depth contextual inquiry including 1:1 interviews and observation were the techniques that were used as part of this project. Given the need to understand not only current behaviours but also the resonance of the service, and relevance of a digital solution within the service. There needed to be opportunity to delve deeply into people’s motivations around their environmental impact and what would be a compelling motivator for behaviour change.

The Opportunity

BorrowBox can provide a ground breaking and relevant way to make environmentally responsible take away food choices.

Today inner-city office workers who are taking action to minimise their impact are left feeling frustrated and guilty because of a lack of guidance and choice when it comes to take away food containers in food courts.

We will create a digital solution that brings a sense of fulfilment to users and assists the BorrowBox initiative to succeed.

The Current Lunchtime Experience

The Potential BorrowBox Users

MINDSET 

Want to lead an environmentally responsible life but find it all but impossible to do so in today's society

Willing to adopt new behaviours to make an impact (e.g. Using a Keep Cup for their morning coffee)

Want to be seen to be making a difference

FINANCIAL CAPABILITIES

Have enough disposable income that they can eat lunch out regularly at city food-courts

Are willing to spend money on items that they perceive as being beneficial

Not only driven by pricing incentives

DEMOGRAPHICS

BorrowBox had appeal across age groups and genders

UX Principles

WHAT ARE THEIR EXPECTATIONS FROM BORROWBOX?

Convenient.

Environmentally sound.

Hassle free membership that helps them to easily partake in the program.

WHAT THEY LIKE

Elevates guilt.

Could help them make decisions about where to eat lunch.

Provides an easy way to make more environmentally sound choices.

WHAT THEY DON’T LIKE

The idea of carrying around the dirty box – needs to provide hassle free service for reuse.

Customer Value Proposition

In a market defined by ‘environmental compromise' where reusable takeaway containers do not exist, only BorrowBox can help people minimise their takeaway food container waste and feel proud of the positive impact they’re having on the environment, by providing a ground breaking solution that's convenient to access, easy to use, and free of hassle.

Minimum Viable Experience

SEAMLESS ON-BOARDING

As this is a ground breaking concept customer need an experience that tells them exactly how to use the app and why they should.

HELP DECIDING WHERE TO EAT

Customers are currently underwhelmed by their choices and feel confined by time and geographic proximity.

HASSLE FREE CONTAINER RETURN AT A CONVENIENT DROP OFF LOCATION

Currently the lunch journey ends with disposal.  Adding new steps around container reuse must be managed by the digital solution as there is no current journey to tap into.

The Solution and User Testing Results

Conclusion

There is appetite for change in the lunchtime ritual to make more responsible choices.

KEY SUCCESS FACTORS

Must be simple.

The real world and digital world experience must work together to create a seamless user journey, both are needed for success.

Clear explanation of the service is necessary and clear articulation of why it is so important that people use the service to make more environmentally responsible choices will be key to the on-going use/success of the service (their impact matters).

Proposed additional features

RECOGNITION OF IMPACT

Integral to the on-going success of this initiative is the ability to make the user feel proud and fulfilled by their choice to participate, so there must be clear acknowledgement of what they are achieving by being part of it.

EASE OF PURCHASE

With time being such an important factor in this journey if there is a potential to reduce time wasted waiting in lines then this would be seen as a benefit – could be an opportunity to partner with an established food ordering service.

INCENTIVES

Rewarding loyalty and proper use of the service could keep people engaged with the initiative.