Design Thinking Process - Project Report

INNOVATION OF PRODUCTS AND SERVICES:

MIT’S APPROACH TO DESIGN THINKING

0CTOBER 2016

SUSTAINABLE PRODUCT PACKAGING

AND WASTE MANAGEMENT SOLUTIONS FOR ONLINE RETAIL

SUSTAINABLE PRODUCT PACKAGING AND WASTE MANAGEMENT SOLUTIONS FOR ONLINE RETAIL

Objectives

1. Ensure Alternative Reuse of the packaging material before it reaches the waste stream for recycle.

2. Raise awareness among the customers regarding the packaging waste.

3. Design cost-effective eco-friendly packaging and/or system for packaging waste manage-ment.

About Project

The rise in number of people using e-commerce is leading to generation of a lot of packaging waste including cardboard and plastic. Waste generation in India is expected to increase from 62 million tonnes to about 165 million tonnes in 2030.

The goal of this project, therefore, was to create an eco-friendly, cost effective packaging and waste management solution for online retail with focus on providing best customer experience and curbing environmental harm.

I played the role of a Team Lead of an interdisci-plinary team where I was involved in every step of the entire Design Thinking Process of the Concept ideations, User Research, Market Research, Designing for Environment, Life Cycle Assessment Journey Maps, Personas, Story-boarding and Wireframing.

My Role

Process Flow Chart

Down Selection

Primary Research

Brainstorming

Stakeholders

Consumer Packaging Trends

Benchmarks

Global PackagingMarket 2016-2020

Key Vendors

Swachch BharatAbhiyaan

Concept Ideations

Concept 1:Fabric Bag withlock code.

Concept 2:Bubblewrap withziplock.Dropoff Centres

Concept 3:Packaging forAlternative Reuse

Concept 4:Installation ofCardboard Compressors

UserInterviews

Qualitative Research:

1. Critical IncidentThinking (CIT)

2. Direct Observation

3. Online Survey

4. Participation

CustomerNeeds

Statement

Primary Needs

Secondary Needs

Latent Needs

Experience Maps

Opportunities identified

Customer Expectations for Product

Customer Expectationsfor Packaging

Personas

Demographics

Pain Points

Goals

Market Size

Quote

Design for Environment (DFE)

Material Research

Cardboard BoxMaking Process

Environmental Impactof Corrugated Cardboard

Life Cycle Analysis(LCA)

Cradle-to-Cradle Analysis

Real-Win-Worth Analysis

Project

Raise Awareness (Wireframes)

Reuse Packaging(Storyboard)

Raddiwala(Service Flow)

1 2 3 4 5 6 7 8 9 10

Go or a No go?

Primary Research

1

Concept Ideations

2

User Interviews

3

Customer Needs Statement

4

Personas

5

Experience Maps

6

Down Selection

7

Project

8


9


10

SUSTAINABLE PRODUCT PACKAGING AND WASTE MANAGEMENT SOLUTIONS FOR ONLINE RETAIL 1

Brainstorm, Benchmark and Research Process Stakeholders and Consumer Trends

Stakeholders

1. Customers

2. Packaging Manufacturers

3. E-Commerce Companies

4. Vendors

5. Government

Consumer Packaging Trends

1. SustainabilityConsumers are becoming increasingly aware of global environmental issues and are changing their buying habits accordingly.

Consumers are actively seeking out semiotic signs on packaging that manufacturers have a green conscience

Sustainability communicated in an engaging way on the packaging to attracting, relating to, and retaining consumers.

The complete story of a product is becoming a key factor in purchasing decisions - where does it come from, how was it made, what are its recycling credentials?

2. Healthy LivingConsumers demand display of health credentials of the product to make informed choices.

3. ConvenienceIncreasingly busy lifestyles demand ease of use, lighter and easy to dispose packaging.

4. Authenticity and TrustOrigins of products need to be traceable back to their source to re-establish trust throughout the supply chain.

Brands should also communicate the carbon footprint benefits of consumers buying a local brand.

5. Cost Effective ShoppingCost is one of the first considerations made when making buying decisions.

(Sourced from smithspira.com)

Global E-Commerce Packaging Market 2016 - 2020

The global e-commerce packaging market to grow at a CAGR The compound annual growth rate (CAGR) of around 5% by 2020.

Increased environmental awareness among consumers and growing importance for effective packaging designs have propelled vendors in the market to develop innovative and sustainable packaging products.

Vendors are shifting towards the use of compostable plastics owing to the stringent environment regulations.

Corrugated Boxes Polybags

Eco-friendly and sustainable form of packaging compared to plastics.

Vendors to develop materials that can be recycled and offer properties such as friction, moisture, and heat resistance.

The poly bags segment is the fastest growing segment in the e-commerce packaging market.

Segment to grow at a CAGR of more than 6% by 2020.

Lightweight with superior barrier properties and are easy to use. .

Global segmentation by types of materials and analysis of e-commerce packaging market :

Key Vendors Swachh Bharat Abhiyaan Survey

The market is highly fragmented due to the presence of many multinational, regional, and local suppliers. The local players are giving a tough competition to the international players by offering innovative solutions at a lower price, resulting in price wars in the market. Vendors have huge scope for growth owing to the rapidly changing consumer spending patterns, increase in e-commerce parcel distribution, and growth of the consumer and retail industry.

Key vendors in the market are:

DynaflexArihant PackagingLil PackagingDS SMithShorr PackagingFencor PackagingCharapakGeorgia-PacificPioneer PackagingMondi

1. Packaging of delivered products should be taken back by the company in exchange for some discounts on next purchase.

2. Reward points for customers on returning packaging material.

3. Drop off points could be created for the customers.

4. A third party vendor could be empanelled by each e-com company whose contact details could be mentioned on the cardboard boxes.

5. E-com company could mention contact details of registered e-waste recyclers for the customers to get in touch with.

6. Entrepreneurs should be encouraged to invest in call junk pick up business.

Commonwealth PackagingSealed AirZepoInternational PaperKarton

Primary Research

1

Concept Ideations

2

User Interviews

3


4

Personas

5

Experience Maps

6

Down Selection

7

Project

8


9


10

The team together engaged in a couple of brainstorming sessions on collaborative brainstorming tool called MURAL.

The primary research helped in understanding the current packaging trends, the innovative ideas deployed by the e-commerce companies like “frustration-free” by Amazon, story box by e-Bay.

Before engaging in user interviews, the team decided to brainstorm concept ideas based on the knowledge of this primary research where we followed the guidelines of IDEO’s brainstorming rules like deffered judgement, encourage wild ideas, building on the ideas of others. This was , however, done keeping the users in mind. The motive of this exercise was to get as many ideas out as possible so we could refer to it/ improvise on it / alter it or simply learn what could work and what couldn’t and why once user insight was collected through interviews and surveys.


Concept Ideation Process Concept Ideations

Zip lock plastic / bublewrap pouches:Introducing courier poly bags with a lining of bubble wrap and with ziplock.This will ensure more efficient reuse of bubble wrap as it eliminates the need to cut it open with scissors.

This could also be done for the bubblewrap void filling.

CONCEPT 1

Returnable fabric bag with lock code:Once the customer places order for any said product, they get a one time lock code along with their order confirmation mail.When the product is delivered at the doorstep, the customer can punch in the lock code to unlock the packaging and collect the product.The customer can then immediately return the packaging to the delivery man. ORThe customer can retain the packaging and return it at the time of the next order transaction.

CONCEPT 2

Packaging for Alternative Reuse:The corrugated cardboard box packaging could have design templates on it which the customer can cut/fold/glue together to make furniture or utility items for reuse. The customer can return the cut out cardboard

CONCEPT 3

Packaging waste Dropoff and Pickup Centres - Reward PointsA. Raddiwala: The e-commerce companies could rope in local raddiwalas / ragpickers for setting up drop off and pick up for packaging waste.B. The packaging waste collecting bins/compressors could be set up in in localities to make it easier for the users to locate it and and drop off the waste without too much trouble.C. The packaging waste collecting bins/machines could be interactive like musical/ or could display short fun videos of the need to be eco-conscious.

CONCEPT 4

Primary Research

1

Concept Ideations

2

User Interviews

3


4

Personas

5

Experience Maps

6

Down Selection

7

Project

8


9


10


Qualitative Research

Critical Incident Thinking (CIT)

Online Survey

Direct Observation Participation (Empathy)

The design of an experience is based on qualitative factors.While speaking to the users a lot of them spoke about their experiences. This method mainly helps to understand the Voice of the Customer (VoC).A total of 12 users and 2 online retailers were interviewed.

Critical Incident Thinking (CIT) is a method where users identify an aspect or incident, from a chain of events or a process, that have left an imprint on their minds. Users mostly recount bad experiences as these seem to leave a much deeper imprint than the overall experience. One major disadvantage of this technique is that it is entirely dependent on the user’s memory. This, at times, might lead to incorrect or out-dated insights.This process was undertaken by a series of surveys and one-on-one interviews.

Observed a user ordering a product from Flipkart.User - 70/M, Retired Bank OfficerProduct ordered - Small whiteboard (1.5’ X 2’)1. Packaging Materials: Primary packaging - Corrugated box. Secondary Packaging - Bubble Wrap 2. Details on packaging: Company Logo - Minimal Visibility3. Bill: - Stuck on bubble wrap with cellotape. - No plastic covering. - Customer and Company Address - Product Bar Code - Product Quantity and weight

4. Customer Staisfaction: - Customer was very content with the packaging. - Customer stored the corrugated box for craft. - Customer immediately threw away the bubble wrap-storing was cumbersome. - Plastic waste was not a concern for the customer. “Ragpickers pick up the plastic waste recycle. I’m personally not concerned about recycling it.”

Product ordered from: Amazon.Product ordered: A Paperback Book.Packaging Material: Primary Packaging- Polybag

FRONT: Bill,Cust address, Discount Offers,Payment Mode,Product Weight,Shipping DateBar Codes

BACK:Invoice,Duct tape to stick invoice,Instructions onReturn Policies

Separate bubble wrap lining on the inside. The bubble was folded and shabby.The book was slightly bent in the center.

As the polybag was not in a reusable state it was immediately discared into the dustbin.

Primary Research

1

Concept Ideations

2

User Interviews

3


4

Personas

5

Experience Maps

6

Down Selection

7

Project

8


9


10


Voice of the Customer CUSTOMER NEEDS STATEMENT

Priortizing Customer Needs

“Love bubble wrap....hate disposing so much packaging material..box, plastic,paper balls,air pockets..too much wastage!”

‘”Boxes sit in the house forever...never get reused for other stuff.”

“Yes...it fills up the dustbin...and plastic getting banned the waste collectors refuse to take it.”

I do not like the way the bill is attached to the box with loads of tape.”

The experience is irritating because of excess duct tape. The duct tape is difficult to tear if wrapped in too many rounds.”

“Sometimes for a small size item, the packaging is much larger which increases the waste.”

The packaging material is fun to use.Disposing of the packaging waste ensures less wastage.The boxes are reused around the house for variuos purposes.

The packaging material is recycled.

The bill is neatly attached to the packaging with minimal wastage.

The products are efficiently packed as per the requirement.

The unpacking experience is delightful.The packaging is secure and unpacking is easy.

CUSTOMER STATEMENT NEEDS INTERPRETATION Packaging material is stored in a convenient clutter free manner for later use. The packaging material is fun to use. ! The packaging material is reusable around at home.

Packaging is tamper proof.Packaging ensures safety of the products.

Packaging is easy to unpack, “frustration-free” experience.Opening package is delightful experience.Packaging material is flexible as needed for each product.The bill is neatly attached to the box.

Recycling of the package ensures less wastage. Packaging is environment friendly. The packaging material is recycled. ! The solution encourages the customer to be eco- friendly.

Packaging process is simplified for the retailer.Packaging solution works as a cost reduction for the retailer.

Primary Needs

Secondary Needs

! Latent Needs

Primary Research

1

Concept Ideations

2

User Interviews

3


4

Personas

5

Experience Maps

6

Down Selection

7

Project

8


9


10


Entrepreneur - EshanExtremely Frequent Online Shopper

Visual Designer - VidyaVery Frequent Online Shopper

HR - HumaModerately Frequent Online Shopper

Project Manager - PrakashSlightly Frequent Online Shopper

Demographics:- Age: 25 – 30 years- Lives in Delhi in a rented flat with roommates.- Mostly shops for everything online as it is time-saving and convenient. Buys everything like clothes, books, action figures, electronics, sunglasses, furniture, guitar, mobiles, gadgets, kitchen and other appliances.- Payment mode: Net banking, Credit/Debit cards, 3rd party wallets, EMI. - Very active blogger/social media.- Loves travelling and hiking, rock music.- Mostly eats out or orders in. Sometimes he cooks with his roommates.

Demographics:- Age: 19 – 24 years- Lives in Chennai in a hostel/PG with roommates.- Mostly shops for books, fashion, footwear and accessories, art and craft supplies, stationery.- Payment mode: Net banking, Debit Card, COD, 3rd Party wallets- Shares product images on social media for fun.- Loves travelling and watching movies. Is an avid photographer.- Is also a big foodie and enjoys eating out as much as cooking at home.

Demographics:- Age: 31 – 36 years- Lives in Pune with husband and son.- Mostly shops for books – for self and son, home and kitchen appliances, school supplies, games and toys, home decor, luxury items.- Prefers to shop for clothes in stores.- Payment mode: Net banking, Debit Card, COD.- Posts pictures of her son on FB and Instagram.- Loves theatre plays, music concerts.- Loves to host parties at home.

Demographics:- Age: 37 – 55 years- Lives in Mumbai with wife and two kids and parents.- Shops for garage tools, car accessories, electric cigarettes, travel bags etc. When the need arises. - Enjoys online shopping but shops seldom.- Payment mode: Net banking, COD, Debit/Credit Card. - Moderately active on social media.- Hobbies include gardening, Barbeque, Squash, movies, travelling

Goals:- Reviews product/service experience on either his blog/online portals.- Would love to redeem reward points for returning the packaging waste.- Would definitely consider eco-friendly packaging options.

Goals:- To store the packaging materials conveniently for later use.- Recycle and reduce to leave a better world for her son.- Reward points are welcome but would recycle even without it if recycling process was made easier.

Goals:- Reuse the packaging at home as storage units. Reuses cardboard boxes to store art and craft supplies.- Save the earth. Reduce waste.- Reward points are welcome.

Goals:- Only concerned about product packed and delivered securely.

Market Size: 10 Million Market Size: 20 Million Market Size: 8 Million Market Size: 2 Million

Pain Points: - Packaging waste piles up all around the house.- Unpacking on the go is messy. Big packaging for small items.

Pain Points: - Space is a constraint in hostel/PG.- Unpacking is too messy.- Too much plastic.

Pain Points: - The raddiwallas refuse to take poly bags.- Too much unnecessary excessive packaging.

Pain Points: - Sometimes there are too many instructions on the packaging, unpacking becomes confusing.

Quote: “ The bubble wrap is fun. As bachelors, we tend to shift homes a lot. The boxes come in handy too while packing and moving.”

Quote: “I have to keep some of my clothes in suitcases as there is not enough storage and can't afford to invest on a wardrobe.”

Quote: “ I usually save the cardboard boxes for my son's school craft work. However, storing these boxes is cumbersome.”

Quote: “ I am not worried about the recycling aspect. The ragpickers pick it up from the local bins and sell it for recycling.”

PERSONAS

Primary Research

1

Concept Ideations

2

User Interviews

3


4

Personas

5

Experience Maps

6

Down Selection

7

Project

8


9


10


To quickly open the packaging.

Customer Goals

Open packaging without damaging the product.

Leave invoice stuck to packaging if returning.

Remove bill / invoicefrom packaging.

Return original packagingif product is defective.

If retaining product, dispose or reuse packaging material . Store for later reuse.

Get rid of the waste to keep house clean.

Customer Expectations for Packaging

The packaging is stored conveniently for later reuse.The packaging is flexible according to the requirement. The packaging material is recycled.Unpacking is a delightful experience.Packaging ensures product safety.

Customer Experience Map

Stages Receipt / Invoice Packaging WasteGet Scissors / Cutter1

Cut / Tear Open Package2 4 5

Store / Dispose6

Search for the scissors/cutter at home.Use other sharp objects like keys etc.

Carefully cut/tear the packaging

Provide order details from the invoice while requesting refund.

Tear the plastic with scissorsand retrieve the bill.

View return policy.Request replacement/refund

Throw waste in dustbin.Store for reuse/DIY craft/for storage/packing & moving

Throw in dustbin.Sell to “Raddiwalla”

Stack away under bed, on top of cupboards/cabinets

OpportunitiesLoyalty programme.Easily storable.

Standardised bill cover design. CSR proactive measures.Frustration-free packaging. Provide preview of packaging.Packaging as an experience-To enhance the joy of receivingthe pacage.

Customer Actions

Customer Thoughts

Overall Customer

Experience

Customer Feelings

Bill is attached so shodily!

Too much plastic!

Check Product3

Put the product back in the packaging. Place return request.

Use product.Decide what to do with packaging.

Return if product is defective.

Retain product if satisfied.

In case of returning multiple products - I hope the packages aren’t mixed up.

Happy with the product.

Happy with the packaging.

Upset with the packaging.

Tense

Upset

Neutral

Pleased

Tense

Upset

Neutral

Pleased

I can’t wait to see the product!

Hope the product is intact.

I can’t wait to see the product!Wish unpacking was easier!

Excessive packaging-Waste!

Insuffiecient packaging!

Excessive wrap/bubble wrapis great! Ensures product safety.I musn’t damage the productwhile unpacking!

So much waste!

Bubble wrap is fun!

Will I need it for reuse?

Is it worth storing for reuse?How do I store/dispose waste?What materials can I save/throw?

Storing the material shouldbe convenient.

Will the thrown awaymaterial get recycled?

What can I do to reducewaste?

Annoyed

Excited

ConcernedIrritated Annoyed

IrritatedImpatient

Excited

Anxious

ConcernedHappy

ConcernedHappyNeutral

Neutral

The customer experience map for packaging was laid out to pinpoint the opportunities and scope for innovations in the process of unpacking.

Primary Research

1

Concept Ideations

2

User Interviews

3


4

Personas

5

Experience Maps

6

Down Selection

7

Project

8


9


10


Research products, prices & offers.

Browse products & Review offers

Compare products and prices. Check product If satisfied-repeat

Search on Websites, BlogsGoogle, Ask friends’ opinion,Discuss on social media

Compare prices, offers & reviews

Unpack

What is / are:

The products are packed and delivered securely. The customers want an experience that they can share. Online shopping is easy, convenient & time-saving. Can avail more offers & discounts and save money.

Research & Plannig Product Discovery Product Selection Immediate Post Purchase Product Usage & Return

Repeat purchase

Request refund

Repeat Stage 3 onwards

Share experienceCustomer Goals

Customer Expectations for Product

Customer Experience Map

Stages1 2 3 4 5 6

Customer Actions

Customer Feelings

AnnoyedPleasantPleasant

AnnoyedHappy

Annoyed

HappyAnnoyedHappyNeutral

ConcernedNeutral

Anxious

Overall Customer

Experience

Customer Thoughts

Is this site friendly?

Will the product delivered be the same as shown onthe website?

Easiest way to get this product?

Tense

Upset

Neutral

Pleased

Tense

Upset

Neutral

Pleased

Which brand offers best offer?Product specifications?

Can I afford it?

What do the product reviews say?

Which site give the best price?

I don’t mind paying more if I get a good deal.

The product description issufficient.

The product description is not sufficient.

Excessive packaging-Waste!

Insufficient packaging!

Is the product the same asit was described?- YesIs the product the same asit was described?- NoIs this experience worth sharing on social media?-YesIs this experience worth sharing on social media?-No

The product is defective!What do I do?!The product is not as described! what do I do?!

The product was good. I willshop again.

The product & service was good. I will recommend it tomy friends and family.

Can I trust the same siteagain?

Waste of time!

Great experience!

Make unpacking an experience worth sharing.

Ensure reuse of packagingof returned products beforeit reaches recycling stream.

CSR to retrieve and recycle. Opportunities toimprove packaging

App feature raising awareness for packaging waste management.

Offer packaging as a product.

Make purchase Share experience If dissatisfied-return

View return policy

Return product

Make payment

Check Product

Repeat vs Lost Customers

It was essential to study the two experience flows - 1. Unpacking and 2. Customer browsing for product online. Mapping out both the journey maps helped gain an insight into the attitudes of customers before, during and after they complete the process of shopping online.

Primary Research

1

Concept Ideations

2

User Interviews

3


4

Personas

5

Experience Maps

6

Down Selection

7

Project

8


9


10


Down Selection Process Concept Deliberations

Zip lock plastic / bublewrap pouches:This concept was dropped as an effort to curb the use of plastic.Manufacturing plastic bubble wrap pouches could consume a great deal of natural resources.Recycling plastic results in emission of poisonous gases, use of water and energy resources.The added ziplock feature would add to the manufacturing price and make use of extra plastic.

CONCEPT 1

Returnable fabric bag with lock code:This concept was scrapped due to the following:1. Manufacturing and maintenence of these bags would be extremely high.2. Have to take into account the possibility of the lock codes malfunctioning and result in dissatisfactory/annoying experience for the customer.3. The bags would be heavier due to the weight of the fabric and metal/plastic locks attached to it. This would result in added fuel consumption while transporting.

CONCEPT 2

Packaging for Alternative Reuse:The idea behind this concept is to ensure optimum reuse of the cardbox box before it reaches the recycle waste stream.1. Cardboard is highly reused and recycled packaging material.2. DIY is a fast growing trend. Hence, offering DIY templates on the cardboard could ensure optimum reuse of the cardboard box.3. The corrugated boxes could be manufactured from recycled newspapers and magazines and paper.

CONCEPT 3

Packaging waste Dropoff and Pickup Centres - Reward Points:1. The goal of this concept is to make “disposing” off of the packaging easy and convenientg for the users.2. The customers could get reward points for returning the packaging waste materials.3. The users could return any packaging waste material, cardboard, polybags included.4. The e-commerce company could rope in local raddiwalas.

CONCEPT 4

The team together deliberated over the pros and cons of each concept with consideration to customer needs and voice of the customer.

At the beginning of the project, the team was focused on designing a sustainable packaging along with effective “delivery system” of the products.

However, in the course of the project, it was realised that the problem mainly was with the disposing off of the opackaging waste and so the project

solution was pivoted to “waste management system”.

Customer experience and curbing environmental harm is the goal of this project.

The team took into consideration the Voice of the Customer to analyse which concept catered to most needs. Based on the customer needs statement, the experience maps and the personas created, the team voted for a blend of concept 3 and concept 4.

The goal of this project is to mainly inspire the attitude of ”reuse” of the packaging materials before putting it away for recycle. Reuse postpones the recycling process, guarantees maximum lifespan of the product and the materials used to make it, and promotes source reduction by reducing the need for virgin fibre to make a new cardboard box.

The project further attempts to to inspire the attitude of reuse through raising environmental awareness among the customers.

The project is divided in three concepts for an effective execution and implementation of its objectives:

Concept 1: Raddiwala

- Introducing Radiwala Dropoff and Pickup packaging waste feature.

Concept 2: Raising Awareness through Education.

- Reward points for customers for returning packaging waste

Concept 3: Packaging for Alternative Reuse

- Template design for a nominal fee.

The e-commerce companies could rope in the local raddiwalas to set up dropoff locations and for picking up bulk packaging waste materials.

The new feature in the app would lure the customers in with reward points and then educate them regarding packaging waste hazards and benefits of reuse and recycle with brief notes.

Primary Research

1

Concept Ideations

2

User Interviews

3


4

Personas

5

Experience Maps

6

Down Selection

7

Project

8


9


10


Project Introduction Concept 1: Raddiwala

Concept 2: Raising Awareness through Education - User Interface

Customer

Browses products and places online order

Receives product

RaddiwalaScans the packaging barcodes.Points are credited to the customer’s account.

Company LogisticsWeekly/Monthly collection from Raddiwalas

Stores packagingfor later reuse

Cuts out template and reuses.

Schedules packagepickup

Locates nearestdropoff location

Raddiwala Service Flow

Luring the customers into thenew feature with reward points.Then educating them with brief notes on hazards of packaging waste menace.

Schedule Pick-up

Recycle and Win Rewards

Recycle and Win Rewards

Reuse PackagingFacts etc

Dropoff or Pickup

Primary Research

1

Concept Ideations

2

User Interviews

3


4

Personas

5

Experience Maps

6

Down Selection

7

Project

8


9


10


Challenges1. Customers may not want to spend on packaging everytime they shop.

2. Customers may not have time/patience to browse for packaging templates everytime.

3. Therefore, the catalogue for packaging boxes with templates will have to be limited with 3-4 design options for each category based og size/weight.

4. This may result in short term engagement of the customers.

Alternative optionProvide design templates on carboard boxes to encourage reuse for no additional costs.

Packaging is treated as “waste” because the customers do not have anything vested in it, it is therefore of no value to them.

The goal of this concept is to inspire “alternative reuse of packaging material for reuse at home or elsewhere.

This concept aims at helping the customers realise the beauty, the possibilities and the ”necessity” of this thing called “reuse”.

Concept IdeationConcept 3: Packaging for an Alternative Reuse - Storyboard

PERSONATanvi, 26/FProfession: Business AnalystHometown: MumbaiTanvi is a music and biking fanatic.A passionate cook and an avid reader.Collects books. Loves gardening too .Strives for a minimalistic lifestyle.

SCENARIOTanvi has just moved into a new city, Bangalore, to start her new job. Has rented a flat. She has to shop for various items for the new house. She prefers shopping online as itis time-saving and convenient. 1 The flat is unfurnished. Tanvi has to shop for a lot of items

for the house. 2

bookshelf

She needs a lot of items and is concerned about her budget.

Pillows

wardrobe

bedsheets

BedTable

fridge

curtains

utensils

mattress

3

Essentials:Pressure CookerBedsheetsPillows + Covers

CurtainsMattressesLuxury Items:BedWardrobeLaptop TableBookshelf

She makes a list of all essentials and the luxury items.She decides to buy the essentials first and luxury items later.

4She logs on to various shopping websites to browse and compare products and prices 5

On a website, she sees an advertisement about eco-iconic packaging that comes with an alternative reuse.

VIEW DETAILS NEXT

KITCHEN ESSENTIALS

Prestige PKGSS 1.7 L 1500 WStainless Steel Electric Kettle



Prestige PIC-21 1500 WInduction Cooktop

Prestige PIC-21 1500 WInduction Cooktop

*T & C Apply

Reuse, Recycle, Reduce and

Redeem cash points on returningthe used packaging material

Eco-iconic Packaging cum Furniture

Starting price at Rs. 100/- onlyAlternative Reuse

7It is also very appealing as later(when need be) there is no worry of selling the furniture it on second-hand websites. It can simply be returned.

A bed for Rs. 500/-

Not bad for a

temporary arrangement.

Also i can return

it later to redeem

cash points?!

sweet !!!

Gotta try !

8 The shipments arrive, the packaging looks robust. All the materials are eco-friendly.

L

L o g i s t i c s

9 She follows the instructions provided to assemble the packaging into it's designated alternative use.

this is f

un !!! so much fun !

C U T ST ICK

GLUE

11Its been a year now, and the landlord has asked her to vacate because he wants to sell.

Packoh no!

Shift

Sell

Your Time’s UP!

VACATE

L

1 y ea r l ate r

12The cardboard furniture lasted her a solid one year and is worn out now so she returns it and places an order for new packaging cum furniture material as she needs to pack and move to a new home.

YESNO

6 New Packaging cum furniture

Rs. 700/-

Order Complete!

Thank You for shopping with us.

Would you like to return

any old packaging?

8

L

L o g i s t i c s

The new packaging (cum furniture) material is delivered at her doorstep. Tanvi returns the old 14

She redeems cash points for returning the old packaging. She can use these points to avail discounts. Also, she feels proud on going green!

LOYALTY REWARD

Tanvi is all packed and ready to move. She can’t wait to move into her new home and assembleher new eco-iconic furniture.“There are so many advantagesof this eco-iconic packaging! 1. It’s cheap!2. Durable as furniture!3. Stylish!!!4. Recyclable!!! Easy to return!5. Redeem cash points!!!!!6. Save the Earth!!!!!”She signs off adding that she would definitely recommend it to her family and friends.

6Pillow packaging intoshirt & pant cabinets! Rs.200/- only

Mattress packaging turns into a bed! Rs.500/- only

10It finally feels like home now! There was hardly any packaging waste left. Everything was reusedat home! It’s so stylish! Her friends love it too!

- Is a method to minimize or eliminate environmental impacts of a product over its life cycle.

- Maintains or improves product quality and cost while reducing environmental impacts.

Common DFE Guidelines- Do no combine materials incompatible in recycling.

- Label all component materials for recycling.

- Enable easy disassembly in separate material recycling streams.Use no surface treatments.

- Eliminate packaging.

- Reduce weight and size for shipping.

Common Material Guidelines- Use recycled and recyclable industrial materials.

- Use natural materials which can be returned to biological decay cycles.

- Use processes which do not release toxic materials.

- Capture and reuse all hazardous materials.

Four Design For Environment Rules1. Design products and process with industrial materials that can be recycled continually.

2. Design products and processes with the natural materials that can be fully returned to the earth’s natural cycles.

3. Design products and processes that do not produce toxic, unnatural materials.

4. Design products and processes with clean renewable sources of energy.

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Designing for Environment - Material Research

Bio-degrable Materials

Material Recyclable Composition Pros Cons

Yes100% Bio-degradable



YesCompostible

YesCompostible

Cornstarch

Cornstarch

Cornstarch

ClothRecycled PlasticRecycled Paper

Recycled newspaper using“after press” technology.

Dissolve in water.Can be thrown into compost piles.Not electrostatic.

Lifespan- 1 yearbefore it beginsto break down.

High production cost.

Starch Peanuts

HighlyPaper-pulpFibre Board

Cannot degrade in landfills due to lack of oxygen. emits methanewhich is 24X more toxic thanCO2 .

Cheap.All product info can be cheaply printed on box.Highly reused forDIY craft.Furniture designers are opting for it.

Completely biodegrades in 18 to 24 months when in the presence of moisture, micro-organisms and oxygen leaving no toxic or heavy metal residues.

Less expensive and requires less warehouse space in comparison toexpanded polystyrene (EPS) or other foamproducts.

Corrugated Cardboard

Duct Tape

Air Cushion

Moulded fibreRetail Friendly

Moulded fibreRetail Friendly

Corrugated design optimizes cushioning and stabilizes cargo. Can take many forms, shaping to the products that it needs to protect. No limit Manufacturing Green Cell Foam requires 70% less energy and produces 80% less greenhouse gases than petroleum based foams.

Non-Biodegrable Materials

Thermocol

Poly Bags

Duct Tape

Bubble Wrap

Styrofoam Peanuts

Material Recyclable Composition Pros Cons

Polystyrene is a synthetic polymer made from the monomer styrene. Polystyrene can be solid or foamed.

Composed of three layers.Top layer plastic, polyethe-lyne; middle layer is a fabric mesh; bottom layer is a rubber-based, pressuresensitive adhesive. Polyethylene film (LDPE)made by laying sheets of plastic on top of each other, forcing air into them to create the bubbles, and heating the sheets to fuse them.

In practice – No: It takes up too much space relative to its weight. Shipping it to a recycler does not provide much return on investment.

It is simply melted down and recast into new products.

Polystyrene, a plastic polymer.

Polystyrene (EPS), Polyurethane (PU) and Polyethylene (PE)

Highly resistant to chemicals and moisture.

If it is not deposited in the right waste stream, it can clog up land fills.

Difficult to decompose. After disposal, they can end up in a landfill or floating around the ocean for many, many years.

Natural Gas Liquids (Ethane, Propane or Naphta) from crude oil.

Plastic is India’s largest polluter.

It sticks to polybags and pollutes the recycling waste streams.

Strong, flexible and very sticky tape.

Protects fragile items.

Not worth it.Recycling process is simple but the machinery is too expensive.

DifficultPolyethylene materials must be free of tape, labels or any foreign materials otherwise can jam recycling machines.

Yes.

No

Yes.

Difficult.

Messy.India’s biggest polluter.Since it has no value, it gets dumped into the municipal corp truck and straight to landfills.

Used as a lining for shipping boxes of fragile items.Can be recycled without much material loss up to 20 times.

Foam Sheets

DESIGN FOR ENVIRONMENT (DFE)

Recycle and Reuse FactsRecycling cardboard may help conserve natural resources like trees and natural gases.

However, the process of recycling consumes a lot of energy like water and electricity.

Therefore, ensuring reuse of the packaging material before recycling can help conserve energy and resources more efficiently.

Non-degradable plastic does not emit poisonous gases. They only occupy landfill space.

Corrugated packaging is made from renewable resources

Most corrugated cardboard packaging is made from pine or birch tree pulp (often with a high percentage of recycled content). Generally speaking, these types of trees are easy to grow in a wide range of conditions, and are fast-growing in comparison to hardwood trees. The trees used for corrugated packaging can be harvested sustainably from properly managed forests.

Corrugated packaging is recyclable

Corrugated cardboard packaging is among the most widely recycled materials on earth. Recycling has a “ripple effect” that reduces the energy and other resources required to make a material.

Some cardboard is made from 100% recycled materials, while the average is 70% to 90% recycled – making cardboard one of the most “green” packaging solutions available anywhere. Corrugated packaging can also be made without any bleaches or dyes, which further enhances its recyclability and reduces its environmental footprint.

Finally, corrugated packaging materials can be disposed of more easily and sustainably than many materials because they are biodegradable.

Corrugated packaging is reusable

Many corrugated cardboard boxes and similar packaging are made with flexible corners, so that a box can be collapsed and used again and again before it is recycled. Not only consumers, but also cost-conscious companies, are actively reusing cardboard boxes. Reusing boxes saves money by reducing the number of boxes that must be purchased new. Reuse also reduces waste and therefore disposal costs.

Corrugated packaging is energy - efficient to create.

Because they are made with a high percentage of recycled materials, the amount of energy required to make corrugated packaging solutions is reduced. And because they are made from a locally available materials (tree pulp and air), the transportation costs associated with manufacturing corrugated packaging is also reduced.

Source: lithotech.ca

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Corrugated Cardboard Box Making Process Environmental Impact of Cardboard

Corrugated cardboard is the most used packaging material for e-commerce companies.

As a result, it is estimated that over 24 million tons of cardboard is discarded each year.

Recycling of cardboard alone has observed a steady growth over the years.

Recycling 1 ton of cardboard can save 9 cubic yards of landfill space, 700 gallons of water and 46 gallons of oil.

Environmental Advantages of using Corrugated Cardboard Packaging:


Material Intensive Product Impact

Materials Production Distribution Use RecoveryTamper-Proof Poly Bag

Recycling of plastic bags requires careful sorting and cleaning and drying before being shipped for recycling.There is no proper system of collecting used plastics for recycling in India. Mostly it relies on the rag-pickers to collect plastics and other recyclable items

Tamper-Proof Poly Bag -Amazon

RECYCLE

LANDFILL

Natural Gas Liquids(Ethane, Propane or Naphtha)

from Crude Oil

1. MATERIALS

Blown Film Extrusion:Ethylene Propylene, Other Polymers

Chemicals, Polyethylene

2. PRODUCTION

To Vendors, Warehouses, Sellers

3. DISTRIBUTION

Tertiary packaging for online shipping products.

4. USE

The customer tears/cutsit open.

The poly bag is a one-time use.

5. PURPOSE FULFILLED

The package is disposed off in a dust bin.

No reuse since it is torn and has bill attached to it.

6. DISPOSAL

Does not decompose.Clogs up the landfills.

Use Intensive Product Impact

Materials Production Distribution Use RecoveryCorrugated Cardboard

Box

Highly reused for DIY craft, packing and moving stuff, storage etc. Highly recycled packaging waste material.However, has limited recyclability: Can be recycled five to seven times before the box’s cellose fibre turns into sludge.Decomposition of this sludge in the landfills produces methane, a potent greenhouse gas with high global warming potential.

RECYCLE

LANDFILL

Recycled paper pulp, newspapers, magazines

1. MATERIALS

Step 1: Making Kraftpaper by pulping wood chips.

Step 2: Pressing it through steam rollers to remove water.

2. PRODUCTION


3. DISTRIBUTION


4. USE

Cannot decompose inlandfills due to lack of oxygen.Emits methane. The customer tears/cuts

it open.Reuses it for craft or storage.Disposes it off in the bin.


Thrown into the dustbin.Collected by ragpickers for recycle.User sells it to raddiwalas.

6. DISPOSAL

Corrugated CardboardBox

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Life Cycle Analysis of Tamper-Proof Poly Bag (LCA)

Life Cycle Analysis of Corrugated Cardboard (LCA)

Impact of Tamper-Proof Poly Bag on Environment

Impact of Corrugated Cardboard on Environment


Will Mcdonough is one of the leading architects. Worked in environment spaces in urban areas.Michael Braungart is a materials chemist studied impact of hundreds of thousands of materials used in industrial production today. Together through the book they explain how the materials that we use today are having an impact on the environment and how can we think about closing the loop in an effective way.

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Cradle to Cradle Approach

Cradle to Cradle Life Cycle Analysis of the Project Solution

Two Life Cycles (graphics by Steven Eppinger)

William Mcdonough Michael Braungart

RECYCLE

LANDFILL

Recycled paper pulp, newspapers, magazines.

Recyclable OXO-biodegradablepoly bags

1. MATERIALS

Step 1: Making Kraftpaper by pulping wood chips.Step 2: Pressing it through steam rollers to remove water.Step 3: Printing Template

2. PRODUCTION


3. DISTRIBUTION


4. USE

Can be thrown away into compost pile.

7. Compost

The project ensures optimaluse, reuse and recycle of thepackaging waste and thuslittle waste would end up in the landfill.

1. Reused at home as furniture or utility items.2. Passed on to someone who needs it.


The customer makes conscious effort to recycle the packaging waste to redeem reward points.

The customer makes conscious effort to reclaim the packaging waste as a part of CSR.

6. DISPOSAL

Reuse at Home:

The idea is to reuse corrugated cardboard packaging by converting it into furniture or utility items.

Reuse saves a lot of Energy:

While recycling helps save raw materials and natural resources, it still consumes a large amount of energy. Therefore, reusing the packaging before recycling it is need of the hour.

Value Attribution: (Persuasive Design Pattern)We tend to attribute the value, goodness or authenticity of something to it's context rather than the thing itself.

Eco-Iconic: Eco-friendly goods and services sporting bold, iconic markers and design, helping their eco-conscious owners show off their eco-credentials to their peers.

Thriving Cardboard Trend: Cardboard furniture and utility items already has a huge customer base as the customers have started making conscious eco-friendly choices as their lifestyle statement.

Tried and Tested Formula: Packaging boxes with cut out templates has been successfully tried and tested by several individual brands like IKEA and others. However, applying this packaging trend to an e-commerce company that deals with different products and sellers could be challenging yet effective in reducing the ever increasing packaging waste hazards.

Raddiwalas:Raddiwalas is India's most inherent, eco-friendly, revenue generating recycling channels. Though largely operated through unorganised sector, there are efforts being made to organise this sector which can be a boon to the Society and the Environment.

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Real - (Is the concept real?) Win (Can we Win with this concept?)

Worth (Is the business model worth it?) Go or a No go recommendation?

The evaluation done for this concept shows that the NPV is positive with 445.9 MINR, proves that it is worth it. GoRequirement

Technology

Sustainment

Functionality

Feasibility

Convenience

Eco-friendly

Machines for template printing on box .

Logistic, Raddiwala, Customers-Reward, CSR.

DIY and Cardboard furniture has an existing market.

Works on cradle-to-cradle approach.Reuse before recycling ensures optimum use of packaging materials..

Inexpensive additional cost in manufacturing.Recycling packaging is cheaper than virgin resources.

Convenient for reuse. Convenient for return/recyling for customers and e-commerce company.

No go

THANK YOU

Design Thinking Process - Project Report

Design

Transcript of Design Thinking Process - Project Report