Design research
Service design
Interaction design
Creating a service design proposition and brand image for a recycling start-up in Hong Kong.
Project info
6 weeks project
Design project part of master electives 'International Design and Business Management'
Hong Kong Polytechnic University
6 weeks project
Design project part of master electives 'International Design and Business Management'
Hong Kong Polytechnic University
Role
Project leader, responsible for creative facilitation and service design
Working in a multidisciplinary team (graphic designer, UI designer, developer, business analyst) and multicultural team (from India, China and Hong Kong)
Project leader, responsible for creative facilitation and service design
Working in a multidisciplinary team (graphic designer, UI designer, developer, business analyst) and multicultural team (from India, China and Hong Kong)
Methods
Observations
Interviews
Customer Journey mapping
Stakeholder matrix
Business Model Canvas
Branding
Prototyping
Observations
Interviews
Customer Journey mapping
Stakeholder matrix
Business Model Canvas
Branding
Prototyping
Date
2015
2015
Challenge
As part of my master electives 'International Design and Business Management'at the Hong Kong Polytechnic University, we have executed a project for HK Recycles, a local recycling service start-up in Hong Kong. The design challenge defined by my team was:
To develop a new scalable recycling service (with a recycling box, pick-up and CSR resporting service), targeting companies as a one-stop-solution to meet CSR requirements.
For this project I have worked as a service designer in a multidisciplinary team, consisting of a graphic designer, UI designer, developer, business analyst. Additionally, we had a multicultural team, my team members were from India, China and Hong Kong. My role in the group was being the project leader and creative facilitator.
To develop a new scalable recycling service (with a recycling box, pick-up and CSR resporting service), targeting companies as a one-stop-solution to meet CSR requirements.
For this project I have worked as a service designer in a multidisciplinary team, consisting of a graphic designer, UI designer, developer, business analyst. Additionally, we had a multicultural team, my team members were from India, China and Hong Kong. My role in the group was being the project leader and creative facilitator.
Approach
Stakeholder mapping
To analyse the context of recycling in Hong Kong, we first mapped out all the stakeholders involved. Per stakeholder group, we mapped out their main concerns and their relation to HK Recycles. Additionally we defined the key players, namely HK Recycles' employees and clients.
Interviews, observations & Customer Journey Map
Based on interviews with existing clients and several potential clients, combined with observations on the work floor, we analyzed the current customer journey. The outcome of the customer journey map contained several points of improvements, which were used as input for the design brief.
To analyse the context of recycling in Hong Kong, we first mapped out all the stakeholders involved. Per stakeholder group, we mapped out their main concerns and their relation to HK Recycles. Additionally we defined the key players, namely HK Recycles' employees and clients.
Interviews, observations & Customer Journey Map
Based on interviews with existing clients and several potential clients, combined with observations on the work floor, we analyzed the current customer journey. The outcome of the customer journey map contained several points of improvements, which were used as input for the design brief.
Design brief
The outcomes of the design research combined resulted in design requirements for the recycling service, CSR service, logistics, business plan, brand image and marketing strategy.
The outcomes of the design research combined resulted in design requirements for the recycling service, CSR service, logistics, business plan, brand image and marketing strategy.
Prototyping
After multiple brainstorm sessions, prototyping and iterations, a brand image, recycling service, recycle box and communication platform was (re-)designed for HK recycles.
After multiple brainstorm sessions, prototyping and iterations, a brand image, recycling service, recycle box and communication platform was (re-)designed for HK recycles.
Result
Branding & service design proposition
The brand values defined for HK Recycles were being professional, accountable and green. The new logo symbolized a green city turned into data for CSR reporting. The service proposition for Hong Kong Recycles was a combination of a automatized recycling service and support for CSR reporting. The service is explained in the movie below. Below you can find the brand design and the different service touch points that we have designed and prototyped (using amongst others InVision). To support the HK Recycling startup in the implementation of this service design proposition, we wrote a business plan including service blueprint, implementation roadmap and financial predictions. The project was rewarded with an 9.5/10.
The brand values defined for HK Recycles were being professional, accountable and green. The new logo symbolized a green city turned into data for CSR reporting. The service proposition for Hong Kong Recycles was a combination of a automatized recycling service and support for CSR reporting. The service is explained in the movie below. Below you can find the brand design and the different service touch points that we have designed and prototyped (using amongst others InVision). To support the HK Recycling startup in the implementation of this service design proposition, we wrote a business plan including service blueprint, implementation roadmap and financial predictions. The project was rewarded with an 9.5/10.
Touchpoint design & Service Blueprint
To support the HK Recycling startup in the implementation of this service design proposition, we wrote a business plan including service blueprint, implementation roadmap and financial predictions. The project was rewarded with an 9.5/10.