This flowchart methodology shows the entire waste management process from the start, at the purchasing level to the end at the disposal level. The flowchart also provides a visual diagram showing possible placements for environmental intervention. Incidentally, the visual layout identified two areas of consideration at the purchasing and disposal process that may become key events for creating sustainable habits. The vagueness of the consideration regions force inquisition about what the specific and diverse thought processes in this region are. With this perspective, we can inquire further research into streamlining and making a more comprehensive process.
Findings | Motivations
Our users’ motivations to reduce personal waste were varied, but multiple interviewees and survey respondents mentioned reducing their impact on the environment as a key motivation. Hand-in-hand with environmental impact was a sense of the feeling they got when they were successful in waste reduction. One user mentioned feeling good about the positive impact of his actions. Another discussed her negative feelings about the economic disparity between the United States and the manufacturing world. Engaging the users’ feelings, whether they be positive or negative, through simple feedback in app or tallying/reporting of waste reduction behavior may be key to sustained interactions with the app, as well as successful waste reduction.
All the interviewees were concerned about how their actions were viewed by important people in their lives. For one person, it was how her children viewed their consumption of goods and striving toward a more minimalist lifestyle. For another, it was the feelings of his significant other toward his behavior. One simply put it as being socially responsible. The motivation to connect with others, maintain good relationships, and be viewed positively is strong. It is supported that social connections and relationships play an important role in waste management and perhaps can be leveraged to increase sustainability efforts.
Findings | Goals & Needs
Many of our users were concerned about buying products that are not only made from recyclable materials, but are also durable and long lasting. Single-use plastics and plastics in general were called out as a main area interviewees wanted to increase sustainability efforts around. One interviewee was focused on buying less products overall as a means to reduce her waste. Durability and quality, as well as recyclability of products, are all elements that the interviewees consider when purchasing.
Convenience in recycling, as well as an easy and straightforward process was an essential goal of our interviewees. They reported too much information, inaccurate information, and contradictorily, not enough information when needed about recycling, in particular recycling plastics. Our interviewees lead varied and busy lives, so information that is accurate, quick to access, easy to understand and act upon, and simple (essential in nature) is key.
Building a community of like minded people to engage in waste reduction and sustainability conversation was mentioned by interviewees. They were explicit in their desire for a community in which they could be supported, praised, and encouraged for their waste reduction efforts. This concept goes further than support from interviewees’ families and friends and expands to a greater social interaction. Our users are social media savvy, using Instagram and Facebook regularly. They are accustomed to sharing information about their daily lives with friends, family, and even strangers. Our application can leverage this desire for connection to a greater community to help people achieve their goals.
Findings | Pain Points & Hesitations
A common pain point our users mentioned was concerning information and access. They were usually confused about how to recycle plastics and what symbols meant. They also reported not knowing what their city waste management process was for certain materials and that their city waste management did not provide varied options for non-landfill items. Finally, one interviewee was concerned about the prevalence of misinformation available on the internet. Our native application can fill this gap by providing accurate and easy to act on guidance and information regarding both recyclability of materials, as well as city/county requirements. Furthermore, our application could provide a means of advocating at a city level for varied waste management options.
The process required to appropriately recycle or compost was another pain point for our users. Three interviewees and multiple survey respondents reported that the cleaning process undertaken before recycling materials was troublesome. One stated that he did not like to compost because of the mess created, as well as a lack of appropriate disposal for compost by his city. Another reported feeling rushed and too busy when attempting to clean recyclables and occasionally not recycling because of this process. One interviewee had three separate waste bins in her house to manage landfill, recycling, and composting. It appears that our application will have to overcome the reported real world hassle of cleaning and managing waste in order to be effective at increasing waste reduction efforts.
Developing habits was mentioned by two interviewees as an area in which they struggled. They mentioned feeling rushed and falling short of their goals when they did not have good habits in place regarding waste reduction. Hand-in-hand with habits, one interviewee mentioned feeling alone in his waste reduction efforts. Finally, one interviewee was unsure if his efforts made any impact on the environment. Combining these pain points together, it appears that daily personal structure and positive reinforcement or feedback is important to establishing, maintaining, and expanding waste reduction efforts. Perhaps this structure and immediate positive reinforcement is a way to overcome the previously mentioned “process” pain point.
Personas
The findings from our research helped us create three types of personas for our product.