REPORT: WASTED User Journey Workshop

WASTED recently ran a user journey workshop to gauge participants experience with the WASTED system.

REPORT: WASTED User Journey Workshop

 

On Monday the 26th of February this year WASTED hosted a user journey workshop. The purpose was to gauge community perspectives and experiences in order to help with the continual reshaping and improvement of the project. This is in alignment with a methodological cornerstone of WASTED. Community collaboration and deliberation are key contributors to the design and implementation of the scheme. 28 members of the Amsterdam Noord community attended on the day, but  we also received an amazing response from over 300 community members who, although unable to attend the workshop, chose to share their support by providing information on their experiences with WASTED. We were touched by the response and considered it an affirmation of the relationship we have built with the Amsterdam Noord community.

 

We conducted two consecutive workshops, with attendees split into small groups. The first workshop was held for participants who had registered with WASTED but never collected any digital coins for sorting their waste. The second group comprised participants who consistently redeem coins, thus making full use of the WASTED system. To stimulate the discussion and thank participants for their time, refreshments and snacks were provided.

 

The workshop was separated into seven phases, reflecting the seven main nodes in the WASTED user journey. The workshop was down in this way so that we could identify, with precision, the stages of participant experience that need to be improved and those which are already strong.

7 STEPS: The User Journey of WASTED

 

The first two phrases of the workshop were simple question answer scenarios conducted with the group. Phase 1 Awareness  asked the question ‘how did you hear about WASTED’? One participant discovered WASTED because they saw their neighbour taking photos of their recycling. Phase 2 Consideration asked ‘why did you decide to participate in WASTED’? We learned that the three main reasons people decided to join were to: support a good initiative, take advantage of the rewards and to utilise the free recycling bags.

 

Phases 3 to 7 were conducted a little differently. The quality of participant experience during each phase was assessed on an individual-to-individual basis, using  a simple face emoticon scale, which ranged from Very good – good – neutral – bad – very bad. The workshop was constructed in this way to ensure that individuals feedback was not influenced by the other members in the group. After the responses were collected, the participants were guided through an open table conversation to further substantiate the results from the survey.

 

Phase 3 Acquisition investigated the registration process through to receiving the start-up pack.

Phase 4  Separate waste addressed the separating of paper, plastic, glass and textiles.

Phase 5 Get coin looked at the transportation of recyclables to drop-off points, as well as the digital steps required to receive WASTED coins.

Phase 6 Hand in coin analysed participant experience with their online profile and WASTED coin balance. It also included accessibility to rewarders and ease of use at the reward locations.

 Phase 7 Loyalty asked why the participants have chosen to continue being part of the WASTED initiative.

 

We identified several key points for improvement of the WASTED process, which include:

Clarity and understandability. Some of the participants felt that the layout of the website could be made simpler. Many participants wanted simple explanations on what to do. Utilizing the use of more icons in simplifying the website for instance. We also discovered that not all of the participants knew that we had filmed a step-by-step guide on how to use the system. Increasing awareness and accessibility to material such as the video is a relatively simple fix that we intend to amend quickly. This desire for simplicity was mirrored in the feedback regarding the phone app and digital coin.

 

Smaller bags. Participants mentioned that being given smaller bags would be an improvement, owing to the fact that many people live in small homes in Noord. There was positive feedback on the general design and colour of the bags, which is important because most people are using the bags inside their homes.

 

Charity. For many, receiving a reward for sorting their recycling was a bit ‘beside the point’ as their motivations were more environmentally focused. The idea of donating the WASTED coins they earned to a community project was received very positively. This has the double benefit of involving more people into the WASTED economy as well as supporting worthwhile community projects.

 

Activities. It was clear that there was a real appetite for ‘things to do’ as part of the rewards system. Discounts to museums as well as more local activities were indicated to be particularly desirable.

 

While many areas for improvement were identified, there were far more reasons to be happy with the performance of WASTED. Some participants reported how much fun they found the scheme to be, and therefore this is something we plan to build on and explore. A major positive that we learned about through the workshop was how subscribers felt they had become more aware of how much plastic they are using. This sort of awareness is an important step toward building capacity from within the community to drive widespread social and environmental reform.

 

We have already conducted a second workshop focused on bulky waste, as well as consultations with our WASTED partners. The specifics of the bulky waste workshop and partner consultations will be published in articles shortly. We have presented the findings to the municipality of Amsterdam and deliberated the best way forward together. WASTED are currently devising the next phase of implementation and experimentation, and  refining the recycling and bulky waste management schemes in collaboration with the city of Amsterdam. We are really enjoying this work and look forward to publicly announcing the exciting changes and future strategy of WASTED. We would like to thank the Amsterdam Noord community and especially the WASTED participants who attended the community participant journey workshop. The experience, concerns and contribution of the community are factored significantly at all stages of development and are paramount to the overall success of our work here at WASTED.

Created on 20 March 2018

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