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 Packaging
Market 2016-2020
Key Vendors
Swachch Bharat
Abhiyaan
Concept
Ideations
Concept 1:
Fabric Bag with
lock code.
Concept 2:
Bubblewrap with
ziplock.
Dropoff Centres
Concept 3:
Packaging for
Alternative Reuse
Concept 4:
Installation of
Cardboard Compressors
User
Interviews
Qualitative Research:
1. Critical Incident
Thinking (CIT)
2. Direct Observation
3. Online Survey
4. Participation
Customer
Needs
Statement
Primary Needs
Secondary Needs
Latent Needs
Experience
Maps
Opportunities identiﬁed
Customer Expectations
for Product
Customer Expectations
for Packaging
Personas
Demographics
Pain Points
Goals
Market Size
Quote
Design for
Environment (DFE)
Material Research
Cardboard Box
Making Process
Environmental Impact
of 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
Design for Environment (DFE)
9
Real-Win-Worth Analysis
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. Sustainability
Consumers 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 Living
Consumers demand display of health credentials of the
product to make informed choices.
3. Convenience
Increasingly busy lifestyles demand ease of use, lighter
and easy to dispose packaging.
4. Authenticity and Trust
Origins 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 Shopping
Cost 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:
Dynaflex
Arihant Packaging
Lil Packaging
DS SMith
Shorr Packaging
Fencor Packaging
Charapak
Georgia-Pacific
Pioneer Packaging
Mondi
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 Packaging
Sealed Air
Zepo
International Paper
Karton

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. OR
The 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 Points
A. 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 Ofﬁcer
Product 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 Visibility
3. 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 Date
Bar Codes
BACK:
Invoice,
Duct tape to
stick invoice,
Instructions on
Return 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 - Eshan
Extremely Frequent Online Shopper
Visual Designer - Vidya
Very Frequent Online Shopper
HR - Huma
Moderately Frequent Online Shopper
Project Manager - Prakash
Slightly 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:
- 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:
- 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:
- 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 / invoice
from packaging.
Return original packaging
if 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 / Cutter
1
Cut / Tear Open Package
2 4 5
Store / Dispose
6
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 scissors
and 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
Opportunities
Loyalty 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 receiving
the pacage.
Customer
Actions
Customer
Thoughts
Overall
Customer
Experience
Customer
Feelings
Bill is attached so shodily!
Too much plastic!
Check Product
3
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 wrap
is great! Ensures product
safety.
I musn’t damage the product
while 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 should
be convenient.
Will the thrown away
material get recycled?
What can I do to reduce
waste?
Annoyed
Excited
Concerned
Irritated Annoyed
Irritated
Impatient
Excited
Anxious
Concerned
Happy
Concerned
Happy
Neutral
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, Blogs
Google, 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 experience
Customer
Goals
Customer Expectations for Product
Customer Experience Map
Stages
1 2 3 4 5 6
Customer
Actions
Customer
Feelings
Annoyed
PleasantPleasant
Annoyed
Happy
Annoyed
HappyAnnoyed
Happy
Neutral
Concerned
Neutral
Anxious
Overall
Customer
Experience
Customer
Thoughts
Is this site friendly?
Will the product delivered
be the same as shown on
the 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 is
sufficient.
The product description is
not sufficient.
Excessive packaging-Waste!
Insufficient packaging!
Is the product the same as
it was described?- Yes
Is the product the same as
it was described?- No
Is this experience worth
sharing on social media?-Yes
Is 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 will
shop again.
The product & service was
good. I will recommend it to
my friends and family.
Can I trust the same site
again?
Waste of time!
Great experience!
Make unpacking an
experience worth sharing.
Ensure reuse of packaging
of returned products before
it reaches recycling stream.
CSR to retrieve and recycle.
Opportunities to
improve 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
Raddiwala
Scans the packaging barcodes.
Points are credited to the customer’s account.
Company Logistics
Weekly/Monthly collection from Raddiwalas
Stores packaging
for later reuse
Cuts out template
and reuses.
Schedules package
pickup
Locates nearest
dropoff location
Raddiwala Service Flow
Luring the customers into the
new 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 Packaging
Facts 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
Challenges
1. 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 option
Provide 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
PERSONA
Tanvi, 26/F
Profession: Business Analyst
Hometown: Mumbai
Tanvi is a music and biking fanatic.
A passionate cook and an avid reader.
Collects books. Loves gardening too .
Strives for a minimalistic lifestyle.
SCENARIO
Tanvi 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 it
is 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
Bed
Table
fridge
curtains
utensils
mattress
3
Essentials:Pressure Cooker
BedsheetsPillows + Covers
CurtainsMattressesLuxury Items:
Bed
WardrobeLaptop TableBookshelf
She makes a list of all essentials and the luxury items.
She decides to buy the essentials first and luxury items later.
4
She 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 W
Stainless Steel Electric Kettle
Prestige PIC-21 1500 W
Induction Cooktop
Prestige PIC-21 1500 W
Induction Cooktop
*T & C Apply
Reuse, Recycle, Reduce
and
Redeem cash points on returning
the used packaging material
Eco-iconic Packaging cum Furniture
Starting price at Rs. 100/- only
Alternative Reuse
7
It 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
Logistics
9
She follows the instructions provided to assemble the
packaging into it's designated alternative use.
this is fun !!! so much fun !
CUT STICK
GLUE
11
Its been a year now, and the landlord has asked her to vacate
because he wants to sell.
Pack
oh no!
Shift
Sell
Your Time’s
UP!
VACATE
L
1 year later
12
The 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
Logistics
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 assemble
her new eco-iconic furniture.
“There are so many advantages
of 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.
6
Pillow packaging into
shirt & pant cabinets!
Rs.200/- only
Mattress packaging
turns into a bed!
Rs.500/- only
10
It 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 Rules
1. 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.
Primary Research
1
Concept Ideations
2
User Interviews
3
4
Personas
5
Experience Maps
6
Down Selection
7
Project
8
9
10
Designing for Environment - Material Research
Bio-degrable Materials
Material Recyclable Composition Pros Cons
Yes
100% Bio-
degradable
Yes
100% Bio-
degradable
Yes
100% Bio-
degradable
Yes
Compostible
Yes
Compostible
Cornstarch
Cornstarch
Cornstarch
Cloth
Recycled Plastic
Recycled Paper
Recycled
newspaper using
“after press”
technology.
Dissolve in water.
Can be thrown
into compost piles.
Not electrostatic.
Lifespan- 1 year
before it begins
to break down.
High production
cost.
Starch Peanuts
Highly
Paper-pulp
Fibre Board
Cannot degrade
in landfills due to
lack of oxygen.
emits methane
which is 24X
more toxic than
CO2 .
Cheap.
All product info
can be cheaply
printed on box.
Highly reused for
DIY 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 to
expanded polystyrene
(EPS) or other foam
products.
Corrugated
Cardboard
Duct Tape
Air Cushion
Moulded fibre
Retail Friendly
Moulded fibre
Retail 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,
pressure
sensitive 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.
Difficult
Polyethylene
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 Facts
Recycling 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
Primary Research
1
Concept Ideations
2
User Interviews
3
4
Personas
5
Experience Maps
6
Down Selection
7
Project
8
9
10
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/cuts
it 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 Recovery
Corrugated 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
To Vendors,
Warehouses, Sellers
3. DISTRIBUTION
4. USE
Cannot decompose in
landﬁlls 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 Cardboard
Box
Primary Research
1
Concept Ideations
2
User Interviews
3
4
Personas
5
Experience Maps
6
Down Selection
7
Project
8
9
10
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.
Primary Research
1
Concept Ideations
2
User Interviews
3
4
Personas
5
Experience Maps
6
Down Selection
7
Project
8
9
10
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-biodegradable
poly 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
To Vendors,
Warehouses, Sellers
3. DISTRIBUTION
4. USE
Can be thrown away into
compost pile.
7. Compost
The project ensures optimal
use, reuse and recycle of the
packaging waste and thus
little 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.
Primary Research
1
Concept Ideations
2
User Interviews
3
4
Personas
5
Experience Maps
6
Down Selection
7
Project
8
9
10
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

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