Design Thinking Project Project Identification and Planning Problem/Opportunity Identification Stage 1.1.1. –

Design Thinking Project
Project Identification and Planning
Problem/Opportunity Identification Stage
1.1.1. – Problem
Environmental pollution from waste packages: The pet industry has grown significantly in the past few years. Individuals have adapted and purchased a dog-it has proven to be the best human companion for many years, which has resulted in huge amounts of money being spent on dog food. For example, the total income of Americans from dog food alone reached 60 billion U.S. dollars in 2015, and it increased to 63 billion U.S. dollars the following year. The rise of the pet industry has brought huge opportunities for retailers. These growing food processing plants have led to an increase in plastic waste in the streets and dog bags. Most dog owners are not responsible for ensuring that the environment is clean, especially in the bag. This is mainly obvious when the owner takes the dog out on weekends and holidays. In order to live with a dog in a clean environment, the impact of dog food packaging on the environment should be minimized.
We have come up with a list of six different products/ ideas that will benefit pet owners, pets, and society as a whole. We believe this will create some more happiness in a world that gives us a lot of bad news.
The overarching idea we decided was to create a dog food vending machine. But not any vending machine but instead one that rewards you for saving the world. So you have the convenience of quickly buying products you already buy. But now a treat dispenser will activate when you bring back your own packaging or a similar style. You can also earn points that may get you better products down the line. We believe this is a win-win-win scenario for everyone.
1.1.2. – Opportunities
The pet industry during the COVID period has blossomed as everyone got lonely so they bought a pet. Also pet ownership will always be on the rise due to how many dogs can be produced at a given time and their likability. The younger generation may decide to get more domesticated animals as they are unlikely to have kids. But also we are in a new wave generation of people who want to make an impact. So we brought the two together into our vending machine.
Most dog food processing retailers use plastic packaging. In such a developed country, there are all the necessary technologies to promote sufficient flow of biodegradable packaging. By emphasizing that existing processing plants change in packaging and open new competitive products, the impact on the environment will be greatly reduced.
1.1.3. – Who Benefits
All of the ideas are geared towards benefitting domestic animals,people who own them, and the world as a whole. Being a domestic animal worker can be hard enough. But we want to create a convenient system that helps save the world and is convenient for anyone to use. Dog owners will appreciate having a machine that has healthy food that comes in biodegradable packages. But it also has a small treat system for people bringing packages back ! We hope to be a Kickstarter to save the world from having a trash pile the size of Eurasia. Our product will improve the well being of dog owners and activists at the same time.
1.1.4 – KPI and Defining Success
I think the success of this company will be based on how positively we are perceived by the people who use the product. We are wanting to create a reward system for helping us. Obviously making some profit never hurts but knowing our product is making an impact is more important. Also if we can begin to see our products be used by people and then brought back that would be ideal. Then from there we can hope that people will see our model as something that can inspire better in the world. Plus you’re saving money on future packaging . If people bring back other types of packaging then they are giving us products that can be sold back or used by us.
Key Performance Indicators are an important way to track that your innovation goals are healthy. As a brand who is trying to make a positive impact we are wanting to measure engagement. That is because we want people to be engaged with our reward-based product. One way we can measure this is through a check in system on our vending machines that tracks who has contributed and how much they have. We will also measure what products are typically being brought to us in our machines.
We do need to make a profit in some way so we will likely find a way to sell the items back to companies that can reuse them again. So we will want to measure how much machines cost to operate and how much profitability they are making. But with that said we are trying to make money to survive and our more important goal is to clean the world up one at a time. It will likely save everyone money in the long run.
Project Planning Stage
Due Date
Section 1.1.3. (100-word minimum)
Section 1.1.4
(50-word minimum)
Section 1.1.1
(150-word minimum)
Section 1.1.2. (100-word minimum)
Section 1.2.1
Section 1.2.2
Monday July 12th
Section 2.1 Interview one person
Section 2.3
(150 word Minimum)
Section 2.1 Interview one person
Section 2.2
(150 word Minimum)
Section 2.1 Interview one person
Section 2.4
(150 word Minimum)
Friday July 16th
Section 3.2
Section 3.3
Section 3.4
(150 word Minimum)
Section 3.1
(150 word Minimum)
Monday July 19th
Section 4.3
(150 word Minimum)
Section 4.2
(150 word Minimum)
Section 4.1
(200 word Minimum)
Thursday July 22nd
Section 5.1
Section 5.1
Section 5.1
Monday July 26th
Section 6.1 Interview one person
Section 6.1 Interview one person
Section 6.1 Interview one person
Monday July26th
Section 7.3
Section 7.4
Section 7.1
(150 word Minimum)
Section 7.2
(150 word Minimum)
Friday July 30th
Section 8.1
Section 8.1
Section 8.1
Friday July 30th
Section 9.1
(150 word Minimum)
Section 9.1
(150 word Minimum)
Section 9.1
(150 word Minimum)
Monday August 2nd
Review Project
Review Project
Review Project
Wednesday August 4th
Submit Assignment
Submit Assignment
Submit Assignment
Friday August 6th
Each group member has been assigned equal sections
Each group member agrees to turn in assignments by the due date
Each group member agrees to complete the assignments in full
Each group member acknowledges that if they are confused with a certain assignment they must let the other group members know as soon as possible so that the group doesn’t fall behind
The group has acknowledged that if they can’t come up with an answer to a problem then Benjamin Powers shall email the professor to get clarification
Group Members agree to have the project done by August 2nd to give time for review and final touches
Empathy (length may vary greatly from project to project.)
Is there air pollution related to the wastes deposited in the environment?
There is air pollution because some people like to burn plastic dumped into the environment. As a result, the smoke released by the burning material enters the air and pollutes the air.
Will you support the usage of vending machines in dog food processing industries?
This is a good idea, and everyone will encourage it, because recycling or encouraging the return of plastic to the company will reduce environmental pollution.
If there were theoretically a company that made a product like this that offers rewards for helping the environment, helping pet-owners and pets, and a company would you be inclined to use it?
Yes, especially if it were placed in petting good stores. Heavily populated dog parks would also be a good idea to place them for convenience. This sounds like a great idea and it can benefit the world.
How often would you use the machine if you were to use our reward machine system?
Depending on if you need to have a certain amount of the old packaging. You would want to bring in a lot at one time and get a lot of rewards at one time. I would come as often as I felt were necessary. Depending on how often I use dog treat bags and dog food packaging, so potentially think about diversifying what you allow.
Do you see this being an efficient machine if it were placed in different environments? If so, what would be the ideal locations?
I think it could be an efficient machine in the right place. I think it would take some time for the buzz to get on. A lot of people can use the recycling bins they have already. But some people may see this as a great reward system. It would be beneficial in the locations that I mentioned above for sure. Maybe you should do dog and cat food or any other domesticated animals.
What are the challenges you encounter when trying to purchase dog items?
I notice that a lot of times I end up throwing away a lot of dog containers once I give my dogs their food. I have three dogs and I go through a lot. I wish there was something that gave me rewards or something for the amount of food I get for my dogs. Atleast, some kind of discount.
Would something like a Vending Machine that rewards you for reusing packaged materials for your dog’s food make life easier for you?
I would say so. I think that if I had the ability to reuse a bag or something like that it would make me feel better at least, knowing that I am not wasting so much. Along with that, if I can get rewarded for doing something like this, I would get a lot of discounts and deals because I buy a lot of food for my dogs.
Identifying Themes
Everyone seems to agree on certain things. One theme is the importance of vending machines to dog food processing companies. All interviewees seem to support this idea because they know that environmental pollution is limited. As a result, some of the health problems they get from pollution will be reduced, and they will live a good and healthy life in the community. In addition, the introduction of vending machines also has sufficient support to reduce the dumping of waste to the environment. The second theme revolves around the environmental impact of dog food processing retailers. They are crucial in terms of pollution, because they use plastics in the packaging process without knowing the results of environmental disposal. The introduction of vending machines will help these people reuse the plastic they use to pack dog food in the industry. This idea will avoid the high frequency of the dog food industry dumping plastic waste into the environment.
Conducting Observations
Reflection On Process
The gathering process for these interviews have led us to learn more about our product. We interviewed a few customers about our product idea to see what challenges they were facing and how they wished it could be better. By doing this we have analyzed the data collection and realized that customers are really engaged in something that gets them rewarded. With the vending machine it allows customers to one, feel good about how they are doing their part in protecting the environment, and two, with the fact that they are getting rewarded for coming back to the vending machine. I would like to potentially add some kind of illustration to better explain and show to the customer what it would be like for them to use the product. I think this would really provide an ideal experience for customers so that they can better understand what the product is.
Refining Problem
After the analysis we came up with some conclusions. Customers are interested in the vending machine. There was some hesitancy on location. Customers were wery about using the product if it wasn’t placed in a location that was suitable for them. Therefore, we must acknowledge this and as we continue the project, we must think about where the most appropriate places are for a product such as ours. It was nice to hear that customers are wanting to use this product so I see this as an opportunity for the business to become successful. As we continue on with the process we will take all these notes we have taken so far into consideration.
Journey Map
Journey Map Approach 1
Before using product or service During using product or service After using product or service Other notes
Key Moments that matter (what specific points in the process are critical to success and customer satisfaction) The pet owners who are buying their animals products might feel bad for being wasteful by throwing packaging away. They may want products/services that benefit their pets that are open to anyone. They will need to provide information that can be used for a reward system. They will also need to be aware of where to find the machines and what goes in them. They will also need to know how to use kiosk styled machines. This brand will show how well society can benefit if there are services like this offered from brands.But what needs to happen first is they need to generate a buzz for the machine. This can come from providing incentives to use the product. If effective we would be one of the names mentioned for organizations that benefit society. This would incline more pet owners to use our products. This will likely be geared towards millennials using our products since they are most perceived to the group of people who want this product. But it really would be for any group of people who want to benefit from helping the world. We see this as a win-win-win.
Customer emotions (what emotions may they have or feel at each stage?) They might be thankful that there is finally a product/service that benefits every party involved. Most people will likely be impressed by our design of this product. There might be a lot of excitement generated from using a product/service like this. The people using this product may begin to feel better about buying from this brand because they are being environmentally conscious while treating their animal at the same time ( since the machine provides a treat for the dog or reward points for other products) They will find it convenient and the pets will love it as well. People who use this machine will ideally feel better about themselves for a short while as they realize how their small act has made the world a better place. They will also feel better about being a pet owner.
Customer Journey Centered Map
1. Define: This machine we plan to design will act as a recycling center for old packaging. It also acts as a reward system for the owners of a product and gives treats for their pets. So there needs to be a want and reward for providing their old packaging.
2. Locate: We will put this on parts of the packing, on social media, on our websites, and advertisements for the product. So they will need to find the nearest machine to put the old packaging into.
3. Prepare: After we get the important information from our customers then we can help them by utilizing our program. For most people who are familiar with kiosks or technology they should find it straightforward.
4. Confirm: We want to take a survey from willing participants or do social media polls to establish that they are ready to begin using our products.
5. Execute: There will be videos, demos, and instructions on how to register for rewards and use our machines. This will make life easier for the people who may not be familiar on how to use that type of technology.
6. Monitor: We will monitor what people and demographics are using our machine. This will be through the information they give us. We also might go to random kiosks periodically with representatives to see how people respond to using the program. Some people can later be used in marketing groups.
7. Modify: If we feel our customers are not understanding our product or using it enough then we will make modifications that will ease them into doing so. We will also repair tinkering issues that arise every now and then. Along with updating the systems as need be.
8. Conclude: We will make more machines if we feel as though they are working in our favor. We will also try to make a campaign for people to talk about our easy-to-use machines. Then we will hope it trickles into a world benefiting product.
There are some ideas we will need to clear up along the way. But this initial product and job mapping should show the benefit of our product. We may want to get the specifics on locationing, what operating system to use, what information we grab for our reward system, who we want to use as the “faces of our customers using our product” in our testimonials.
Problem Statement
Write a problem statement. What is the core problem you are addressing? (100-word minimum)
The first thing that we must do in order to ensure that we have the best product for our customers is to test our first prototype of our product. We need to make sure that we get the best feedback from our customers. This needs to be reliable and effective so that it can be worked with. We will look at both positive and negative feedback and make adjustments based on the information we receive. The negative feedback will help shape the product to become the best product in the target market. Apple is a giant tech company that innovates on the regular. This is what has made them so successful.
One thing that would be important to consider based on customer feedback is location. This is something that plays a big role in the amount of sales we can generate. For example, Redbox has machines right at the entrance of major grocery stores.
Another thing to consider is the design of the machine. Does our product catch the attention of the customer? What colors should be used for this product? Bright colors attract. For example, Redbox movies has a machine that is bright red. Customers can see this from the parking lot without having to ask someone where it is.
Lastly, the one that would be the most challenging would be the customer experience when using the product. How easy is it to use the product? Does the machine flow smoothly and does the customer need to push buttons? Is the machine hard to understand. These things we must consider when implementing our product to reality. Previously when using the Redbox machine the flow of the machine was very smooth. Once a customer picks a movie the flow is quick and they could walk away from the machine in less than a minute. This is similar to what we want our machine to be like.
To wrap everything up, a company like Apple would think about all these ideas and solutions because that is what is important to consider when design thinking. We must walk in our customers footsteps and so that we can provide the best product for them.
What other problems may be solved with these ideas you generated, or parallel or supportive products or services? (100-word minimum)
Create a Lean Canvas that focuses on your most promising idea. Then, conduct a reality check by analyzing your Lean Canvas. What works, and what doesn’t? (150-word minimum for the analysis portion)
Prototype (length may vary greatly from project to project)
Build a prototype of the product (does not need to be a working prototype – in fact, it shouldn’t be for round 1). If a service, clearly define all aspects that define the service – who, what, when, where, why. This section must include some kind of visualization of the prototype. These are covered in the course. You may include storyboards, flowcharts, PowerPoints, videos, sketches, drawings, 3D models, physical models, etc. Include photos of your prototype here as well.
Interview two to three people about your prototype, or if appropriate, test your prototype and you can observe reactions. Describe the themes from the interviews (you may use direct quotes). What is good? What could be improved? (200-word minimum)
Ideation Round 2
Incorporate feedback from the Test stage in the second round of ideation. What improvements or changes are needed? What else did you learn from the first iteration and the interviews? (150-word minimum)
Develop at least two additional designs or improvements on your ideas from the first round of prototyping. Describe these improvements (100-word minimum)
Revise your Journey Map (highlight changes using bold text) and add the updated map here.
Revise your Customer-Centered Job Map (highlight changes using bold text) and add the updated map here.
Prototyping Round 2
Create a second prototype with the discussed improvements. Include visualizations of the updated prototype here.
Reflect on the process (If in a group, each member must complete their own reflection). What did you learn? What would you do differently? (150-word minimum per person)
Benjamin Powers
I have enjoyed the process of this project. I believe it has given me the opportunity to better understand the process of design thinking. One thing that I really enjoyed was creating the prototype. The idea that what we were creating was going to be implemented into a test to see if customers would like it was really something that made me excited for the project. I enjoyed the process of creating the prototype, testing it and making improvements. Even though this was only done twice I believe that if I was going to really be implementing this into real life I would like to have more test so that I could make better improvements so that I could have the best product possible for the customers. Conversing with customers about the product was also convivial because I was able to understand what customers wanted out of the product and what they wished was better. Which made the product better on the second round. What I would do differently is