Research

The research aims to identify the specific user groups, types of trash, and key points in the visitor journey that contribute to pollution at Scheveningen beach. This involves both desk and personal research to define:

• USER: Specific beach visitor groups, characterized by age, activities, and behaviors.

• TRASH: Types of trash that are most problematic.

• KEYPOINT: Critical points in the visitor journey that influence littering behavior.

Research Questions:

1. Which user groups are the most frequent litterers, and what are their characteristics and activities?

2. What types of trash are most problematic, and what are their main sources?

3. What key points in the visitor journey contribute most to littering, and how can these be improved or targeted for persuasion?

Choice of Research Methods

• Desk research (Secondary research)

• Street Interviews (semi-structured)

• Naturalistic Observation (on-sight, disguised)

Data Analysis

During the desk research phase, I took extensive notes, analyzed them for key takeaways, and created data cards with useful information. For the street interviews, I transcribed audio recordings and made data cards from the transcripts. I then clustered 39 data cards into logical groups based on factors influencing littering behavior, each with titles and low-level insights. This structured approach helped derive meaningful insights and answer the research questions effectively.

Research Insights

The research insights highlight the most impactful areas to address littering at Scheveningen beach. Key conclusions include:

1. Young Smokers Under 30: Identified as the most impactful littering group.

2. Trash Cans: Limited potential for significant improvement as current designs are already optimized.

3. Bring-Along Garbage Collection: Emphasizing pocket ashtrays and bring-along bags can significantly reduce litter.

4. Effective Messaging: Creating and communicating the right messages to visitors can greatly influence littering behavior.

5. Impact Variability: Different areas have varying potential for impact, with some more developed than others.

These insights guide the design direction to implement targeted interventions and messaging strategies to reduce beach pollution.

Design Report

Ideation

Intro To kick off the design report, I formulated “How Might We” (HMW) questions based on the research direction:

1. HMW use signs and other forms of communication to create responsibility in the visitor?

2. HMW encourage young smokers to dispose of their cigarette butts properly?

3. HMW introduce bring-along garbage collection to the visitors, to fix the lack of this option currently?

4. HMW create an overarching identity for the beach that makes people feel a sense of belonging to the beach? (“my beach”)

These questions guided the ideation process by providing clear problem statements.

Ideation Process I used the Lotus Blossom technique, starting with a HMW question in the center and branching out ideas. Focusing on the 2nd and 4th questions also generated ideas for the other questions. I created around 77 idea blocs, with some branches already showing potential. From these ideas, I developed two concepts/directions to pursue further, which I will detail next, as they hold significant potential for reducing litter at Scheveningen.

Concepts

In a meeting with the client meeting, I presented my research and 2 concepts. The My Beach App, and the Scheveningen identity handbook. Based on feedback from the client and my tutor I chose -My Beach App

Prototype

For the initial prototypes, I focused on creating a testable base with four key pages: Map of the Beach, Discounts, Events, and Community. The user journey was carefully planned to ensure engagement:

1. Visitor sees app advertising (e.g., sign-up discount at a restaurant).

2. Visitor downloads the app for the discount or other rewards.

3. Visitor signs up and discovers additional features (more discounts, events).

4. Visitor keeps the app for future use or immediate interest.

5. Visitor receives notifications about clean behavior and point earning.

6. Visitor practices clean behavior, fostering a connection to the beach and app.

Initial App Features:

• Map of the Beach: Interactive map highlighting trash cans, restaurants, shops, smoking areas, etc.

• Coupon Page: Access to earned coupons and points to unlock more.

• Events Page: Information on upcoming beach events, including volunteer cleaning and entertainment.

• Community Page: A mini social media platform for sharing contributions, thoughts, and updates, showcasing badges earned and fostering a sense of community and social norms.

See ->Figma File

Final Design

See ->Final Prototype

See ->Final Design

Thanks to detailed and revised wireframes based on user testing and feedback. I efficiently created the final design using colors that convey a professional, trustworthy, and clean feel. The app’s UI is designed to be intuitive and user-friendly, with interactive buttons and thoughtfully crafted titles and posts. I also developed potential notifications and a sticker/sign advertisement for the app, intended for placement at restaurants offering coupons.

For the final client expo, I created a presentation showcasing the user journey. I believe this app effectively addresses the design challenge by fostering a sense of belonging and responsibility among beach visitors. It targets multiple aspects of the beach experience, focusing on the most impactful areas to reduce littering and promote cleaner behavior.