Rotterdam circular
In 2030, circular is the benchmark in Rotterdam. But how can we get as many people in Rotterdam to act circularly as possible? And how do we design for this?
Download het rapportContext mapping research
Mapping circular behavior
The City of Rotterdam has set up the Rotterdam Circular program, with the goal that in 10 years, circular will be the benchmark for all Rotterdam residents and entrepreneurs. This requires changing people’s behavior. To properly understand people’s behavior, Muzus conducted a large-scale context mapping and Research through Design research into people’s circular behavior and their thresholds and motivations in doing so. This research took place on the streets in different neighborhoods in Rotterdam with all kinds of appealing assignments and artifacts. The results were summarized in circular personas representing clusters of needs and thresholds. We also translated the insights into design criteria and concept directions for interventions for circular behavior. The tools are deployed by parties in Rotterdam that are concerned with circularity.
The result
Circular personas
Why doesn’t Kim separate her trash, and Mason does? And does Sharida take her broken toaster to the recycling center, but Willem stuffs it in the garbage can? What are the motivations behind this behavior? That’s what the municipality of Rotterdam wanted to know. Because if you know why someone does or does not do something, you can adjust your services, products and communication accordingly. With this information we can tailor our approach to the people of Rotterdam.
Download hier de personaset
