Improving Hong Kong Street Waste Disposal Experience May 2019 | 页面 42

Personas
Based on all the interviews, we
came up with below 2x2 matrix
and mapped out all of our
interviewees onto the 2x2 matrix
with level of action on the y-axis
and we furthered categorized
them into 4 different personas.
LAZY
• Need encouragement from
others
• Occasionally take action or
only take certain action Pain points
• Go with the flow, not top of
mind, will take action only if
its easy
ROLE MODEL
Motivations
• Possess strong knowledge,
but not willing to share
• Living in an environment with
clear disposing/recycling
regulations
• Actively reach out for
knowledge
• Lack of awareness hence
what’s the right thing to do
• Familiar with recycling
facilities not limited to their
neighbourhood
• Passive in receiving
informations via TV
commercial - catchy slogans,
social media or in class
• Self-driven, waste-reduction
and recycling is part of their
daily lives, it comes very
naturally
Pain points
• worried others may think they
are too extreme
• mismatch between knowledge
and reality
• Lack of support from facilities
and others
• Try to influence people
around them by doing it
themselves
Motivations
BABY
• Lack of environmental
knowledge
• Low awareness
• Self, only care about self-
convenience
• Very passive
• Don’t like to carry trash, will
try to get rid asap
FOLLOWER
Motivations
• Takes action based on where
they are and people around
them
• Accessibility
• Consequence of not doing
the right thing or benefit of
doing right thing
• Action not stable (quite
extreme)
Pain points
Design Change x Design Trust
• Acceptance from others
• Rules (not necessarily from
government, might come
from social world, intangible)
Pain points
• Being the strange one
• Lack of awareness hence
what’s the right thing to do
• FOMO (Want to fit in social
circle)
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Motivations
AWARENESS
+
Design Change x Design Tr u st
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