Tjänstedesign för att minimera hushållsavfall : Att utveckla en tjänst för en svensk dagligvaruhandlare

Sammanfattning: The clients of this project are Louise Nilsson and Hans von Heijne from the Product Development Innovation & Concept department at ICA. The purpose of the project was to create a service concept that would help ICA customers reduce their household waste by encouraging reuse of packages or by reducing food waste. A service design approach was used as the overall methodology for this project. This is a qualitative research method with focus on understanding the customer needs and behaviors, usually by doing an iterative process. The project methodology was split into three loops. Each contained customer interactions, analysis, idea generation, and prototyping. The first loop was used to gain a broad knowledge on customer behavior and values, the second loop was used to deepen the knowledge on customer behavior and needs, and the third loop to implement all insight into the final concept. In addition to the service design approach, a literature study, a study visit to zero-waste shops, and a life value assessment of customers’ thoughts and values was made to further increase the knowledge. Each method and loop resulted in insights and questions to be answered in the next loop. Four customer journey maps were created. Three concepts were created out of the journey maps. The Statistics and food waste app, was chosen to be further developed. A business model canvas and design principles were created for the Statistics and food waste app. Research questions were discussed, as well as whether the results were reliable, the concept choice, and further recommended work for ICA. The conclusion of the project is that the Statistics and food waste app can reduce household waste by reducing food waste. The concept is recommended for further work, and ICA should also continue to investigate package-free solutions.