Improving Hong Kong Street Waste Disposal Experience May 2019 | Page 41

Insight
After all the interviews, we spent a lot of time analyzing all the raw data and
to see if there are any common threads between everyone we met and if we
can group them into personas. Is it age, education level, where they are from,
overseas experience, occupation or something else? Initially, we would have
thought people with higher income, more educated, studied overseas may act
more “consciously” in their waste disposal habits..
Our hypothesis was proven wrong. From our interviews, we realized demographics
and background has little linkage in shaping how people act ie no trend showing
people who have worked / lived overseas would act any differently compared to locals.
At the end, we realized there are 2 attributes that are mutually exclusive and be used
to categorized basically everyone:
Awareness - Are they aware of what they need to do and the consequence / impact
they can make when it comes to waste disposal.
Action - Do they act in a conscious and responsible manner, thinking beyond their
own self (other people and the environment) when it comes to waste disposal.
Based on these 2 attributes we have come up with a 2 by 2 model and plotted all our
interviewees. Then we explored further what are the common behaviors or thinking
among these individuals to help us further shape our personas.
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Design Change x Design Trust
Design Change x Design Tr u st
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