Improving Hong Kong Street Waste Disposal Experience May 2019 | Page 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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