Improving Hong Kong Street Waste Disposal Experience May 2019 | Page 43

Evolution of Personas
Another insight that we have discovered is that, the persona is
not static. Instead, people can change and progress through the
personas. Take Mr Shum, the dog owner as an example. As you may
recall from previous pages, he is a very environmentally conscious
ADVOCATE
person now but he wasn’t always like this. The trigger point for him
was visiting other countries (Japan, Korea..) for business trip when
he was a fireman and got inspired. Then, after he got back to Hong
Kong, he started to change his daily habit. On the other hand, for
student Ah Ting, like Mr Shum, she is a “role model”, consolidating
paper and taking it to a recycle station, bringing her own cutlery...
however, her trigger point was completely different. She started
becoming more conscious because of her teachers and most
importantly her classmates. She saw her classmates becoming
more environmentally friendly and was considered as “cool”. Then
she started to follow as she wanted to be “cool” too.
ROLE MODEL
LAZY
BABY
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Design Change x Design Trust
FOLLOWER
Design Change x Design Tr u st
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