Key learnings
Key learnings
Behavioural change is the real design challenge
The technical solutions exist; the barrier is human behaviour. Designing for mindset shifts in habits as ingrained as waste disposal takes empathy, patience and creative strategy.
Design must bridge systemic gaps
Good design isn't only about individual pain points it's about creating harmony between households, waste collectors and governing bodies.
Impact begins with empathy, not aesthetics
From interviews to gamified awareness activities, meaningful design comes from listening deeply, observing behaviour, and building interventions people can actually
adopt.
Conclusion
Conclusion
I started determined but unsure of the topic certain only that I wanted to create impact and solve a complex problem. Extensive reading on environment and sustainability led me to waste segregation, and digging further revealed it as a behavioural problem, and a very complex one.
After all the research and every case study I read, analysed and drew conclusions from, no single solution presented itself. I didn't give up on it, I listed every solution I believe can work if applied correctly over the long run.
“Design isn't solely creating one thing
that appears smart, but a clever answer
to a problem which has its method, and which every designer should respectand follow.”
Service design case study
Service design case study
Service design case study
Project Overview
Project Overview
Project Overview
In the diverse landscape of India, the challenge of waste disposal
and management at the household level looms large. The nation
grapples with hurdles in collection, transport, treatment and
disposal, and current systems are strained by an escalating urban
population with detrimental impacts on both the environment
and public health.
In the diverse landscape of India, the challenge of waste disposal
and management at the household level looms large. The nation
grapples with hurdles in collection, transport, treatment and
disposal, and current systems are strained by an escalating urban
population with detrimental impacts on both the environment
and public health.
In the diverse landscape of India, the challenge of waste disposal
and management at the household level looms large. The nation
grapples with hurdles in collection, transport, treatment and
disposal, and current systems are strained by an escalating urban
population with detrimental impacts on both the environment
and public health.
Without effective segregation at the source, recycling operates as
an informal sector on outdated technology, and the system leans
on waste dumps that offer no environmental safeguards. Value that
should stay inside the economy is lost, and household waste is
mismanaged without regard for its environmental cost.
Without effective segregation at the source, recycling operates as
an informal sector on outdated technology, and the system leans
on waste dumps that offer no environmental safeguards. Value that
should stay inside the economy is lost, and household waste is
mismanaged without regard for its environmental cost.
Without effective segregation at the source, recycling operates as
an informal sector on outdated technology, and the system leans
on waste dumps that offer no environmental safeguards. Value that
should stay inside the economy is lost, and household waste is
mismanaged without regard for its environmental cost.
The gravity of the situation shows up as recurring fires from
unsegregated waste that claim the lives of ragpickers, and as
perilous levels of methane released into the air. The Municipal
Corporation of Delhi mandates segregation consistent implementation of it remains elusive.
The gravity of the situation shows up as recurring fires from
unsegregated waste that claim the lives of ragpickers, and as
perilous levels of methane released into the air. The Municipal
Corporation of Delhi mandates segregation consistent implementation of it remains elusive.
The gravity of the situation shows up as recurring fires from
unsegregated waste that claim the lives of ragpickers, and as
perilous levels of methane released into the air. The Municipal
Corporation of Delhi mandates segregation consistent implementation of it remains elusive.
Why this project
Why this project
Why this project
A self-initiated brief. I wanted to work on something that elevates
living standards, addresses a social issue and contributes to
environmental preservation change at a scale that touches the
lives of many who face daily challenges. After reading widely on
sustainability, I narrowed the topic to waste segregation and
management.
A self-initiated brief. I wanted to work on something that elevates
living standards, addresses a social issue and contributes to
environmental preservation change at a scale that touches the
lives of many who face daily challenges. After reading widely on
sustainability, I narrowed the topic to waste segregation and
management.
A self-initiated brief. I wanted to work on something that elevates
living standards, addresses a social issue and contributes to
environmental preservation change at a scale that touches the
lives of many who face daily challenges. After reading widely on
sustainability, I narrowed the topic to waste segregation and
management.
Aim
Aim
Aim
To create awareness towards waste management and
segregation.
To create awareness towards waste management and
segregation.
To create awareness towards waste management and
segregation.
Research areas
Research areas
Research areas
The topic and its related fields in the Indian context; surveys with
everyone involved in the chain; the psychology of the person where the waste comes from, how it lands in landfills, and how the
system actually works.
The topic and its related fields in the Indian context; surveys with
everyone involved in the chain; the psychology of the person where the waste comes from, how it lands in landfills, and how the
system actually works.
The topic and its related fields in the Indian context; surveys with
everyone involved in the chain; the psychology of the person where the waste comes from, how it lands in landfills, and how the system actually works.
A research-driven service design project that defines options and opportunities to manage waste at the source and rethink household habits.
A research-driven service design project that defines options and opportunities to manage waste at the source and rethink household habits.
A research-driven service design project that defines options and opportunities to manage waste at the source and rethink household habits.
Household waste
management system in India
Household waste
management system in India
Household waste
management system in India
Problem Statement
Problem Statement
Problem Statement
Household waste segregation in India remains inconsistent and poorly practiced, driven by low awareness, behavioural inertia, and a broken chain where even properly sorted waste gets mixed downstream. The result is inefficient recycling and an overwhelming reliance on landfill.
Household waste segregation in India remains inconsistent and poorly practiced, driven by low awareness, behavioural inertia, and a broken chain where even properly sorted waste gets mixed downstream. The result is inefficient recycling and an overwhelming reliance on landfill.
Household waste segregation in India remains inconsistent and poorly practiced, driven by low awareness, behavioural inertia, and a broken chain where even properly sorted waste gets mixed downstream. The result is inefficient recycling and an overwhelming reliance on landfill.
62 m
62 m
62 m
Tonnes of waste generated
Tonnes of waste generated
Tonnes of waste generated
43 m
43 m
Tonnes of waste collected
Tonnes of waste collected
43 m
Tonnes of waste collected
20%
20%
20%
Waste recycled
Waste recycled
Waste recycled
80%
80%
80%
Waste ends up in landfills
Waste ends up in landfills
Waste ends up in landfills
Industry
Industry
Industry
Sustainability
Sustainability
Sustainability
Client
Client
Client
Self Initiated
Self Initiated
Self Initiated
My Role
My Role
My Role
Lead Design
Lead Design
Lead Design
Tools
Tools
Tools
· Figma · Illustrator · Miro
·Notion · Forms · Elicit · Chat GPT
· Figma · Illustrator · Miro
·Notion · Forms · Elicit · Chat GPT
· Figma · Illustrator · Miro
·Notion · Forms · Elicit · Chat GPT
Approach
Approach
Approach
01
01
01
Empathize
Empathize
Empathize
Secondary research · surveys ·
interviews · affinity & mind maps
Secondary research · surveys ·
interviews · affinity & mind maps
Secondary research · surveys ·
interviews · affinity & mind maps
02
02
02
Define
Define
Define
Broken segregation chain · low
awareness · behavioural inertia
Broken segregation chain · low
awareness · behavioural inertia
Broken segregation chain · low
awareness · behavioural inertia
03
03
03
Ideate
Ideate
Ideate
Interventions from individual to
community to city scale
Interventions from individual to
community to city scale
Interventions from individual to
community to city scale
04
04
04
Design & pilot
Design & pilot
Design & pilot
Products, games, posters, app
concept tested in real settings
Products, games, posters, app
concept tested in real settings
Products, games, posters, app
concept tested in real settings
Understanding the system
Understanding the system
Understanding the system
Waste processing in India runs through several stages, from household collection to final
disposal in landfills, and varies by region and level of urbanisation. India faces specific
challenges in the disposal of household waste, largely due to its large population and
diverse urban and rural settings.
Waste processing in India runs through several stages, from household collection to final
disposal in landfills, and varies by region and level of urbanisation. India faces specific
challenges in the disposal of household waste, largely due to its large population and
diverse urban and rural settings.
Waste processing in India runs through several stages, from household collection to final
disposal in landfills, and varies by region and level of urbanisation. India faces specific
challenges in the disposal of household waste, largely due to its large population and
diverse urban and rural settings.
STAGE 01
STAGE 01
STAGE 01
Generation
Generation
Generation
Household, municipal,
industrial, agricultural
Household, municipal,
industrial, agricultural
Household, municipal,
industrial, agricultural
STAGE 02
STAGE 02
STAGE 02
Collection
Collection
Collection
Door-to-door pickup by
workers
Door-to-door pickup by
workers
Door-to-door pickup by
workers
STAGE 03
STAGE 03
STAGE 03
Transport
Transport
Transport
Movement to processing
points
Movement to processing
points
Movement to processing
points
STAGE 04
STAGE 04
STAGE 04
Treatment
Treatment
Treatment
Recycling, composting,
waste-to-energy
Recycling, composting,
waste-to-energy
Recycling, composting,
waste-to-energy
STAGE 05
STAGE 05
STAGE 05
Disposal
Disposal
Disposal
Landfill and dumpsites
Landfill and dumpsites
Landfill and dumpsites
What the waste is
What the waste is
What the waste is
Biodegradable · moist waste
Biodegradable · moist waste
Biodegradable · moist waste
Kitchen and garden waste, food remains, garden trimmings. Can be
composted into manure; decomposes over time depending on material.
Kitchen and garden waste, food remains, garden trimmings. Can be
composted into manure; decomposes over time depending on material.
Kitchen and garden waste, food remains, garden trimmings. Can be
composted into manure; decomposes over time depending on material.
Non-biodegradable · dry waste
Non-biodegradable · dry waste
Non-biodegradable · dry waste
Old newspapers, broken glass, plastics. Recyclable and reusable, but do
not decompose on their own a major pollutant.
Old newspapers, broken glass, plastics. Recyclable and reusable, but do
not decompose on their own a major pollutant.
Old newspapers, broken glass, plastics. Recyclable and reusable, but do
not decompose on their own a major pollutant.
Chemical waste
Chemical waste
Chemical waste
Mostly from large factories. May be solid, liquid or gaseous, and hazardous
when it shows toxicity, corrosivity, ignitability or reactivity.
Mostly from large factories. May be solid, liquid or gaseous, and hazardous
when it shows toxicity, corrosivity, ignitability or reactivity.
Mostly from large factories. May be solid, liquid or gaseous, and hazardous
when it shows toxicity, corrosivity, ignitability or reactivity.
Where it can go instead
Where it can go instead
Where it can go instead
Recycling turns used products into new ones, cutting air, water and land
pollution and conserving energy. Composting decomposes waste in pits
through bacteria and fungi. Vermicomposting uses red worms to turn
organic matter into fertile manure.
Recycling turns used products into new ones, cutting air, water and land
pollution and conserving energy. Composting decomposes waste in pits
through bacteria and fungi. Vermicomposting uses red worms to turn
organic matter into fertile manure.
Recycling turns used products into new ones, cutting air, water and land
pollution and conserving energy. Composting decomposes waste in pits
through bacteria and fungi. Vermicomposting uses red worms to turn
organic matter into fertile manure.
How it gets separated
How it gets separated
How it gets separated
Waste segregation is the process of separating different types of waste at
the source to facilitate recycling and proper disposal.
Waste segregation is the process of separating different types of waste at
the source to facilitate recycling and proper disposal.
Waste segregation is the process of separating different types of waste at
the source to facilitate recycling and proper disposal.
Source segregation
Source segregation
Source segregation
The most fundamental method, waste separated at the point of
generation into recyclables (paper, plastic, glass, metal), organic waste
and non-recyclables.
The most fundamental method, waste separated at the point of
generation into recyclables (paper, plastic, glass, metal), organic waste
and non-recyclables.
The most fundamental method, waste separated at the point of
generation into recyclables (paper, plastic, glass, metal), organic waste
and non-recyclables.
Colour-coded bins
Colour-coded bins
Colour-coded bins
Colour makes segregation visually clear, helping people identify where to
dispose of different materials quickly.
Colour makes segregation visually clear, helping people identify where to
dispose of different materials quickly.
Colour makes segregation visually clear, helping people identify where to
dispose of different materials quickly.
Three-bin system
Three-bin system
Three-bin system
Separate bins for organic waste, recyclables and non-recyclables a
common, effective method that simplifies the decision for individuals.
Separate bins for organic waste, recyclables and non-recyclables a
common, effective method that simplifies the decision for individuals.
Separate bins for organic waste, recyclables and non-recyclables a
common, effective method that simplifies the decision for individuals.
Effective segregation is the critical step in sustainable waste management: it
conserves resources and minimises environmental impact.
Effective segregation is the critical step in sustainable waste management: it
conserves resources and minimises environmental impact.
Effective segregation is the critical step in sustainable waste management: it
conserves resources and minimises environmental impact.
62 million tonnes of waste generated every year in India
62 million tonnes of waste generated every year in India
62 million tonnes of waste generated every year in India
Urban India generates 0.15 million tonnes and approx 0.62 per person per kg
Urban India generates 0.15 million tonnes and approx 0.62 per person per kg
Urban India generates 0.15 million tonnes and approx 0.62 per person per kg
Out of 62 million tonnes of waste only 43 million is collected
Out of 62 million tonnes of waste only 43 million is collected
Out of 62 million tonnes of waste only 43 million is collected
20% is recycled
20% is recycled
20% is recycled
Delhi generates approximately 11,000 metric tons of municipal solid waste per day, according to data from the
Delhi Pollution Control Committee (DPCC). This translates to over 4 million metric tons of waste annually.
Delhi generates approximately 11,000 metric tons of municipal solid waste per day, according to data from the
Delhi Pollution Control Committee (DPCC). This translates to over 4 million metric tons of waste annually.
Delhi generates approximately 11,000 metric tons of municipal solid waste per day, according to data from the Delhi Pollution Control Committee (DPCC). This translates to over 4 million metric tons of waste annually.
Who governs it, and with what
Who governs it, and with what
Who governs it, and with what
Government bodies in Delhi
Government bodies in Delhi
Government bodies in Delhi
Two bio-medical waste management facilities
are registered with DPCC: the facility at SMA
Industrial Area managed by M/s Biotic Waste
Solutions, and the Nilothi plant managed by
SMS Water Grace BMW Pvt Ltd a joint
venture of SMS Infrastructure Ltd., Water Grace Products Ltd. and the Government of N.C.T. of Delhi, responsible for collection, storage, treatment and disposal of the city's bio-medical waste.
Two bio-medical waste management facilities
are registered with DPCC: the facility at SMA
Industrial Area managed by M/s Biotic Waste Solutions, and the Nilothi plant managed by SMS Water Grace BMW Pvt Ltd a joint venture of SMS Infrastructure Ltd., Water Grace Products Ltd. and the Government of N.C.T. of Delhi, responsible for collection, storage, treatment and disposal of the city's bio-medical waste.
Two bio-medical waste management facilities are registered with DPCC: the facility at SMA Industrial Area managed by M/s Biotic Waste Solutions, and the Nilothi plant managed by SMS Water Grace BMW Pvt Ltd a joint venture of SMS Infrastructure Ltd., Water Grace Products Ltd. and the Government of N.C.T. of Delhi, responsible for collection, storage,treatment and disposal of the city's bio-medical waste.
Policies in place
Policies in place
Policies in place
Solid Waste Management Rules, 2016
Solid Waste Management Rules, 2016
Solid Waste Management Rules, 2016
Legal framework for solid waste source
segregation, processing, recycling and
composting.
Legal framework for solid waste source
segregation, processing, recycling and
composting.
Legal framework for solid waste source
segregation, processing, recycling and
composting.
Plastic Waste Management Rules, 2016
Plastic Waste Management Rules, 2016
Plastic Waste Management Rules, 2016
Regulates manufacture, sale, distribution and use
of plastic carry bags and other items.
Regulates manufacture, sale, distribution and use
of plastic carry bags and other items.
Regulates manufacture, sale, distribution and use
of plastic carry bags and other items.
E-Waste (Management) Rules, 2016
E-Waste (Management) Rules, 2016
E-Waste (Management) Rules, 2016
Collection, recycling and disposal of electronic
waste.
Collection, recycling and disposal of electronic
waste.
Collection, recycling and disposal of electronic
waste.
Biomedical Waste Management Rules, 2016
Biomedical Waste Management Rules, 2016
Biomedical Waste Management Rules, 2016
Handling of biomedical waste generated by
healthcare facilities.
Handling of biomedical waste generated by
healthcare facilities.
Handling of biomedical waste generated by
healthcare facilities.
Hazardous & Other Wastes Rules, 2016
Hazardous & Other Wastes Rules, 2016
Hazardous & Other Wastes Rules, 2016
Management of hazardous waste, including
transboundary import and export.
Management of hazardous waste, including
transboundary import and export.
Management of hazardous waste, including
transboundary import and export.
Initiatives already running
Initiatives already running
Initiatives already running
Swachh Bharat Abhiyan
Swachh Bharat Abhiyan
Swachh Bharat Abhiyan
Launched 2014, a clean, open-defecation-free
India, with awareness of proper waste disposal at its
core.
Launched 2014, a clean, open-defecation-free
India, with awareness of proper waste disposal at its
core.
Launched 2014, a clean, open-defecation-free
India, with awareness of proper waste disposal at its
core.
Swachh Survekshan
Swachh Survekshan
Swachh Survekshan
Ranks cities on cleanliness parameters including
waste management, encouraging segregation
practices.
Ranks cities on cleanliness parameters including
waste management, encouraging segregation
practices.
Ranks cities on cleanliness parameters including
waste management, encouraging segregation
practices.
Waste-to-energy projects
Waste-to-energy projects
Waste-to-energy projects
Convert non-recyclable waste into energy —
reduction and generation at once.
Convert non-recyclable waste into energy —
reduction and generation at once.
Convert non-recyclable waste into energy —
reduction and generation at once.
Rural programmes (MGNREGA)
Rural programmes (MGNREGA)
Rural programmes (MGNREGA)
Rural development schemes carrying waste
management and cleanliness components.
Rural development schemes carrying waste
management and cleanliness components.
Rural development schemes carrying waste
management and cleanliness components.
WOW, Wellbeing Out of Waste
WOW, Wellbeing Out of Waste
WOW, Wellbeing Out of Waste
ITC with MCD: a zero-waste initiative combining
source segregation, efficient recycling and
responsible disposal, using community engagement
and technology to cut waste at source.
ITC with MCD: a zero-waste initiative combining
source segregation, efficient recycling and
responsible disposal, using community engagement
and technology to cut waste at source.
ITC with MCD: a zero-waste initiative combining
source segregation, efficient recycling and
responsible disposal, using community engagement
and technology to cut waste at source.
Field research
Field research
Field research
Once secondary research was complete, I moved to primary research to validate the findings
and identify the target audience. An online survey was circulated via WhatsApp, Gmail and
social platforms, followed by in-person interviews with both sides of the handover, the
households that produce the waste and the workers who collect it.
Once secondary research was complete, I moved to primary research to validate the findings
and identify the target audience. An online survey was circulated via WhatsApp, Gmail and
social platforms, followed by in-person interviews with both sides of the handover, the
households that produce the waste and the workers who collect it.
Once secondary research was complete, I moved to primary research to validate the
findings and identify the target audience. An online survey was circulated via WhatsApp,
Gmail and social platforms, followed by in-person interviews with both sides of the
handover the households that produce the waste and the workers who collect it.
51
51
51
survey responses
survey responses
survey responses
3
3
3
household
interviews
household
interviews
household
interviews
2
2
2
waste collector & sanitary worker interviews
waste collector & sanitary worker interviews
waste collector & sanitary worker interviews
Survey · what was asked
Survey · what was asked
Survey · what was asked
Age?
Age?
Age?
How many people live in your
household?
How many people live in your
household?
How many people live in your
household?
Do you have access to a waste
collection service?
Do you have access to a waste
collection service?
Do you have access to a waste
collection service?
Is it collected by the private
sector or the government sector?
Is it collected by the private
sector or the government sector?
Is it collected by the private
sector or the government sector?
On average, how often is waste
collected from your home?
On average, how often is waste
collected from your home?
On average, how often is waste
collected from your home?
How do you primarily dispose of
your household waste?
How do you primarily dispose of
your household waste?
How do you primarily dispose of
your household waste?
Do you segregate your household
waste before disposal?
Do you segregate your household
waste before disposal?
Do you segregate your household
waste before disposal?
What types of waste do you
segregate?
What types of waste do you
segregate?
What types of waste do you
segregate?
How do you segregate your
waste?
How do you segregate your
waste?
How do you segregate your
waste?
Survey · challenges people reported, in their words
Survey · challenges people reported, in their words
Survey · challenges people reported, in their words
Remembering to segregate, and
proper guidance of how to and
among which sections what waste
belongs.
Remembering to segregate, and
proper guidance of how to and
among which sections what waste
belongs.
Remembering to segregate, and
proper guidance of how to and
among which sections what waste
belongs.
There are people who are not
aware about waste segregation.
Sometimes they mix the
segregated waste and put them in
one place.
There are people who are not
aware about waste segregation.
Sometimes they mix the
segregated waste and put them in
one place.
There are people who are not
aware about waste segregation.
Sometimes they mix the
segregated waste and put them in
one place.
Everyone in the family are working
professionals. So we haven’t
considered waste segregation as
a priority.
Everyone in the family are working
professionals. So we haven’t
considered waste segregation as
a priority.
Everyone in the family are working
professionals. So we haven’t
considered waste segregation as
a priority.
I segregate at my end but by the
time it leaves the society, all the
waste has been combined.
I segregate at my end but by the
time it leaves the society, all the
waste has been combined.
I segregate at my end but by the
time it leaves the society, all the
waste has been combined.
Usually garbage collectors don’t
use separate bins for organic and
other wastes, hence I see my own
efforts being wasted at the very
next step!
Usually garbage collectors don’t
use separate bins for organic and
other wastes, hence I see my own
efforts being wasted at the very
next step!
Usually garbage collectors don’t
use separate bins for organic and
other wastes, hence I see my own
efforts being wasted at the very
next step!
It’s done by our servant so she
needs training. Not all family
members contribute to
segregation.
It’s done by our servant so she
needs training. Not all family
members contribute to
segregation.
It’s done by our servant so she
needs training. Not all family
members contribute to
segregation.
Old habits die hard.
Old habits die hard.
Old habits die hard.
It’s dirty so we just put it in one
dustbin.
It’s dirty so we just put it in one
dustbin.
It’s dirty so we just put it in one
dustbin.
Interviews · households
Interviews · households
Interviews · households
“Do you segregate your waste?” — “Yes, I do!”
“Do you segregate your waste?” — “Yes, I do!”
“Do you segregate your waste?” — “Yes, I do!”
“It's difficult with kids; they end up throwing it in the wrong bin”
“It's difficult with kids; they end up throwing it in the wrong bin”
“It's difficult with kids; they end up throwing it in the wrong bin”
“Time-consuming”
“Time-consuming”
“Time-consuming”
“Kachra toh kachra hota hai” — waste is just waste
“Kachra toh kachra hota hai” — waste is just waste
“Kachra toh kachra hota hai” — waste is just waste
“What's the point of it; housekeeping anyway mix all the waste”
“What's the point of it; housekeeping anyway mix all the waste”
“What's the point of it; housekeeping anyway mix all the waste”
50% of people claimed to segregate — but on
inspection, did not.
50% of people claimed to segregate — but on
inspection, did not.
50% of people claimed to segregate — but on
inspection, did not.
Most people are aware and have the intent to segregate, but it doesn't
translate into action. They don't perceive segregation as one of their
jobs and it doesn't fit their daily routine. Some households were willing,
yet found it wasted effort because housekeeping mixes everything. A
lot of residents didn't even own two dustbins.
Most people are aware and have the intent to segregate, but it doesn't
translate into action. They don't perceive segregation as one of their
jobs and it doesn't fit their daily routine. Some households were willing,
yet found it wasted effort because housekeeping mixes everything. A
lot of residents didn't even own two dustbins.
Most people are aware and have the intent to segregate, but it doesn't
translate into action. They don't perceive segregation as one of their
jobs and it doesn't fit their daily routine. Some households were willing,
yet found it wasted effort because housekeeping mixes everything. A
lot of residents didn't even own two dustbins.
Interviews · waste collectors & sanitation workers
Interviews · waste collectors & sanitation workers
Interviews · waste collectors & sanitation workers
“Why do you mix all the waste?”
“Why do you mix all the waste?”
“Why do you mix all the waste?”
“What do we do — the people who segregate are very less, and if
we keep one dustbin just for wet waste then the other bin would
overflow with all the other waste”
“What do we do — the people who segregate are very less, and if
we keep one dustbin just for wet waste then the other bin would
overflow with all the other waste”
“What do we do — the people who segregate are very less, and if
we keep one dustbin just for wet waste then the other bin would
overflow with all the other waste”
“We can't see through opaque bags, and opening a garbage bag to
check what kind of waste it contains is very disgusting”
“We can't see through opaque bags, and opening a garbage bag to
check what kind of waste it contains is very disgusting”
“We can't see through opaque bags, and opening a garbage bag to
check what kind of waste it contains is very disgusting”
Housekeeping has no easy way to maintain segregation at society level:
people who do segregate tie wet waste in opaque bags, which makes
identification impossible — and even when identified, a dedicated wet-
waste bin isn't practical when the other bin then overflows.
Housekeeping has no easy way to maintain segregation at society level:
people who do segregate tie wet waste in opaque bags, which makes
identification impossible — and even when identified, a dedicated wet-
waste bin isn't practical when the other bin then overflows.
Housekeeping has no easy way to maintain segregation at society level:
people who do segregate tie wet waste in opaque bags, which makes
identification impossible — and even when identified, a dedicated wet-
waste bin isn't practical when the other bin then overflows.
There is no monitoring and no incentive at their end, and the job is to
finish quickly.
There is no monitoring and no incentive at their end, and the job is to
finish quickly.
There is no monitoring and no incentive at their end, and the job is to
finish quickly.
Behaviour summary
Behaviour summary
Behaviour summary
- the whole system is a blame game
- the whole system is a blame game
- the whole system is a blame game
Do · Think · Feel, mapped across the three actors who hand waste to one another.
Do · Think · Feel, mapped across the three actors who hand waste to one another.
Do · Think · Feel, mapped across the three actors who hand waste to one another.
Households
Households
Households
Waste collectors
Waste collectors
Waste collectors
Government officials
Government officials
Government officials
Do
Do
Do
Put waste outside the house and treat
it as no longer their responsibility.
Put waste outside the house and treat
it as no longer their responsibility.
Put waste outside the house and treat
it as no longer their responsibility.
Finish the job as quickly as possible; in
the hurry, don't care too much about
segregating.
Finish the job as quickly as possible; in
the hurry, don't care too much about
segregating.
Finish the job as quickly as possible; in
the hurry, don't care too much about
segregating.
Constantly search for new technology to
handle the load.
Constantly search for new technology to
handle the load.
Constantly search for new technology to
handle the load.
Think
Think
Think
Effort is pointless when everything gets
mixed later.
Effort is pointless when everything gets
mixed later.
Effort is pointless when everything gets
mixed later.
Too few people segregate for a separate
bin to be worth it.
Too few people segregate for a separate
bin to be worth it.
Too few people segregate for a separate
bin to be worth it.
Low budget and a growing population
make this unmanageable;
communication is not up to date.
Low budget and a growing population
make this unmanageable;
communication is not up to date.
Low budget and a growing population
make this unmanageable;
communication is not up to date.
Feel
Feel
Feel
Indifferent — they aren't direct
beneficiaries.
Indifferent — they aren't direct
beneficiaries.
Indifferent, they aren't direct
beneficiaries.
Indifferent, no self-image is involved as
no one is checking on them.
Indifferent, no self-image is involved as
no one is checking on them.
Indifferent, no self-image is involved as
no one is checking on them.
Despondent, they have already tried to
change the system in the ways they
know.
Despondent, they have already tried to
change the system in the ways they
know.
Despondent, they have already tried to
change the system in the ways they
know.
Affinity map
Affinity map
Affinity map
Result of a design thinking activity run with 3 people
over a one-hour video call, later categorised into
sections.
Result of a design thinking activity run with 3 people
over a one-hour video call, later categorised into
sections.
Result of a design thinking activity run with 3 people
over a one-hour video call, later categorised into
sections.
Mind map · 5W1H
Mind map · 5W1H
Mind map · 5W1H
Why people don't follow segregation, the
psychology behind it, covering what, who, where,
when, how and why.
Why people don't follow segregation, the
psychology behind it, covering what, who, where,
when, how and why.
Why people don't follow segregation, the
psychology behind it, covering what, who, where,
when, how and why.
Stakeholder map
Stakeholder map
Stakeholder map
Household waste management in India involves
many stakeholders, each playing a crucial role in the
process and in society.
Household waste management in India involves
many stakeholders, each playing a crucial role in the
process and in society.
Household waste management in India involves
many stakeholders, each playing a crucial role in the
process and in society.
Two archetypes to design for
Two archetypes to design for
Two archetypes to design for
To better understand the behavioural patterns and challenges in household segregation, I
identified two primary user archetypes: a responsible homemaker who genuinely wants to
make a difference and inculcate sustainable habits in her family, and a busy working
professional who is aware of the importance of segregation but struggles to integrate it into
a fast-paced lifestyle.
To better understand the behavioural patterns and challenges in household segregation, I
identified two primary user archetypes: a responsible homemaker who genuinely wants to
make a difference and inculcate sustainable habits in her family, and a busy working
professional who is aware of the importance of segregation but struggles to integrate it into
a fast-paced lifestyle.
To better understand the behavioural patterns and challenges in household segregation, I
identified two primary user archetypes: a responsible homemaker who genuinely wants to
make a difference and inculcate sustainable habits in her family, and a busy working
professional who is aware of the importance of segregation but struggles to integrate it into
a fast-paced lifestyle.
Renu Sharma
Renu Sharma
Renu Sharma
Homemaker · 42 · Rohini, Delhi
Homemaker · 42 · Rohini, Delhi
Homemaker · 42 · Rohini, Delhi
TECH PROFICIENCY: LOW
TECH PROFICIENCY: LOW
TECH PROFICIENCY: LOW
“I do my part every day, but I still see everything mixed
together”
“I do my part every day, but I still see everything mixed
together”
“I do my part every day, but I still see everything mixed
together”
Goals
Goals
Goals
Maintain a clean and hygienic
household
Maintain a clean and hygienic
household
Maintain a clean and hygienic
household
Teach her children about
sustainable living
Teach her children about
sustainable living
Teach her children about
sustainable living
Reduce her household's
environmental impact
Reduce her household's
environmental impact
Reduce her household's
environmental impact
Contribute actively to community
cleanliness
Contribute actively to community
cleanliness
Contribute actively to community
cleanliness
Frustrations
Frustrations
Frustrations
Collectors mix segregated waste,
making her effort pointless
Collectors mix segregated waste,
making her effort pointless
Collectors mix segregated waste,
making her effort pointless
Little support or awareness
among neighbours and domestic
help
Little support or awareness
among neighbours and domestic
help
Little support or awareness
among neighbours and domestic
help
No acknowledgment or incentive
for doing the right thing
No acknowledgment or incentive
for doing the right thing
No acknowledgment or incentive
for doing the right thing
Rajat Verma
Rajat Verma
Rajat Verma
Software Engineer · 30 · Janakpuri, New Delhi
Software Engineer · 30 · Janakpuri, New Delhi
Software Engineer · 30 · Janakpuri, New Delhi
TECH PROFICIENCY: MODERATE
TECH PROFICIENCY: MODERATE
TECH PROFICIENCY: MODERATE
“I want to contribute, but with my schedule, I need a system
that's quick and clear”
“I want to contribute, but with my schedule, I need a system
that's quick and clear”
“I want to contribute, but with my schedule, I need a system
that's quick and clear”
Goals
Goals
Goals
Support environmental causes
through simple everyday actions
Support environmental causes
through simple everyday actions
Support environmental causes
through simple everyday actions
Keep his living space minimal and
clutter-free
Keep his living space minimal and
clutter-free
Keep his living space minimal and
clutter-free
Contribute to a responsible
community without disrupting his
routine
Contribute to a responsible
community without disrupting his
routine
Contribute to a responsible
community without disrupting his
routine
Use smart solutions to manage
tasks efficiently
Use smart solutions to manage
tasks efficiently
Use smart solutions to manage
tasks efficiently
Frustrations
Frustrations
Frustrations
Segregation feels complicated
and time-consuming
Segregation feels complicated
and time-consuming
Segregation feels complicated
and time-consuming
Doesn't trust that waste is
processed properly after disposal
Doesn't trust that waste is
processed properly after disposal
Doesn't trust that waste is
processed properly after disposal
Sees no community
accountability or motivation to
improve
Sees no community
accountability or motivation to
improve
Sees no community
accountability or motivation to
improve
What the data says
What the data says
What the data says
Segregation fails on complexity, low awareness, inconsistent community practice and unreliable collection. What is needed is simpler and more convenient methods, sustained awareness, and better coordination between individuals, communities and waste services with e-waste, plastic waste and the participation of every household member specifically addressed.
Segregation fails on complexity, low awareness, inconsistent community practice and unreliable collection. What is needed is simpler and more convenient methods, sustained awareness, and better coordination between individuals, communities and waste services with e-waste, plastic waste and the participation of every household member specifically addressed.
Segregation fails on complexity, low awareness, inconsistent community practice and unreliable collection. What is needed is simpler and more convenient methods, sustained awareness, and better coordination between individuals, communities and waste services with e-waste, plastic waste and the participation of every household member specifically addressed.
GAP 01
GAP 01
GAP 01
Intent without action
Intent without action
Intent without action
Awareness is high, habit is not. Old
habits die hard.
Awareness is high, habit is not. Old
habits die hard.
Awareness is high, habit is not. Old
habits die hard.
GAP 02
GAP 02
GAP 02
The chain breaks at handover
The chain breaks at handover
The chain breaks at handover
Segregated waste is recombined
one step later, cancelling the effort.
Segregated waste is recombined
one step later, cancelling the effort.
Segregated waste is recombined
one step later, cancelling the effort.
GAP 03
GAP 03
GAP 03
Nobody is accountable
Nobody is accountable
Nobody is accountable
No monitoring, no recognition, no
incentive at any point in the chain.
No monitoring, no recognition, no
incentive at any point in the chain.
No monitoring, no recognition, no
incentive at any point in the chain.
GAP 04
GAP 04
GAP 04
Policy exists, practice doesn't
Policy exists, practice doesn't
Policy exists, practice doesn't
Rules and initiatives are in place;
implementation on the ground is
thin.
Rules and initiatives are in place;
implementation on the ground is
thin.
Rules and initiatives are in place;
implementation on the ground is
thin.
Ideation
Ideation
Ideation
After empathizing with users and determining their pain points, I
brainstormed a broad set of ideas with no attempt to judge or evaluate
them quantity over quality, because quantity leads to quality.
After empathizing with users and determining their pain points, I
brainstormed a broad set of ideas with no attempt to judge or evaluate
them quantity over quality, because quantity leads to quality.
After empathizing with users and determining their pain points, I
brainstormed a broad set of ideas with no attempt to judge or
evaluate them quantity over quality, because quantity leads to quality.
The root causes turned out to be a deficiency in public education, a lack
of widespread awareness, and insufficient motivation for individuals to
take initiative. Existing government measures, while commendable, would
benefit from more robust and widespread implementation. Three
solution directions came out of the cluster working at the personal,
the city and the digital scale.
The root causes turned out to be a deficiency in public education, a lack
of widespread awareness, and insufficient motivation for individuals to
take initiative. Existing government measures, while commendable, would
benefit from more robust and widespread implementation. Three
solution directions came out of the cluster working at the personal,
the city and the digital scale.
The root causes turned out to be a deficiency in public education, a lack of widespread awareness, and insufficient motivation for individuals to take initiative. Existing government measures, while commendable, would benefit from more robust and widespread implementation. Three solution directions came out of the cluster working at the personal, the city and the digital scale.
SOLUTION 01
SOLUTION 01
SOLUTION 01
A system plan
A system plan
A system plan
Personal and community scale, in four phases
Personal and community scale, in four phases
Personal and community scale, in four phases
SOLUTION 02
SOLUTION 02
SOLUTION 02
Campaign design
Campaign design
Campaign design
City scale, across three concepts
City scale, across three concepts
City scale, across three concepts
SOLUTION 03
SOLUTION 03
SOLUTION 03
App design
App design
App design
Habit, tracking and reward, in the hand
Habit, tracking and reward, in the hand
Habit, tracking and reward, in the hand
Key learnings
Behavioural change is the real design challenge
The technical solutions exist; the barrier is
human behaviour. Designing for mindset shifts in habits as ingrained as waste disposal takes empathy, patience and creative strategy.
Design must bridge systemic gaps
Good design isn't only about individual pain
points it's about creating harmony between households, waste collectors and
governing bodies.
Impact begins with empathy, not
aesthetics
From interviews to gamified awareness
activities, meaningful design comes from
listening deeply, observing behaviour, and
building interventions people can actually
adopt.
Conclusion
I started determined but unsure of the topic certain only that I
wanted to create impact and solve a complex problem. Extensive
reading on environment and sustainability led me to waste segregation, and digging further revealed it as a behavioural problem, and a verycomplex one.
After all the research and every case study I read, analysed and drew conclusions from, no single solution presented itself. I didn't give up on it, I listed every solution I believe can work if applied correctly over the long run.
“Design isn't solely creating one thing
that appears smart, but a clever answer
to a problem which has its method, and which every designer should respectand follow.”
Projects
Designed intuitive experiences that balance user needs and business goals across multiple industries.
Projects
Designed intuitive experiences that balance user needs and business goals across industries.
Projects
Designed intuitive experiences that balance user needs and business goals across multiple industries.