Circular Waste Management
Industry: Public Services
Role: Project Lead, Behavior Change Workstream Lead
Skills: Service Design 𑛀 Design Research 𑛀 Behavior Change 𑛀 Brand Strategy 𑛀 Project Management 𑛀 Data Analytics
IIn 2020, Delterra (formerly McKinsey.org) collaborated with the City of OlavarrÃa (~120K inhabitants) to transform its municipal waste system, incorporating the treatment of separate organic and recyclable waste streams in a community-based sorting plant.
Goal
- Increase the adoption rate of recycling behavior by OlavarrÃa residents and local businesses via scalable behavior change interventions and a communications campaign
- Create a scalable recycling behavior change blueprint for provincial cities in Argentina
Approach
Built a team of service and graphic designers to conduct community research and transform insights into a relevant recycling program brand identity and an iterative behavior change activation strategy in pilot zones
Results
Launched communication campaign with messaging that resonated with city values (e.g. promoting an image of a modern recycling city rather than a tree-hugging campaign) and behavior change activation initiatives, achieving 40% recycling adoption in first three pilot zones
Other Projects
Pelvic Floor Device
Patient and provider user research to inform go-to-market strategy for an innovative pelvic floor device
Menopause Relief
Development of innovative menopause relief product concepts to inform go-to-market strategy for a biotech startup
Electric Vehicle Adoption
Customer journey map to define differentiating EV strategy aimed at early majority consumers
Hana Tomozawa
CV available upon request.
Drop me a message if you’d like to connect or collaborate!