Recycling Behavior Change
Industry: Public Services
Role: Senior Associate, Behavior Change Workstream Lead
Skills: Service Design ๐ Design Research ๐ Prototyping ๐ Project Management ๐ Data Analytics
In 2019, Delterra (formerly McKinsey.org) collaborated with the City of Buenos Aires to launch a community-based recycling program in Barrio 31, an iconic informal settlement of ~40K residents in the heart of Buenos Aires
Goal
Increase the adoption rate of recycling behavior by Barrio 31 residents and local businesses via scalable behavior change interventions and a communications campaign
Approach
Leveraged a blend of behavioral science and human centered design frameworks as well as rigorous data analytics to center residentsโ perspectives and ideas, relying on objective KPIs to determine initiative effectiveness and scalability
Results
Recycling equipment co-designed with community members to address pain points of the previous waste system (e.g. hook to lift waste off the ground away from stray dogs, accommodate limited space) was identified as a critical behavior change lever, enabling 30% uptake of recycling behavior
Other Projects
Circular Waste Management
Transformation of end-to-end waste management system of a mid-sized provincial city in Argentina
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
Hana Tomozawa
CV available upon request.
Drop me a message if you’d like to connect or collaborate!