DAIM: Design Anthropological Innovation Model
When Things Become Trash and Trash Becomes Things
CATEGORY
DESIGN RESEARCH
METHODS AND TOOLS
Ethnographic research: visual anthropology. Field studies. Probing kits. Interviews. Visualization. Mapping designproblems
INTENTION
As part of the three year DAIM research project at the Danish Design School, a project in collaboration with the Danish incineration plant Vestforbrænding was carried out. The aim of the project was to map out problems related to garbage within four different sectors: the home, the public space, shops and institutions.
IDEA
Working in a group of five people from different areas of design, we took on the task of researching the traditional Danish bakery in order to find out what kind of waste-related problems they may have.
OUTCOME
The project outcome was a 480 page problem catalogue, grouping key findings and insights from the four sectors into documentation, mapping, problem formulations and visualizations.
To launch the catalogue an exhibition of the work was held inviting Vestforbrænding and other partners of the DAIM project to come and have a look.
This particular bakery was small with a limited amount of goods on display. At the time we visited them it was scheduled to close within the near future
The visual appearance of these shelves proved to be dissatisfactory to many customers, due to the lack of abundance in the goods displayed. Regardless of the fact that there is plenty of bread to buy. The customer would like to feel pampered, in the sense that the goods are fresh and overflowing with too much to chose from.
Half-empty shelves
Leftover bread
Note to the employees: "For everyone. The counter should be overflowing with cakes and danes. In the morning when the shop opens the cake should be placed next to the danes, that need to be filled up constantly. Whenever the danes are almost sold out, the empty space should be filled with cake even if it means the same kind of cake is displayed in more than one place. Nothing is to be put away in the back before the shop is closed."
WASTING RESOURCES TO SAVE TIME
THE LACK OF TIME AND AN EFFECTIVE RECYCLING SYSTEM LEADS TO INCINERATION OF A GREAT DEAL OF REUSABLE MATERIALS
None of the participating bakeries in this project were greatly concerned
with recycling and reusing their garbage.
As small retailers with no kind of CSR departments, their main concern was to survive on a daily
basis —and that meant being as efficient with time and staff members as possible.
We found that the bakeries were in no way against recycling their garbage: it was just
too much of a hazzle to do it.
UNDERSTANDING THE CUSTOMER
PROBING OUR WAY TO A BETTER BAKERY WITH LESS FOOD WASTE AND BETTER GARBAGE DISPOSAL
In order to get a better feel for what the customer expected of the bakery, how they used it and how they would like to use it, we handed out probing kits to customers coming out of the bakery with a recent purchase.
The kit had five different tasks for the participant to complete, and following this up with interviews we learned that among other things, packaging, organic products, a healthier range of food and a more relaxed atmosphere in the bakeries was important to the participants.
But also issues such as price and location played a big role when choosing which bakery to shop at.
VISUALIZING THE KEY FINDINGS
RAISING AWARENESS THROUGH A PUBLIC EXHIBITION
