The Product Journey Map was developed through an iterative process, preceded by research on design methodologies and existing mapping methodologies such as the Customer Journey Map and Service Blueprint. By synthesising the research on design- and existing mapping methodologies, a vision of the Product Journey Map was developed and explored through four concepts. The concepts took inspiration from sustainable value mapping, the synergy between strategic disciplines, product obsolescence and end-of-life scenarios, and circular design methodologies. The concepts were prototyped with Castor Ventures and Gorenje. Castor Ventures is a Dutch company specialising in manufacturing industrial pushcarts used by supermarket chains like Albert Heijn. Gorenje is a Slovenian major appliance manufacturer and is the fourth largest manufacturer of household appliances in Europe. The synthesis of the prototype sessions and the PJM concepts resulted in a final PJM concept presented in the Product Journey Map playbook.

Consumers have an impact on the sustainability status of our world in many different ways. In this project the focus lies on food consumption. Dietary changes are considered a great opportunity for fighting climate change, especially through the reduction of meat consumption (Poore & Nemecek, 2018). This graduation project is performed for Goodcase. The startup aims to accelerate the shift towards a sustainable diet by offering sustainable foods directly to the customer. The goal of this project is to empower food box customers to switch their diet to a more sustainable one by offering a support system that promotes long-term behaviour change. Literature research indicated that selfefficacy and social norms play the main role when it comes to changing to more eco-friendly diets (Eker et al., 2019). Lead users reported that they had initially increased their self-efficacy to switch to a new diet by challenging themselves to perform the new behaviour for a certain time. Therefore, the design solution focused on self-experimentation through self-challenging, paired with the facilitation of social interaction with other users online. This combination is also applied in other behaviour change services, e.g. the Weight Watchers programme which helps consumers to eat healthier. Based on these key insights, the design brief defined the following design goal: To increase the self-efficacy of consumers trying to change to a more environmentally sustainable diet by facilitating self-experimentation with a food box. Following this brief, a productservice system was designed which consisted of a food box with products facilitating vegetarian cooking, a physical guide that challenged users to reduce meat consumption, and an online group for users to motivate each other. In a subsequent user test, qualitative research with eight consumers suggested that the food products triggered experimentation with vegetarian food which helped consumers to increase their selfefficacy to eat less meat. Vegetarian eating might have been positively influenced by the meat reduction challenge. However, many users found it too inconvenient to monitor themselves daily with the guidebook. Finally, a second iteration of the design concept is proposed that incorporates the key learnings from the user test. The concept, called EcoEat, combines a food box with a supportive app which allows users to monitor and improve their behaviour over the long term and in a more convenient way. This design proposal could be tested in the future. The main conclusion from this project is that providing real experiences with unfamiliar, eco-friendly food products can positively influence the consumer’s attitude towards sustainable diets. It can open them up towards trying out more food of this kind and thereby helps them to switch to a more sustainable diet. More of these opportunities for trial should be provided to consumers. Food boxes are a good medium to provide these experiences regularly. With a complementary behaviour change service the experimentation with a sustainable diet can be upheld if the users are guided in a way that is convenient for them.

With the increasing evidence of the effects of our food choices on the planet it is obvious that we have to make changes in order to live sustainably. Our food production systems are responsible for 26% of the total human induced global greenhouse gas emissions, with the meat and dairy industry being responsible for over half of that. Our planet is in dire need for more sustainable food choices and cutting back on our meat consumption is a great start. However, it is proving to be a difficult transition for both the industry and its consumers. The assignment for this project was to develop a new vegetarian restaurant concept for Cirfood, a catering company of Italian origins. This was done on the basis of one of their already existing restaurants which is located in the Faculty of Architecture at the University of Technology in Delft. The focus of this project lies on the design of a new customer journey and a new customer experience, with a customer centric approach, in order to better cater to the needs and desires of the restaurants customers. During the research phase two key problems were found. The first finding was that generally people want to reduce their meat intake. However, they experience barriers towards achieving this. The most important barrier in this is the perceived lack of skills and knowledge on vegetarianism that are needed to make the switch towards a vegetarian diet. The second key problem had to do with the stance of the customers towards the current restaurant: it is one of apathy and indifference. Additionally, the main drivers for the interviewees to come to the restaurant were found to be ‘laziness’ and ‘convenience’. In short, the Ketelhuis customers don't see the added value of the restaurant. The new restaurant concept aims to inspire its customers in order to change its apathetic attitude into one of enthusiasm. Furthermore, the new restaurant concept aims to engage its customers in order to equip them with the knowledge and skills that are needed to adopt a vegetarian diet. To achieve this the new restaurant has been built up of two sections: a ‘Grab & Go’ area for inspiration and a ‘Make & Enjoy’ area for engagement. The new concept took the form of several deliverables: a visual representation of the restaurant with design elements that inspire, engage and educate its customers and a customer journey map that explains the intended new customer journey and customer experience from the customers point of view. This paper concludes with the following insights. With a global shift towards more plant based diets, the needs of Cirfood’s customers are changing. To accommodate for these changes Cirfood needs to create new value by taking on the vegetarian expert role, through which it can empower its customers. It needs to change its restaurants customer experience and customer journey. Not to one that is as smooth as possible, but to one that is challenging its customers to think critically about their food consumption.

The research examines the interactions and experiences of airline passengers during baggage reclaim with the goal of understanding their motives, what factors influence their experiences and decisions, and what struggles and stresses they encounter during the reclaim process. Interviews and Journey Mapping are leveraged to gain insights and search for solutions.