Design for circular service engagement

Abstract

In this project, a service design approach is used to explore new value opportunities for consumers in a circular product subscription; based on the data that machines and consumers can give as input to a digital system. The analysis and design is focused on the wash machine PSS by Bundles,
a Dutch company that commissioned this assignment.
A clear desire emerged from the quantitative analysis of the review-site klantenvertellen.nl and qualitative sessions with consumers and investors. Consumers want to get more insight in the impact of their use, and more support by data-driven services. Investors, and Bundles, want the company to become more innovative and transform the system-data into sustainable and recurring value.
The literature assessment provided a structure
to analyse Bundles. The product-service system (PSS) de nitions show that Bundles can bene t from self-learning (feedback) elements, and that more involvement by all stakeholders will bene t the o er. Seven PSS-characteristics by Valencia et al. (2015) along with the theory by Rexfelt af Ornäs
(2009) showed that Bundles can or should invest in making the PSS t with their customer needs and that they need to show how the PSS will in uence the everyday life.
Qualitative research was performed with consumers to explore opportunities to make a positive impact on daily life.
After a brainstorm with Bundles, Miele and Crownstone, three ideas were developed in the following concepts:
A digital laundry planner to integrate the laundry more uently in personal planning and increase the insights and control over laundry activities. This concept was positively evaluated in three focus groups.
A gami ed laundry experience posing challenges and o ering activities to increase sustainable impact on consumer behaviour. The underlying activities were positive rated, but all three focus groups did not have the desire to be asked for a competition.
The personal clothing manager this is a long term concept, based on a 5 to 10 year prediction from blockchain and digitalized laundry labels in clothing. During the focus groups, the desirability of the servitization was explored. The majority of the participants perceived the concept as desirable.
The strategy and concepts in this report contribute to the transition towards a circular economy by Bundles and its partners.