This document discusses using behavioral lenses to understand barriers to separating garbage. Interviews revealed emotions associated with different materials and habits. Barriers included a lack of feedback, knowledge, and obstacles. Opportunities identified breaking unhelpful habits, strengthening structure, expanding knowledge of goals and impacts, and providing personal and social feedback to realize when current behaviors differ from goals. The lenses framework can help designers develop rich interventions to change the chain of behaviors involved in garbage separation.

3. Behavioural Lenses: How to
Design for Behavior Change?
Marieke Zielhuis

4. Marieke Rietbergen
Sander Hermsen

5. Sander Hermsen

10. Habits and impulses
Knowing and believing
Seeing and realizing
Wan8ng and
being able to
Doing and
persis8ng
Behaviour
Change

11. Habits and impulses

12. Habits and impulses

13. Knowing and believing

14. Seeing and realizing

15. Wan8ng and being able to

16. Wan8ng and being able to

17. Doing and persis8ng

18. Habits and impulses
Knowing and believing
Seeing and realizing
Wan8ng and
being able to
Doing and
persis8ng
Behaviour
Change

19. www.touchpoints-hu.nl

20. Marieke Rietbergen

21. Garbage in the apartment
Behavioural insights and separting garbage in apartments
September 2015
For:

22. National Program consists of eight actions
- circular design
- sustainable consumption
- improve division and collection of separated garbage
- divert policies -garbage towards circular economy
- set up chains and streams for specific garbage -fractions
- developing financial and market incentives
- connect knowledge and education -circular economy
- develop easier indicators and marks.
From garbage to material - van afval naar grondstof

23. 3
By Rob Maslin - We All Design

24. 4
Assignment and team
What happens behind the front door?
Aim: gain insights in behavioral determinants to (not)
separate garbage as inspiration for the next stage
(developing pilots).
Collaboration:
DIG,Ideate and behavioural experts from HU and TU/e.

25. 6
Aim 2020
The percentage
categorized was-
te needs to rise
from 50%-->75%.
People in apart-
ments have 150 kg
more uncategorized
waste pppy compa-
red to people living
in houses on the
ground floor.
Currenlty there is an
average of 250 kg
uncategorized was-
te pppy.The aim (of
our governments)
is that by 2020 we
have only 100 kg
unselected garbage
pppy.

26. Interviewees

27. 8
Apartments interviewees

29. 10
Interviewees Utrecht

30. 11
Interviewees Rotterdam

31. Behaviour behind the scene

32. 14
Weird&wonderful: the fruitflies killer

33. 15
Weird&wonderful:‘We made a room for our garbage’

34. 16
Weird&wonderful: steps for ladies and 55+

35. paper = clean
glass = satisifying sound
plastic = volume
uncategorized = waste
small chemicals = dangerous
perishables = dirty
Garbage brings emotion

36. 19
Uncategorized waste

37. 21
Perishables

38. 23
Plastic

39. 25
Paper

40. 26
Glass

41. 27
Small Chemical Garbage

44. Through the lenses
Understanding behavior -building blocks

45. 31
What we saw,using the lenses
Habits and impulses
Knowing and believing
Seeing and RealisingWanting and being able to
Doing and Persisting
Opportunities to break/strengthen habits
- break: habit of throwing away paper,plastic
- strenghten: structure,recognition of material
Urban legends
-Knowing what the ‘goal behaviour’should be
-Expand knowledge (on categorizing,
meaning and usefulness)
-Knowing and believing that one can
make a difference
No personal feedback,no social feedback
-Realising amount of paper/ plastic in unselected trash
-Receiving personal & instant feedback
-Realising when current behaviour is
different than the goal behaviour
-Follow role models
Lot of (perceived) obstacles +
every city has a different strategy
- Made easier,more fun.
Not so serious,favorite trash.
- Should be a no-brainer to not separate
It is easy to stop,or becomes sloppy
- Garbage needs to feel valuable for
somebody
- Bring structure in garbage behavior

46. 33
Little empty bin
in front of the big building
lonely smelly stink

48. User perspective is vital in behaviour change for circular living.
Behavioural lenses offer a framework to assess user perspective.
Garbage separation is a chain of different behaviours. If we want
to change behaviour through interventions we need rich solutions.
Using the framework with the behaviour lenses provide designers
a basis to discuss what we see.