Reimagining a returnable to-go container experience to be seamless and rewarding

Friendlier is a startup that provides, collects, and cleans reusable containers for food vendors. For a university class, my team connected with Friendlier to propose a speculative design solution to address user pain points.

Despite having a deposit incentive, users aren't returning containers due to confusion and friction.

Friendlier's return rates trail competitors, having a 70-90% rate compared to competitor's 90%. Our research points towards users often exiting the return process when facing confusion or friction.

Solution

A seamless journey from container usage to return—made by connecting the checkout, return bin, and mobile app.

These touchpoints direct users through the return process and motivate participation through personalized rewards and visible environmental impact.

Based on the correlation between user-centered features and return rates across Friendlier and competitors, this solution is projected to increase Friendlier's return rate to 95%.

The checkout terminal is engages customers with environmental impact and rewards; the clerk terminal fits Friendlier into familiar processes, so minimal training is required.

*For prototyping, I focused on the customer and clerk terminals used at checkout.

Loading screens are an informational area directly in user view.

A phone number and Apple account simplifies account creation and login.

Environmental impact is surfaced for both casual users and users registered with the loyalty program.

Scanning Friendlier containers is built into the clerk terminal and synced to display when users have chosen a reward.

Research

Many users don't return because they are unaware, confused, or unmotivated by the return process.

Across 7 BC Friendlier locations, we did user observation, 11 user interviews with moderated user tests, and 5 try-it-yourself tests.

3/11

students felt rewarded for returning their container, from intrinsic or monetary motivators

8/11

students were unaware of the deposit-return opportunity entirely.

Among users, we found variation in motivation and desire to get involved long-term. For example, casual environmentalists were invested in seeing their contributions over time, while reluctant participants prioritized speed and immediate rewards.

*During research, I worked on conducting interviews and observational research, affinity mapping, and creating the user journey map.

Design Decisions

Rewarding factors are in key parts of the return process so both practiced and casual users are rewarded.

Even with a simplified sign-up and monetary reward process, our research shows some students won't engage long enough to provide their phone number at checkout. By including environmental impact at the return bin, even casual users can feel rewarded for returning.

Design Decisions

A reward system across customer terminal and webapp engages users.

Individual deposits are restructured to build up to larger rewards. These rewards include eco-friendly businesses and charities to encourage a sustainable lifestyle.

Design Decisions

The return bin displays return instructions, environmental impact, leaderboards, and Friendlier facts to motivate users.

To address users being confused at the bin, the bin senses RFID tags on nearby containers and prompts users to return.

Takeaways

Ideate without limits and edit ruthlessly.

Unrealistic ideas can lead to better ideas.

How do we build delight into a mundane return? Pushing creativity often formed the foundations of our final ideas. For example, initial gamification concepts developed into the environmental impact animations.

Quick revisions offer more opportunities to improve.

With lots of ideation comes lots of revisions with my team. I've learned to be comfortable dropping good ideas and designs, to push towards a great solution.

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