DESIGN THINKING

Reducing Single-Use Utensils by Finding Your Inner Park Steward

FIND YOUR INNER PARK STEWARD

A SOCIAL CAMPAIGN PROMOTING PARK SUSTAINABILITY AND STEWARDSHIP MESSAGES

Through primary research, our team interviewed parkgoers and employees, identifying three major problems hindering MSP Conservancy's continuing sustainability efforts: 1) lack of action engagement, 2) an undefined notion of sustainability, and 3) an "invisible" issue of waste. We proposed a social campaign called "Find Your Inner Park Steward" to MSP Conservancy, building upon their current partnership with Green Street Dining to end the use of single-use plastics by engaging visitors. Inside the park, a Sustainability journey will be implemented, guiding visitors to exhibits that raise awareness of single-use utensil consumption and encouraging them to sign up for the campaign to end single-use plastics while receiving an MSP Conservancy branded sustainability pack of reusable utensils. By raising awareness, promoting engagement, and fostering actions, our team aims to make MSP Conservancy's sustainability efforts more visible and inspire park visitors to become inner park stewards.

RESEARCH: DESIGN THINKING METHOD

Segment and Problem Identification

Throughout our analysis, we have identified several critical gaps.

Issue 1: The lack of engagement, where signage fails to inspire action, and volunteering might seem daunting for regular park visitors.

Issue 2: An undefined notion of sustainability, as park signage implies that visitors have no way to participate since the park already handles all sustainability efforts.

Issue 3: A challenge of the waste issue not being apparent; while the park may appear clean, the Operations Team continuously manages waste. Ideally, the team would prefer to be ambassadors, focusing on educating visitors rather than handling trash. A significant portion of the waste consists of single-use plastics and bags left behind by an unengaged lunch crowd, further contributing to waste management challenges.

RESEARCH: CUSTOMER DISCOVERY

Madison Square Park Visitors

To gather comprehensive insights into the operational efforts of Madison Square Park, our team chose to focus on both stewardship (employees) and sustainability education (visitors) in the park without specific demographic targeting.

The research framing aims to explore the essence of being a park steward and the necessary support to enhance or maintain the park's cleanliness. Additionally, we aim to understand how to encourage park visitors to adopt more sustainable practices while inside the park, thereby broadening the perspective on sustainability and user care.

The study includes 12 participants from different archetypes, such as frontline staff responsible for cleaning the grounds, Shake Shack employees conducting cleaning, park volunteers, and residents engaging in cleaning behaviors or using non-single-use items. Participant recruitment involves teams of two visiting the park at various times during the day (morning, afternoon, and evening).

SOLUTION: FIND YOUR INNER PARK STEWARD

A social campaign for two months around Earth Day 2023 that builds upon a current partnership with Green Street Dining to end the use of single-use plastics through visitor engagement.

To address the identified gaps, our team recommended that MSPC should initiate a social campaign - creating "The Journey of Sustainability," a marked pathway around the park guided by footsteps, guiding visitors through various spectacles and visual representations:

  • Fountains display trash piles to visualize waste accumulation.

  • Statues convey messages about waste impacts to attract and educate visitors.

  • Cutouts depicting children and park workers disposing of trash properly.

  • Exhibits along the way highlight different sustainability aspects.

To incentivize participation, rewards can be offered:

  • Causal Park Goers that sign up for the campaign will receive a park-branded reusable food cutlery at the journey's end.

  • Recognizing good-behavior park goers through messaging and cutouts that showcase their stewardship efforts within the park.

  • Businesses transitioning to more sustainable practices will be rewarded with free advertising space on lighting poles and other fixtures as sustainability champions.

This approach will add value for both businesses and the park, reaching up to 65,000 individuals daily through advertisements while promoting good corporate behavior and impactful waste management practices.