Critical Justification 1 Gum Sustainability Josh Allsopp DE1082
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Contents
What is This Document? 4-5 Introduction 6-11 Initial Research 12-37 Experiments 38-59 Exploration Hand In 60-71
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Major Project 72-87
2025 Vision 88-107 2016 Vision 108-123 2018 Vision 124-131 2021 Vision 132-141 What’s Next? 142-149 Fold Out Icon Meanings 151
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What is This Document? This document is part one of two; a critical justification of my exploration project and phase one of my major project. Throughout I will be documenting all activities to date providing key learnings, key feedback and personal reflection on tasks as well as project progression. Please see fold out icon meanings at the back of the document before continuing. 4
Exploration Project
Major Project
CJ1 Hand In
CJ2 Hand In
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Introduction Why chewing gum?
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Seeking External Advice
Talking to external contacts about chosen route for major project.
Graeme Paterson, Brightworks Product Design “Could you do anything relevant to your placement at WRIGLEY or MARS?�
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Speaking with Graeme got me thinking about the fast moving consumer goods (FMCG) market and while on placement I began to look at problems WRIGLEY/ MARS were facing.
Pitch to Lecturers
Focusing on the future of FMCG a range of potential projects varying from specific sector problems such as cocoa bean shortage to problems faced by all, like the rise of e-commerce were proposed.
Although I had narrowed my focus to FMCG problems, the area was still extremely broard. I wasn’t sure what I wanted to pursue so I decided to pitch everything I had to get my lecturers opinions on what direction would be best. Looking back I should have filtered this as I pitched a lot of ideas!
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Lecturers Comments Lecturers feedback following initial project proposal.
Neil Smith, Lecturer, Northumbria University “You did a really well received placement at WRIGLEY, why don’t you do something disruptive around that brand?” “The problem with WRIGLEY is all that litter, what would be a game changer to get us to behave differently? I would love someone to do that as a project” 10
David Parkinson, Lecturer, Northumbria University “You’re talking about a million and one project possibilities, you need to make a decision.”
I was originally put off chewing gum due to working with it on placement, but approaching it from a behaviour change angle intrigued me and linked nicely with my design dissertation. I could apply my dissertation learnings to this project and visa versa.
The Exploration Brief To explore chewing gum litter: aiming to uncover a good understanding of the problem, what affects it has on the environment, why it is present, who is littering, who is to blame and what steps can be taken to stop it.
I decided to take the advice I had been given and go ahead with exploring chewing gum litter. Although it is a complex social issue, I believe I am in a good position to tackle this area due to my relationship with WRIGLEY and my knowledge of chewing gum as a result of my placement.
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Initial Research
Exploring chewing gum litter
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Gum Litter in the News - Removing gum litter is a large scale, expensive problem for councils.
What is the scale of the problem locally?
- Many ‘solutions’ have been proposed but the problem persists.
It took a while sifting through online articles but this information is vital background knowledge.
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Square Foot Test Frame
Scale of the problem in Newcastle A square foot frame was randomly placed on Northumberland Street 20 times, gum inside was counted and an average taken.
Where is gum dropped the most?
- An average of 3.5 pieces per square foot.
More accurate results could have been achieved by using more samples with a more structured placing of the test frame. However, this would have taken more time from other tasks.
- Equating to over 200,000 pieces on Northumberland Street.
This information will be used to communicate the scale of the problem in a more understandable way.
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Where is Gum Litter Most Present? Photographing high frequency areas and speculatng why.
Why and who is littering gum? Who is responsible?
There is a pattern to gum litter, it’s not completely random and appears at a higher frequency in certain places.
The majority of this was observation work and hypothesizing why gum litter was high in these places. These hypothesis will need to be backed up with further evidence as the project progresses.
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Behaviour Science in Design Behaviour change involves psychology and design, I decided to research into a few famous behavioural science theories to get a greater understanding.
- There are multiple reasons for making choices. - We can be influenced and nudged in the right direction.
Which of these theories can I apply to gum litter prevention?
These learnings cross over from my dissertation and will prove very helpful throughout this project.
-Things that are easy require little to no motivation to carry out.
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Civic Centre, Newcastle, UK
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Interview at Newcastle City Council Interview with Jan Shimmin, Environmental Awareness Manager at Newcastle City Council.
- The council have limited resources to launch and push campaigns. - Chewing gum litter is targeted in their litter campaigns but no testing system is in place so effectiveness is unknown. - Litter as a whole is getting worse.
What do chewing gum consumers think about chewing gum litter?
It took a few phone calls and emails to the council to eventually get through to the appropriate person. Jan was extremely helpful and regularly stays in contact. Pitfalls in the councils strategy could be addressed through my project.
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Current Solutions Researching current gum litter ‘solutions’.
Could gum art installations be a solution? Would a disruptive campaign be enough?
- There isn’t a major solution just small initiatives that work interdependently.
A lot of this research involved many hours of desk work, although time consuming it was vital to get this knowledge. It would have been beneficial to contact some of these companies to find out more.
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Word Association Two separate word association boards were created and placed in different locations. Passers by were invited to contribute, testing to see if they would link gum with gum litter.
- Although no one made a direct link the posters became victim to graffiti.
What other technique could be used to gather this information?
Unfortunately this test didn’t go to plan as many people decided to graffiti the paper with random words and phrases. This set the project back slightly. I decided I would get this information through interviews instead.
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Focus Group and Interviews 30 participants were split into groups and given flip-chart paper. Questions regarding gum litter were then asked and their answers challenged for further understanding.
Does the opinions of these designers match up with those of the general public?
A representative from each group then took part in a group interview.
- Litterers are very un-interested and only something radical would get their attention.
Running a workshop of this size proved to be difficult as some participants lost interest and started distracting others. It was hard to manage all the groups at once and it would have been easier had I drafted some helpers.
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Stamping Gum Stamping key facts into gum to make the information more engaging.
- Using the raster setting on the laser cutter to create the stamps was the most effective.
Could this style be used throughout?
It took a few attempts to get the right technique for stamping the chewing gum so that it was even but the results were worth it.
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Interim Presentation - Key facts and figures were stamped into chewing gum to make the process more engaging.
Will my direction change following this?
- A presentation to communicate background research. -The direction of disruptive design was discussed. I really liked the effect of the chewing gum stampings and believed the process of unwrapping the facts was a fun and engaging interaction which made the information easier to remember. This method got me thinking of other uses this could have in my project.
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Interim Feedback Dave O’Leary
David Parkinson “If you go down the route of disruption you need to think of ways you can capture and measure this.” “Also when you get that information ask yourself what is it actually telling you, what are you learning and how that can be taken forward in the project.”
“There could be some issues around your planned disruptions. Are there any alternatives to this?”
This feedback highlighted some of the potential problems with some of my proposed ideas. It has also made me think into more depth what I want to gain from my proposed ideas and which ideas are plausible.
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Initial Research Reflection What went well? I feel the Square Foot Test and interviews I conducted were very insightful and have enriched the project the most. What would I have changed? I should have conducted more interviews earlier on as these provided great insights. I plan on integrating more interviews over the coming weeks to validate and test my ideas.
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Moving Forward Choose a number of experiments that will explore:
- Raising awareness
- Empowering consumers to dispose of gum
- Alternative disposal methods
What is the best way to record and present these experiments? Will I need to seek councils permission?
I need to makes sure that I am conducting these experiments with a key learning in mind.
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Experiments Testing ideas
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Disruptive Design Exploring disruptive design for inspiration.
How disruptive should I be?
- Disruption has many forms and has to stand out from the norm.
It was important to explore disruptions that were relevant to my project so I could take inspiration from them moving forward.
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Disruptive Design Ideation Ideating around disruptive design.
What ideas to take forward?
Exploring my ideas on paper was extremely helpful and allowed me to see what was possible and what would be more difficult.
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Caution Sign Experiment A ‘Caution Sticky Chewing Gum’ sign was designed and placed in the middle of a busy high street. Reactions were filmed from multiple angles and passers by interviewed.
- The sign wasn’t disruptive enough. - People mistook it for a wet floor sign. - The sign communicated ‘sticky’ chewing gum and not the hardened spots on the floor. Experiment and results were communicated in a video, this format engaged the viewer more.
How to be more disruptive?
Approaching people to interview was nerve wrecking at first, I offered free packs of gum to entice passers by which seemed to work. Overall the experiment wasn’t successful but provided some great learnings. If I was to repeat the experiment again I would make sure that the cameras were not in view as I believe people spotted the cameras before the sign. 45
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Emotional Messaging Researching into emotional marketing techniques.
What messaging would be most effective when communicating with gum consumers?
-Four key emotions highlighted.
Finding examples of each type of messaging allowed me to see how companies have used these techniques in practice.
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Wrapper Experiment Inspired by emotional marketing 12 emotive messages around anti-littering were created and printed inside gum wrappers. Participants were given one minute to view them and then asked to name the first three that came to their head. They were then interviewed about their choice.
Issues around using shock and fear messages? Focus on humour?
- The most successful were shock and humour.
Printing the messages inside the wrappers was inspired by my interim presentation and was a great way of putting the messages in context as well as exploring a potential design solution.
- Colour and imagery were more memorable.
Experiment and results were communicated in a video, this format engaged the viewer more.
If I was to repeat this experiment again I would look more at colour and imagery.
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The Top Three
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Gum Disposal Experiment Testing an alternative disposal solution found during initial research. A gum sculpture was created and unveiled in front of participants to get their reaction, they were then asked to add to it and interviewed about the experience.
What other alternative disposal methods could be explored?
- Participants were put off and shocked by it. - Many didn’t want to contribute and were careful not to touch others used gum.
Although this method wasn’t a successful solution it provided insights around people’s views on chewed gum and how they interact with it. These learnings will be applied to the project in the future.
Experiment and results were communicated in a video, this format engaged the viewer more.
The individual interviews proved to be more effective than the group interview.
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Editing Experiment Videos Editing video footage in iMovie.
Where can I use video communication in my major project?
-Key insights highlighted and presented from each interview/ experiment.
Editing the separate videos took many hours of sorting through footage but this made me analyse the interviews and highlight key insights. Video editing isn’t my strong point but I enjoyed the challenge and was happy with the end result. If i was to do it again I would use Adobe After Effects for more editing options.
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Exploration Hand In Deliverables and feedback
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Exploration Hand In - 1 research booklet branded and wrapped up like a piece of Doublemint chewing gum.
Will I continue the chewing gum branded presentation style into major project?
-3 DVD’s with each experiment on. - Supporting models. I was really happy with how all the work tied together and thought my presentation was engaging. One thing I wish I had explored more in depth was how I planned to take all the learnings forward into major project.
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Exploration Feedback David Parkinson
Neil Smith “You covered a large range of areas in your exploration with some interesting findings, how will you use these throughout your major project?”
“I’d concentrate my efforts on making sense of the exploration by writing a detailed design brief for yourself.”
The feedback I received was mainly positive but I needed to focus on what I was going to take forward for my major project as I had presented a few different avenues.
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Exploration Project Reflection What went well? The experiments I conducted produced many interesting insights and findings that I couldn’t have predicted. What would I have changed? I would have included more experiments testing different ideas such as a range of disruptions and alternative disposal methods. This would have been possible with more careful planning.
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Moving Forward - Highlight key learnings.
What direction should I take my project in?
- Create a detailed major project brief.
I need to makes a decision on the brief as soon as possible to avoid falling behind.
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What’s Next Presentation - In depth analysis of exploration findings. - Potential directions moving forward.
Will one avenue be enough or should I combine directions?
Writing up in detail what I learnt from each part of my exploration project really helped to pull apart potential directions that the project could take.
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‘What’s Next’ Feedback David Parkinson
Neil Smith “Empowering people through products and campaigning would provide the most positive impact for FMCG companies like Wrigley as they would have ownership.”
“I think you can incorporate all these directions into different touch-points of a strategy.”
I really like the idea of exploring all the avenues as part of a long term behaviour change journey or gum sustainability plan.
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Major Project
Defining the brief
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Produce a 10 year chewing gum sustainability plan that can be followed by major manufacturers to create a more environmentally friendly future for chewing gum.
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Major Project Brief Writing the brief that will pave the way for the coming months.
How many milestones should the plan include and how do I keep these realistic?
I gravitated more to sustainability rather than just behaviour change as I believe it addresses a bigger problem. I know some FMCG companies use forecasts/ visions as a guideline for direction so thought it would be something that could be easily understood and adopted by industry.
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Gum Sustainability Strategy Designing a basic plan and fleshing it out with potential concepts.
How possible are my proposed timings?
It took a lot of chopping and changing to create the first draft. Some parts of the plan are blank as they are dependent on decisions that are yet to be made. In order to make sure timings are realistic I will need to run it by Wrigley.
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Masses of gum litter
Re-design pellet packaging
Re-design
No disposal method for pellet and bottle packs
Recycling technology possible
Develop campaign further Emphasis mainly on product benefit
Start com
Where is gum currently?
Reducing litter through quick wins
Focus on stick and tab format Open source campaign
Gum clean up day Adding value to chewed gum
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Cradle to Cradle
n bottle packaging
Recyclable Biodegradable
mmunication of chosen gum future Edible Chewing gum ban
Building on litter reduction
Dependent on chosen gum future
The future of gum?
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Minor Interim - Proposed 10 year sustainability plan with key milestones.
Should I extend the plan to 15 years?
I digitalised the sustainability plan showing key milestones and concepts. I was interested to hear the lecturers feedback on my work so far.
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Northern Design Centre, Gateshead, UK
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Minor Interim Feedback Neil Smith
Mark Bailey “I think it’s a great way to structure a project around something simple, to think about the different horizons and how an industry may evolve and respond to changes.”
“In the time available I have every confidence in you to produce a high level of refinement for each offering.”
I was a bit worried that I was biting off more than I could chew attempting to create an extensive range of finished articles but the feedback has allowed me to see that it is possible.
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Project Gantt Chart February 2 9 16
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March 2 9 16
Interim 17th Feb
2025
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April 6 13
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May 4 11
Interim 16th March
Deadline 28thFeb
2016
Deadline 21st March
2018
Deadline 11th April
2021
Deadline 30th April
Polish 84
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Hand in 14th May
Major Project Planning Allocating time to different aspects of the project.
Neil Smith “I’m nervous about gannt charts that don’t have concurrency, a lot of these things will overlap and I know that that’s already happening from conversations we’ve been having.”
Is this the best way to structure my project planning?
Within days of making this plan I had veered from it although I believe this to be for the good of the project as like Neil said all the different parts are linked.
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Major Project Reflection What went well? I am happy with the sustainability plan so far but I know it will change as my concepts develop. What would I have changed? I took quite a bit of time trying to decide my project direction, I would have definitely made my decision faster looking back.
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Moving Forward - Define 2025 vision.
What will inform my decision?
- Start producing more finalised concepts for each milestone.
The 2025 vision is one of the most important decisions I will have to make so I need to make sure it is the right one but not take too long deciding that the project suffers.
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2025 Vision
What is the future of chewing gum?
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Potential 2025 Visions Ideating around 5 potential gum futures.
-Highlighting some initial opportunities and pitfalls within each proposal.
Who could help me understand more about each potential gum future?
Initially I am drawn towards gum recycling, edible gum and also a cradle to cradle alternative. However, I do not know realistically what is possible and will need to speak with some experts to learn more.
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Wrigley Global Innovation Centre, Chicago, USA
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A Conversation with Wrigley Speaking with Justin Swagler and John Stinson, senior product developers for Wrigley about all 5 gum futures.
- Both John and Justin provided some fantastic insights into what areas have the most opportunities.
Could I get more specific information from specialist companies?
Having worked with John and Justin while at Wrigley they shared some sensitive information that I cannot share due to privacy agreements but got me thinking about my projects direction.
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A Conversation with Revolymer Speaking with Jonathan Swanston from Revolymer. Revolymer own a gum technology that is less tacky and also degrades.
- The majority of consumer aren’t interested in these technologies just product experience.
With the right branding could this technology take off?
Getting in touch with Revolymer took many phone calls and emails but I eventually got a response. Making a gum product that is easier to remove would solve the councils problems to an extent, however does it also promote litter?
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A Conversation with Gumdrop Ltd Speaking with Anna Bullus, owner of Gumdrop Ltd a gum recycling company.
- The it product Gumdrop is very successful in certain settings and gives gum another life. - The technology is completely scalable.
How likely are people to recycle gum?
Anna got back to me straight away and would like to be kept up to date with the project throughout. Recycling gum would give waste another life.
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A Conversation with Chicza Chicza produce a 100% natural gum, i spoke with Malcolm Stafford who represents the company in the UK.
- The process isn’t sustainable when working at volumes of large manufacturers as chicle cannot be harvested fast enough.
Could an alternative natural gum base be used?
This pretty much eliminated using chicle as the gum base but alternatives could be available.
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Consumers View Participants were asked to write down what their ideal piece of chewing gum would be. These answers then formed part of a survey to determine the consumers view on chewing gum sustainability.
- People viewed disposal as a large problem. - However, the most important factors are flavour, chew experience and product benefit.
How to get consumers to care about sustainability?
It was amazing to see that consumers hated the fact that disposal was difficult but ranked it so low in importance.
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Civic Centre, Newcastle, UK
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A Conversation With Newcastle City Council Speaking with Jan Shimmin and Roy Harris from Newcastle City Council.
- Their main problem is removing hardened gum from the tarmac so an easier to remove product is top of their list. - Their in full support of an initiative that gets people to bin their gum whether this be in a normal bin or specific bin.
Could more than one gum future be the answer?
Jan and Roy were really helpful and it was great to get another council members view on my project. We are currently in discussion about presenting my final outcome to a board at the council which would be a great opportunity.
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Chosen 2025 Vision Aim: By 2025 60% of chewing gum waste will be recycled.
After speaking with industry experts and ideating around the 5 gum futures I decided Gum Recycling had the most scope with multiple avenues to explore. This mission statement was formulated during a conversation with Anna Bullus from Gumdrop Ltd, an ambitious but realistically achievable target. 105
2025 Vision Reflection What went well? Speaking with all the different industry experts was extremely beneficial and really highlighted key pitfalls and opportunity areas within each potential future. What would I have changed? I should have pressed on with ideation work in coherence as some of the earlier concepts fit into each gum future. Instead I focused on finding as much information to help make my decision. 106
Moving Forward - Ideate around initial concepts on sustainability strategy. - Get collaborators feedback on concepts on initial concepts.
Which collaborators will I use at which stages?
I am really happy with the avenue I have chosen and believe it allows for a truly engaging product story.
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2016 Vision Initial ideas
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2016- Packaging Exploration Finding examples of packaging that contain quips (witty remarks) or engaging messages.
- Consumers always check for these messages and they become part of the product experience.
How could this translate into the wrapper messaging?
I remember checking the joke on the back of penguin bars when I was little even though I knew it wasn’t going to be funny. Creating this platform for communicating would be a great way to educate consumers in a fun and engaging way.
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2016- Gum Wrapper Ideation Ideation continuing on from gum wrapper message experiment.
How would consumers react to these?
Since this is a behaviour lead offering I believe it vital to test these concepts with consumers to validate for success or not. Focusing on an engaging playful interaction as opposed to shock/ fear tactics will reflect these emotions onto the brand.
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2016- Gum Clean Up Day Research Locating potential tools for a gum clean up pack.
- There are many chewing gum removers available online.
How well will these work at getting hardened gum off the pavement?
Once I have a few different removers/ removing techniques I will trial them out to see if the idea is a valid one.
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2016- Gum Clean Up Day Ideation Thinking of potential product offering for a free gum clean up pack.
How large would the investment be for this initiative?
It will be important to look at costs and what is essential for this pack as I would like it to be a free offering. A strong brand identity is also needed to identify and promote the day
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2016- Smoking Accessories Exploration Investigating products that smokers carry to get inspiration for a gum disposal accessory.
- There is a range of material qualities and product offerings. - Every smoker carries a lighter, these can be significant personal objects or disposable objects depending on person and occasion.
What is the key attraction to these product? Look, feel, functionality?
As a non-smoker I didn’t realise how many different accessories you can buy. I really like the interaction of the zippo lighter and also the automatic rolling box. This activity has definitely helped spark some ideas (no pun intended).
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2016- Personal Disposal Artifact Exploring the idea of a personal gum disposal artifact.
One offering or multiple?
Currently I am drawn to a more upmarket zippo style offering with a nice interaction and high quality material finish. I also feel investigating non- stick materials to be a vital part of this offering for ease of use.
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2016 Ideation Reflection What went well? The investigation into smokers accessories gave me a really good starting point for designing the personal disposal article. What would I have changed? I haven’t yet looked into the open source campaign, however I feel that this may feed off the direction of the other components.
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Moving Forward - Define a clear direction for each area. - Start ideating around campaign as ideas progress.
Will collaborators have a large influence or will I follow my gut feeling?
- Speak with collaborators Wrigley and Brightworks.
The post it note concepts are potential design areas that I will be choosing to pursue rather than being fully rounded design solutions.
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2018 Vision Initial ideas
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2018- Pellet Packaging Ideation Ideas focused around the re- design of pellet pack offering, specifically focusing on disposal methods .
Can more interactions be borrowed from the ritual of smoking?
I believe the best way to communicate some of these designs would be through quick card prototypes, this will be especially useful when presenting to collaborators.
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2018- Bottle Ideation Focusing bottle re-design ideation around disposal wrappers and disposal compartments.
What will be the best way to model this, 3D print or foam?
Moving into 3D card models will add more value to this offering as it is all about the interaction with the consumer. I need to be developing both sketch and sketch models simultaneously to get the most out of the remaining time I have..
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2018 Ideation Reflection What went well? I am happy with how the work on year 2018 has started, the smokers accessories research really came in handy at this point. What would I have changed? I would have looked at more inspirational imagery, this is something I will surround myself with as the progress develops to inspire.
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Moving Forward - Define a clear direction for each year category.
Where can I seek further inspiration from?
- Start producing more finalised concepts for each milestone.
Re-designing both the bottle and the pellet packaging is a large job that will take many iterations. I will have to make sure to cater for this in the following weeks.
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2021 Vision Initial ideas
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2021- Gumdrop Ltd Case Study A deeper look at the Gumdrop business model and process.
- Gum drop bins are collected once a specific volume has been met. - Gum is recycled into a material called Gum-Tec which is sold to industry as well as the manufacture of Gumdrop bins and other products.
Is this the only way to collect gum?
The process is top secret but the technology is there and it is working. The hardest part is getting people to change their behaviour and use gum specific bins. This has me thinking about alternative methods for collecting used gum.
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2021- Recycling Process Ideation Ideating different gum recycling scenarios.
What is the consumer benefit?
Drawing out the journey really got me thinking about the different touch-points and interactions within the process. Using role play will be a great way to explore a more final solution and identify opportunity areas.
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2021- What to do with the material? Researching into potential uses for the recycled gum material.
Could a niche application be found? Do people need to know if the product is made from recycled gum?
- Gumdrop do a range of plastic objects such as rulers and frisbees. - The technology is completely scalable.
I don’t want a recycled material being used for mundane objects such as frisbees as I believe this to downgrade the brand/ company. The material is cool so it should make cool things.
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2021 Ideation Reflection What went well? Using Gumdrop as a case study allowed me to explore the way they run their business and find opportunity gaps. What would I have changed? I would have focused more on what the recycled material could become rather than just defining what it definitely is not.
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Moving Forward - Explore gum recycling journey from chew to new product, in detail.
How futuristic/ blue sky to go?
- Identify an area for recycled gum to play in.
I look forward to acting out the different gum recycling journeys to really put me in the consumers shoes. It is important that everything I am doing is heading towards the chosen 2025 gum future vision.
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What’s next? Major project next steps
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Re-design pellet packaging
Re-design
Reducing litter through quick wins Focus on stick and tab format Open source campaign
Adding value to chewed gum
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Gum clean up day
n bottle packaging
Aim: By 2025 60% of chewing gum waste will be recycled. Start communication of chosen gum future
Building on litter reduction
Dependent on chosen gum future
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Concepts To Take Forward Concepts that appear on the previous page timeline will be explored more to create final deliverables. They are as follows: 2016 - Wrapper messages to communicate correct disposal. - National Gum Clean Up Day brand and free pack. - Open source behaviour change campaign that will run parallel with wrapper messages. 2018 -Re-design of pellet packaging to incorporate disposal feature. -Re-design of bottle to incorporate disposal feature. -Design personal disposal device (links with recycling in 2021) 2021 -Gum recycling process/ journey and material uses. - Augmented reality wrappers to replace message wrappers.
I have a lot of development work to do and I must ensure everything is targeted at the 2025 vision. All products must be linked or show connection in some way as they are part of a behaviour change journey. I need to run all my ideas past collaborators for validation and feedback, this will be my first task following this.
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February 2 9 16
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March 2 9 16
Interim 17th Feb
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April 6 13
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May 4 11
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Interim 16th March
2025 2016 2018 2021 I created this plan to add some structure to the project. The more detailed excel file has more specific activity dates although these may change depending on collaborators availability etc. 148
Hand In
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