Would you Lease Anything?
Human centred insights on leasing services for the development of a circular economy, at Dutch Design Week.
Brief – Design and delivery of a circular economy exhibit at dutch design week. The aim was to research the attitudes of visitors and understand the opportunities for business in the province, in collaboration with Dutch Design research agency STBY.
Process – We created a shop, proposing people lease products instead of buy. We had 4 different products for hire: a chicken, jeans, headphones and an umbrella. But the shop wasn’t real. The aim was to project visitors into a world where leasing was at the heart of the circular economy. It created opportunities to interview people using the products to stimulate insights. Barriers and drivers of leasing were recorded using a simple card based on three elements: Functionality, value for money and environmental benefits. Green stickers were used to mark drivers, whilst orange stickers were used to mark barriers. Finally space was made for a quote, which summed up peoples point of view.
Outcomes – Three key themes emerged from peoples responses: The line of responsibility in leased products is blurred, which is a barrier to people who feel burdened by the responsibility. Leasing, instead of purchasing products often requires extra trust in the brand. And finally it is not enough to rely on the quality of the product alone, the service itself needs to add value to the proposition.
Project a collaboration between STBY and We All Design
Client: Provincial Government of Brabant