Role UX/UI/Graphic Designer, Researcher
Team Size 1 Person
Timeline 16 Weeks
Outcome
Before: Apple customers could only recycle one device at a time, no incentive is offered, & in store recycling is hidden and inconvenient
After: Mobile recycling has been updated to allow users to recycle more than one item, customers are offered more iCloud storage as an incentive, & customers can recycle in store with ease
Overview
In 2022, 5.3 billion mobile phones were thrown away according to the International Waste Electrical and Electronic Equipment (WEEE) Forum.
iPhones contain around 30 elements including lead, arsenic, copper, aluminum, and cobalt.
In landfills, the elements that are toxic to humans (e.g. lead) can contaminate the soil, water, and air via corrosion and UV exposure.
Business Impact
In 2019, raw materials from e-waste were valued at around $57 billion, but only $10 billion was recovered.
Apple has a recycling program in place, but it is not widely used by its customers.
Problem Statement
iPhone customers find recycling inconvenient due to a lack of information and no compensation.
Competitive Analysis
Apple's strengths lie in its in-store culture, accessible store fronts, and global reach.
But Apple's recycling program is stifled by not enough promotion, a lack of incentives, and the limited amount of devices users can recycle at one time.
Survey Findings
I conducted a survey asking 11 participants about their history with iPhones.
The majority of iPhone users will repurchase new iPhones, keep their old phones, and never recycle one.
Customer Research Findings
“Because of the pictures, I just keep [the phone]. Sometimes the phone won’t even start anymore, because it’s too old. I feel bad throwing it out, but I mean if it’s not working… If it’s not turning on, I might as well dump it. I mean I don’t know if you can recycle phones…” - Participant C
Participant D used 511.5 GB on photos, videos, and music. When asked about their thoughts on recycling, they said, “No, I wouldn’t consider it...I would still hold on to [the phones]…”
Participant A admitted, “I don’t have any information about what to do [with recycling]...I think it would be a waste if after you don’t want [the iPhone], you throw it in the trash.”
The quotes above encapsulates the most vital insights from 4 customer interviews.
1. Customers are reluctant to part with their iPhones, because of the significant amount of photos, videos, and memories they contain.
2. There is a lack of information about Apple's recycling program and what's available to customers.
3. There has to be solution that offers more than the convenience of throwing an iPhone away.
Persona
Mia reflects the needs of the recycling program's target user.
This design must appeal to loyal, long-time Apple customers, because they would have multiple Apple products to recycle.
From my customer research, financially conscious users who usually don't recycle are willing if they receive some sort of value in return.
Minimum Viable Product
After discerning who I'm designing for, I realized that I needed to design these features that focus on 3 key outcomes.
Inform the user of the service and what is available to them
Mobile Recycling Questionnaire
Recycling Dashboard
Marketing Graphics
Convenient services that help ease any worries a user may have while recycling
In-Store Data Transfer Appointment
In-Store Recycling Drop Off Service
Incentivize users to recycle when they could do anything else
1TB iCloud Storage
Mobile User Flow
This user flow illustrates how a user can recycle and which benefits they'll receive.
1. On Apple's website, there's a Recycling Questionnaire that guides users through the process.
2. When the user has finished the questionnaire, they will receive a confirmation code that will be used to view the status of their recycled device(s) in the Recycling Dashboard.
3. The Recycling Dashboard will let the user know when they can redeem their iCloud storage incentive.
4. These users have the option to make a Data Transfer Appointment with an Apple Specialist. At that appointment, users can transfer their photos, videos, and documents onto another device. This service frees users from the daunting task, while freeing up their old device to be recycled.
Mobile Mid-Fi Prototype
Usability Test Findings
Using the Mid-Fi Mobile Prototype, 4 participants were prompted to assess the ease of use and clarity of the design.
Online services offer convenience, but they don’t replace in-store services.
Participant 1 would prefer to recycle in-store, because they feel more secure with a professional handling their devices.
Participant 4 said ideally they would go to the store and drop off their devices. But when asked further they said, “I wouldn’t want to go to the store, because it’s always crowded in there.”
Currently, there isn't a convenient method to recycle in-store, but it's necessary.
Some phrasing and word choices need to be clearer.
“I didn’t understand the sentence over here that says, ‘If your device has seen better days…’” - Participant 3
“What is a ‘Data Transfer Appointment’?” - Participant 2
The addition of graphics would help highlight and clarify key features/services.
The Hi-Fi prototype was then adjusted to reflect these discoveries.
Mobile Hi-Fi Prototype
In-Store User Flow
After interviewing multiple Apple customers, they all expressed the need for in-store recycling.
Multiple users wanted a contactless experience to avoid long lines and wait times. Other users wanted to recycle in-store, because they can ask an Apple associate for guidance.
This user flows allows both types of users to choose the in-store experience that suits them.
In-Store Mid-Fi Prototype
The In-Store Mid-Fi Prototype used design patterns that had already been accessed during the Usability Test.
In-Store Hi-Fi Prototype
I made a point to include subtle animations at the end and beginning of the prototype, in order to entice Apple Store customers.
Product Design
Since one of the requirements for in-store recycling is the ability to be contactless, I designed a physical kiosk where users can recycle without the help of an associate.
My reasoning is that they would be spacious containers that could accommodate multiple devices of varying sizes. These would be locked and opened by inputing a confirmation code on the iPad display.
Specifications
Wooden to match Apple Store interior
iPad display to save on engineering costs
Small upper compartment for AirPods, iPhones, iPads, etc...
Large lower compartment to fit multiple iMacs, MacBooks, monitors, etc...
Ability to lock and unlock
Next Steps
Recycling Program Longevity
It’s likely that most customers won’t need to use Apple’s recycling program frequently. My focus will be motivating customers to keep recycling.
In-Store Service Design & Usability Testing
I haven’t tested the in-store kiosk experience. I’d like to get a better understanding of where it should be in the store and how appealing it is to users.
Challenges
Making a product/service for Apple, while not having access to Apple’s stakeholders wasn’t ideal. This project involves every aspect of Apple's business (e.g. marketing, engineering, store associates, product designers, recycling partners, shipping carriers, etc...). Since I'm not an Apple employee, I missed the input of multiple key players. Researching the company, its strategies, and its users helped me compensate, but I'm sure there's much more I'm not aware of.
Lessons
There is no such thing as a “safe assumption”, so get feedback on everything. There were instances when I made an assumption thinking it was "obvious" everyone involved. For example, I assumed a motivating factor for Apple customers to recycle would be to make space in their homes. Long-time customers buy a lot Apple products, so "obviously" it's taking up space. Not one person I interviewed mentioned needing space. When it occurred to me to ask about it, most Apple customers did not see it as big deal. I could have wasted so much time and resources if I didn't ask about the "obvious assumption".
