Contents 1 Project CharterTeam reThink 1.1 General Problem Statement 1.2 Goals for the Project 1.2.1 Design Communication 1.2.2 Sustainability Education 1.3 Critical Milestones 1.4 Budget

Project Charter
Team reThink

Members:
Alex Blankemeyer, Ashley Dean, Ann Healy
Karl Kramer, Yvonne Jackson, Vanessa Noritz, Daniel Szekeresh
Execution Timeframe: Winter Quarter 2009
Faculty Supervisor: Chris Allen & Peter Chamberlain

Course: Product Design Studio (22MKTG595) (23INDL501)

General Problem Statement

Businesses are struggling to develop, design, and market products that encourage sustainable behavior (buying and recycling) by the 50+ consumer.

This dilemma can be attributed to several factors including:

• Confusing and non-affective design standards (ie. recycling symbols & terminology)
• Packaging and/or ad copy that do not communicate the rewards of sustainable behavior
• Lack of awareness, by the consumer, of the social and environmental impact of not recycling or buying “green” products
• Lack of social responsibility throughout a product’s life cycle by both the consumer and its manufacturer
• Poor understanding of the consumption behavior of 50+ consumers
  

Goals for the Project

The goal of this project is to help businesses determine how to best communicate the value of purchasing sustainable, recycable, and eco-friendly products to the 50+ consumer.

Based upon our findings and consumer research, the following questions will help define our objective:

1. How does the 50+ consumer feel about sustainability concepts and are they receptive to new ideas and suggestions?
2. What type of design cues or product forms would motivate a consumer to change their current behavior? What type of emotional triggers will 50+ consumers respond to?
3. What kind of design opportunities can be used or created to educate 50+ consumers about recycling and other “green” initiatives?

Each key deliverable will provide both an analytical synopsis and a visual illustration or model of how best to address the problems stated above. They will include both a solution and an action.
 
Proposed deliverables are outlined below to deal with each main issue:

Design Communication

Solution:

• Design packaging, logos, and labels that:

1. Trigger the right emotional cues and point of purchase action
2. Communicate a company’s position on sustainability and tell their story

Action

• Develop an updated design concept or package form for a currently sold product that will immediately catch the attention of a 50+ consumer
  

Sustainability Education

Solution:

• Re-educate the public by providing more comprehensive and understandable symbols and designs that measure a products level of “green” or sustainability
• Design more affective in-store displays to communicate WHY a 50+ consumer needs to buy a sustainable or eco-friendly product

Action:

• Creation of standardized labels, symbols, and/or designators to illustrate a products true level of “green” or sustainability
• Apply these standards to package design (see Design Communication)
• Provide (1-3) sample in-store displays, graphics and mock-ups
  

Critical Milestones

Jan 21 – Individuals bring their research assignments to class and upload to Wikipedia; Charter concept to be discussed and finalized in class
Jan 23 – Phase II - Group will begin to decide who will primarily work on each deliverable
Feb 4 – Begin in-home consumer visits
Feb 9 – More in-home consumer visits
Feb 16 – Prepare for Feb 18th teleconference
Feb 18 – End of Phase II, Report key learnings to Haney, P&G, and General Mills
Feb 20 – Phase III, Begin crafting deliverables
Mar 16 – Grand Finale, Review deliverables for key learnings to Haney, P&G, and General Mills, and LWC Board of Directors

Budget

Expenses will be incurred for the production of designs, mockups, and models as part of the concept and deliverable package. An additional budget to provide “sustenance” during any long (all-day) meetings may also be needed.