• The process // Field reseach
  • About the project
    The Danish Design Centre and Hold Danmark Rent (Keep Denmark Tidy) asked Goodmorning Technology to carry out a demonstration project to illustrate “(…) how the design competence can be incorporated in the development and application of new methods and tools to reduce littering.”

    The project was to place particular emphasis on the needs and behaviour of professional drivers and develop solutions for handling waste in the car and in lay-bys.
  • Field and desk research
    The first stage of the research focused on the heart of the issue: drivers and their behaviour. Not as one uniform group but as individuals or segments with their own specific needs and motivations for littering on Danish roads.

    As part of the design process GMTN supplemented desk research and the study of reports with ethnographic methods for gathering comprehensive knowledge about drivers and their behaviour in the car and in lay-bys.
  • From interview with driver
  • Involvement & knowledge sharing
    With a view to anchoring the project, sharing knowledge and learning more about the political, commercial and practical aspects of road littering, a number of strategically selected stakeholders, all with an interest in and knowledge about the topic, were invited to take part in the process through workshops and interdisciplinary dialogue.
  • What did we learn
    There are products in the market today that meet drivers’ needs. There are solutions for the car, and there are dustbins in the lay-bys. And of course, we (the drivers) know that littering in nature is wrong! But, as the research showed, we need further help to motivate us to act on our beliefs. The solutions have to be simpler and more convenient for the individual driver with regard to collecting the waste and placing it in the bin.

    However, there is less of an emphasis and a smaller selection when it comes to longer-term business strategy solutions. Solutions that go beyond “merely” making drivers pick up after themselves more consistently, thus reducing roadside littering, and move to the next level, where waste is treated as a resource rather than an expense.
  • Personas & User Journeys Based on data from reports, research and interviews, the individual findings were studied and analysed. On this basis, the team developed, among other things, four personas and User Journeys that matched the project’s primary target group: drivers who travel more than 30,000 km a year and other target groups that it would be relevant to target with communication and products: • Long-haul drivers • Travelling sales reps • Families • Young drivers
  • FROM TRASH TO CASH // “Rene Veje Bank” (Tidy roads bank; RVB) lets drivers turn in their waste in return for points that can be traded in, for example for coffee or petrol. RVB collects and transports the waste and sells it to incineration plants that turn it into power. This simple solution turns waste into a resource!
  • TRASH LANE // A ‘Trash Lane’ in the lay-bys is a simple solution for many drivers. It is a labelled lane that is easy for drivers to follow, night or day. From the left side of the car rubbish can be tossed out the car window into the funnel-shaped dustbin. The concept includes a large, integrated under-ground skip. A convenient solution that also gives the user an interactive feedback experience as the bin says “Thanks”. The bins are designed to keep birds from pulling rubbish out of the bin and spreading it all over the parking lot.
  • FOLD -UP // Dustbin cupholder A standard element in most cars is the cup holder. The goal was to create a foldable and flexible solution that fits into the cup holder.
  • HALO // To avoid the many butts littering the ground we have designed a stationary and functional ashtray strategically placed where smokers typically take their smoking breaks in the parking lot. The ashtrays have an LED around the rim that forms a halo when it is dark. It has a functional design and comes in a variety of colours.