“Design services that can effectively close-the-loop by creating experiences and relationships that actively engage users and add value to a reverse logistics process.” SSDC 2021
The Challenge consisted of 4 working rounds: Identify & explore, Empathize & discover, Frame & define, and Ideate & develop. In Round 5, we presented the final service solution, PackBack, for evaluation by a jury of renowned design experts from fields related to human-centered (service) design, circular design, and design-led innovation.
The jury includes experts from Philips, IBM, Service Design College, and the Ellen MacArthur Foundation.

Problem

How might we reimagine the ritual of food shopping to empower Canadians to reduce their packaging waste while supporting a grocery ecosystem?

Solution

A return-on-the-go reuse system designed to help Canadians develop sustainable grocery shopping habits amidst the implementation of single-use plastic bans. Pack Back makes environmentally sustainable grocery shopping accessible and convenient.​

Process

Discover
Define
Approach
Prototype
Reflection

Discover

Secondary research

Define

   

Approach

   

Prototype

Branding

   

Reflection

The Pack Back project was deeply rooted in user-centered design, ensuring that the service was not only effective but also practical and engaging for users. Here’s how:

  • Understanding User Needs: Through interviews and research, we identified key pain points in grocery shopping related to packaging waste. We discovered that while many shoppers want to be more sustainable, they find reusable packaging inconvenient or confusing.

  • Designing for Behavior Change: Instead of expecting users to drastically change their habits, we designed a system that integrates into their existing routines. The return-on-the-go model made it easy for them to adopt reuse without extra effort.

  • Prototyping and Iteration: By creating personas, journey maps, and a service blueprint, we tested different ways users could interact with the system. This iterative process helped us refine touchpoints to reduce friction and increase adoption.

This project reinforced my belief that good design isn’t just about solving problems—it’s about solving them in a way that fits into people’s lives naturally. Through this experience, I learned how to balance user needs with business and environmental goals.