This thesis discusses the graduation project for KWF Kankerbestrijding. This is a large charity that raises funds for cancer research in The Netherlands. Fundraising is done via a lot of different channels, one of which is door-to-door collection in the collection week. The annual KWF collection week is held in the first week of September and each year, KWF raises around 6 million euros. Yearly the efforts of the team behind all volunteers, ‘Team Volunteers’, increase, but still the total amount raised decreases. The goal of this graduation project is to increase the revenue of the door-to-door collection by (re)designing a product or system that decreases the barrier for donating. The project follows a design approach consisting of 3 main phases; exploration, creation & reflection and implementation. The exploration phase starts with the internal research, which shows that KWF has extensive collection activities, and that the most important one, door-to-door collection takes up a lot of effort from almost 80,000 volunteers. Over the past years however, the collection revenue decreases. After looking closer at the numbers of the collection, it is found that remarkable differences can be found between different department sizes. This finding is the base of the differentiation of the departments on a demographic level that is made during the project. The qualitative volunteer research adds to the internal research findings that every volunteer experiences collecting differently. Again, big differences are found between collectors on a demographic level. Smaller villages and big cities differ a lot. This leads to the conclusion that ‘location’ is a very important factor. The internal research also shows that more factors are important during collecting, namely organisation, social pressure, behaviour and approach. The external research looks into a lot of different stakeholders and factors that have to do with the collection. First, the competition analysis shows that the ‘collection industry’ is very saturated and also quite competitive, while on the other side, charities work together on developing new collection products and share information. The most important stakeholder that is analysed is the donator. Psychological research shows that a lot of different factors play a role for people when deciding whether to donate or not. Some of the factors that play a role are the approach of the charity (or the collection method), the number of times people are addressed and the information that is provided. These are important factors that can be influenced by KWF directly, because factors like religion, age, work and income cannot be directly influenced. However, they can be used for targeting people with a certain message or a collection method. The analysis phase concludes that people can be targeted on a more personal level and demographic characteristics need to be used for this. The creation & reflection phase starts with this subject and a new department classification for the volunteer departments of KWF is developed. Finally, five department types are created and the ‘large city’ type is selected for the design of a new collection method for KWF. A new collection location in the large cities is chosen as a design focus for a new collection method. ‘On the streets’ is the new design location and several opportunity fields are chosen as design directions. Six design elements are found that need to be designed for. These are location, communication, behaviour, product, organisation and training. The new collection method will address all these elements. Finally, a list of requirements and wishes is established providing the outlines for the design. Concept development is done after this. The final design of the new ‘street collection system’ is based on two different studies, a concept questionnaire and a real-life test. The new street collection system describes how to organise the street collection and which volunteers are needed for this. The volunteers receive the street collection package. In this package, information and physical material is provided for the perfect organisation and execution of the street collection. The message that is conveyed by the outfits of the collectors is: ‘I am a volunteer for KWF’. This message is based on the concept questionnaire and it adds to the integrity and trustworthiness of the volunteers. The volunteers also know how to communicate and behave and where to stand thanks to information cards and an instruction video. To make sure the new street collection system is implemented is the right way, an implementation plan is provided. This plan explains which phases to follow and what to do to improve the system. The report closes with a roadmap for the future of the collection of KWF. In the future, KWF will change its organisation and collection products in several ways in order to have a more successful collection. Several collection products need to be improved and provided in the form of collection packages. And all changes need to fit the different department types. The organisation and collection packages are tailored to the different target groups. The street collection system marks the start of many organisational and product changes for Team Volunteers. This new approach will allow KWF to increase the revenue and modernise the collection of the future.

Through the three diamond design approach, a research to enhance the customer experience using personalization for KLM’s onboard portal is identified. To do so, a framework that merges emotion-driven design and data-driven design models together to aid in building an emotional, intimate customer relationship is utilized. This framework has aided in the design of a personalized, interaction onboard portal that enables the business, frequent flyer to feel relief for a convenient, smooth travel journey. In addition, an implementation plan to reach personalization is established.

Personal sales and after-sales video is currently applied mainly in the automotive industry. This report investigates the benefits from this type of videos and searches for new applications in new markets through a creative approach. An application in physiotherapy, where personal videos are used to motivate and support an active revalidation is found to hold opportunities and a pilot is performed.

This report is the result of a graduation project at the TU Delft, Faculty of Industrial Design Engineering. The assignment was commissioned by Eneco Group, with the aim to increase the adoption of the electric car among private consumers. Problem definition Over past decades, the electric car has received an increasing amount of interest. Especially for environmental reasons, the electric car is considered a promising alternative for the conventional fuel car. Currently, business consumers are the main users of the electric car. However, with the advantages of the electric car becoming clearer, the adoption among consumers is predicted to rise. Eneco E-Mobility has chosen to invest in electric mobility and has developed into a significant party in the market of electric car charge services. Eneco E-Mobility wants to prepare for the upcoming consumer market by creating user centered services that stimulate adoption of the electric car. This is the origin of this graduation project. The aim is to help Eneco to get an understanding of the consumer perspective on electric cars and to develop a service that stimulates adoption among private consumers. To do so, the project was divided in three stages. The first stage gave insight in the challenges of the electric car market, consisting of a company analysis, a market analysis, a trend analysis and extensive qualitative consumer research. In the second stage, the insights of the first stage were combined into a design direction. The third and last phase developed the design further, presenting the service in form and function, with distribution channels, a business model and a promotion strategy. Below, the results are summarised. Vision on solution The first part of the design brief was an understanding of the consumer needs. Interviews with eleven potential consumers led to the development of three Purchase Drivers: profiles that represent the main purchase motivators for electric cars among consumers. The prominent reasons can be divided in three categories: environmental, financial and technological. The Purchase Drivers show the relationship between the reason to purchase an electric car and additional services consumers would be interested in. Accordingly, the Drivers summarise the most important consumer needs in a comprehensive manner, giving Eneco E-Mobility the understanding they wished for. The Drivers can be directly applied in product development and marketing communication: they should all be considered to make sure the widest range of consumers is addressed. With the Purchase Drivers, Eneco can make sure their offer is relevant and fits the prominent motives of their consumers. Apart from the understanding of consumer needs presented in the Drivers, the research shows that two main issues play a role in the consideration for an electric car. One: consumers fear the range is not enough to let them enjoy their car as they are used to. Two: consumers see potential advantages the electric car may have, the environmental, financial and technical factors that were presented in the Purchase Drivers, but there is no way to specify the extent of these benefits for their situation. The available information on electric car purchase remains very general, leaving consumers unaware of the exact financial, environmental or technological gain. The combination of the unknown impact of the range and the haziness of the benefits impedes the purchase decision of the consumers. It makes them stick to the familiar fuel-powered car. The two factors are both linked to the compatibility of the electric car: the extent to which consumers can estimate what an electric car means for their life. Roger’s theory states an improvement in compatibility significantly stimulates adoption of an innovation, in this case, electric cars (Rogers, 2010). A focus on those issues is also perfectly in line with the strategy of Eneco E-Mobility, that searches the answer to needs of consumers. Thus, to accelerate the adoption of electric cars, the emerging market needs a powerful tool that helps consumers to assess the effect of the range on their mobility and the extent of the sustainability and cost gains. These consumers can be found where they already inform themselves on electric cars: car dealers and lease companies. Altogether, the design direction is formulated in the following positioning statement: Eneco E-Mobility will offer a transparent pre-sale tool that gives a personal overview of the benefits and costs of the electric car for their lease and car dealing partners. To do so, the service analyses the car use of the consumer to give insight in nearby charge facilities and the impact of the range on their mobility. Simultaneously, the service provides an overview of the savings in costs and for the environment and a sneak peek at future innovations. Solution The service materializes in an online platform called EV Inzicht (see Figure 1). Consumers insert information about their car and car use: type of ownership, distances they drive, et cetera. This data is then processed to a personal overview specifying the impact of an electric car for four topics: impact, finances, sustainability and technology. The impact shows the implications of the electric car for the routes of the consumer, with the effect on travel time and the location of chargers. The financial overview presents a breakeven point and return on investment (see Figure 2). The environmental overview determines CO2 emission savings and lastly, the technologic overview presents innovations Eneco works on. Al together, this overview specifies the costs and benefits of the electric car for the consumer’s personal situation. This enables a balanced decision that fits their personal motives. The tool is honest by using data from practice, like the actual range, and transparent by citing sources for the information. EV Inzicht answers perfectly to the request of Eneco E-Mobility. It enables them to improve the information flow towards the consumer, emphasizing the benefits of the electric car. The consumer oriented strategy is continued by the incorporation of the Purchase Drivers, addressing the most important consumer needs. The service gives Eneco E-Mobility the opportunity to collect data about their potential consumer base, enabling tailored marketing campaigns. Since a collaboration with the distribution channels is already in place, it allows Eneco E-Mobility to strengthen the relationship with their partners, showing that electric car sales are considered a mutual responsibility. A close relationship with their partners fortifies Eneco’s market position relative to competitors. Simultaneously, the business model makes sure that EV Inzicht either leads to increased profit from the sale to the partners or from new leads for charge station installation. Most importantly, EV Inzicht promotes electric driving, accelerating the adoption of the electric car and thereby enlarging the potential consumer base of Eneco E-Mobility. In conclusion, the Purchase Drivers provide an understanding of the relation between purchase motivation and consumer needs. The Drivers help Eneco E-Mobility to address the motives of the widest consumer base, ensuring relevance of their offer. The developed service, EV Inzicht, simplifies the purchase process of the electric car, aiding consumers’ purchase decision with the incorporation of individual needs. This stimulates the sale of the electric car, enlarging Eneco E-Mobility’s consumer base and boosting their sales.

The study investigated a small- to medium-sized enterprise (SME) that had expressed the interest to explore the potential benefits of developing design capabilities. Previously, CM had conducted a company-wide branding exercise and saw an opportunity to explore this further. During a 6-month period, the researcher was embedded at CM as a design innovation catalyst to understand what first steps the company could take and to help the firm take these steps. Through design workshops and knowledge sharing, the catalyst managed to improve the understanding of design and have employees that were more actively involved in the catalyst’s work change their behaviours.