With the growing mounds of mixed waste in India and and insufficient solid waste management system, the government and NGO's have turned to people to segregate their waste at home. But, even after a lot of efforts to encourage people to segregate, people have not changed their behaviour and still dispose all their waste into one bin. This graduation project focusses on how systemic design and behavioural psychology can be used to change people's attitude and behaviour towards waste segregation.

The initial goal of this graduation project was to find a way to establish a reliable digital relationship with PostNL’s consumer. This is considered an important part of a digital transformation strategy that is necessary for traditional postal companies to stay relevant in a digital era. One of the main challenges of this digital era, relevant for PostNL, is the increasing uncertainty of knowing who one is dealing with online. This assignment focuses on the idea of implementing a digital identity (eID) that can be used during digital and physical encounters with PostNL and is able to provide the desired certainty to ensure a more safe and seamless service. Thereby the focus during this project is especially on how this digital identity can be established, with whom and which certainties are absolutely necessary for doing so. Digital identities that enable a consumer to prove who he or she is online, can exist out of multiple attributes that define this (online) user. Worldwide these digital identities are increasingly being adopted by companies active in multiple service industries, including LSPs. However, this does not mean that companies can simply request all kinds of data from their consumers to confirm the needed attributes. With regard to regulations including those concerned with privacy (GDPR), they are required to keep data processing to a minimum and are therefore only allowed to request data that is absolutely necessary. For PostNL, it was found that sufficient desired certainty would be possible to be established by personal validation or address validation. Although consumers do see PostNL as a reliable party (the most reliable within the Netherlands), they do not seem to be willing to (digitally) share sensitive personal information such as a picture of their ID with PostNL. Address validation on the other hand does not require too much personal information about an individual but does provide the assurance that that individual has a high probability of righteous access to the address he/she uses online. For PostNL this is most important since they provide logistics services at these addresses. As a privatized company that is not allowed to simply make use of governmental databases, PostNL is currently mainly dependent on other (commercial) parties. However, it is highly desired to establish certainty themselves, create and keep data internal. This resulted in the suggestion of a multilayered address validation system enable to establish different types of address certainty. In the ideal situation, a consumer should be processed through as many layers as possible to realize maximum certainty. Thereby the starting point is to make it as convenient as possible for consumers while raising a threshold as high as possible for fraudsters. Not only does this strengthen security, but it also increases the reach as each type is being preferred by a different group of consumers. It also enables PostNL to create, use and keep internal data while offering significant added value for the consumers in return. One element of this system has shown high potential and was selected for further elaboration, namely Stikky: a smart solution that combines the physical with the digital. It enables consumers to prove that they have righteous access to an address, while simultaneously adding significant value to them. As a result, this enables PostNL to achieve a higher first-time-right while simultaneously making it more difficult for malicious people to commit package fraud. Interesting target groups for Stikky are considered: frequent orderers, digital-savvy millennials living in urbanized areas, and worried receiving consumers. Finally, a design roadmap has been discussed that shows the long term strategy towards a multi-purpose eCommerce-ID. To have a starting point for this, also a short-term implementation plan has been provided that guides Stikky the way to a successful market introduction within six months.

Service organizations are struggling to understand and change behaviour since it is complex, dynamic, multidimensional and very often not considered to be rational. Human behaviour is a key component in services, as the interaction between a user and touchpoints determines the overall performance and value. Increasingly, service organizations aim to influence or change behaviours. Livework Studio, one of the leading service design agencies in the world, wants to incorporate the knowledge of behavioural economics into their practice to fundamentally understand and guide customer behaviour. The main objective of this project was to develop a structured design approach that supports Livework designers to incorporate behavioural economics theory into their process.  An extensive research was conducted to generate insights on how Livework can use the behavioural economics theory in the design process of services. The insights gained throughout the project were integrated into a design approach and toolkit. The approach is focused on influencing behaviour by getting the customer in the right mindset at the right time. In this approach two types of behavioural interventions are combined across a customer journey to either speed up or slow down the user’s momentum. These interventions do not only facilitate automatic and fast thinking (such as nudging) but can, when necessary, switch customers to the conscious state. People can be prompted by rational override interventions to switch to the conscious state. Rational overrides are micro moments of friction that can be used to disrupt mindless automatic interactions, prompt moments of reflection and increase conscious decision making. Not all service interactions require the speed and usability of a frictionless experience. Some situations require users to slow down, focus on the decision at hand and understand the options that they have. In these situations, friction is not bad, it is necessary. This research identified nine strategies that can switch people to reflective and conscious thinking.

This Master’s thesis at the Delft University of Technology is executed in collaboration with Fintech company Yellowtail. The assignment was to design a new mortgage application process. The current consumer journey proved to be outdated and a shocking mismatch with the new generation of firsttime buyers. Especially the high costs and the obligation to consult an adviser made the process almost a burden to buy a house. Before any designs were made, the context is explored. The chosen approach consisted of a quantitative and qualitative study. The former revealed the lack of financial knowledge, especially of debts. It also showed the insecurity of consumers and a wrong perception of what the advisers do. Many first-time buyers often consult family and friends but these groups did not seem to be the most reliable regarding their knowledge. In the qualitative study, 5 participants were interviewed who just bought their first house, two of them through an execution only channel. Based on these interviews, the current mortgage application journey is made. Based on the transcripts, 8 codes were identified and placed onto this journey map. The codes were used as needs of the consumer. It exposed which emotions had an effect in which stage of the process. From the qualitative study, two persona’s were created. Together they determine the target group of this project. The design brief in combination with a new journey map showed what had to be designed in the second part of the report. Firstly, a model is made transforming user input into a mortgage advice recommending the best mortgage amount, fixed interest rate and amortization type. Different variables which have an effect on the three advice points are analysed. The model consisted of multiple calculations and boundary conditions. It is an invisible model for the consumer, only the output is shown to them. Secondly, the front end of the system is created in the interaction design chapter. Several ideas were created and tested with consumers in a small user test. Creating overview proved to be more difficult than expected. Also many consumers still had the need of an adviser. Although this might change within a few years with the rapidly evolving artificial intelligence technology, the concept in this report starts with a small role for the adviser. This person will check the application and guide the consumer to the notary. Lastly, a chatbot conversation is written. It is presented as an addition to the interaction design. Literature explained several steps to create a convenient and trustworthy chatbot. A small user study is conducted to determine the best tone of voice. The three elements: the model, the interaction design and the chatbot together form the final design. For technical reasons and limited time they are presented independently. The reports ends with a view on the future and the role of the advisers.

The aerospace industry's global market rise considerably in recent years. StarDetect, founded in Beijing in 2020, is a startup focusing on small satellite technology, developing functional payloads and providing customised services within the needs of space astronomy or earth geography observation. However, due to the relatively short and immature development of China's small satellite commercial industry, the current satellite service targets is limited, and most of the end-users are government and research institutes. StarDetect's has to reach out to more potential customers and develop new satellite application scenarios. Therefore, the goal of this thesis is to investigate a new commercial market for StarDetect and formulate a strategy for its entry. The thesis employed the double diamond design process to provide structure for the creation process and obtain solutions by using iterative analysis. As the result, a roadmap is designed for StarDetect to enter the Smart Tourism market. In the first horizon, Destination Discovery Service based on mature technology is launched to open new businesses in the market with price penetration, to meet the needs of tourism project developers for quick access to destination information. And a 3D visualization service is available as an add-on value. In the second horizon, the Destination Environmental Monitoring service is introduced for increasing sales, which meet the demands of management organizations for monitoring the sustainability of natural destinations. At the same time, a website providing sustainable travel information to responsible travellers is offered, to develop StarDetect's brand recognition and build connections with potential consumers in preparation for the next horizon's B2C business. Finally, Horizon 3 continue to grow market segments by launching Disaster warning and Safety monitoring services. Meanwhile, StarDetect started to serve consumers directly by providing a one-stop service platform for outdoor adventure to capture new business opportunities.

It is an indoor interior element that increases the quality of interaction between senior dog and the owner and provokes cognitive ability of senior dogs that are losing eyesight. It consists out of two parts, of which the first one is orientation. This part will create a qualitative interaction between the dog and the owner, and making the Snifftrail (second part) a trusted and familiar place by using impulse control training in a new way. The second part, exploration, functions as guide and stimulation for the senior dog to move around the house when the owner is not home. It does so by using a trail (Snifftrail) between the comfort and essential spots in the house of the dog. These spots can for example be: Kitchen (food), living room (sleeping), and bathroom (toilet). By bridging these spots, the dog will not get lost as easily, and is more prone to move to from one spot to the other.

With the influence of COVID-19, people all over the world are facing significant challenges. Families with school-aged children face difficulties in helping the children transition from traditional school to online education while bearing various stress due to the epidemic quarantine measures. The situation leads to an intense parent-child relationship during the quarantine period because of the increased conflicts about the children’s learning status, especially for Chinese families, which attach great importance to studying. Through a literature review on parents’ involvement in children’s study, the cultural influence on parenting style, and how the epidemic context could impact the children, I have a basic understanding of the context. The design goal was defined by combining the insights obtained from the in-depth interviews with nine families and relevant design theories on designing for children and parent-child communication. The project aims to improve parent-child communication by creating a relaxed conversation atmosphere during the COVID-19 quarantine period for Chinese families with children aged from 9-12 who are about entering their puberty and could have more communication problems with their parents. With the inspirations of ideas from brainstorming sessions and the Doraemon character, the time travel concept was created and developed to create a relaxed communication atmosphere and provide more communication topics for parents and children at home. A prototype was developed and tested with four families to evaluate the extent to which it can improve parent-child communication at home. The test results showed that parents believe the design makes sense in helping create a positive communication atmosphere at home and, therefore, could facilitate a better parent-child relationship. From the children’s feedback, the long-term attraction to the children in using the product can be a direction for further development and improvement.

Globally one-third of all food that is producedfor human consumption is wasted (FAO, 2013). Although it happens across theentire Food Supply Chain, 53% of all food waste in Europe takes place withinconsumers’ households (Stenmarck et al., 2016). All this waste has seriousconsequences for the environment and if we want to achieve our ‘food waste reductionof 30% by 2025 and 50% by 2030’ (UN, 2020) more needs to be done. An assignmentwas formulated together, with the Delft based organization I Change, to developa product/service that facilitates consumer food waste prevention by addressingthe household routines. By reviewing consumers’ existing household routines andthe motives of their food-wasting behavior, it has been discovered thatconflicting goals are the main reason consumers are wasting food. On the onehand consumers are willing to reduce their food waste because it is a purewaste of money, ethically wrong and because they feel ashamed or guilty whendoing it (van Dooren & Mensink, 2018). On the other hand, consumers wastefood because they strive for convenience, want to be good providers by makingsure there is enough to eat and want to be prepared for uncertainties (e.g.:working overtime, unexpected guests) (Graham-Rowe, Jessop & Sparks, 2014).  These food wasting motives have led to manyconsumers lacking the ‘good food habits’ needed to make both convenient andgood choices.  These good food habitsinclude making shopping lists, setting up meals plans and checking stock beforegoing shopping. According to Ooijendijk et al. (2019) having and sticking to theseroutines can prevent up to 50% of the total amount of food consumers waste.  Through an iterative design and test processEetkaartjes was developed. Essentially this product is a set of product categorylabels that consumers use in their fridge, freezer and/ or cupboards whichenables them to become better organized. Based on results from the testingphase it was concluded that through better organization, several of the previouslydiscussed lacking ‘good food habits’ improved. This ultimately resulted in lessfood being wasted.  I Change has beenprovided with several implementation options for the product. A productionproposal was made which enables them to continue with a detailed physical versionof the product. The affordable cost estimation and interest from theNetherlands Nutrition Centre, makes this an interesting direction to furtherlook into.  A second proposal was madefor a simplified flyer version of the product. This version is cheap to produceand easy to distribute but requires additional effort from the consumer toimplement it.  A third proposal was madein the direction of education. Samen Tegen Voedselverspilling expressedinterest into this direction and collaborative next steps are being discussed.  I Change is advised to continue theconversation with external parties and look into the different implementation possibilitiesof the product, conducting additional small scale tests to validate remaininguncertainties and determine which strategy has the most potential.

The relevance of persuasion for product care. Aiming at increasing users’ interest in sustainable consumption, different lines of research and initiatives ranging from frameworks for design to community-based approaches, have presented routes to support a transition from a linear economy to a circular economy. These models intend to extend the performance of products through its lifetime as a means to reduce the environmental drawbacks of excessive consumption. Product care focuses on the immediate actions consumers can conduct to maintain products in sound condition. Persuasive strategies and techniques can provide product care with an additional source of motivation drivers while engaging consumers with care activities. The project. Current research in design for product care has addressed different strategies and possibilities while promoting care behaviour, which requires consumers to be active and willing to perform maintenance and repair regularly.  These strategies and methods have been useful to explore the inner drivers of consumers and undercover influential factors that make people act in a certain way. Aiming at further exploring these relations between users and products, this project addresses the influence of cultural background on care, by focusing on human behaviour to design a persuasive system to make people care more. The research. A cross-cultural study was conducted including three different countries, Austria, The Netherlands, and Colombia, aiming at exploring the influential drivers of care. The sample consisted of 160 participants from different backgrounds who took part in a set of questionnaires and interviews to identify the specific context of product care. The findings from the research study were used to design a persuasive strategy which includes a phased-implementation. Former research has addressed cultural differences in fields such as marketing and design, but since the studies are mainly focused on marketing strategies, this research extended the scope towards persuasive strategies to influence people to act upon care. Psychology behavioural economics and design strategies. Different lines of research have studied human behaviour as a means to tailor propositions that are relevant to the target audience, and use the factors that influence the decision-making process, to present framed content which is aligned to the individuals’ interest and mindset orientation models, while convincing patients to carry on scanning procedures, or consumers to buy offers that include products which were not needed at the beginning of the consideration phase. This relates to the cognitive interest that people have concerning certain activity, product, or topic, which if high can lead them to make conscious decisions and reduce the external influence while making a choice. Behavioural economics aims at understanding the reasoning behind consumers acts, which can be shaped by the context and former experiences. The intention an individual has when setting and attaining a particular goal has been a focus of research through the time, since people say they want to commit to a certain activity such as exercising, but their actual performance falls short to reach that goal. Persuasion in design. Regarding research in design, the interaction between people and products has been addressed identifying factors that influence users’ behaviour, such as product attachment and the actual interaction with products which can lead consumers’ actions in multiple manners. Understanding the intention of our propositions can be of help while designing products, services, and spaces that can make people act accordingly.  A guideline for tailoring a persuasive system to convince people to care more was designed in this project. The persuasive strategy. This project resulted in a persuasive system composed of two elements which are as follows and APP and a website are presented, together with initial lines of a service proposition which can be the result of the phased-implementation strategy. The app and the website were designed following a set of guidelines resulting from the cross-cultural study, and the current literature in the overarching fields that set the foundation of this project. The persuasive system was tested in two different iterations with designers and experts from other areas. To devise the impact of this system, it is necessary to extend the intervention in the future by introducing the means presented in a formal setting to validate the long-term impact and how the intervention can be relevant to the users.

This report presents the research into e-bikes for commuters and the design process of a laptop bag carrier for commuters. The project was carried out for Royal Dutch Gazelle in Dieren. The project started with the question: How to make electric bikes more attractive to commuters? In order to answer this research question a literature study, user research and market analysis was done, all focussed on the Dutch bicycle market. In order to get a good insight in the commuter's needs and wishes in depth interviews were held with e-bike owners. The main conclusion from the research phase are that in order to make the e-bike more attractive e-bikes should be more reliable, have a unique design and offer more practicality and ease of use. Under practicality and ease of use issues as charging possibilities, bringing luggage, maintenance and theft prevention are considered. Based on these conclusion a descriptive domain for the solution direction was formulated: Worry-free modern commuting. Within the domain of worry-free modern commuting the design direction was developed further. As target group young family (wo)men were chosen and as a retail strategy a lease construction was selected. Also it was decided that the design focus would be on bringing luggage. The bicycle type would be a normal e-bike and the design would be based on the Gazelle CityZen model family. Based on the formulated design direction the idea generation phase was started and along the way more design choices were made. It was for example chosen to focus on bringing your own laptop bag, which would be mounted on a luggage solution at the front or at the rear of the bicycle. After these design decisions thirteen concept ideas were generated. From these concepts two similar rear concepts were selected to be worked out in more detail. The two concepts, Horizontal bracket and the Diagonal support, both feature a construction were the laptop bag is mounted diagonally along the rear seat stay. This way the bag does not get in the way of the pedalling motion, but can still be placed very close to the centre of mass of the bike. Also it is automatically integrated in the lines of the bike, as it follows part of the bicycles frame. The two concepts were developed further using mock-ups and by modelling and sketching. Based on the second iteration in mock-ups the 'Diagonal support' concept was chosen to be worked out as the final design. The Diagonal support concept is chosen because it works well in terms of looks and position on the bike and it scores more positive on the mounting factor. The final design was further developed by use of CAD-software and resulted in the Gazelle laptop carrier. This luggage solution boosts a foldable support structure were a laptop bag can be safely mounted on the bike. By means of a elastic mounting strap the bag is securely locked in place and by means of rubber shock absorption the laptop bag is protected from road impact. The Gazelle laptop carrier will be offered as an option on a new commuter lease bike and can be leased from 2,50 euro per month.

Many non-profit organizations (NPO’s) in the Netherlands have lost a large amount of donors over the last years. This thesis explores the use of behavioural influence design, applied in an online solution, in order to improve donor engagement for the well-known NPO WWF. The thesis focuses at creating long-term engagement with donors in the age class between 18 and 35. People in this target group want to be flexible when it comes to making donations, want their own impact to be specific and tangible and rather take action themselves, in a personal and individual manner, when it comes to environmental goals. Furthermore, this is an age group that is very active online, especially on social media, which is interesting for the online solution space. As WWF-NL wants to create a society-wide movement, showing people that there are more ways to contribute to their mission for a sustainable society, beyond donating (like adjusting sustainable behaviour or investing time), it seemed an interesting opportunity to improve engagement with this group and connect with them on the common interest of contributing beyond donations. With the help of literature and successful exemplar cases on engagement, guidelines haven been created for improving the different levels of engagement (cognitive, emotional and behavioural) in relation to the target group. Also, the field of behavioural economics, which assumes the irrational thinking and decision making processes of human beings, has been explored to see how behavioural influence design could be applied to improve the (different levels of) engagement. The conclusion of this exploration is that behavioural influence design should not (just) be implemented in the smaller details of online expressions; it should be part of the broader strategy, where it is used to improve individual (in this case sustainable) behaviour of the target group. Again, with exemplar cases and literature, guidelines for improving engagement with the help of behavioural influence have been created. The guidelines and insights for improving engagement with the help of design for behavioural influence are combined in a strategy. Its details, that make it a WWF-specific approach, are shown in a roadmap, with supporting directional concepts. To successfully reach the vision of this roadmap, all parts of the horizon must be followed carefully. The remainder of the project focused on horizon 2 of the roadmap, to provide WWF with a specific and tangible project to pick up and carry on after my graduation; the development of the WWFxYOU app. The goal of this app was to create a personalized relationship between the target group and WWF, based on the motivation to create impact (on an individual level). A first test, with 10 in-depth interviews with participants from the target group, had promising results; the app was described as a personal, approachable, (inter)active and involving way of contributing to WWF and seemed more attractive than current (WWF) donorships. A redesign is made based on the interviews. For further validation, I recommended to improve and test this design with a larger participant sample, before actual implementation.

Money is a key element in people’s overall well-being (Abey & Ford, 2008). Young adults are behaving very differently towards finances compared to previous generations (Williams et al, 2010). In addition, young adults have little trust on financial institutions and no one to turn to for actionable advice (Deloitte Millennial Survey, 2019). Adults in their twenties and thirties are struggling with money, feeling overwhelmed and lost (Foundation for Economic Education, 2018). A gap in the market was found, where no current solutions fostered long-term behaviors for young adults towards a secure financial future. I wanted to use my skills as a designer to solve this paradigm involving young adults and finances. The goal of this graduation project is to provide guidance and support for young adults in changing their current money habits so they can ensure their future well-being. This societal issue regarding young adults and money is a shared problem in countries all over the world. For a better understanding of the relationship young people have, the context was scoped down: the project was based in Madrid, Spain and it was targeted for young adults belonging to this country. Under this context, the research of the project provided valuable findings which led to the final design. Those findings can be extrapolated to non-spanish young adults. Young adult’s current money habits and the desired financial behavior for a sustainable well-being were identified and mapped in two frameworks. The transition between both was possible through the creation of a new product- service-system. As a result, a product-service-system, named Volt, was designed. Volt crafts a new meaningful relationship between young adults and money and consists of a smart phone case, a related digital application and the system that sustains both. Through the phone case, young adults will progressively save by clicking a button and check their financial health thanks to a coloured light. The digital application will first help young adults to budget on their personal financial goals into vaults or buckets and keep track of their financial health and progress. After some digital application use, the digital application will provide young adults with actionable financial advice and the entrance to a community of young people with similar financial situation, so they can feel supported and have the peace of mind they crave.

Our food system has a huge impact on the environment and is one of the largest contributors to a global threat: climate change. The meat industry alone accounts for 15% of the greenhouse gas emissions. So, the solution would be eating less meat and dairy. But although the Dutch eat most meat replacers in Europe, the annual meat consumption hasn’t declined between 2005 and 2019. The growing number of vegans and vegetarians in The Netherlands show that it isn’t always willingness to eat less meat, but often it is habitual behaviour that is hard to disrupt. Teaching and preaching sustainability is proven to be ineffective, since consumers often filter out information that doesn’t result in short-term benefits and personal gain. Filtering out information is to reduce the mental load that consists of several struggles that consumers experience in the cooking process: finding inspiration, sticking to their budget and eating healthy and varied food. And even if consumers consider sustainability, it almost never has top priority. Therefore, a product or service that wants to help consumers choose to consume more sustainably should, primarily, focus on offering personal value and short-term benefits. In addition, sustainability has to be subtly incorporated, but never be the main attribute of the product. Consumers are already looking for help with their struggles in the cooking process, like finding inspiration Consumers are already looking for help with their struggles in the cooking process, like finding inspiration and help online and buying products that make cooking simpler and more convenient, like food boxes. But, research shows that consumers quit their food box subscription, because it is too expensive and they have no control over the size, quality and price of the vegetables. Furthermore, the recipe and herbs/sauce of the food box are considered more valuable than the vegetables. Therefore, the product that is developed in this project is a food box without vegetables. Instead, consumers receive a recipe, for inspiration and including a shopping list, and a ready-to-use sauce made of natural herbs and ingredients, which helps them with the most expensive and complicated part of a meal. All recipes are vegetarian, which nudges sustainable consumption, without compromising on price and convenience. Vegetables can be purchased in the local supermarket or local market. This increases the physical barrier compared to regular food boxes, but gives the consumer a lot of flexibility in return. The focus of the solution is to reduce the mental load for the consumer by making eating less meat easier, not more complicated. The target group are generation Y and Z, because these generations are already most sustainable, like cooking and they live online, which make it easier to target them.

As main contractor at Amsterdam Schiphol Airport, BAM Infra Energie & Water strives for optimal asset maintenance for each and every one of their assets. In order to achieve this, one of the components which needs to be improved are the amount of malfunctions of Schiphol’s sewage pumping stations. These are caused by all types of obstructions, but especially towels and wipes. So far, BAM’s technically oriented solutions have not shown sufficient improvement. This was the base for this graduation project, in which I took a designerly, human oriented approach into solving the obstructions. I have tried to solve the obstructions at the source: the passengers at the airport. The goal of this project is to design a behavioural intervention, to prevent passengers from flushing waste down the toilets in the first instance. After reviewing research done into behavioural change and toilet design, as well as an evaluation of the stakeholders involved, a user research was set up to identify the behaviour which causes the flushing of waste and the reasons behind this. This was done in the form of exploratory interviews among a population representative of the possible visitors passing by at the airport. With the initial research, five design directions were established as a basis for ideation: signage, waste bins, towel dispensers, removing opportunity and feedback. A myriad of solutions were combined into an initial concept proposal, to be refined into a final, two-part concept: 1. A design of a new, user friendly and hygiene oriented waste bin, to be implemented in the individual toilet cubicles. The availability and user oriented design needs to make throwing waste into the bin more attractive than flushing it. 2. A repositioning of the cleaning personnel, where they are more in the forefront in a host-like manner. This will establish a connection with the passengers to give them a feeling of responsibility over the cleanliness of the toilet area, as well as a feeling of being watched to ensure the passenger behaves better. Combining these two interventions should trigger the passenger enough to lower the amount of waste being flushed and eventually the number of obstructions in the pumps. To confirm whether this concept actually achieves the intended behavioural change, a second user test was performed, in which the user group gave their thoughts on the new situation with the help of a use scenario to help them imagine themselves in this situation. With the user evaluation, as well as in-depth interviews with the three main stakeholders, BAM, Schiphol and cleaning company Vebego, the concept was optimised for implementation. The concept and its implementation came together in the final strategy, which consists of a detailed plan for a six month pilot to evaluate the effects in real life and the possible definite implementation of the concept after that.

Trust is a human mechanism that opens doors to innovation and progress. Especially when risk is involved, trust will create a bridge between you and an opportunity and will enable that crossover. I believe design can form such a bridge, and in this project I explored how design can create trust. This project was done in the context of a connected farmer platform for Rabobank. The bank wants to move from a service provider to a connector between clients. This will change the relationships they have and new relationships will be established. These new types of relationships are unknown and trust does not exist here. Rabobank, like many other cooperations, used to be able to produce and control trust themselves. Now, this way of creating trust no longer works, and people are looking for other ways to create trust relationships. Technology enables a new type of trust in which people place trust in one-another in stead of a service provider. This creates an interesting opportunity for Rabobank as a connector, because it enables the establishment of trust between clients with Rabobank as facilitator of that trust relationship. Two main strategies for creating trust can be defined. Contextual trust relies on contextual properties to inform a person about their trustworthiness. Contextual trust is confirmed by control mechanisms such as formal agreements and structural controls. Very different from that we can define intrinsic trust. This type of trust is centred around one’s intrinsic motivations and is communicated through observable actions that eventually accumulate into a reputation. The strategies enable different types of relationships and collaboration structures. Contextual trust works best in situations with hierarchy and authority. Intrinsic trust is very different and enables self-coordination though autonomy. These strategies are very different but also go well together. Most relationships leverage both strategies to create trust. But also it is important to be cautious with them because contextual trust mechanisms can potentially hurt the foster of intrinsic trust. A historical analysis shows how Rabobank has always been able to work from a trust relationship. The way the bank works has changed immensely and these types same relationships are no longer an option. The bank is still very allied to the agricultural sector and a new dynamic between bank and sector has to be found in order to work together. Rabobank is a cooperative bank, and even though not many people really understands what this really means it tuned out to be an interesting asset. Especially because farmers are so very used to work in these types of structures. A cooperative structure enables new ways of working, and enables a new structure in which Rabobank has to define its role. All findings and insights were synthesised into a design proposal (Figure 2) for a data sharing platform for Rabobank. The setup of the platform also highlights Rabobanks role (Figure 1), with its many trust consequences. The visualised platform highlights many trust mechanisms and shows what they would look like in this context.

Sea ports are undergoing a digital transformation, which can offer benefits for many involved stakeholders in the logistic chain. In order to stay relevant, Port of Rotterdam (PoR) should invest in developing new port infrastructure; digital connections that facilitate data exchange between logistic chain stakeholders. A strategic digital opportunity was found for PoR, design a platform that is focused on container data, which contributes to the competitive position of the port of Rotterdam and the business model of PoR. The thesis explores the design of the platform Cadex, a data platform that facilitates cargo data exchange between data suppliers, e.g. terminals and data demanders, shippers. Cadex offers shippers real-time data about their containers that enables shippers to act upon containers that deviate from the planned schedule. By making cargo data easy accessible it could save shippers significant costs that come with transport, the deprecation of their goods, the management of their logistics and their inventory. Especially in time sensitive trade, like fresh goods or factory parts this data is valuable. In addition, it could also contribute to a lower carbon footprint of shipments. The platform enables users to get data directly from the data owners (data supplies) like sea-port terminals and hinterland terminals and can therefore be labeled as reliable data. The data suppliers benefit from the revenue model the platform offers for their data and they are allowed to set their own asking price for this data, furthermore they benefit from the data they receive about their clients. PoR would directly benefit from the data exchange by charging a percentage of the price. In addition, PoR receives historical data about its clients, which improves their knowledge about the clients they serve and could be input for improvements in the port of Rotterdam. Moreover, a better customer service is offered to shippers that make use of the port of Rotterdam. The new port infrastructure Cadex offers, could improve the score of the port Rotterdam on the selection criteria and therefore, contribute to a higher competitive position. Developing this new port infrastructure is a long-term investment since the connections hold value. Once built, the infrastructure can be reused by other parties or other digital purposes with some adjustments. This makes PoR a relevant party in the digital transition. Without this new port infrastructure, PoR is more likely to be bypassed by other competing players who will reap the benefits of the digital transformation in sea-ports.