A Cooperative Phone Return Experience

Abstract

Mobile phones are one of the most ubiquitous devices in our lives. The ever-growing demand for mobile phones and rapid upgrade patterns, gives mobile phones an unsustainable linear character, with a big contribution to e-waste. This study is about stimulating consumers to return their mobile phones to extend its life or fulfill another purpose through refurbishment and recycling processes. This project is conducted for the case of KPN’s return program and aims towards a beneficial exchange between KPN and consumer. Beneficial transactions of resources, already take place for millions of years in nature, where designers can learn and derive inspirations from. Therefore, these are explored and used as an inspiration throughout this project. Simultaneously an analysis of the mobile phone ecosystem is done to understand how and why retailers and consumers behave in the current context. An in-depth study with consumers resulted in insights on the impact of factors on current take-back programs. Next, to financial incentives, family friendly practice and charitable/circular motives are identified as incentives during the end-of-use stage. Users need to be informed well on the importance of the return of phones, the ease of the method and their privacy. Also, the perceived value of payback should exceed the perceived financial, functional and sentimental value in old phones and the perception of effort. This requires the elimination of negative factors and enhanced benefits for both KPN and consumer in their cooperation. The insights enabled the generation of relevant elements in nature and a translation onto the case. Based on the insights the design goal is formulated: a satisfactory disposal phase that ensures an alternative and long-term payback method for both KPN and users, that enables the involvement of other users for the spread of circular behaviour. As a result, KPN Bewust is developed: a return system that promotes the spread of information and circular behaviour through its return service. In this system, returning an old phone and involving others, is the by-effect of purchasing the next contract with or without a phone with discounts, which reduces the perceived effort. Persuading friends and family to return their phones, is rewarded with mutual benefits. These generous offers will give KPN a competitive advantage compared to traditional take-back programs, with more longterm and satisfied clients in return. Through the KPN Bewust profile, an overview of the generated discounts, and contacts shows how the advantages of a returned phone can outweigh the advantages of keeping them. This experience will increase the likelihood of repetition and the spread of return behaviour.