A Life-centred Design Project
How might instagram use its predictive algorithm to reduce e-waste?
Applying a method from The Non-human Persona Guide to Instagram to design an experience that enables users to reduce their e-waste, and to adapt the business model to support wider circular and regenerative business
About
Using a method from The Non-human Persona Guide, I created a persona for e-waste to explore how Instagram could use its platform, algorithms, and prosperity to reduce the e-waste that digital technology—and the organisations that benefit from it—contribute to.
The output was 6 user behaviour strategies and 3 regenerative innovations, including using the platform’s predictive algorithm to timely prompt and enable users to repair, resell, donate, or recycle their devices.
The problem and opportunity
Ubiquitous digital platforms such as social media drive the use of digital devices which in turn drive the need for virgin materials and contribute to e-waste.
How can Instagram use its business in life-centred ways to take responsibility for the systemic issues it contributes to?
A primary 'non-human' to care for
A systems thinking approach identified e-waste as a primary non-human impacted digital experiences.
The life-centred innovations
Life-centred and non-human innovation produced the following initiatives:
- Algorithms to ‘sell’ sustainable behaviour—Utilising Instagram’s predictive technology to not only show new phone adverts to users predicted to want a new phone, but to also show them adverts that lead to quick sustainable actions for handling their old phone, such as ordering a recycling satchel, booking a repair, or getting a trade-in estimate without leaving Instagram
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Discounts for Allies—Offer reduced advertising prices to organisations based on the longevity and fair material sourcing of their products
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Collaboration to share prosperity—Collaborate with other social media platforms to fund education and upskilling for people and children mining the rare earth materials used for devices and which end up as e-waste
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Influencers to Motivators—Implement a rewards system to encourage social influencers to become planetary-action motivators who embed sustainable and socially just action in their social media content
The method
Explore the complete non-human persona method and tools used for this project by accessing The Non-human Persona Guide’s Journey Backpack.
Take the lead
Lead the way by redesigning your products and business to reduce environmental and social harm and regenerate the people and environments your system relies on.
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