Natcha Janha - Refil Station

Overview

Mission of Refill Station

Refill Station tries to get people useless bottle plastic by refill the bottle instead of buying the new one.

My responsibility

I have been involved in planning workshops, facilitation, and collaboration with Internal Thoughtworks and Refill Station to get solution ideas.

Thanks Image from : https://www.refillstationbkk.com/

Context

Refill Station start the business by enabling people to refill any liquid from home products or beauty products at their shop to support the mission to reduce plastic waste.

This time, they try to scale up the business, The less branch of Refill shop becomes to the barrier, their users need to commute to refill the liquid at the shop only.

So that Refill has been starting a new business model, they target salarymen instead of overall users in Bangkok and distributing the refilled bottle to each office instead.

Problem space & Approach

Problem space

Refill Station has been tried to scale business for a few months and they don’t get target users enough from what they expected.

The profit of refill is still inconsistent, Refill Station also would like to make a profit just enough to sustain their business.

Empathize

I have been Pairing with Kuppy Thanaporn to get more insight from Refill station base on what they know about persona and current As-Is Journey

Headmen

Responsibility: Collaborate with Refill Station to collect requests to refilled from Villager and money.

Woramet Kitjanurak

Age : 30-35 yrs.

Villager

Responsibility: Bring the empty bottle to Headman.

Chutimon Sanchon

Age : 25-30 yrs.

"Being the headman, I can feel a sense of proud to start to contribute plastic waste."

Goal

Would like to contribute to the mission of plastic waste.

Frustration

More jobs to manage requests and money in the office.
Feel so consideration for the villager, if they need to help Refill station to encourage people to refill.

"Using organic product and get a sense of reducing plastic waste is so valuable."

Goal

Be able to access organic products with comfort price.
Contribute to plastic waste.

Frustration

Even it has been refilled by my bottle, some products are still expensive.
it’s hard to find the person to share orders in the same round together.
Need to bring the bottle to the office.

Key Insight

Different profit between home products and beauty products.

Body care makes a better profit because the price is higher.
Home products have been ordered more often than body care base on how often users need to use them.

Cycle of refilled product between each villager is different.

Some people already run out of their product but others are not and The villagers don't want to order if they are only one person in the cycle.

Still expensive price.

Even using their bottle, for an organic product is still expensive.

Headmen are good support but not the good seller.

They feel so consideration for the villagers if they need to help Refill Station to encourage people to refill.

Define

From all context and limitation of time we have, We decided to run the workshop as small and with less effort.

Ideate

We set up a session between internal ThoughtWorks with Refill Station staff to brainstorm How might we continue moving forwards.

Brainstorm How might We and Framework to prioritise

1. Brainstorm from all insight

From Vision + Profit Insight + Users feedback, I give 10 mins and let’s participant wrote down How might We and grouping.

2. Prioritize by wearing the user's hat

Let’s all Attendee wear the hat of Refill City, Headmen and Villagers, then make their assumption and give a score 0-5 on impact for each How might We.