Sustainable fish behavioural design

FISHY FRIDAY

BEHAVIOURAL DESIGN INTERVENTION

By Tanishqa Bobde, Tejal Mahashabde & Sabrish Prakash

Goal chosen Life under water

Theme UN Global Goals

Context of project Design for behaviour & impact course, CIID Summer School December, 2018 By Tanishqa Bobde Tejal Mahashabde Sabrish Prakash

FISHY FRIDAY

Problem Statement

Home cooks in Kochi, Kerala fail to buy sustainable fish

Introduction What is sustainable fish?

Sustainable fish consist of seafood that has been procured ethically & at a rate that allows the fish to breed properly. Sustainable fish have been proven to have no asbestos content relative to unsustainable fish & hence taste better. Sustainable fishing practices ensure that other parts of the ecosystem remain safe during the process. The MSC certified fisheries need to manage themselves & adapt regularly & efficiently to the environment & laws.

Sustainable fishing is practiced in Kochi, however, due to lack of awareness & spread about this practice home cooks remain unaware of its importance & implications.

Target User Persona

Image courtesy https://www.flickr.com/photos/sharpfocusphoto/7957028006 Research done through interviews at Bolgatty Palace & Island Resort, Kochi.

Mrunal Tharamal Age - 37 years Gender - Female Mrunal is a housewife in Kerala. She lives in a large society complex and is close friends with her neighbours. She has a large family & they all live in the same society in different flats. She has 2 school going children & a husband who works in the government.

Pain Points Fish quality Distance of market from home Lack of knowledge about sustainable fish Not very motivated towards sustainable practices

Mrunal goes to the market to buy fish every Monday, Wednesday & Saturday.

She has been going to the same market for the last 1 year & changes the market based on opinions from her neighbours & relatives.

She likes to cook fish as a part of meals on a daily basis since it's a staple in her & her family's diet.

Mrunal doesn't know anything about sustainable fish & if told, she wouldn't even know what it means. The fish mongers are local sellers & don't always source the fish themselves, so they have no idea about sustainable/unsustainable fishing practices as well.

Mrunal wants what's best for her family, health wise & taste wise. She cares a lot what her friends & family think about her.

FISHY FRIDAY

User Journey Map

Plan meal with fish at home

Decide which fish to buy

No fixed time to buy fish - either early in the morning or in the evening

People have specific preferences - "I like small fish, so I know what to buy"

Create shopping list of food items

Choose mode of commute

Travel to market

Might also buy fish from the vendors who come on a bicycle Environment Cleanliness Price Familiarity Freshness Distance

Go to particular shop

Availability of the specific fish Chit chat with fellow customers Look around the environment & talk to vendor "I know the shop, I'm familiar with the vendor, I know where he goes fishing, so we don't talk about fish, but about general topics."

User Journey Map (cont.)

Purchase fish

"For me, taste is the main factor, I don't care about price."

"If I have enough money, I'll buy a variety of fish, else I'll look for cheaper options."

Fish Quality Fish Size

Fish cutting & cleaning by vendor

Does not always depend on the context

Fish packing with papers & black bags

Purchase other things on the list

Travel back home

Reach home

User Journey Map (cont.)

Refrigerate fish

Cook fish

Consume cooked fish

HYPOTHESIS What moment in the journey map have we identified for our behavioural design intervention?

Go to particular shop

Purchase fish

Fish cutting & cleaning by vendor

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Diagnosis What did we identify?

People fail to buy sustainable fish because it isn't top of their mind at the moment of purchase. If my mother is buying fish, she isn't thinking about buying sustainable fish, but simply buying fish, coming back home & cooking it.

Because of the status quo bias & social norms, customers continue to visit shops they are familiar with, rather than new shops that carry sustainable fish.

If they're used to something, they don't want to change it because there's no incentive to change it, and so they want to go to the same shop every time. When the user is planning which shop they want to purchase fish from, their friend suggests a shop to them and so they go to that shop.

Opportunity Statement

Home cooks in Kochi fail to buy sustainable fish. How might we enable meaningful interactions around sustainable seafood at the moment of purchase?

The Solution Fishy Friday

Fishy Friday is a community pop up shop that pops up in societies around Kochi (similar to the one Mrunal Tharamal, our persona, resides in) on one Friday of every month.

This shop acts like a bridge between home cooks & sustainable fish. It provides small taste samples of freshly cooked fish to customers to give them a taste of sustainable fish & how tasty it is.

Due to community based interaction, social norms would ensure large customer base to the shop. Ex. - Reena would go to Mrunal's house and tell her "Hey Mrunal, come check out Fishy Friday! Rita, Anil & Sara are there too!".

Along with this, it has samples of raw sustainable fish for sale to customers & merchandise. The merchandise consists of badges, bags, calendars, monthly cards, recipe cards & coasters. All of this merchandise behaves as behavioural nudges to facilitate interaction. The shop also spreads word about consuming 'Fish of the month', kudos to the website https://www.inseasonfish.com/season-calendar

FISHY FRIDAY

Strategy

By using taste, slogans & seafood as a call to action, and not "come be green & save the world", Fishy Friday tackles the selection bias & engages with all users and not just those who care about 'being green & saving the environment'.

Nudges Recipe cards

The recipe cards would be given to home cooks when they come to sample the fish. The home cooks can write their special fish recipe on it and return to Fishy Friday staff. Through a ballot, a recipe would be chosen & cooked on the Friday of the next month. This would make users want to visit the shop since it would be delightful for them if the entire community gets to taste their special fish recipe.

The recipe card consists of nudges & checklists like "Fish of the month - ______" & "Is the fish sustainable?". These would induce saliency and nudge the users to engage with the fish of the month & sustainable fish the next time they cook this recip.e

Monthly stamp cards

These cards consist of names of all months of the year with a circle under each of them. The cards would be given to the customers. Every month that the customer attends the pop up shop, he/she gets a stamp stamped under that month. After getting 3 consecutive stamps on the card, they get a free sample of raw fish for them to cook from Fishy Friday.

This behaves as an incentive to the users to challenge their status quo bias & visit Fishy Friday for fish-based interactions.

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Fishy Friday Calendar

Users can purchase this calendar in order to get nudges towards what the Fish of the month is & what day of the month Fishy Friday would be visiting, Hanging this up in one's kitchen would ensure constant 'top of the mind'-ness of sustainable fish, fish of the month & the Fishy Friday agenda.

Other Merchandise

Badges of the brand contain slogans like 'Fish for thought', 'I've been fished!' & 'Fishy Friday'. The bags contain slogans of Fishy Friday to advertise the logo & encourage users to buy it The raw fish is packed in banana leaves in order to create a sense of relatability between the people of Kerala & the brand.

The cleanliness & hygiene level of the banana leaves would be communicated to the customer, since a mental model exists that banana leaves for packaging are unclean.

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The Prototype To scale low fidelity pop up shop

A low fidelity pop up shop was set up in the space of the class in a manner that viewers can get to actually interact with & get a look and feel of the intervention.

Consumable food samples of grilled Basa, calendars, recipe cards, low fidelity badges & monthly stamp cards were all displayed.

What happens when it isn't a Friday?

Fishy Friday Staff The Fishy Friday staff would have to partner with fishermen, the government fishing agencies & local fish markets to identify & potentially demarcate sellers of sustainable fish.

Customers The customers would be encouraged to spot the Fishy Friday logo at the fish markets around the city to identify sellers of sustainable fish & preferably purchase the fish from those markets.

Experiment How would we measure the success of our intervention?

The intervention can be tested by measuring the number of people who visit the shop & the sales from the merchandise & the fish.

Also, the number of customers visiting the external fish markets with the Fishy Friday logo would communicate the impact of the pop up shop.

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Key Learnings You don't always need a big, fancy solution. Simple solutions can make a huge difference in terms of behavioural design .Behavioural biases of human beings largely impact how a product or service is used & viewed. As designers, it's essential to take care of these biases while designing solutions & mitigate or amplify them as necessary.

In community based interventions, creating relatability is essential in order to draw customers to utilise the intervention.

95% of all human behaviour is irrational. As designers, we can either influence this 95% of the irrational mind, or 5% of the rational mind.

THE TEAM Our Fished! sustainable fish enthusiasts

Tanishqa Bobde

Tejal Mahashabde

Sabrish Prakash

Budding service designer

Researcher in education & the social sector

UX Designer

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