Design for Impact
Recidar
Recidar promotes the reuse of goods in vulnerable communities in Peru by collecting used goods from families and companies at no cost. The goal is to prevent these goods from ending up in a landfill. They then clean, classify and offer them at Mi Bazar shops at low prices, supporting families experiencing economic vulnerability while also offering employment for people who seek to get ahead.
Challenge
Connecting companies to Recidar’s purpose and solidifying donations is one of the most important challenges for Recidar. These companies view Recidar as a means to getting rid of their junk as opposed to a mission-driven organization that collects and up-cycles reusable goods for people and communities in need. Our timeline to solve this was two weeks.
ROLE
Creative Consultant
UX Researcher
SERVICES
Brand Strategy
Experience Design
Roadmap Strategy
TEAM
Heather Coward
Tanya Nybakken
Recidar
Pyxera Global
Action
Listen, listen, and listen. The first step to understanding the problem was to engage with all internal and external stakeholders. Our team ran several design thinking, brand strategy, and customer journey workshops with these stakeholders giving us key insights into the pain points and opportunities.
These three insights were 1) Recidar collected anything regardless if it was reusable or not, 2) Recidar lacked a strong Brand Strategy that would enable them to better communicate with potential donors, and 3) Mission Creep preventing Recidar from serving its community as efficiently and effectively as possible.
Results
01
Brand Strategy and Communication Roadmap enabling Recidar to increase donors and donations.
02
3 Month, 6 Month, and 1+ Year plan allowing them to focus and prioritize to achieve their goal.
03
A re-energized Recidar team ready tackle these challenges and find new opportunities to achieve their mission.
Small Acts, Big Impact
Social Challenge
"Peru is a country of contrast and contradiction."
Peru is not only one of the most beautiful places I've ever travelled, but also one of the most tragic.
In 2020, Peru’s poverty rate was 32.9%. While this number is large, nothing prepared me for the reality of it. The rural and urban areas of Lima, Peru are divided by a literal "Wall of Shame" segregating the richest from the poorest. Majority of the people living on the rural side lack access to clean water, food, sanitation, and jobs.
Economical Challenge
Peru is one of the fastest growing countries in South America and is ranked 47th in the world with a $223B+ GDP.
Despite this fact, the people experiencing extreme poverty in the country have an average wage of 352 Soles, or $96.40 per month.
Environmental Challenge
Peru is facing a waste management crisis. 7.5M tons of solid waste ends up in the landfill each year. 54% goes to formal landfills while 45% goes to informal landfills or dumps. Total recycling rate is less than 4%.
It is the informal landfills that create the largest problem as waste ends up in residential areas or water sources where it either congregates with nowhere to go or is disposed of by fire.
Many of these goods that end up in these landfills would benefit families in need.
Brand Strategy & Roadmap
