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a modern laundry

master in Service and experience design 2011Fifth Workshop: Turn the World ColdProject Leader: Anna Pellizzari Assistant: Nicole NeubergerProject Title: A Modern Laundry Team Members: Xing Huang, Morgan Dickson, Kahoru Tsukui, John Welch

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We are focusing on change that is incremental and immediate.

aSSumption

Most people will only change to a sustainable behavior if there is a benefit to them other than just being sustainable.

Key needS

• convenience• time-efficiency• affordability• beauty/pleasure

marKet

Western Europe

Context

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approaCh

Focus on the daily needs of people, fit into people’s lifestyles.

reinforce the sustainable actions of users to encourage behavioral change, rather than scold users for not being sustainable.

A Starbucks incentive for sustainable behavior

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problem Setting

everyone haS their own waShing maChine.

This causes an inefficient use of resources.

improper uSage of waShing maChine and detergent.

This also causes an inefficient use of resources.

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problem Setting

Current laundromatS laCK appeal.

Though they can be more sustainable in theory, without being utilized, laundromats are not sustainable.

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problem Setting

SoCial CriSiS, laCK of Community.

Selfish lifestyles promote environmentally unsustainable behaviors.

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our ConCept

A laundromat embedded in an open community space which supports sustainable behaviors; located in an apartment building.

Convenient, fun, Clean, modern, Community

spin space

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spin space

the offering

Laundry

opencommunity

spaceproducts& refiLLs

gym

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offering detailS

Laundry

opencommunity

space

products& refiLLs

gym

spin space

featureS• Three types of

sustainable machines• Automatic detergent • Drying lines provided

inside and outside

featureS• Dispensers are filled

with P&G Products

featureS• Mini kitchen• Comfortable lounge• Community board

featureS• Exercise equipment

attached to washers• Exercise machines• Weights• Yoga mats

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the offering 1. laundry

SpinSpace has three types of washers: some can be powered by bicycle, others are electric but highly-efficient, the third are small hand-powered washers.

Washers can be reserved remotely or in-person, reassuring people that washers will be available to them.

Clothes drying spaces are provided inside and outside of SpinSpace.

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the offering 2. produCtS & refillS

Machines will be available to provide products for purchase from P&G and dispensers to refill containers.

Products include laundry detergent, dish soap, shampoo and conditioner.

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the offering 3. open Community SpaCe

This space provides a comfortable, useful area for people to connect in.

In addition to doing laundry, members can cook, study, work, relax, or just enjoy each others’ company.

A notification board will be available for members to share events and sustainability tips.

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A small area which offers just the most useful fitness equipment:

• weights• mats• bicycles• treadmills• exercise ball

The space is available for those doing laundry, helping with time-efficiency.

the offering 4. gym

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the environment

A space that is encountered by residents every day

A space that communicates its utility and usefullness

A welcoming space

A space that provides choices: of privacy or openess, of activity or leisure, of sustainability

prinCipleS

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the environment

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how it worKS

A monthly subscription provides a certain number of washes, beyond which a user must pay per wash.

Price decreases for the bicycle and hand-powered washers.

A recognition system connects the users to an account. A code, a physical card, or both grants them access into the building and should be entered to begin the wash cycle.

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Spin SpaceProvide Re�llable Product

Manage Space

Provide Facilities

Participate

Use Washing Machine

Buy Re�llable Product

Use Open Community Space

ResidentsP&G GymManufacturer

Washing Machine

Manufacturer

Real Estate Developer

ProvideWashing Machine

Provide Gym Equipment

ConstructSpin Space

For making new “ Spin Space”

Engage

New Customer

Feedback

the SyStem roleS of the aCtorS

spin space

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the SyStem buSineSS model

CondominiumAssociation

Product & ContainerP&G ManagerFacilitiesDesign ( P&G Brand)P&G

Water/Gas/ Electricity

Residents

Subscription includes - all washing machines - access to open space & utilities

Product fee

Washing Machine

Manufacturer

Utility Company

GymManufacturer

Spin Space Package

Real EstateDeveloper

Collaboration

ConstructionSales

- Collect Money- Pay Money

Money Flow

Service & Product Flow

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SCenarioS

Alma

Laura

how do people uSe the ServiCe?

Morgan P&G SpinSpace Manager

Student

Retired

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a SCenario alma taKeS a Spin

When alma is in class, she remembers that she needs to wash a dress for a date tomorrow night. So she makes a reservation.

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a SCenario alma taKeS a Spin

Alma comes home and gathers her laundry. Laundry time is also Alma’s exercise time. She chooses to use one of the bike-powered washing machines.

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a SCenario alma taKeS a Spin

While she rides, she has girl talk with her friend. They both exercise and spend time together while getting their laundry done!

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a SCenario alma taKeS a Spin

After she and her laundry have spun out, she stops by the laundry kitchen to have a glass of water and check the calendar on the community board.

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a SCenario alma taKeS a Spin

After drinking her glass of water, Alma takes a second to refill her shampoo. Then she heads home for dinner, laundry and exercise checked off of her list!

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a SCenario laura laughS and launderS

Laura likes to start her morning with some socializing, but she also likes to get things done. So she decides to go downstairs to SpinSpace.

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a SCenario

She has a handy cart provided by the building in which she collects her laundry. She doesn’t need to carry detergent because the washers automatically provide it.

laura laughS and launderS

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a SCenario

Laura chooses the wash settings. Although she cannot choose the temperature, she still feels some control by choosing the type of clothing she is washing.

laura laughS and launderS

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a SCenario

After Laura starts her laundry she notices the product feedback chalkboard. She decides to post some opinions and questions about products.

laura laughS and launderS

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a SCenario

While her laundry is washed, Laura enjoys coffee with her friends in the open space.

laura laughS and launderS

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a SCenario

This week, morgan brings a new P&G product with her for residents to sample. She posts an image of the product and a few questions about it.

morgan CheCKS in

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a SCenario morgan CheCKS in

Laura asks her a question about how the product is used and Morgan gives her some details.

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a SCenario

Before Morgan leaves, she lets the residents know when her next visit will be by posting it on the community chalkboard.

morgan CheCKS in

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p&g manager

The primary role of the P&G manager is to track the expenses and business of the P&G products. The manager also: • visits a SpinSpace every morning and

afternoon, a total of ten visits per week• informs the new residents about SpinSpace

and its offerings• refill the product dispensers• meets with residents to hear feedback about

product testing or the service itself

role

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our uSerS

all ageS

Because of the range of the offering, the service is useful for people of all ages.

featureS for everyone

• laundry• open space• mini-kitchen• refill station

featureS for SpeCial uSerS

• mini-gym• bike washing machines• P&G feedback, activities

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what iS new?

• A mix of branding and community• “Supplemental” and experiential

services enable the success of the core service

• A shift in users’ mental models of what a laundromat is

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benefitS SuStainability

for the earth

• Operations are controlled in order to optimize efficiency

• Conservation of resources, efficient machines avoid “user error”

• Option to power the machines manually, conserving energy

• Save materials for packaging, washers dispense detergents

• Clothes drying space• Recycled water• Many individuals under one facility

sharing resources• Less travel, better machines than

laundromat

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benefitS for uSerS

for uSerS

• Convenient, buy products anytime• Access to high-quality washing machines• A “third place” to enjoy, outside of private

apartment space, but not public• Tools to meet daily needs sustainably

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benefitS for p&g

for p&g

• Change the P&G experience for consumers, differentiate P&G from competitors by moving some sales from supermarkets to a P&G controlled environment

• Easier to reach sustainability goals, shifting operations from consumers to P&G control

• Selling products in a new, more sustainable way

• Open a new communication channel with consumer communities: get feedback, test products, promotions

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partnerShipS with SuStainable Community organizationS SuCh aS farmerS marKetS

uSerS reCeive finanCial Credit for their ContributionS to reSourCe reduCtion

thanK you.

future development

a networK of SpinSpaCeS that Compete in SuStainability ChallengeS