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Persona 2:

Name: Messy Mandy

Age & Background:

35 years old, single, lives alone in a 3-room HDB flat in Dover.

Occupation:

Freelance graphic designer

Likes:

Online shopping and collecting packaging “just in case”

Being creative and expressive in her space

Dislikes:

Throwing things away — it feels wasteful

Feeling judged for her messy lifestyle

Beliefs:

She thinks recycling is good in theory but too confusing in practice

Keeping items “just in case” is better than throwing them away and regretting it

Challenges:

Her home gets easily cluttered with unused containers, clothes, and packaging

She’s overwhelmed by the idea of organizing and doesn’t know where to start

Motivations:

She wants to feel less guilty about her wasteful habits

She’s open to change if it feels achievable and non-judgmental

Defining Quote:

“I know I should recycle and declutter... but it’s just so overwhelming. Where do I even start?”

Needs:

I need a way to reduce plastic use without sacrificing convenience or hygiene.

I need better access to clear and effective recycling systems so my efforts feel worthwhile.

I need meaningful ways to reuse or donate items so they don’t go to waste.

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Persona 1:

Name: Conscious Claire

Age & Background:

42 years old, married, lives in a Dover HDB flat with her husband and two children (aged 9 and 12).

Occupation:

Secondary school teacher

Likes:

Gardening and composting

Spending time with her children

Dislikes:

Complicated or confusing recycling systems

Feeling like her efforts aren’t making a difference

Beliefs:

Small daily actions add up to big environmental change

Everyone should take personal responsibility for reducing waste

Challenges:

Balancing sustainable habits with convenience and family life

Getting her neighbors and community to adopt better habits

Motivations:

Leaving behind a cleaner, greener world for her children

Teaching her kids the value of environmental responsibility

Defining Quote:

“I just want to do my part — but I wish it were easier to get others on board too.”

Needs:

I need a way to reduce plastic use without sacrificing convenience or hygiene.

I need better access to clear and effective recycling systems so my efforts feel worthwhile.

I need meaningful ways to reuse or donate items so they don’t go to waste.

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Need Statement 1
"I need a way to reduce plastic use without sacrificing convenience or hygiene."
→ Based on:

Users know plastic is harmful but still rely on it for convenience or hygiene.

Users see habit and mindset as the biggest barriers to change.

Need Statement 2
"I need better access to clear and effective recycling systems so my efforts feel worthwhile."
→ Based on:

Poor recycling systems discourage users from putting in effort.

Users trust institutions to lead change but want more outreach.

Need Statement 3
"I need meaningful ways to reuse or donate items so they don’t go to waste."
→ Based on:

Users recycle more when it aligns with their hobbies or values.

Users find meaning in giving old clothes a second life.

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Data Groups + Insights 1. Data related to plastic use and reduction efforts
Users know plastic is harmful but still rely on it for convenience or hygiene.

2. Data related to recycling or repurposing habits
Users recycle more when it aligns with their hobbies or values.

3. Data related to issues in recycling systems or bins
Poor recycling systems discourage users from putting in effort.

4. Data related to clothing reuse and donation
Users find meaning in giving old clothes a second life.

5. Data related to community or government recycling efforts
Users trust institutions to lead change but want more outreach.

6. Data related to attitudes, habits, and mindsets
Users see habit and mindset as the biggest barriers to change.

7. Data related to paper waste
Older users recall being more resourceful with paper in the past.

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You know how when you go and buy coffee and tea, they put this into this plastic holder? So, we try and sew something like that. But then again, who wants to carry this thing around? Or you can buy bubble tea. Instead of asking for a carrier, you use that.

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olden days when I was young, they used leaves. The leaves of the plant. I don't know whether you... I don't think you know, right? You buy chai tau kueh, it comes in this... Like the pandan leaf, you see.

It's this big leaf. And they just fold it. And your chai tau kueh is in there.

You buy chwee kueh is in there. You know, there's no plastic at all.

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Well, actually it would be good if we can try to do away with plastic use.

And now even when you go to buy food, there's still a lot of plastic use, right? There are still many who use styrofoam. And there are still, you know, and the others are all the plastic. Even that plastic bag where they put all your hot soup inside.

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Well, not so much as buying the food when it's packed, but more like you're not supposed to get plastic bag, right? You're supposed to bring your shopping bag.

But then we all end up with no trash bag. So, we buy plastic bag for our trash can.

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My husband does. He will cut this bottle you were recycle to water the plant.  So we don't throw away, we water the plant.

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So like okay all we give away(clothes) and then sometimes it helpful he bring back home and give away to her(helper) family.

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So every month we have their newspaper for recycle, I don't know what the karanguni. I just give them because not give I give just few cents. And because they also earning money right? 

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Yeah, that is the thing. Eh, something to think about, actually. How to reach the adults.

But I think with the start of community centre, there is a start. There is at least some group of people you can talk to. Where they meet and then organise it and give a talk.

And then from there, they might spread. You know? They will bring home, what. To the other members of the family.

Yeah. I think that is the only way. Community centre.

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I find that many supermarkets now, they have this bin for batteries and things like that, which is very good. You know, like all our old batteries, we put into a little tub. And then when it's quite full, then, you know, we just bring it there and throw it in.

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Red Cross. Yeah, we do we do donate clothes. We. And then sometimes when those people who are maybe who are poor we ask them that they might or not have. So then those people we know then people give away to those people

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I know in many Western countries, they are very, very strict, you know, in the kitchen.

This particular bin is only for food. And this bin is only for plastic. And they come different days to collect these things.

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Yeah. But the day will come, I guess, Singapore will be like Japan, hopefully. Yeah.

I think it will. Because we are trying very hard. Yeah.

Yeah. There's no doubt about it. That's why we have to appreciate what the government has done for us.

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But I think the adults also can be taught. Hmm. They need more encouragement.

Yeah. Hmm. But you must communicate with them.

Yeah. Yeah. But of course, sometimes not easy.

Hmm. But you can try. It might work.

Hmm. But it may be a slow process.

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Most frustrating thing is, well, the thing is, sometimes we sort things out, paper, plastic, you know, and all the various things. But then you find that when you put it in the bin, it's all together in one. So, I don't know how much, I mean, we take the trouble to separate them.

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I'm with the Girl Guides Guild, so we are all very old, 80 over, 90 over years old. We get together quite a lot and we cook and all that. One of them, she often takes back all the leftovers, like the vegetables, rotting vegetables or the peels of vegetables for her garden.

And then, now and then, there were whole sessions on how to make, what do you call that, where you put all your vegetables compost. And the other one is, you know, they add the sugar and water and all the vegetable peels. And then you can use it to wash dishes.

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Laziness, I guess, in consideration. You know, it's like I said, what does it matter? I'm one person, it doesn't make much difference.

And part of it is laziness

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People are irresponsible.

That's what I think. They can't afford it. But sometimes, of course, the bin can be all full.

Yeah. Then you cannot help them. But the people are not going to think, second thought.

They just dump it. That is human. Attitude.

Yeah. Human attitude. It's very sad to see.

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Everything, all the climate all over the world is going crazy. And, well, it's supposed to be due to all this wastage. So, hopefully, I don't know.

Hopefully, everybody will wake up and just do their little bit. Because if each one puts in a little bit of effort, I think it makes a lot of difference. I mean, it's only one person, it doesn't make much difference.

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I guess. I don't know whether they do the way I'm doing, but I think most of the things dump into the tube. So, I think most important is education.

Yeah. Educate the people. The importance of recycling.

You go to Japan. You see the kids there. Little children.

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I need another plastic bag whereby I bought some fish. I cannot use my own bag

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say in church, sometimes we have a weekly or fortnight gathering.

So, we try and bring our own cups and because there's usually food, right? So, instead of using the plastic or paper plate, we bring a little container. You know, nowadays, they have those little boxes with fork and spoon inside. So, yeah, you bring that and then you use that and then you take them home to washer.

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Yeah. This kind of thing, it is individual in the sense that it's for your environment. Hmm.

It's also for the society. Hmm. The people that live around you.

You want everybody to play a part and everybody is happy. And you live in a clean environment. Hmm.

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We use the plastic to collect the rubbish and to throw inside the dustbin. Otherwise the dustbin will be very dirty, right?

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we moved here about five years ago. We don't really know, but there are, I mean, I guess, I guess I do see many people, you know, putting things into the bin.

So, I think that's quite a good sign, you know. The bin seems to be quite full. Yeah, that's good.

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All over, you know. But I cannot blame them because the bin is so small. I mean that.

But they do not go and find another, the blue bin. Yeah, yeah, yeah. They don't.

But I suppose we are spoilt in the sense that we've got collectors that go down and collect for them. And that's why they take for granted. I think more because they take for granted.

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But we also use our own bag, we also need the plastic bag for collecting the rubbish.

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I heard that Singapore government, they can burn the plastic. They burn the plastic and they can turn them into something for making the roads or something.

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Basically, it's just to, bottom line, save the world.

So, it's like making use of things that you would throw away.

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"And then hopefully they will transmit that to the children. Or maybe to school teachers. I'm sure they do. They will start with the kids. It may take some time."

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But then many of my friends say, well, it doesn't make any difference. But then if everyone says the same thing,

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"So I think they have to try to make far away to get to the people. To make them understand why they need to do that. Or explain. Maybe plastic may be harmful or whatever."

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"But of course, there are still people who do care. They are not saying no. But you go to Australia. They will never take any of the plastic from the supermarket. All will use bags. And they have been trained from before. So this training took place earlier. So it's instilled in the people. So the younger generation will pick it up."

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"Even though we are friends. You know what I mean? Because it's hard. Because this is a nature. It has been built in you."

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"I buy things from you, you have to give me that. They take it without thinking. But I cannot tell them."

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"Sad to say, sometimes I notice people that must have that in their mind. Because they think that it's their right."

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"So, partly by that, I learn from them. And so, I started not to ask for plastic bag. There's, you know it's no good."

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I think like generally like always like if you don't recycle, then all the ways will like get burned up, then like will affect all the all the climate and stuff

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"They never use plastic bag at all there. She will bring a lot of bags to go to the supermarket and buy her things."

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"Partly, maybe our thinking also a bit influenced in the sense that our daughter lives in Australia. So, when we visit there, we see how they do. And my daughter is the one who provides us with all the shopping bag."

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"Now, we are quite careful with that kind of thing. That's why I now, for many years, I go shopping with shopping bag. I will ask them not to give me plastic bag."

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I think there's a lot, really a lot that can be done that sometimes we don't bother very much.

But it's just a little that you can do.

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"You must have some financial saving to see to your days. Although there is no more income. You still have a retirement fund."

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"Maybe with the audit way of thinking, we know how to save. Very important. Very important."

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I think I'm relatively high (in terms of how much he manages his waste)

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"Because our children are not with us. So, we're by ourselves."

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So, they just leave a flyer and they tell you what they need, like newspaper, books, paper, shoes, you know, and certain things they don't want. So, they list out and they tell you when they're coming, around what time. So, usually it's on that particular day in the morning and you just leave it outside your house with that piece of paper.

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I do take the trouble to rinse and then clean before I throw them in the bin. I know many people don't

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I mean, you can for the older people, they need the paper to to read, right then so then they will still need hardcopy.

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I would imagine that I would like to have my children live better. That should motivate me to make a decision about how I should deal with it (waste management)

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Yeah, so with shoes and clothes and things like that, well, you know, especially with a youngster after a while. And she outgrows them also. So, we do give them to the, you know, there's somebody who comes and collect occasionally.

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As a family, we have a certain sense... protecting the environment is important, but again, to what level? I think we (neighbours) are all not on the same line

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not everybody will participate in recycling, they just throw it the bin. They don't use that a plastic bin.

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Sometimes I try and salvage them (clothes). Like I say, I sew. Yeah, so like, you know, when I sew all my little pieces of fabric, I keep them. And then I make, I don't know whether you know about patchwork and quilting. So, I do things like what we call crazy patchwork.

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We split them like plastic and rubbish so that can we recycle, especially the plastic ones can be recycled.

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We used to send our old clothes and other things to the Salvation Army

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in recent years, because of COVID and all that, you start to think like "How much do I really need to consume? Do I really need so many T-Shirts?"

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we give them to the thrift shops and all that. You know, yeah, so we don't just throw them into the bin.

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when I bring my recyclables down to the grouping, I sometimes see things in there that should not be there.

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sometimes clothes too, because, you know, nowadays, I think it's a throwaway society

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we try and recycle things... plastic, bottles, glass, paper.

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in our house, packaging, you know, everything comes in plastic and all that

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when I shop, I buy meats, I buy vegetables, I buy things like bottles and all that. So a lot of food packaging (is produced)