Goal of the project:

Make customers at the Albert Heijn feel proud of choosing reusable bags over one time plastic bags

*Project completed with the collaboration of the Albert Heijn XL Delft store managers

Phases & Tools


Focus of the project

    Focus on human-product/service interactions or interactions between people mediated by design
    Observe and analyse existing interactions in a specific situation or location through a variety of research and design explorations
    Set up, execute, analyse, and critically reflect on small iterative research and design explorations (incl. prototypes) to develop design ideas and concepts

Design Process

Here I present the project’s stages, while highlighting the lessons learned in relation to each step.


The first phase consisted of exploring and understanding the context. By immersing myself in the context, I defined the scope and design brief of the project and was able to start ideating and prototype testing right away.

  • Exploring the context

    ● Choosing a context/challenge you find interesting and relevant is crucial.● Taking time to analyse the context and its challenges is important. 

  • Observations & Interviews

    ● Going into the field is most insightful. Plan what to observe and ask your users. 

  • Select Scope & Define Design Brief

    ● Selecting a scope is important; better do one thing right than try to solve everything and fail.● The design goal should be specific. Emotions and actions make the desired interaction richer.

  • Ideation & Prototype Testing

    ● Work towards the design goal and have a clear idea of the intended outcome.● Test one thing at a time: pinpoint what ideas work and which don’t. 


Being an explorative project, it was very important to employ various iteration cycles where the concepts could be easily prototyped and tested, to keep making improvements towards the design goal. 

  • New concept creation

    ● Plan time ahead to ideate again in case the first round doesn’t bring the desired outcomes.

  • Test 4

     The fidelity of the prototypes should match the context.
    ● Plan time to make changes to your prototypes on the go.

  • Test 5

    ● Consider the difficulties of the context when planning the test.


The final phase of the project is where the final design was defined and tested in the real environment.

  • Final Design

    ● Prototype should be sturdy enough so users can’t damage it when using it.

  • Final Evaluation

    ● Adjust participant recruitment strategy based on context.
    ● Choosing the right method: Self-report questionnaires ease data gathering + overcome language barrier