Design Thinking Individual Assignment Report Topic Bluewave Action – Make Waves For A Sustainable Future.pdf

ABSTRACT The BlueWave Action project aims to create an online platform that connects individuals passionate about protecting Vietnam’s marine environment.. SCOPE OF TARGET AUDIENCE The

FOREIGN TRADE UNIVERSITY

HO CHI MINH CITY CAMPUS FACULTY OF BUSINESS ADMINISTRATION AND FINANCE -

ACCOUNTING

DESIGN THINKING INDIVIDUAL ASSIGNMENT REPORT

Lecturer: Huynh Dang Khoa

Grade (in number): Grade (in words):

Ho Chi Minh City, 16° October, 2024

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TABLE OF CONTENTS

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1 SAM (Social Context - Action - Motivation) c nh nhu ea 10

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N®@ 3u án nồi 16 DEFINE ẰẰẰẰằẰẰẰằẰằẰằẰằẰằẰẰĂẰằĂ 16

Il Problem Statement - “How might we ?” questions co nen hee 17 IDEATION uc nh nh ng kh KH KH KH TK KH 1511111 11111111 18

Ill Branding through social merdlia nh nh nh nh HH ena 22

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CHAPTER 1: INTRODUCTION

The health of the world’s oceans plays a critical role in ensuring the sustainability of our

planet, yet it remains one of the most endangered ecosystems due to human activity In alignment with the United Nations’ Sustainable Development Goal 14 (SDG 14)—"Life Below Water'—the BlueWave Action project seeks to address the urgent need to protect and preserve Vietnam’s marine life This initiative is dedicated to solving marine pollution, one

of the most pressing challenges faced by Vietnam’s coastline and waterways

Goal 14 emphasizes the conservation and sustainable use of oceans, seas, and marine resources Vietnam, with its extensive coastline and rich biodiversity, has seen significant environmental degradation due to overfishing, plastic pollution, and climate change As part

of a global effort to restore marine ecosystems, the BlueVWave Action project aims to mobilize local communities, volunteers, and stakeholders to form organized teams that clean beaches, rivers, and canals Through these efforts, the project will not only contribute to cleaner water bodies but also foster a collective responsibility toward environmental protection and sustainable living

By aligning with SDG 14, BlueWave Action is committed to enhancing the ecological resilience of Vietnam’s marine habitats and ensuring that future generations inherit a

healthier, thriving marine environment

ABSTRACT

The BlueWave Action project aims to create an online platform that connects individuals passionate about protecting Vietnam’s marine environment Through a website, the initiative will bring together locals and tourists who share the common goal of preserving Vietnam’s coastlines, rivers, and canals by organizing cleanup teams for specific locations impacted by pollution

Vietnam’s marine ecosystem faces critical threats from plastic waste, industrial runoff, and unsustainable practices, all of which undermine marine biodiversity and local livelihoods The BlueWave Action website seeks to address these challenges by facilitating grassroots participation in environmental action The platform will allow users to easily find and join cleanup events, connect with like-minded individuals, and collaborate with local communities

to restore impacted marine areas

By fostering partnerships between residents and visitors, BlueVWave Action encourages a community-driven response to marine pollution, while raising awareness and promoting environmental stewardship This project aligns with the United Nations’ Sustainable

Development Goal 14 (Life Below Water), reinforcing the need for collective efforts in ensuring the health and sustainability of Vietnam’s marine ecosystems for future generations

SCOPE OF TARGET AUDIENCE

The BlueWave Action project is designed to engage a wide range of individuals who are passionate about protecting the marine environment in Vietnam The target audience includes:

- Vietnamese Locals

Residents of coastal and inland areas who are directly affected by marine pollution and have

a vested interest in preserving the natural beauty and health of Vietnam’s water bodies This group includes students, environmental activists, community leaders, and everyday citizens who seek opportunities to contribute to local environmental efforts

- Foreigners Living in Vietnam

Expatriates and long-term residents in Vietnam who are passionate about environmental conservation and eager to make a positive impact in their adopted home This group may include professionals, educators, and volunteers from various backgrounds who are keen to participate in local environmental initiatives

- Tourists

Visitors to Vietnam, particularly eco-conscious travelers, who want to engage in meaningful activities during their stay These individuals are drawn to experiences that allow them to give back to the environment while enjoying the natural beauty of Vietnam’s coastal areas

By connecting these groups, BlueVave Action aims to create a diverse and inclusive community that fosters collaboration between locals and foreigners The platform encourages people of all backgrounds to take action, helping to restore and protect Vietnam’s marine

environment through organized cleanup efforts and educational initiatives

CHAPTER 2: IMPLEMENTING PROCESS

EMPATHY

| Observation

For the observation process, we would like to use the POEMS tool, which is People - Objects

- Environments - Messages - Services The purpose of using this tool is to gain a

comprehensive, structured understanding of users’ interactions within a particular context The method enables designers to capture key insights that might otherwise be overlooked, particularly in the early stages of problem empathy

regions, rely heavily

on the ocean for the livelihoods, including fishing, tourism, and trade

However, awarenes:

of environmental conservation is ofter low

- Tourists, both local and international, enjoy Vietnam’s beaches but may inadvertently contribute to pollution due to inadequate waste disposal facilities or lack of

understanding of local environmental issues

- Environmental activists and NGOs are eager to mobilize local populations for marine cleanups but often struggle with

in education, accessibility to cleanup events, and sustained

involvement hinder broader action

Collaboration between locals and tourists needs to be fostered, with tourists often underutilized as a volunteer force

communities, interest in marine accessible platform especially in coastal] protection, but gaps} (BlueVVave Action

website) that connects local residents, tourists, and environmental groups for coordinated beach and waterway cleanups

- Offer educational materials on the website to raise awareness about marine pollution and sustainability practices, targeting both locals and tourists

long-term engagement or sufficient manpower,

- Youth and student groups show increasing interest ir environmental issue and are active in seeking opportunities for volunteer work

bags, bottles, and other waste are common along beaches and canals particularly in tourist-heavy areas

- Tools and supplies for cleanups, such a trash bags, gloves, and sorting bins, are either insufficient or unavailable in many places

- Local businesses, such as food vendor near beaches, often provide single-use plastics without offering environmentally friendly alternatives

Plastic waste is a major pollutant, especially in tourist areas, where there i

a lack of waste management infrastructure Local businesses and visitors contribute significantly to this issue due to the absence of alternative solutions'

- Partner with local businesses to reduc single-use plastics b offering incentives for using eco- friendly alternatives

- Equip volunteers through the website with information on where to find and use appropriate cleanup supplies, of offer supply kits at specific pickup points

is washed ashore

- Marine ecosystems including coral reefs and fisheries, are declining due to pollution, affecting both wildlife and local industries Marine pollution not

only damages natur, ecosystems but alsq threatens the livelihoods of those who depend on the sea Cleanup efforts are sporadic, and th broader community

is not always aware

of existing initiatives - Use the BlueVWave

Action platform to regularly schedule cleanup events, mapping areas with the highest pollution for targeted action

- Provide an interactive map on the website that tracks pollution levels in different regions, raising awareness and focusing efforts on

- In some areas, government and NGO initiatives for environmental conservation exist but are underfunded

marine pollution are| environmental information on the present but limited ir] messaging and the | BlueVWave Action reach, often not well] people who can takq website about the targeted to tourists c] action Tourists are | importance of lacking engagement} not well-informed marine conservation with the local about how they can} in both Vietnamese

- Signs about communities often | languages like environmental lack the resources tq English and French preservation at participate in long- | - Launch regular tourist locations are | term environmental | awareness often in Vietnamese] protection efforts campaigns through

- The media highlights marine pollution sporadically, usually around major environmental events, but there is little consistent messaging about daily sustainable practices

Services - Waste managemer| A lack of organized | - The BlueVWave services in many

coastal areas are either insufficient or poorly maintained, leading to accumulation of trash on beaches an

in water bodies services, including

waste disposal and volunteer coordination, contributes to the ongoing marine pollution problem

Many visitors and Action platform

should serve as a centralized hub for organizing cleanup events, offering users a simple way

to sign up, voluntee and access resource

- Organized marine conservation efforts, including cleanup events, are limited and lack sustainable

locals are willing to help but do not have the resources or cle opportunities to do

so

- Partner with local authorities to improve waste management services in areas follow-up

- Tourists rarely receive information

on how to participate

in environmental activities, and there are few services tha facilitate such engagement

with high tourist traffic, potentially linking waste collection efforts with volunteer groups via the website

The BlueWave Action project, grounded in the POEMS framework, reveals that while there

is a willingness to take action, the lack of resources, coordination, and awareness limits the scale of marine protection efforts in Vietnam By addressing these insights through the proposed website, this project will empower locals and tourists alike to play an active role in preserving Vietnam's marine environment, aligning with SDG 14 goals for "Life Below Water."

Il Interview

We mainly use 2 tools, the SAM (Think-Feel-Do) and SPICE (Social, Physical, Identity, Communication, Emotional) frameworks, to help us gain insights about our target audience

on the marine environment protection in Vietnam

The Think-Feel-Do framework provides a holistic view of the user’s cognitive, emotional, and behavioral dimensions, helping designers understand not only what users are doing but also why they are doing it and how they feel throughout the process This enables the development of solutions that address both functional and emotional needs

The SPICE method helps interviewers explore the broader context of user behavior, covering not only what users do but also the social, physical, and emotional factors that shape their experiences By examining these dimensions, designers can create solutions that are more attuned to users’ real-world environments and the factors that influence their behaviors Together, SAM and SPICE offer a well-rounded framework for understanding user

experiences While SAM focuses on the internal state of users (thoughts, emotions, and

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actions), SPICE emphasizes the external factors (social context, physical environment, identity, communication, and emotions) that shape these experiences By using both methods

in the interview process, interviewers can gain a deeper understanding of how users think, feel, and act, as well as the broader context in which they operate This leads to more informed insights and user-centered solutions that address both the internal and external factors influencing user behavior

1 SAM (Social Context - Action - Motivation)

Question: “VVhat social

factors contribute to the

problem of marine pollution

in Vietnam?”

Answer: “Several social _

factors contribute to marine

pollution in Vietnam Rapid

urbanization and economic

development have led to

increased waste production

while insufficient waste

management systems

struggle to keep pace Publ

awareness about the

environmental impact of

improper waste disposal is

still limited, particularly in

rural and coastal areas

Furthermore, tourism, a

significant industry in

Vietnam, contributes to the

issue, as many tourists are

Answer: “Current actions include initiatives led by environmental NGOs, government agencies, and local communities These range from beach cleanups and plastic reduction campaigns to government policies aimed at regulating waste management and reducing single-use plastics Some coastal cities have a launched awareness campaigns to educate the public about the importance

of marine conservation, while international organizations work alongside local groups to restore degraded marine habitats.”

Question: “VVhat motivates people in Vietnam to participate in marine conservation efforts?”

Answer: “People in Vietnam are motivated by a variety of factors, including

a growing sense of environmental responsibility, concern for the future health of the ocean, and economic reasq tied to fishing and tourism industries Many individuals especially younger generations, are inspired by global environmental movements and the increasing visibility of the negative effects of marine pollution Community pride and local cultural ties to the land and water also play a role in motivating action.”

Question: “How do cultural

practices in Vietnam affect

Question: “VVhat role do

local communities play in Question: “How can public

awareness campaigns

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environmental conservation

efforts?”

Answer: “Traditional —

practices, such as using

natural resources for daily

needs, can sometimes

conflict with modern

environmental challenges

For instance, in some areas

there is a cultural norm of

throwing waste into rivers,

which eventually flows into

the sea However, Vietnam

also has a strong cultural

respect for nature, which cé

Answer: “Local communities are key actorg

in marine conservation efforts Many coastal communities are directly impacted by marine pollution, which threatens their livelihoods in fishing and tourism These communities often participate in or organize beach cleanups, advocate better waste disposal practices, and engage in initiatives that promote sustainability, such as reducing the use of plastics However, their efforts need more coordination and long term support to scale

increase motivation to protect the marine environment?”

Answer: “Public awareness campaigns can motivate action by highlighting the direct impact of marine pollution on people's lives and livelihoods When individuals see how plastic waste harms local fisheries pollutes their beaches, or endangers marine wildlife, they are more likely to act Campaigns that feature stories of local heroes or community efforts can also inspire others to get involved Additionally, emphasizing the global importance of local actions through the lens of the UN’s Sustainable Development Goals (like SDG 14) can motivate people by connecting them to a larger cause.”

2 SPICE framework

help tackle the | of Vietnam’s influence communicated to prevent people problem of coastline that | attitudes toward the public in from taking marine contribute to marine Vietnam?” action to

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Rivers and canals in urban areas also acta conduits for trash, as they carry waste from inland communities to the sea

Additionally, the influx of tourists in popular beach destinations exacerbates the waste burden.”

“Vietnam has a strong cultural connection to the sea, with fishing being an integral part of coastal life and heritage This identity creates

an emotional and economic link between local communities and the ocean

However, while many Vietnamese fee pride in their natural environment, there is often a gap between this cultural identity and practical conservation efforts Bridging this gap by highlighting the importance of protecting the ocean for future’

generations can reinforce a sense of responsibility and pride in environmental stewardship.”

about marine pollution is often communicated through sporadic government campaigns, NGO efforts, and media coverage

of major pollution incidents

However, consistent, long- term

communication about the importance of everyday sustainable practices is lacking

Messages are primarily delivered in Vietnamese, and tourists, particularly foreigners, may not be adequatel informed about how they can contribute to protecting the environment during their

environment?” Answer:

“Emotional barriers such

as a sense of helplessness q feeling that individual actions won’t make a difference can prevent people from engaging

in marine conservation efforts Some individuals may also feel disconnected from the problem, particularly if they don’t live near the coast

or directly see the impacts of marine pollution Additionally, the overwhelming scale of the pollution problem may lead to apathy,

as people might believe their efforts are insignificant.”

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- "The beaches are :

beautiful, but the

trash is ruining

them."

- "I didn’t realize

how much of an

impact plastic waste

has on marine life."

- "| wish there were

- "How can | fit volunteering into my schedule?"

- "What’s the long- term impact of these cleanups?"

- "Is there more that

| can do beyond just picking up trash?"

- Empowered: They feel empowered when taking action, knowing they’re contributing to a cause that matters

- Hopeful: There’s a sense of optimism that collective efforts can reduce marine pollution and protec marine life

- Frustrated: They may feel frustration when seeing ongoin pollution or lack of awareness in others

- Concerned: There

is a deep concern about the long-term state of the environment and th¢

impact of pollution

on marine ecosystems

- Proud: They feel a sense of pride when contributing to cleanups or advocacy efforts, knowing their actions have a positive impact

- Overwhelmed:

They might feel overwhelmed by the scale of the issue, wondering if their efforts are enough

- Connected:

- Volunteer for beach or canal cleanups through online platforms

- Share information

on social media about marine pollution and clean-

up events

- Encourage friends

or family to participate in environmental initiatives

- Practice sustainab habits, such as reducing single-use plastic and using eco-friendly alternatives

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connection to the ocean and the local community fosters a desire to continue

2 Journey Map

Awareness | - Social media posts highlighting | - Lack of clear information on

- News articles or documentaries} - Feeling overwhelmed by the

- Conversations with friends or | - Limited exposure to local

- Educational events or campaign (e.g., beach cleanups, eco- festivals)

Interest & - Online searches for local cleany - Difficulty in finding reliable

- Word-of-mouth recommendatiol - Overload of choices without for events or actions clear guidance on what’s most

- Social media communities or | impactful

groups focused on environmenta] - Language barriers for non-

environmental NGOs or platforms time and effort is required to with volunteer calls to action participate

Sign-Up & - User-friendly platform for signin) - Complicated or unclear

- Lack of communication on logistics (where to meet, what to bring, expected duration)

- Difficulty in finding an event that fits their schedule

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- Uncertainty about the group sig

or the impact of the specific action

Action - On-site guidance from organize} - Physical discomfort (e.g., heat,

or local leaders rain, lack of water/food)

- Interaction with other participan| - Feeling like the event was poo (locals, tourists, NGO members).| attended or ineffective

- Provision of materials (e.g., - Transportation issues (e.g., gloves, bags, tools for cleanup) | difficulty getting to the location)

- Lack of proper waste disposal methods after collecting trash Reflection & | - Post-event follow-up (e.g., than] - Lack of follow-up or connection

Post-Event | you email, photos from the event| after the event

Engagement | impact summary) - Unclear long-term impact of

- Social media sharing of their their actions

- Invitations to join future events 4 they feel their contribution was become a regular volunteer insignificant

- Feedback surveys or engagemg - Limited opportunities for from the platform/organization | sustained engagement beyond

- Collaboration with like-minded communities or organizations - Burnout from regular

volunteering without visible results or personal acknowledgment

- Difficulty in staying involved due to busy schedules or life changes

- Challenges in scaling personal impact (feeling limited by what

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APPLICATION SCENARIO Disc

DEFINE

| Preparatory Questions

WHY:

- Why is protecting the marine environment in Vietnam crucial at this time?

- Why do current initiatives for marine conservation seem insufficient?

- Why should individuals and communities get involved in marine protection?

- Why is it important to raise awareness about marine pollution among the general public? WHO:

- Who are the primary stakeholders affected by marine pollution in Vietnam (e.g., local communities, fishermen, tourists)?

- Who currently participates in marine conservation efforts, and what motivates them?

- Who are the key organizations or groups working on marine protection in Vietnam?

- Who is the target audience for BlueVVave Action, and what are their demographics? WHAT:

- What specific problems are caused by marine pollution in Vietnam (e.g., plastic waste, chemical runoff)?

- What actions can individuals take to protect the marine environment?

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- What resources and support can BlueVWave Action provide to facilitate community engagement?

- What success stories exist in marine conservation that can inspire action?

WHEN:

- When do marine pollution issues peak in specific areas (e.g., during tourist seasons, rainy seasons)?

- When are the best times for organizing community cleanups and events?

- When should awareness campaigns be launched to maximize public engagement?

- When do potential users feel most motivated to participate in conservation efforts? WHERE:

- Where are the most affected areas in Vietnam regarding marine pollution (e.g., beaches, rivers, canals)?

- Where can community members gather for events and cleanups?

- Where can information about marine conservation and events be effectively disseminated (e.g., social media, community centers)?

- Where do potential users currently seek information about marine protection efforts? HOW:

- How can BlueWave Action effectively engage users to participate in marine conservation?

- How can the platform educate users about the importance of marine protection?

- How will success be measured in terms of community engagement and environmental impact?

- How can partnerships with local organizations enhance the effectiveness of marine conservation efforts?

Il Problem Statement - “How might we ?” questions

- How might we encourage local communities to actively participate in marine conservation efforts while raising awareness about the impacts of marine pollution?

- How might we design a user-friendly platform that connects locals and tourists, simplifies the process of finding and signing up for conservation events, and fosters a sense of community?

- How might we track and communicate the impact of individual and community efforts in marine conservation, showcasing success stories to inspire more people to get involved?

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- How might we collaborate with local NGOs, government organizations, and businesses to amplify our conservation efforts and provide resources for sustainable practices?

IDEATION

| Brainstorming

- Community Engagement and Education:

+ Workshops and Awareness Campaigns: Organize workshops and information sessions in schools, community centers, and local markets to educate people about marine pollution and its effects

+ Interactive Educational Content: Create engaging multimedia content (videos,

infographics, podcasts) that explains the importance of marine conservation and practical steps individuals can take

+ Youth Programs: Develop programs targeting schools and universities, encouraging students to participate in marine protection initiatives and offering volunteer credits or rewards for participation

- User Experience and Networking:

+ Intuitive Platform Design: Develop a user-friendly website and mobile app that allows users to easily find, sign up for, and track events in their area, with features like filters for date, location, and type of activity

+ Social Features: Implement social networking features that allow users to connect with like-minded individuals, share experiences, and form groups or teams for cleanups and events

+ Gamification: Introduce gamified elements, such as challenges, leaderboards, and badges,

to encourage participation and foster friendly competition among users

- Impact Measurement and Inspiration:

+ |mpact Tracking Tool: Develop a tool within the platform that allows users to log their activities (e.g., amount of trash collected, number of events attended) and visualize their contributions over time

+ Success Stories Section: Create a dedicated section on the website to showcase successful projects and testimonials from participants, emphasizing the positive impact of collective efforts

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