Commercialising waste handling emission data

Background  

When Stena Recycling approached us, they posed an exciting challenge:

"We’ve developed an initial version of a model for analysing waste-related climate emissions. Can you transform this into a digital service and commercialise it?"

Challenge Accepted 

Our team took responsibility for the entire new service, including business development, service design, user experience, technical development and internal process changes. Over the course of a year, through close collaboration with Stena’s brilliant team and our multidisciplinary experts, we successfully launched a premium digital service to its first customers and set the foundation for an international roll-out.

Solution

Stena C02 Impact was born. The service was designed and developed with iterative prototyping sessions with potential users and purchasers from two identified customer profiles. Rather complex service processes generate the value for the customer:

• Easy reporting of CO2 emission
• Ability to identify and reduce emissions
• Support for decision-making
• Ability to meet customer expectations

Result

The two identified customer profiles had very different needs and ability to perform lifecycle assessments and climate accounting. Where one of them are very early adopters the other one is just getting started. However, the demand for better climate emission reporting is constantly increasing, which means that just-getting-started-companies has a great business potential. Especially because the have limited internal knowledge. To target both profiles we designed a freemium business model, that would enable all customers to get started, yet generate revenues from first launch. We decided on a subscription model based on the strategic intention to build a closer relationship with the customer with recurring feedback loops.