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ファッション業界では、毎年9,200万トンもの繊維廃棄物が生み出されています。Moon Creative Lab発のベンチャー「Variloom」のアパレル＆テキスタイル・デザイン／開発リードを務めるベサニー・ミューレナーズにとって、これは単に「管理すべき問題」ではなく、「再発明の余地が大きく残された業界」そのものです。NYを拠点とするアパレルおよびテキスタイル業界のサプライチェーンに特化したB2Bメディア「Sourcing Journal」 のインタビューで、ベサニーは、Variloomが、3Dプリンティングとバイオベース素材を活用し、より速く、クリーンで、そして需要に即応できるファッションの未来をどのように切り拓いているのかを語りました。&nbsp;<figure class="image image_resized" style="width:75%;"><img style="aspect-ratio:4234/6351;" src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Variloom0069_3_5e38852ea8.jpeg" alt="Variloom0069 3.jpeg" width="4234" height="6351"></figure><h2>ラベルを超えたイノベーション</h2>業界における大きな誤解の一つは、「サステナブル素材」というラベルが製品の責任能力を証明するものだと考えられていることです。 &nbsp;「実際には、本当のサステナビリティは素材そのものをはるかに超えたところにあります。耐久性を考え、消費者のニーズを理解し、真に価値を感じて使い続けてもらえる製品を設計することから始まります。そして、どこで、どのように生産するのかを意図的に選択することも重要です。さらに、製造や流通、消費者の手元に届くまで、そして最終的に製品が役目を終えた後にどう扱われるのかまで、サプライチェーン全体を通して続いていくものなのです」とベサニーは説明します。Variloomのアプローチの中核にあるのは、オンデマンド型の3Dプリンティングシステムです。カスタマイズ可能なソフトグッズを、必要な分だけ、必要な場所で生産することで、従来は数か月かかっていた生地の設計・製造を、わずか数日で実現し、廃棄物も大幅に削減できます。在庫を持つ必要を減らし、製造拠点を消費者の近くに置くことで、オフショア生産への依存も最小限に抑えられます。&nbsp;<figure class="image"><img style="aspect-ratio:6720/4480;" src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Variloom0063_2_1_5a0fb8a82a.jpg" alt="Variloom0063 2 (1).jpg" width="6720" height="4480"></figure><h2>負の循環を止める</h2>Variloomのもう一つの重要な側面は、特許出願中の柔軟でリサイクル可能な素材です。バイオベースの熱可塑性ポリウレタン（TPU）と、責任ある調達による天然添加物や繊維を独自にブレンドして開発されたこの素材は、消費者が期待する伸縮性やパフォーマンスを備えながら、よりサステナブルで循環型の選択肢を提供します。製品の寿命を終えた後も、素材の品質を損なうことなく、最大3回までリサイクルが可能です。&nbsp;<blockquote>“廃棄物の大部分は消費者側で発生している”</blockquote>&nbsp;「廃棄物の多くは消費者側で発生しています。それは、製品の寿命が終わったときに、どうすればよいのかわからないことが多いからです。エンド・オブ・ライフの選択肢を、消費者にとってわかりやすく、取り組みやすいものにするための製品設計や仕組みづくりには、大きな可能性があります。」&nbsp;&nbsp;<h2>目的意識に根ざした、個人的なコミットメント</h2>ベサニーにとって、サステナビリティの哲学は研究室の中だけにとどまりません。彼女自身、服を必要以上に買わず、質の良い定番アイテムを選び、大切にケアすることを心がけています。&nbsp;「何年も愛用しているデニムシャツがあるのですが、今では庭仕事やクラフト、汚れてもいい作業用として活躍しています」と彼女は語ります。 &nbsp;「何を買うかと同じくらい、どうやって服をケアするかも、サステナビリティにとって重要なのです。」&nbsp;<blockquote>“優れたデザインを犠牲にすることなく持続可能性を実現できる”</blockquote>&nbsp;<h2>これからの道</h2>サステナビリティがVariloomのミッションの中核にある一方で、それがデザインを犠牲にすることを意味するわけではありません。ベサニーが語るように、すべては最初から密接につながっています。3Dプリンティングシステムから特許取得済みのソフト素材、そして製品のエンド・オブ・ライフに至るまで、Variloomはテキスタイル製造における完全な循環型の仕組みを構築しながら、優れたファッションデザインを常に中心に据えています。「サステナビリティは、優れたデザインを犠牲にする必要はありません。Variloomの技術がもたらす柔軟性によって、オーダーメイドデザインの可能性を広げ、デザイナーにも顧客にも、より大きな自由とカスタマイズ性を提供したいと考えています。私たちにとって、サステナビリティと良いデザインは切り離せないものなのです。」Variloomの最新の取り組みやニュースは、<a href="https://www.variloom.com/">公式ページ</a>でご確認を。

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2日間でビジネスアイデアを具体化するMoon Open Workshops参加者の体験を紹介。事業開発の壁を乗り越える具体的な体験と学びをシェアします。<figure class="image"><img style="aspect-ratio:1980/1113;" src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/blog_Yu2_added2d969.jpg" alt="blog Yu2.jpg" width="1980" height="1113"><figcaption>このブログの執筆者：孫 ゆうさん。三井物産流通事業本部に在籍。中国小売合弁事業の立上げ、ステージの異なる国内外投資案件の推進を経て、現在は新規事業企画、事業推進に携わっている。</figcaption></figure>&nbsp;<h3>はじめに：Moon Open Workshopsとは？</h3>Moon Open Workshopsは、表参道にあるMoon Creative Lab東京スタジオで開催される2日間のワークショッププログラムです。三井物産グループ、パートナー企業、そして個人起業家が集い、多様な視点からフィードバックを受け、アイデアを実現性の高いビジネスコンセプトへと磨き上げます。参加者は自身の掲げたビジネス課題に対する解決策を、人間中心のアプローチでデザインし、様々なフレームワークやツールを用いて、2日間で具体的なコンセプトへと落とし込んでいきます。&nbsp;<h3>参加を決めた理由</h3>私は、三井物産の社内プロジェクトで0→1の事業開発を経験したことがあり、もっとベンチャー的なアプローチの技術とメンタリティを深く学び、自身の事業開発手法の引き出しを増やしたいと強く思っていました。また、個人的な課題意識も抱えており、それが参加条件に合致したことも後押しとなりました。これまで私は、消費者に近い生活産業領域での事業投資や事業立ち上げを中心にキャリアを重ねてきました。しかし、ある程度確立された「型」によって、事業価値を評価したり、成功を複製・拡大することがほとんどでした。転機となったのは、2025年3月までの1年半、社内プロジェクトで携わった事業創出の経験です。課題を特定し、仮説を立て、実験を繰り返しながら市場への参入を模索する日々。誰も足を踏み入れたことのない新しい事業を創り出す過程では、過去の成功パターンは通用しません。時間をかけて完璧な計画を練るよりも、まず解決したい課題という最終地点を見定め、仮説を立ててそこに向かって数多くの行動を起こし、スピーディーに進める道とそうでない道を見極める精度を高めながら、自ら道を切り拓いていく重要性を痛感しました。この経験こそが、私がベンチャー的アプローチ、つまり「Fail fast, fail cheap（早く安く失敗しろ）」の精神に触れ、トライ＆エラーを通して事業を形作る手法を体得する貴重な機会となったのです。現代において、自ら課題を設定し、それを解決するためにテクノロジーやリソースを組み合わせて事業を構築する能力は、ますます不可欠になっています。とくに、テクノロジーと経営資源が豊富な大企業にとって、このベンチャー的アプローチはまさに「鬼に金棒」だと感じています。Moonのワークショップは私にとって、このベンチャー的思考のフレームワークとメンタリティを体系的に整理し、自身の経験と理解を再点検する絶好の機会になると期待していました。&nbsp;<h3>忘れられない瞬間</h3><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/blog_Yu3_fcb8e3258f.jpg" alt="blog Yu3.jpg">2日間、数多くの刺激的な瞬間がありました。とくに印象に残っているのは、国籍も仕事もバックグラウンドも異なる様々な人に、自身のアイデアをプレゼンするロールプレイングを行ったときです。&nbsp;「すごく共感できます！」 「このサービス、ぜひ欲しいです！もし良ければこんな機能も…」 「アメリカに似たようなサービスがありますよ、これを見てみてください」&nbsp;参加者から次々と寄せられる共感の声、サービスの必要性を肯定してくれる言葉、そして具体的な参考情報。これらは、私のアイデアが単なる思いつきではないかもしれない、本気で形にする価値があるのかもしれない、と強く背中を押してくれる言葉でした。もちろん、限られた時間の中で考えを洗練させていく過程では、調べるべきことが山積みになり、何から手をつければ良いのか迷うこともありました。しかし、そんなときにMoonのファシリテーターは親身に相談に乗り、思考を洗練するショートカットのような良い問いかけをしてくれました。また、同じように課題に没頭して、ひたむきに頑張っているほかの参加者の姿も、私に「頑張らなくては」と勇気を与えてくれました。同じプロセス、同じアプローチで苦しみながらも、前向きに努力する仲間たちとは、不思議なほど強い「同志」のような感情が芽生えたのです。ベンチャーの世界では横のつながりが強く、助け合いの文化があると聞きます。このワークショップを通して、その一端に触れられた気がします。まさに、「やるべきことは山積みで、考えもなかなかまとまらない…。でも、決して独りじゃない。常に誰かが見守り、声をかけ、支えてくれる」。そんな心強さを感じた2日間でした。&nbsp;<h3>新たな一歩</h3><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/blog_Yu4_e5b5162cec.jpg" alt="blog Yu4.jpg">最大の学びは「不確実性を恐れず、目の前の課題に果敢にチャレンジする」という姿勢です。医学やAIなど、科学技術が日進月歩で進化する現代においても、私たちの周りには未だ多くの人々が不満や不便といった「課題」を抱えて生活しています。それらの課題の多くは、目に見えない形で存在し、可視化も定量化もされていません。しかし、当事者やその課題を深く経験した者だからこそ気づける、切実なニーズがあることは確かです。人は突然、重い病気や親の介護などの深刻な人生課題に直面することがあります。初めてのことで何をどうすればよいか分からず、膨大な時間と労力をかけて手探りで情報を集めなければなりません。私は、信頼できる情報（形式知）や経験者の声（暗黙知）を整理し、誰でもすぐにアクセス・比較できる形で提供することで、必要な対応策に早くたどり着けるようなサービスを立ち上げたいと思っています。そうすることでどんな人生課題に直面した時もリカバリーできる未来を目指しています。弱気になっている私たちを受けいれ、再び元気に出発する準備を整えるシェルターのような存在になればと願っています。これからは、自身の経験から得た小さなヒントを手がかりに、そうした見過ごされがちな課題の可視化と定量化に取り組み、普遍的なソリューションを開発することで、社会の進歩に貢献していきたい。そう強く思うようになりました。&nbsp;<h3>迷っているあなたへ</h3>新しい挑戦には、不確実性と不安がつきものです。一歩を踏み出すことに躊躇するのは、ごく自然なことです。もしあなたが今、何か新しいことへの挑戦をためらっているのであれば、一度こう自問してみてください。「踏み出さないことで失うもの」と「踏み出して、もし失敗した時に失うもの」。どちらが大きいだろうか？と。私自身、自問自答することで、漠然とした不安が具体的なイメージへと変わり、進むべき道が見えてくることがあります。もし、「踏み出さないでいる方が、新しい経験や可能性をより多く失うことになる」と感じたのであれば、あなたの心は自然に「踏み出したい」方向へと傾いていくはずです。<img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/blog_Yu5_a9c2fb7b24.jpg" alt="blog Yu5.jpg">心の奥底から湧き上がる「やってみたい」という気持ちを無視できないのなら、勇気を出して一歩踏み出してみてください。案外、そこには想像以上の収穫が待っているものです。そして、その一歩を踏み出した後のことは、未来の自分に任せましょう。明日の私は、きっと今の私を裏切らない。うまく仕上げてくれると信じています。 &nbsp;<hr> あなたもMoon Open Workshopsに参加しませんか？ &nbsp;プログラムの詳細はこちらから！ <a href="https://www.mooncreativelab.com/ja/openworkshops">https://www.mooncreativelab.com/ja/openworkshops</a> &nbsp;【2025年度開催日程】<ul><li>夏期 8/21（木）～22（金）</li><li>秋期 11/13（木）～14（金）</li><li>冬期 2/19（木）～20（金）</li></ul>&nbsp;<figure class="media"><oembed url="https://vimeo.com/1089982366"></oembed></figure>

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In the fashion industry, 92 million tons of textile waste are produced every year. For Bethany Meuleners, Apparel and Textile Design &amp; Development Lead at Variloom, this isn't just a problem to be managed—it’s an industry ripe for reinvention.In a recent interview with&nbsp;Sourcing Journal, Bethany shared how Variloom, a Moon Creative Lab venture, is utilizing 3D printing and biobased materials to unlock a faster, cleaner, and more responsive future for fashion.<figure class="image image_resized" style="width:75%;"><img style="aspect-ratio:4234/6351;" src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Variloom0069_3_5e38852ea8.jpeg" alt="Variloom0069 3.jpeg" width="4234" height="6351"></figure><h3>Innovation Beyond the Label</h3>One of the biggest misconceptions in the industry is that a "sustainable material" label makes a product responsible. “In reality, true sustainability goes far beyond the material itself. It begins at the design stage, by considering durability, understanding consumer needs so the product is genuinely valued and used, and making intentional choices about where and how it is produced. It continues throughout the supply chain, from manufacturing and distribution to how the product reaches the consumer, and ultimately, how it is handled at the end of its life,” Bethany explains.&nbsp;Variloom’s approach centers on an on-demand 3D printing system. By producing customizable soft goods on-demand and on-site, brands can design and manufacture fabrics in days rather than months, and with a lot less waste. Reducing the need for inventory and bringing manufacturing closer to the consumer, Variloom’s process minimizes reliance on offshore manufacturing.<figure class="image"><img style="aspect-ratio:6720/4480;" src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Variloom0063_2_1_5a0fb8a82a.jpg" alt="Variloom0063 2 (1).jpg" width="6720" height="4480"></figure><h3>Closing the Loop</h3>In addition to its printing system, another facet of Variloom is its patent-pending soft, recyclable material. Developed using biobased thermoplastic polyurethane (TPU) and a proprietary blend of responsibly sourced natural additives and fibers, the material offers the stretch and performance consumers expect, but in a more sustainable, circular way. At a product’s end-of-life, the material can be recycled up to three times without losing its integrity.<blockquote>“A large share of waste happens on the consumer side.”&nbsp;</blockquote>“A large share of waste happens on the consumer side, often because people do not know what to do with a product at the end of its life. There is an opportunity to design products and create systems that make end-of-life solutions approachable and accessible for consumers.”&nbsp;<h3>A Personal Commitment to Purpose</h3>For Bethany, the philosophy of sustainability extends beyond the lab. Her own personal approach to clothing involves buying less, choosing quality staples, and caring for her clothing.&nbsp;“I have a very loved denim shirt that after several years, has now become my all-purpose yard work, crafting, and anything-messy shirt,” she shares. "How you care for your clothing is just as important to sustainability as what you purchase.”&nbsp;<blockquote>“Sustainability doesn’t have to come at the expense of&nbsp;great design.”</blockquote><h3>The Path Forward</h3>While sustainability is the core of Variloom’s mission, that doesn’t mean design comes secondary. As Bethany mentioned, it is all intertwined from the very beginning. From its 3D printing system to the patented soft material to a product’s end-of-life, Variloom has created a fully circular way of manufacturing textiles, all while keeping great fashion design at the forefront. “Sustainability doesn’t have to come at the expense of great design. With the flexibility of the Variloom technology, we aim to expand the possibilities for bespoke design while giving both designers and customers more freedom and customization. For us, sustainability and good design go hand in hand.”&nbsp;&nbsp;&nbsp;Make sure to follow&nbsp;<a href="https://www.variloom.com/">Variloom</a> to stay updated on the latest developments and news.&nbsp;

This article shares the experience of a participant in the two-day Moon Open Workshops, where they brought a business idea to life. They share their concrete experiences and what they learned about overcoming the challenges of business development.<figure class="image"><img style="aspect-ratio:1980/1113;" src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/blog_Yu2_added2d969.jpg" alt="blog Yu2.jpg" width="1980" height="1113"><figcaption>Author: Yu Sun, who is currently with the Retail Infrastructure Business Division at Mitsui &amp; Co. After launching a retail joint venture in China and promoting domestic and international investment projects at various stages, she is now engaged in new business planning and promotion.</figcaption></figure>&nbsp;<h3>Introduction: What are Moon Open Workshops?</h3>Moon Open Workshops is a two-day workshop program held at the Moon Creative Lab Tokyo studio in Omotesando. It brings together members from the Mitsui &amp; Co. group, partner companies, and individual entrepreneurs to receive feedback from diverse perspectives and refine ideas into highly feasible business concepts.Participants design solutions to their own business challenges using a human-centered approach. Over the two days, they utilize various frameworks and tools to transform their ideas into concrete concepts.&nbsp;<h3>Why I Decided To Participate</h3>Having experienced 0-to-1 business development in an internal project at Mitsui, I had a strong desire to delve deeper into venture-style approaches, techniques, and mentality to expand my own business development toolkit. A personal issue I was facing also aligned with the participation criteria, which further encouraged me to join.Until then, my career had primarily focused on business investment and launching ventures in the consumer-related industry. However, most of this involved evaluating business value or replicating and scaling success based on established models.A turning point came during the year and a half I spent on an internal project creating a new business, which concluded in March 2025. It was a daily process of identifying issues, forming hypotheses, and experimenting repeatedly to find a way into the market. In the process of creating a new business where no one had gone before, past success patterns were useless. I keenly felt the importance of forging my own path. Rather than spending time perfecting a plan, it was crucial to first identify the ultimate goal—the problem to be solved—then formulate hypotheses and take numerous actions toward it, quickly discerning which paths were promising and which were not.This experience was a valuable opportunity for me to touch upon the venture-style approach—the "Fail fast, fail cheap" spirit—and to master the method of shaping a business through trial and error.In today's world, the ability to define a problem yourself and combine technology and resources to build a business to solve it is becoming increasingly essential. I feel that for large corporations rich in technology and management resources, this venture-style approach is truly adding strength to strength.I expected the Moon workshop to be a perfect opportunity for me to systematically organize the framework and mentality of this venture-style thinking and to re-examine my own experiences and understanding.&nbsp;<h3>Unforgettable Moments</h3><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/blog_Yu3_fcb8e3258f.jpg" alt="blog Yu3.jpg">There were countless stimulating moments over the two days. What left a particularly strong impression was a role-playing exercise where I presented my idea to various people of different nationalities, professions, and backgrounds. In response, I heard:&nbsp;"I can really relate to that!""I would definitely want this service! If possible, maybe you could add this feature...""There's a similar service in the U.S. You should check this out."&nbsp;The empathetic feedback from participants, the words affirming the need for the service, and the concrete reference information—all of it was incredibly encouraging, making me feel that my idea might be more than just a whim and could be worth bringing to life.Of course, in the process of refining my ideas within a limited time, the mountain of things to research piled up, and I sometimes felt lost, not knowing where to start. But at those times, the Moon facilitators were there to consult with, asking great questions that served as shortcuts to refining my thoughts.Seeing the other participants, who were just as dedicated and immersed in their own challenges, also gave me the courage to push forward. A strange, strong sense of camaraderie bloomed with these peers who were struggling through the same process and approach but remained positive and determined.I've heard that the venture world has strong horizontal connections and a culture of mutual help. Through this workshop, I feel like I got a taste of that. It truly was two days of feeling that "There's a mountain of things to do, and my thoughts are still jumbled... but I'm definitely not alone. There's always someone watching over me, encouraging me, and supporting me."&nbsp;<h3>A New Step</h3><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/blog_Yu4_e5b5162cec.jpg" alt="blog Yu4.jpg">My biggest takeaway is the attitude of "not fearing uncertainty and boldly challenging the problem in front of you."Even in this modern era where science and technology like medicine and AI are advancing daily, many people around us still live with frustrations and inconveniences. Many of these issues exist in an invisible form, neither visualized nor quantified. However, there are certainly earnest needs that can only be noticed by those who are directly affected or have deeply experienced these problems.People can suddenly face serious life challenges like a severe illness or caring for a parent. It's their first time, they don't know what to do, and they have to spend an enormous amount of time and effort gathering information through trial and error.I want to launch a service that organizes reliable information (explicit knowledge) and the voices of those with experience (tacit knowledge) and provides it in a way that anyone can easily access and compare, allowing them to quickly find the necessary solutions. By doing so, I aim for a future where people can recover no matter what life challenges they face. I hope to create a sort of shelter that accepts us when we are feeling down and helps us prepare to start over with renewed energy.From now on, using the small hints gained from my own experience, I want to contribute to social progress by visualizing and quantifying these often-overlooked issues and developing universal solutions. I now feel this strongly.&nbsp;<h3>To You Who Are Hesitating</h3>New challenges are always accompanied by uncertainty and anxiety. It's only natural to hesitate before taking the first step. If you are currently hesitating to try something new, try asking yourself this:"What do I lose by not taking a step?" versus "What do I lose if I take a step and fail?" Which is greater?By asking myself this, my vague anxieties often transform into concrete images, and the path forward becomes clear. If you feel that you would lose more new experiences and possibilities by not taking that step, your heart should naturally lean towards taking the step.<img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/blog_Yu5_a9c2fb7b24.jpg" alt="blog Yu5.jpg">If you can't ignore the "I want to try this" feeling welling up from the bottom of your heart, then muster your courage and take that first step. You might find that a greater reward than you imagined awaits you. And as for what comes after that first step, leave it to your future self.I believe that the me of tomorrow will not betray the me of today. I trust that she will see it through. &nbsp;<hr>Join the Moon Open Workshops! &nbsp;Learn more about the <a href="https://www.mooncreativelab.com/openworkshops?utm_source=blog&amp;utm_medium=post0617&amp;utm_id=blog-yu-sun-202506">program here</a>. &nbsp;2025 Schedule:<ul><li>Summer: 8/21 (Thu) – 22 (Fri)</li><li>Fall: 11/13 (Thu) – 14 (Fri)</li><li>Winter: 2/19 (Thu) – 20 (Fri)</li></ul><figure class="media"><oembed url="https://vimeo.com/1089982366"></oembed></figure>

Carbon Mileage is a venture from Houston, Texas that incentivizes air travelers to make carbon-conscious choices to enable a sustainable aviation ecosystem. Currently incubating at Moon Creative Lab, the Carbon Mileage team underwent a quick sprint to better understand decarbonization within the airline industry and plan their next course of action.&nbsp;<hr><h3>Key Learnings:</h3><ul><li>Defining a problem statement.</li><li>Identifying key users and stakeholders.</li><li>Understanding users through research.</li></ul><hr><figure class="image image_resized" style="width:75%;"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Carbon_mileage_pledge_9f7a3bbd54.png" alt="Carbon mileage pledge.png"></figure>The Moon team recently met with Carbon Mileage, one of the ventures selected to be part of our Boost incubation program. Over the course of two days at our Palo Alto studio, we dug into the problem the team is seeking to solve: incentivizing decarbonization in the airline industry. Two days might seem like a lofty goal, but for us, we thrive in a short-time bound environment. Rather than spending unreasonable amounts of time reworking the same problem over and over again, two days allowed the team to make quicker decisions and confidently map out all necessary steps.&nbsp;&nbsp;&nbsp;Before the workshop began, the team outlined three main goals they were wanting to achieve during the two days:&nbsp;<ol><li>Define the problem statement.&nbsp;</li><li>Name the biggest assumptions and build a user research plan to de-risk them.</li><li>Commit to a product hypothesis.</li><li>Work on team building to sustain momentum remotely.&nbsp;</li></ol>&nbsp;<h3>Defining a Clear Problem Statement</h3>Before any project starts, it’s important for the team to align on a clear problem statement before identifying a possible solution. By defining a problem statement, this prepares the team to further investigate different solutions through proper research and confidently act on the best proposed solution.&nbsp;&nbsp;&nbsp;Carbon Mileage defined their clear problem statement as, “How might we engage air travelers in decarbonization efforts?” which evolved from the original statement that fixated on the idea of an incentivisation program. The original problem statement felt narrow and closed-minded to how much broader the team could explore decarbonization efforts. By switching the problem of only having an incentivization program to thinking more broadly towards engaging customers, this allowed the team to think much deeper into possible solutions.&nbsp;&nbsp;&nbsp;&nbsp;<h3>Analyzing Target Customers and Stakeholders&nbsp;</h3>After defining the problem statement, it’s important to analyze who the true stakeholders are, also known as the target audience of the Carbon Mileage program and all those who would be involved in Carbon Milage’s solution. The team outlined four main stakeholders: airlines, air travelers, travel organizers, and sustainable fuel suppliers. Beyond identifying stakeholders, it’s important to get to know them even more by determining what motivates them to act a certain way or make specific purchasing decisions. By specifying key motivations, Carbon Mileage can leverage this information as a way to build engagement amongst target users and explore solutions to their problem statement.&nbsp;&nbsp;<h3>Mapping Out the User Journey To Better Understand the User Experience</h3><figure class="image"><img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/carbon_mileage_2_d30c966b9b.png" alt="carbon mileage 2.png"></figure>Aligning the user journey with the product hypothesis allowed the team to visually see where in the target audience’s journey it would make the most sense to implement Carbon Mileage.&nbsp;The team first explored, “How might Carbon Mileage reward travelers?” Some ideas included priority boarding, travel status, points redeemable for sustainable merch, and additional airline miles. Then the team explored how this might align with reduced carbon emissions. Ideas included buying carbon credits to compensate for annual travel and traveling with lighter bags to reduce fuel usage.&nbsp;While listing all of these ideas out is important, what makes the ideas even more tangible is creating concept cards to help paint a clearer picture of what direction the team feels is the ideal solution. By creating prototypes of the ideas, the team is able to confidently visualize the possibility of an idea before acting on it.&nbsp;&nbsp;&nbsp;<img src="https://moon-website-prod-images.s3.us-west-1.amazonaws.com/Carbon_Mileage_bd0574516a.png" alt="Carbon Mileage.png">&nbsp;<h3>Name Assumptions and Build a Research Plan to De-Risk Them&nbsp;</h3>With these concept cards, the team then built out a user research guide to de-risk any of their previous assumptions. By gathering early feedback from Moon team members, the Carbon Mileage team was able to commit to a product direction during the workshop.&nbsp;What was unique about this user testing experience was that it was the first time Carbon Mileage team members asked open-ended questions and avoided leading questions about their product. A leading question might look like, “Would you pack lighter if it meant to be rewarded by product credits?” rather than open-ended questions like, “What is the first thing that comes to mind about air travel?” The reason for asking open-ended questions versus leading questions was to widen the knowledge base for the team, unleashing new insights into what potential customers might bring. Many times teams lean on assumptions to answer the root of their problem rather than exploring the truest needs of their users.&nbsp;Taking the exploration even further, the team created a landing page to test the value proposition with users. Why a landing page? It’s quick, it’s tangible, and it’s the first exploration of the product that might speak to potential customers.&nbsp;<h3>What’s Next for Carbon Mileage &nbsp;</h3>The team agreed that there needs to be even more exploration of de-risking the most critical assumptions by engaging further user research with key stakeholders, focusing on travelers and airlines. Additionally, there needs to be a design experiment to test the theory that IF consumers were rewarded for choosing carbon reduction efforts, they would do so.Since this workshop was only two days, the team agreed that this would need to happen at a later time. We look forward to learning more about Carbon Mileage in the coming months as they begin to explore further together with Moon.If a workshop similar to this sounds interesting to you and your team, Moon would love to hear from you. Contact us at <a href="mailto:hello@mooncreativelab.com">hello@mooncreativelab.com</a> to start the conversation of how we can help your organization, team, or startup begin digging deeper into the root of the problem you’re seeking to solve.&nbsp; &nbsp;

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