As a project at Berghs School of communications, we were asked to find a win-win-win solution to create more sustainable tourism with a focus on water and energy. We used the Shared Value model, addressing an issue with a business plan. 

Project duration: 12 days

My role: User researcher - I did user interviews and facilitated the ideation process. 

Team: Sigrid de Laval, Henrik Billing, Åsa Brengdahl, Alessandra Hygrell, Kristina Molander, Magnus Norlander and Mikaela Wasberg.

“How might we create a solution that is based on the shared value model that enables more sustainable tourism?”



Our desk research showed that one of the largest contributors to the plastic pollution in the oceans is plastic bottles. As tourists, we are more likely to not recycle products in the correct way due to a lack of knowledge of how other countries' waste system works. Besides drinking water from a bottle wastes 2000 times more energy even though a lot of the water in bottles comes from the local taps. 

Especially in Europe, we found that the water quality has increased over the past years and a lot of the water is safe to drink. 

We formed a hypothesis that Swedes drink their water and other beverages through plastic bottles when traveling abroad due to uncertainty whether the water is safe to drink or not.


We interviewed 20 swedes of different ages and gender regarding their traveling habits. 

  • All people said they buy bottled water when abroad.
  • 16 people said they do it due to fear of getting ill.
  • 19 people said that they want to travel more sustainable. 

“I do not want to get ill on my holiday so I avoid tap water.”

"My parents bought bottled water when we were traveling - I do it out of habit.”


Swedes consume bottled water in countries where the tap water is safe to drink - They want to travel more sustainable but do not always know how to do so. To get them to change this behavior, we need to find a way to educate them where the water is safe to drink.




A feature added on Tripadvisor's current platform, Dripadvisor, that will help tourists find the nearest tap to refill their water bottles. This will reduce the tourists' consumption of single-use plastic. 


Tripadvisor - The new function will generate longer user time and create more clicks on the platform. This will lead to an increase in profit on ads as well as a larger gathering of user data. The function can easily be implemented to Tripadvisor's current platform. It can be tested on a smaller scale, in one city, and later be scaled up.

ConsumersThe tourists can get a cheaper and more sustainable alternative to stay hydrated. 

Planet - Less plastic bottles bought, means less plastic in our oceans and less energy wasted on making plastic bottles. 

(Extra win) Local shops and restaurants - They will be able to help to save the oceans, but also increase the traffic of visitors and possible sales. By collaborating with Tripadvisor, the tourists get an opportunity to find new places to eat or shop. 



From this project, I learned to challenge myself to find solutions that are good for people, profit, and the planet. I really learned that the best ideas are when all of those factors interact and is when the biggest difference can be achieved. I also got the chance to develop my presentation skills by pitching the idea on stage in front of a jury and the entire school.  

Get in contact!


or say hi to me here on LinkedIn!