I designed a digital platform that connects stakeholders, streamlines processes, and engages consumers and partners in the recycling and return of bottles. This was part of a project with a leading CPG company aiming to innovate, pilot, and scale a disruptive new approach to beverage packaging. I joined the project after the team had conducted expert and consumer interviews, surveys, and workshops with the client. During these workshops, my team collaborated with various stakeholders to implement insights and develop 100 concepts. Once these concepts were narrowed down to two main platforms, I translated them into a customer and business-facing tech-enabled experience, and tested them with consumers and businesses.
To comply with a non-disclosure agreement, pieces of confidential information have been omitted and concealed in this case study.
Despite high concern for sustainability issues in LATAM, affordability and accessibility remained barriers, necessitating strategies to overcome the value-action gap. The client aimed to optimize their bottle recycling and return process in order to meet ambitious packaging and sustainability goals amidst supply and cost challenges. Their immediate focus was on the LATAM region, targeting key consumer segments by making sustainability understandable, easy, simple, desirable, and rewarding. The key challenge became how to leverage digital solutions to unite ecosystem participants and facilitate behavior change.
In this project, I built on prior research and initial concepts to lead the design of a digital platform, first through sketches and ultimately on Figma, focusing on its functionality, design, and user experience. I spearheaded consumer testing of the experience, using both qualitative and quantitative methodologies. Additionally, I provided strategic recommendations for implementing the digital solution during the Pre-Pilot and Pilot phases.
I was responsible for taking two core concepts— a comprehensive reverse logistics platform, and a modernized bottle return system—and developing detailed user journeys for both consumers and businesses. This involved understanding the value propositions of each platform. Using insights from consumer, business, and expert interviews, I mapped out the user journey with tools like Miro, translating these insights into actionable features for the platforms. For the reverse logistics platform, I focused on streamlining the collection of high-quality recycled PET (rPET) by integrating key ecosystem participants onto a shared digital infrastructure. For the bottle return system, I designed an experience that simplifies the return process and enhances tracking, ensuring a seamless and engaging consumer experience while emphasizing sustainability.
The next step was designing a unified platform that seamlessly integrated the two solution concepts, transforming the user journey into an interactive prototype using Figma. This digital platform serves as a distribution channel, leveraging technology to connect stakeholders, streamline processes, and engage both consumers and partners.
Key considerations included: providing a one-stop solution for consumers and customers to manage their relationships with the company and its partner bottlers; leveraging existing resources by integrating with existing company and bottler platforms, such as rewards and delivery apps; providing a dual-interface targeting consumers on one side and customers and partners on the other; and prioritizing intuitiveness and ease of use to make recycling and return processes more convenient and effort-free.
We derisked the concepts through validation and real-world product experimentation in Mexico to verify interest among consumers, customers, and partners. My team conducted in-depth interviews with 30+ consumers from different areas in and around Mexico City. Additionally, 700+ respondents were surveyed in the target region.
I was responsible for incorporating the insights into the prototype flow and screens, adding interactions. Key UX/UI activities included balancing messaging and design to blend incentives with environmental awareness, highlighting both individual and corporate responsibility. I also integrated features that supported consumers' preference for accumulating points to maximize rewards and provided clear guidelines for preparing returnable bottles, such as cleaning instructions. These enhancements ensured the platform was intuitive, engaging, and aligned with user needs and expectations.
