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Rebin applications
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OVERVIEW

Brand:                                           ING Bank – A leading financial institution committed to providing a user-friendly, secure, and intuitive online                                                                                        banking experience.
 
Objective:                                     To improve the usability, accessibility, and overall user experience of ING Bank’s online banking platform by                                                                                          addressing pain points, enhancing navigation, and introducing new features that increase customer                                                                                                    satisfaction and engagement.
 
Key Challenges:                          •    Complex Navigation: Users struggle to find key banking features quickly

                                                      •    Trust & Security Perception: Users need better transparency regarding security features.
                                                      •    Feature Discoverability: New features are often overlooked due to poor visibility.
                                                      •    Seamless Cross-Device Experience: Ensuring a smooth transition between mobile and desktop banking.
 
Scope of Work:                            •    Conducting user research to understand customer needs and frustrations.
                                                      •    Improving information architecture for easier navigation.
                                                      •    Enhancing security messaging to build user confidence.
                                                      •    Redesigning key flows, such as account management, fund transfers, and bill payments.
                                                      •    Optimizing the mobile banking experience for better usability on smaller screens.

ROLE

UX Research
Competitor analysis

UX/UI Design
Wireframing, Prototyping, 

TEAM

Product
Design
Engineering

Client specialist

Marketing 

TOOLS

Figma

Adobe XD

Miro

Microsoft Office

DURATION

JUL'24 - Ongoing

PROBLEM

Rebin’s waste management platform was falling short in delivering a seamless, transparent, and user-friendly experience for both waste generators and collectors. Despite being a promising, sustainability-focused service, users faced the following challenges in other brand present in market:
 

  • Complex Navigation: Users struggled to locate essential actions such as scheduling pickups, tracking collection status, or accessing recycling guidelines, leading to frustration and drop-offs.

  • Low Trust in Process Transparency: Users were uncertain about the authenticity of recycling and disposal processes due to limited visibility of real-time tracking and unclear updates.

  • Poor Discoverability of Services: Valuable features like bulk waste pickup requests, e-waste disposal, and community recycling programs were buried or hard to access, leading to underuse.

  • Inconsistent Cross-Platform Experience: The web and mobile experiences lacked cohesion, causing disruptions when users switched between devices to manage tasks.

  • Information Overload & Technical: Recycling guidelines and disposal instructions were often presented in overly technical terms, overwhelming first-time users and discouraging engagement.

Challenge

How might we build a waste management platform to simplify task flows, build process transparency, improve service discoverability, and deliver a consistent experience across devices — while meeting the needs of both individual households and commercial waste generators?

Rebin images
01
Discovery
Phase 1 - Understanding The Platform
Rebin logo

It is a platform that connects waste generators directly with waste collectors. At one end, it helps waste generators get better prices and ensure consistent demand, and on the other end, help waste collectors source higher volumes of segregated raw material for recycling at competitive prices.An online platform where the user scans the QR code from the posters provided to them near the dustbins. The code takes them to a mobile website where you get all the information about waste management.This platform caters to a large number of audiences and makes them aware about the waste disposal and recycling factors.

76% of users dropped off mid-way through the waste process due to lack of awareness , unclear instructions, and lack of eligibility information.

24% of users complete the waste segregation process but are not consistent in their task due to lack of resources.

🧩 Potential Reasons for Low User Engagement on Rebin

Low Trust in Platform or Providers

  • Complex onboarding — Too many steps before first value.

  • Lack of guidance — New users not shown how to use features effectively.

  • Poor content relevance — Recommendations not matching user needs.

Lack of Real-Time Support

  • Weak retention triggers — No meaningful notifications, gamification, or reminders.

  • Slow load times — Frustrating experience for repeat visits.

  • Long waiting time  — Users unsure why to return.

NEXT STEP

  1. Conduct Usability Testing to observe drop-off points.

  2. Improve First-Time User Experience with quick wins (e.g., shorter onboarding, welcome walkthrough).

  3. Optimize Engagement Loops — Push relevant notifications, create progress milestones, or offer rewards.

  4. Refine IA & Navigation for faster task completion.

  5. Introduce Personalization using past behavior or stated preferences.

  6. Measure & Iterate — Track engagement KPIs after each change.

🧩 The "5 Rs" of waste management
Cunclusions
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Task Analysis
Phase 2 - Understanding The Users

Understanding different Focus Groups

To gain a complete perspective on Rebin’s user base, we conducted interviews with:

  • First-time users — Individuals scheduling their first waste pickup

  • Regular users — Those who have ongoing recycling or waste disposal routines

  • Institutional/Community representatives — Elderly or community leaders managing bulk pickups

  • ​

Scope of the interview included:

  • Users’ online experience for waste pickup booking and tracking

  • What they look for in a sustainable waste management platform

  • Their past experiences with Rebin and competing solutions

🎯 Research Goal
 

To deeply understand how users interact with Rebin’s digital platform — especially during complex flows like waste pickup scheduling, payment processing, and account setup — and to uncover pain points, expectations, and engagement gaps.

🧑‍💻 User Objective

​

  • Use Rebin’s platform to schedule waste pickups, track collection status, and manage recycling credits or rewards

  • Seek clear scheduling, trustworthy transactions, and seamless navigation between booking, payment, and tracking flows


🧠 Research Objectives
 

​​

​

​

  • Identify friction points in the existing digital experience (especially in mobile pickup booking and order tracking)

  • Understand what users expect from a modern waste management platform

  • Discover why users are not fully engaged or abandoning mid-process

  • Validate our initial hypotheses on low engagement causes such as unclear progress, lack of updates, or no incentives

​​

Understanding different Focus Groups

01/

Usability Gaps

  1. Inconsistent navigation flow and unclear CTAs can reduce task completion rates.

  2. Limited onboarding guidance for first-time users leads to confusion about the platform’s full capabilities.

02/

Engagement Issues

  1. Lack of gamification or reward systems reduces ongoing user motivation.

  2. Minimal personalisation based on user type (waste generator vs. collector) results in a generic experience.

03/

Opportunities for Growth

  1. Introducing AI-powered waste categorization and pickup scheduling optimization can streamline user workflows.

  2. Adding educational content on recycling can improve eco-conscious engagement.

04/

Competitive Insights

  1. Competitors with real-time pickup tracking and loyalty rewards retain users more effectively.

  2. Some competitors excel in community engagement via local recycling events and challenges.

05/

User-Centric Improvements

  1. Clear segmentation of user journeys (generators, collectors, admins) can reduce friction.

  2. Integrating push notifications, reminders, and progress tracking can encourage repeated use.

Understanding The Competitors

To get a clear idea of what solutions have worked, I look into the direct competitors. This allows me to see the strengths and weaknesses between the competitors, observe the IA structure and key features that I can take as reference, and determine the USP of the product I’m designing.

Key Competitors:

    1.    Scrap – An online platform for waste pickup with a focus on pricing transparency.

    2.    Saahas zero waste – Offers recycling solutions and doorstep waste collection.

    3.    Paperman – A social enterprise focused on waste management and recycling awareness.

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✅ What Competitors Are Doing Well (Positive UX Practices)

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  1. Seamless Pickup Scheduling

    • Platforms like Skrap and Saahas Zero Waste enable users to schedule waste pickups in just a few taps.

    • Clear CTAs and time-slot availability cards minimise friction and make booking intuitive.

     

  2. Integrated Sustainability Tools

    • Recycle Track Systems (RTS) offers waste tracking dashboards, carbon footprint calculators, and recycling tips—empowering users to see their impact.

    • Gamified features like leaderboards for households or businesses encourage sustainable competition.

     

  3. Mobile-First & Minimalist Design

    • Apps like Paper man prioritise simple layouts with a clear visual hierarchy for quick mobile use.

    • Actions like “Schedule Pickup” or “Find Recycling Center” are prominently placed on the homepage.

     

  4. Consistent Branding & Information Clarity

    • Top competitors maintain consistent icons, tone, and data visualization styles, boosting trust and comprehension.

     

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⚠️ What Needs Improvement (UX Gaps in Competitors)

​

  1. Fragmented User Journeys

    • Many platforms require switching between different apps or portals for scheduling pickups, tracking waste, and accessing recycling tips.

    • No centralized waste management dashboard exists for a holistic view of waste generation, pickups, and recycling progress.

     

  2. Limited Personalization

    • Few platforms customize content based on waste generation history, location, or user type (household vs. corporate).

    • Lack of contextual guidance for first-time users on sorting waste or preparing it for pickup.

     

  3. Overcrowded Interfaces

    • Some platforms overload users with categories and data, making it difficult to focus on primary tasks.

    • Insufficient use of progressive disclosure—important tips and tutorials get buried in text-heavy layouts.

     

  4. Inconsistent Support Availability

    • While chatbots exist, human assistance for urgent queries (e.g., missed pickup, incorrect sorting) is not always accessible.

    • Delayed support responses can lead to frustration and reduced trust.

 

🟡 Strategic Opportunities for Rebin

​

  1. AI-Guided Onboarding for First-Time Users

    → Introduce smart onboarding flows that guide users through scheduling pickups, sorting waste correctly, and using the platform effectively.

  2. Unified Waste Management Dashboard

    → Create a single dashboard integrating pickup history, waste volume analytics, sorting tips, and eco-impact tracking.

  3. Accessibility-First Micro-UX

    → Add voice commands, adjustable font sizes, and high-contrast modes. Use step-by-step visuals to simplify waste sorting.

  4. Gamification for Engagement

    → Encourage repeat use with badges, monthly challenges, and community leaderboards for eco-friendly behavior.

  5. Real-Time Support + Escalation

    → Blend AI chatbots for basic queries with instant escalation to human agents for operational issues.

02
Define

Based on the generative user research I gathered, I created three user personas that capture the essence of my target users. Meet Navya, Swapnil,Yash!

User Stories

Target Audience:

​

    •    Primary Users: Urban residents, offices, and businesses generating waste.

    •    Secondary Users: Waste collectors, recycling agents, and environmental activists.

 

User Surveys and Interviews:

​

    1.    Pain Points:

    •    Lack of awareness about waste segregation and recycling.

    •    Difficulty in finding reliable waste collectors and inconsistent pricing.

    •    Cumbersome booking processes on existing platforms.

    2.    Needs and Expectations:

    •    Easy access to information on waste disposal.

    •    Transparent pricing and consistent demand for waste.

    •    Convenient and quick booking of waste pickup services.

 

Key Insights:

​

    •    Users are more likely to participate if they understand the environmental impact of waste disposal.

    •    Transparent pricing and clear communication build trust and loyalty.

    •    A gamified experience encourages consistent engagement and responsible waste disposal.

Rebin images
Rebin images
Rebin images
User Persona

Based on the generative user research I gathered, I created three user personas that capture the essence of my target users.

Rebin images
Rebin images

PROPER MECHANISMS FOR WASTE COLLECTION

​

Be it school, company, factories or corporate office, proper disposal of waste materials is important for each and every organization. Hence, each organisation can aim at providing adequate baskets, bins and barrels for collecting waste materials to ensure good hygiene.

​

REGULAR CLEANING AND WASTE REMOVAL PRACTICES

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It is important that all interior spaces of any organisation, ranging from schools, commercial buildings, etc, should be well maintained and properly cleaned. It would generally include removal of sanitary and food waste, trash and other waste materials. This would ensure a healthy working environment for the public, employees, workforce, and teachers.

​

GREENER PRACTICES FOR CLEANING

​

Waste can be categorised into biodegradable and non-biodegradable. Furthermore, it can be subdivided into recyclable and non-recyclable. Such categorisation can help to clean in a better way through safe and Eco-friendly means. Green practices should thus be encouraged in organisations for the health and safety of employees

Key Features

The challenge was to design an app to give an innovative solution to people’s complex problem by incorporating the principles such as aesthetic-usability, easy navigation between the screens, legibility, affordance
and minimal performance load.
To initiate an engaging factor for the users.
To simplify the visual and functional aspect of the app.
To make the booking, order tracking, point’s allocation
in an easy way.
To create an app which would be well received across various age groups.

Conceptualization

Phase 4: Understanding the Solution Areas
User Research and Understanding the Platform
03
Ideate
Phase 5: Structure
Information Arichitecture
Navigation for Rebin
Rebin images

Phase 5: Branding

Posters
Phase 5: Design

About the Platform

​

This is an online awareness and engagement platform designed to educate the public on proper waste management practices. Users interact with the system by scanning a QR code placed on posters or signboards near public and residential dustbins.

 

Once scanned, the QR code directs users to a mobile-friendly website that provides:

  • Step-by-step guidance on how to segregate waste correctly.

  • Visual aids and icons for recyclable, biodegradable, and hazardous waste categories.

  • Local disposal rules based on municipal guidelines.

  • Impact metrics showing how waste segregation benefits the environment.

  • Tips & rewards for consistent participation (gamification).

​

 

Target Audience

  • General Public: People living in housing societies, offices, or public areas.

  • School & College Students: Encouraging early awareness and responsibility.

  • Businesses & Shops: Managing commercial waste in compliance with rules.

 

Key Features

  1. QR Code Access – No app download required, making adoption faster and easier.

  2. Multi-language Support – Ensures accessibility across diverse user groups.

  3. Interactive Content – Videos, infographics, and quizzes to keep users engaged.

  4. Location-based Guidelines – Tailored instructions based on where the QR code is scanned.

  5. User Feedback Loop – Option to report full bins or improper waste handling.

 

Impact

  • Bridges the awareness gap between municipal waste rules and public knowledge.

  • Reduces drop-off rates by providing clear, quick, and mobile-friendly instructions.

  • Encourages community participation in waste segregation and recycling.

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Rebin poster design
Rebin poster design
04
Design
Rebin poster design
Rebin poster design

Interesting Facts

Home Screens

Log in Screens

Scanning & Scudelued Pickup Screens

Rewards & Learn Screens

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Key learnings from

the project

Awareness is as Important as Functionality

The biggest challenge wasn’t just in designing the process but in educating users about why and how to segregate waste. Without clear guidance, many users dropped off mid-process, highlighting the need for built-in awareness touchpointsbefore action.

 

Clarity Beats Complexity

Users, especially on mobile, struggled with dense forms, unclear instructions, and hidden eligibility criteria. Streamlining the journey with step-by-step guidance, icons, and real-time feedback made the process feel simpler and faster.

 

Motivation Drives Completion

Gamified progress indicators, rewards, and acknowledgment messages proved to be powerful motivators for users to complete the segregation process — especially for first-time participants.

05
Validate
Phase 7: Testing

    1.    Expansion to Multiple Cities – Scaling operations to cater to urban and semi-urban areas.

    2.    Integration with Local Municipalities – Collaborate with municipal corporations for better waste management infrastructure.

    3.    Corporate Partnerships – Partner with businesses to provide large-scale waste management solutions.

    4.    AI-Driven Waste Segregation Tips – Use AI to suggest better segregation practices based on user data.

    5.    Advanced Analytics and Reporting – Detailed analytics for users to track their environmental impact.

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What lies ahead for the app
Now that the base of the app is set, what lies ahead is the features that could be incorporated into the app.
1. Adding the AI chatbot interface for better customer support
2. Reward system where user gets the reward coins or stars using which they could avail discounts.

 

Expected Impact

    •    Increased awareness and participation in responsible waste disposal.

    •    Higher engagement through gamification and community-building features.

    •    Efficient waste collection process benefiting both generators and collectors.

    •    Significant reduction in unsegregated waste reaching landfills.

REFLECTION

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