Bower

Making recycling a rewarding no-brainer.

Bower

Context

Bower is a product company with a mission to make recycling gratifying and effortless, striving to create a waste-free world. After the launch in the UK market, I was entrusted with the responsibility of owning and optimizing the Bower app for this region.

Problem statement

The Bower app's activation rate in the UK market was significantly below expectations, indicating a clear problem in engaging users and driving adoption. After conducting extensive field research, it became apparent that the app's functionality did not align effectively with the recycling practices and preferences of UK users.

Challenge

To address these challenges, there was a need to redesign the app experience, creating a personalized and intuitive interface that seamlessly integrated with users' recycling habits and provided compelling incentives for sustained engagement.

The goal was to increase the activation rate, enhance user satisfaction, and ultimately drive positive behavioral changes towards recycling through the Bower app.

My role

Since November 2022, I have been leading the design of the Bower app for the UK market, focusing on driving the evolution of the product and addressing user pain points related to the scan and recycling experience.

INSIGHTS & IDEATION
I worked with a UX researcher and product manager to understand how UK users recycle, what motivates them, and the issues they face. We used these insights to bridge the gap between user needs and the app's design.

EXPERIENCE STRATEGY & VISION
To effectively communicate our vision, design principles, and content strategy, I developed rapid prototypes. Essential in sharing and advocating ideas, aligning stakeholders, and facilitating decision-making.

PLANNING & SCOPE DEFINITION
Working closely with the product manager, I played a crucial role in defining the product. I advocated for user goals while balancing business objectives, and collaborated to prioritize and negotiate features accordingly.

DESIGN EXECUTION & VALIDATION
I executed the design process, encompassing journey mapping, wireframing, prototyping, and creating design specs.

LEADERSHIP
Throughout the project lifecycle, I employed leadership skills to present and gain buy-in for my work from executives, senior stakeholders, and various other team members.

Discovery

We conducted field research, visiting recycling centers, and observing users' recycling behaviors in real-world contexts. This provided valuable insights into the challenges and pain points users face during the recycling process.

Major insights

  • LACK OF PERCEIVED VALUE: Users did not fully understand how the Bower app could help them with recycling nor how it could add value to their daily lives. This lack of perceived value led to users losing interest and dropping off.
  • MISLEADING ONBOARDING: The onboarding process of the app resulted in misleading, overly complicated, or time-consuming, deterring users from fully engaging with the app. Users lost patience or didn't understand it and found it difficult to navigate through the initial setup, leading them to abandon the app.
  • MISMATCH EXPECTATIONS: Users had certain expectations from the app based on its marketing and initial description such as more money incentives and recycling instructions. The app failed to meet these expectations and didn't align with users' specific needs and mental models.
  • POOR USER EXPERIENCE: Users encountered usability issues, a confusing interface, and technical glitches within the app, resulting in frustration and dissatisfaction.
  • CAHLLENGES IN ADDING PRIVATE BINS: Users faced challenges when attempting to add their private bins within the app. Some users were unaware that this feature even existed. This made it impossible for them to recycle with the app through the kerbside collection.
  • EDUCATION AND CLEAR INSTRUCTIONS: The research emphasized the opportunity to educate users about recycling and provide clear instructions.

Solution & Design approach

The goal was to redesign the app focusing on a personalized experience that aligned with UK users' recycling habits. To address the challenges identified we implemented the following solutions:

Pre-registration onboarding


VALUE-DRIVEN MESSAGING AND CONTENT STRATEGY: To enhance the perceived value of the Bower app, we revamped the messaging and content throughout the user journey. Clear and concise explanations were provided to communicate how the app could assist users in their recycling efforts, including benefits such as environmental impact reduction, rewards, and community engagement.


Post-registration onboarding


STREAMLINED ONBOARDING PROCESS: The onboarding process was simplified and made more intuitive to ensure a smooth initial setup experience. We reduced the number of steps required and provided contextual guidance to help users understand the purpose and functionality of each feature. Clear instructions and interactive elements were implemented to assist users in navigating the app effectively from the start.

ALIGNMENT WITH USER EXPECTATIONS: To bridge the gap between users' expectations and the app's functionality, we conducted a thorough analysis of user feedback and market research. Based on these insights, we fine-tuned the app's features, incorporating a better reward system, personal statistics, recycling instructions, and educational content. This alignment with users' specific needs and mental models improved overall satisfaction and engagement.

SIMPLIFIED PROCESS FOR ADDING PRIVATE BINS: Recognizing the challenges users faced when adding private bins, we introduced a prominent and easily accessible feature within the app. Clear instructions and visual cues were provided to guide users through the process, ensuring they could seamlessly connect their private bins to the app and participate in the kerbside collection.

EDUCATION AND CLEAR INSTRUCTIONS: To empower users with recycling knowledge, we integrated educational content and clear instructions within the app. This included recycling guidelines, tips for proper waste disposal, and information on local recycling centers. By providing users with the necessary information, we aimed to encourage proper recycling practices and facilitate their engagement with the app.

IMPROVED USER EXPERIENCE AND INTERFACE DESIGN: The interface was redesigned to be more intuitive, visually appealing, and user-friendly. Additionally, technical issues were resolved to ensure a seamless user experience.

Impact and Results

ACTIVATION RATE

  • The activation rate of the Bower app in the UK market increased by 38% within three months after the redesign.
  • This metric indicates a higher number of users successfully onboarded and actively using the app.

USER SATISFACTION

  • User satisfaction scores related to the app's usability, value proposition, and overall experience improved by 15%.

RETENTION RATE

  • The percentage of users who continued using the app after the first week increased by 29%.
  • The rate of returning users within a 30-day period improved by 10%.
  • These metrics demonstrate improved user engagement and sustained interest in the app over time.

RECYCLING ACTIVITY

  • The number of recycling activities logged through the Bower app doubled within six months.
  • This metric indicates increased user participation in recycling through the Bower app, showcasing positive behavioral changes.

USER FEEDBACK

  • User-reported issues or complaints related to app usability decreased by 32%.

Reflections

IMPORTANCE OF USER RESEARCH
The project reinforced the importance of user research in informing design decisions. Conducting in-depth interviews and usability tests provided valuable insights into users' needs, expectations, and pain points. It highlighted the significance of understanding user motivations and aligning the app's features with their preferences to drive engagement.

PERCEIVED VALUE
Effectively communicating the value proposition and benefits of the app to users is crucial. The project taught me the importance of clearly articulating how the Bower app can help users with their recycling efforts and add value to their daily lives. It's essential to ensure that users understand the app's purpose and how it aligns with their goals.

ITERATIVE DESIGN PROCESS
Continuously testing and refining design prototypes based on user feedback improved and ensured that the final design decisions were user-centered. It highlighted the significance of being open to feedback and adapting designs based on user needs and preferences.

BALANCING USER NEEDS AND BUSINESS OBJECTIVES
This project highlighted the need to balance user needs and business objectives. While it's important to prioritize user goals and satisfaction, it's equally essential to consider the viability and feasibility of implementing certain features or incentives within the app. Collaborating closely with the product manager and stakeholders helped me navigate this balance effectively.

COLLABORATIVE LEADERSHIP
Leading the design of the Bower app for the UK market required strong leadership skills. I learned the importance of effectively communicating design ideas, aligning stakeholders, and gaining buy-in for design decisions. Collaborating with executives, senior stakeholders, and team members allowed me to drive the project forward and ensure that design choices were well-received and supported.

ADAPTING TO DIFFERENT COUNTRIES
Understanding the specific recycling systems and preferences of different countries is essential for providing a personalized and relevant user experience. It taught me the importance of adapting the app's functionality and content to accommodate these variations, ensuring that users receive accurate and applicable information.