Reduce App
REDUCE Recycling made simple, impactful, and human.
CHAPTER ONE
Background and Context
TIMELINE
Phase 1: 3 months (2021) Phase 2: 1 month redesign (Feb 2024)
CLIENT
Reduce (NGO)
TASKS
App design and redesign
TEAM
Julieta Zerial, Lead UX
Project Overview
Reduce is an NGO focused on environmental education and sustainable habits. Their mobile platform aims to help individuals and families understand recycling, track their footprint, and become community advocates.
Key Objectives
- Raise awareness around recycling habits
- Encourage participation at home and in the community
- Make sustainability easy, educational, and engaging
CHAPTER TWO
Problem Statement
Folk are not well taught about how and why to recycle. The lack of accessible education creates confusion and apathy, especially in younger generations. The original Reduce app lacked clarity, suffered from poor hierarchy, and failed to connect with users emotionally or practically.
“Only 35% of waste is recycled in the average household, despite over 80% of materials being technically recyclable.” EPA Global Report, 2023
User Pain Points
- Confusing navigation and low visual hierarchy
- Misused or unclear calls to action
- Visually unappealing: bland cards, weak typography, inaccessible color choices
Business Challenges
- Low engagement and usage retention
- Users found the app boring and hard to use
Poor Navigation
Weak Calls to Action
Visual Fatigue
Typographic Confusion
CHAPTER THREE
Research
Before any pixels were pushed, we knew the real challenge was educational. Recycling isn’t intuitive, and most apps treat it like it is. We needed to understand how users absorb this kind of content, what motivates them to act, and why most of them never return after a first visit. Research wasn’t an optional step, it was the groundwork.
Research Methods
We used a lean, human-first approach to gather real feedback quickly. Without a full research team, we relied on what we had, early users, informal testing groups, and competitor landscape audits. This helped us sharpen direction without slowing down momentum.
Usability testing, tested the first version with real users. Navigation pain and visual clutter were common blockers.
Informal user feedback, spoke with early users, friends, volunteers, curious families. Their feedback was raw and invaluable.
Competitor audits, reviewed similar platforms for strengths and gaps. Most lacked warmth, emotional connection, and clear pathways to action.
Key Insights
Beneath the messiness of the original version was real user potential. People wanted to learn, they just didn’t want to work so hard to do it. These insights drove everything that followed.
#1 Simplicity Wins
Users wanted to see all their options up front. If they couldn't understand the value in 5 seconds, they bailed.
#2 Think Family-First
Most users planned to use the app with kids or at home. That meant friendly tone, digestible chunks, and playful structure.
#3 Learning Through Story
Real stories (like testimonials or events) drove more curiosity than long lists of recycling rules.
#4 Mobile Is the Mission
90% of users were mobile-first. Every design decision had to respect the smallest screen.
CHAPTER FOUR
Design Process
Ideation
Research
Iteration
High-Fidelity
Ideation
We started with a blank slate, and a hard truth: the original wasn’t salvageable. Instead of fixing what didn’t work, we reframed the challenge. What would a recycling app look like if it were designed today, for families, on phones, with zero friction? That meant decluttering navigation, reducing cognitive load, and organizing content by user motivation, not by category. The “Start Recycling” CTA became the anchor for the experience.
Concept
The core concept was built around accessibility, clarity, and trust. We designed a homepage that acts like a smart dashboard, quick access to education, events, personal impact, and testimonials. Each section reinforces the idea that recycling is both personal and communal. We introduced soft greens and neutral tones for a natural feel, and switched the logo from a literal heart-recycle symbol to three organic leaves, subtle, modern, and universally meaningful.
BEFORE
AFTER
Refinements
User feedback shaped everything. We trimmed unnecessary copy, replaced jargon with simple terms, and refined components into a modular system using atomic design principles. Every UI element was tested against mobile-first criteria. Key tweaks included stronger hierarchy, more breathable spacing, bolder CTAs, and highly scannable event cards. Accessibility wasn’t a checkbox, it was a filter applied to every decision.
CHAPTER FIVE
Final Design Solution
The redesigned app is simple where it needs to be, and powerful where it matters. The new experience meets users where they are: on their phones, short on time, and eager to learn. We focused on guiding users through action, not information overload. From a clear homepage to a personalized profile, every screen now supports the journey from awareness to contribution.
The design isn’t just more attractive, it’s more purposeful. Every feature was chosen to make recycling feel accessible, meaningful, and repeatable.
Key Features
Built using atomic design principles with reusable components. Design system created and refined during both launches.
#1
Homepage with clear CTA: “Start Recycling”
#2
Featured events to build community
#3
Testimonial section for social proof
#4
Personalized profile with carbon footprint tracker, event history, contributions, and reviews
CHAPTER SIX
Results and Impact
Metrics and KPIs
The redesign wasn’t just a visual upgrade, it created a tangible shift in how people used and understood the app. With clearer flows, better mobile support, and emotionally resonant content, Reduce saw stronger engagement and user satisfaction across the board.
+75% Increase in Daily Active Users
Users were more likely to return and explore the app after their first visit.
+60% Navigation Success Rate
Users completed tasks faster and found key information with ease.
90% Mobile-Only Access
Designing for mobile-first paid off, almost all users accessed Reduce via smartphones.
“Now it actually feels like an app for people. I can show it to my kids, and they get it immediately.”
User
Business Outcome
Better conversions, more trust, and a visual language consistent with the value proposition.
Improved app comprehension
Users no longer felt lost or overwhelmed. The learning curve flattened, making it easier to engage with recycling content from day one.
Positive shift in user sentiment
Feedback went from frustration to enthusiasm. The new structure made the experience feel useful, welcoming, and worth sharing with others.
Stronger mobile responsiveness
The redesign focused on thumb-friendly layouts, fast load times, and readable UI, all essential for an audience accessing the platform entirely via mobile.
CHAPTER SEVEN
Lessons Learned
Summary
Redesigning Reduce showed us that clarity and accessibility can transform not just an interface, but an entire mission. By rethinking structure, flow, and emotional connection, we turned a static tool into an experience people actually wanted to use, and share.
Future Consideration
The foundation built in this redesign opens the door for more interactive features, like gamified tracking, family challenges, or school integrations. The mission isn’t finished, but now the platform is ready to support its next evolution.
Key Takeaways
#1
A simple hierarchy can radically improve engagement
#2
Designing for emotional resonance matters in social impact projects
#3
Community-building is as important as information delivery
Bottom Line
Recycling isn’t just a habit, it’s a mindset. With Reduce, we didn’t just redesign an app. We designed a daily invitation to live more consciously, connect through impact, and make sustainability simple enough to stick.
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