OVERVIEW
IMPACT
Enabled 7,000+ active users and 5,000+ bookings
Supported 4.6M kg of waste properly sorted and recycled
Reduced 1.3M kg CO₂e, equivalent to planting 1M trees
Cut admin workload by 60% by redesigning booking logic and system rules
The Challenge
Why the existing system could not scale.
Wastebuy grew quickly, but the original booking flow and service logic were not built for real-world volume. As usage increased, friction grew for users and manual work increased for admins and drivers.
The challenge was to redesign the experience so it stayed simple for households while scaling reliably for operations.
Here's the current design:
Issues we saw after ran the design audit:
📲
Booking was tied to
phone numbers,
causing duplicate bookings
and fragmented user data
😕
Users were unsure if bookings
were successful, leading to multiple
bookings for the same household
📱
The app created friction,
many users preferred LINE
and avoided installing it
📋
Waste categories and preparation
steps were unclear, slowing down
sorting and pickup queues
🏷️
Pricing differences,
such as crushed vs uncrushed bottles,
were not clearly communicated
😵💫
Too many inputs were required
too early, increasing drop-off
What I Inherited
Key Jobs To Be Done
🚚 Book a pickup easily
Fast booking through a familiar
platform with minimal steps.
🗑️ Sort waste
with confidence
Clear guidance so waste is
prepared correctly the first time.
🕹️ Feel rewarded
and motivated
Make value and impact visible
during the action, not after.
📊 Scale without
admin help
System logic that reduces
manual intervention.
Design Decisions
Booking logic based on households, not phone numbers
We shifted identity from phone numbers to addresses. This reduced duplicate bookings and cut admin workload by 60%.
LINE-first experience
We designed the entire flow on LINE LIFF to remove app-install friction and support usage across age groups.
In-flow guidance instead of post-error fixes
Clear categories, visual cues, and preparation tips were added during booking to reduce sorting mistakes and pickup delays.
Impact shown during action
Clear categories, visual cues, and preparation tips were added during booking to reduce sorting mistakes and pickup delays.
Gamification designed for habit, not volume
Clear categories, visual cues, and preparation tips were added during booking to reduce sorting mistakes and pickup delays.
Key Design Work
Booking Flow Redesign
Gamification and Impact Model
Admin Dashboard
Reflections
Wastebuy ✺ Shipped 2025 ✺ Web (LINE LIFF)