Join the race to Zero Waste
Client
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Timeframe
August 2024 - November 2025
Services
Branding, Graphic Design, Website Design
Project Overview
ReCircle is a concept project aimed at redesigning Singapore’s recycling experience, especially in public housing (HDB) estates. Developed as part of a school assignment under Lifestyle Redesign, this initiative uses smart technology, gamification, and team-based incentives to reshape the way residents interact with recycling. Our goal: turn recycling from a passive chore into an active and rewarding habit.
As a team, we collaborated on the ideation, research, user journey mapping, branding, app features, and rollout strategy, all while aligning with Singapore’s Zero Waste Master Plan.
Problem
Singapore’s recycling rate dropped from 62% to 52% in 2023, with up to 40% of recyclables being contaminated. The current system, centred on static blue bins, lacks convenience, motivation, and clarity. Many residents are unsure of proper recycling habits, find bins unhygienic or inconveniently placed, and don’t see personal benefits in participating. Without education or incentives, engagement remains low, and the landfill at Pulau Semakau is projected to be full by 2035.
Solution
We designed ReCircle as a gamified ecosystem that makes recycling more engaging and measurable. Residents sign up via an app, either individually or in teams. They then scan a QR code at smart bins when depositing recyclables, which earns them points. These points can be tracked and redeemed for real rewards. A digital display in each HDB block shows the community leaderboard, encouraging friendly competition and collective progress.
The user experience was mapped around a fictional persona, Andrea, to showcase the emotional shifts, from indifference to motivation, as she discovers and interacts with the system. The result is a recycling system that promotes education, reduces contamination, and fosters a sense of shared responsibility across neighbourhoods.
