Circular economy that rewards and scales
Circuls is a deposit and return rewards (DRS) recycling system that combines an app with semi smart bins to turn urban recycling into a measurable habit with real value. In the Concón pilot in Chile we deployed three points near recycling hubs and validated a flow where users earn crypto backed coins, can save rewards, and redeem them when it makes sense for them.
Client
circuls
DELIVERABLES
Mobile app
Year
2025
Role
Sr. Product designer
Context - My role - goals - pain points - user persona - solution - Project duration - team - Impact
Context
Context
In Latin America the problem is real and visible, but there are no large companies setting a mainstream deposit and return standard. The result is fragmented adoption, inconsistent experiences, and incentives that rarely hold over time. Many international solutions come from markets with stronger habits and a different social relationship with recycling. In the region cultural and status factors can slow participation, so copying external models without adaptation often fails even when the need is clear.
My role
My role
I led product design and brand identity end to end. I defined actors, rules, and system states, mapped the core flows, and designed the high fidelity UI with a focus on operational clarity and an aspirational feel. I built the visual system including logo, color palette, typography, and type scales, and crafted key content to support credibility and reduce doubts at the moment of recycling. I partnered closely with engineering to align UX and data logic, and collaborated with the local team to refine operational constraints and validate behavior in the field.
Goals
Goals
The primary goal was to create an app centered experience that rewards users with coins and helps the habit stick over time. We also aimed to trace each deposit reliably, provide an understandable impact layer, and build a software scalable system with low marginal cost per new point.
Pain points
Pain points
I led product design and brand identity end to end. I defined actors, rules, and system states, mapped the core flows, and designed the high fidelity UI with a focus on operational clarity and an aspirational feel. I built the visual system including logo, color palette, typography, and type scales, and crafted key content to support credibility and reduce doubts at the moment of recycling. I partnered closely with engineering to align UX and data logic, and collaborated with the local team to refine operational constraints and validate behavior in the field.
User persona
User persona
The primary user is an urban resident who lives or works near collection points. They need to understand what to do quickly, feel that their action was recognized, and see accumulable progress that translates into real benefits. The plant operator needs visibility into incoming material and a reliable record to sustain operations without errors or disputes. Municipalities and brands act as system partners and need clear metrics to communicate impact, plus a neighborhood ready model that does not require heavy investment for each new point.
Solution
Solution
Circuls runs the flow through the app and keeps the container role simple. The user approaches a semi smart bin, scans a QR code to start a session, scans product barcodes, and deposits the items. The bin validates each bottle through a sensor, which is the only critical technology component at the point. With that validation the app credits crypto backed coins and shows them in a balance that can be accumulated. Users are not forced to redeem immediately, they can save rewards and use them when it is more useful. Redemption connects with partners, including companies that provide reward vouchers and benefits enabled by municipalities, such as public transport tickets. In parallel the experience includes benefits and impact modules to reinforce value and belonging. A futuristic and sophisticated visual language supports the aspirational positioning so recycling feels like a modern and desirable action.
Timeline
Timeline
We started with a kickoff to align scope and expectations. We did on the ground discovery to understand habits, cultural frictions, and operational constraints. We defined end to end flows, iterated wireframes, validated states, and moved to high fidelity with a technological and organic visual language. We delivered handoff with clear functional criteria and supported the build of the Concón pilot with three operational semi smart bins. We refined the scanning, validation, and reward crediting flow based on user testing.
Team
Team
The team included two full stack engineers, two product owners, one commercial role focused on partnerships, and me as the product designer and UX UI lead for the entire design area. We ran interviews with residents and recyclers, and worked with service partners, including companies that sold reward vouchers and municipalities that provided local benefits such as public transport tickets. We operated with a shared roadmap and recurring validation checkpoints.
Impact
Impact
The pilot validated that incentives are the main adoption driver and that the ability to save rewards increases perceived value. Users highlighted the option to accumulate and choose the moment of redemption, in contrast with systems that force immediate use. From a scalability perspective, semi smart bins with a single technological function reduced deployment and maintenance complexity, keeping product evolution on the software side. The aspirational identity improved willingness to participate by addressing a cultural barrier that often holds these programs back.