Helping businesses get on a greener path with reducing their waste

How we helped build a product roadmap for a rubbish and recycling service to increase customer retention




Waste management



Founder's Challenge

BinitUK is a hassle-free waste removal and recycling services for businesses that have a low volume of waste and limited storage. Philippa, the founder of BinitUK, built her business in 2019 as she saw a need and developed a service for a segment that was underserved with efficient waste collection.

The business achieved great initial traction and a lot of positive customer feedback, but the business had some critical issues preventing future growth. They struggled with operational inefficiency due to manual processes, inability to scale nationally without personal contact, customer churn and a large amount of support calls. ‍

BinitUK approached d.labs to help them reevaluate the value & usability of the app, scalability of the current tech and efficiency of their client-facing processes in order to secure the next investment round and grow the business.

Scope of Work

Step 1

This is some text inside of a div block.


Customer insights

Service blueprint 

Solution ideation

Step 2

This is some text inside of a div block.

Research & Analysis

Strategy canvas

UX expert review

Tech Audit

Step 3

This is some text inside of a div block.

Product Strategy

Product roadmap

Product backlog

Product strategy deck

Discovery Process

After the initial workshops intended for the team to immerse themselves in the startup's industry and get customer insights, we dived into the Service Blueprint workshop to identify friction points beyond digital channels to make sure BinitUK was providing a cohesive customer experience, but also to maximise the effectiveness of internal processes. This helped us frame the challenges as opportunities and ideate on different solutions, where we prioritised those that were "quick wins".

Our design team performed a UX expert review of the existing app, to identify usability issues that customers are experiencing and provided recommendations for improvement to increase usage and reduce the number of customer calls. With the Tech audit we looked into the tech stack choice, complexity of code, safety and performance of the app. Strategy Canvas was used to gain a broader understanding of the industry and identify unique opportunities for BinitUK to stand out.

Based on all the learnings we designed a prioritised Product roadmap that reflected the company’s vision and long-term goals. The founder and her team also received a Product backlog that detailed the initiatives from the roadmap and provided a timeline and cost for future product improvements.

Key Insights

End-users of the app often aren't permitted to have phones on them during work, and some mention wearing gloves, which makes it difficult for them to use the phone to scan the QR code
Customers expressed a concern about existing contractors actually collecting the bins when scheduled, whether they are charging fairly, etc.
Customers shared they want more recycling data and generally feel a sense of pride when they see the progress they're making in their recycling efforts.

Design Highlights

We used an approach called UX Expert review to identify the existing app's usability strengths as well as problems, rated by severity and equipped with recommendations. The review showed some critical issues:

  • Users had no clear way of navigating the system or correct their errors
  • Critical interactions were missing parts of the flow
  • Some components of the app were not optimised for mobile devices
  • Users had to remember previous decisions that might affect their current actions
  • Many interactions were not in line with what a user might expect from other services

Based on these findings we redesigned the entire app flow with easy-to-implement usability improvements.

Service Blueprint

We conducted a collaborative Service Blueprint workshop to understand the whole customer experience, including all internal and external factors that influence it. An extensive workshop with the entire cross-functional BinitUK team gave us a complete overview of frontend stages, internal processes, tech and all customer touch points. We identified several areas of friction and highlighted processes that needed change.

Some of the improvements were low-hanging fruit such as adding a phone number to the quote section, and others were required a bit more effort to implement. Key suggestions included:

  • Leveraging the CMS more for services
  • Maximising effectiveness of sales&ops with with tech integrations
  • Improving collaboration with subcontractors through automations
  • Leveraging social media for sales

The Outcome

In 5 weeks, we:

  • Helped the founder identify friction points that impact customer experience. 
  • Created a roadmap and product backlog to help achieve the company’s business goals.
  • Synthesised insights in a deck that the founder used to secure future investment.
We would also love to hear from you. Feel free to share your suggestions.
Explore more of our work