Tomra home
A strategic pivot for Tomra to address future recycling challenges through home pick-up services and innovative storage solutions.
Henning Nygaard
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Context
Tasked by Tomra to propose a strategic pivot for their brand, we envisioned a future where home pick-up services dominate recycling due to the high stress of returning bottles and cans at grocery stores. Our solution combined a systemic service design for home pick-up with a complementary physical product—a sleek, user-friendly home appliance for crushing bottles and cans to ease storage. This holistic approach addressed both current user pain points and future trends, positioning Tomra as a leader in sustainable, user-centered recycling solutions.
Category - Service design, UX/UI, Industrial design
Client - Tomra
Year - 2023
My research began with understanding user frustrations and behaviours around recycling, revealing a key pain point: the inconvenience and time pressure of returning bottles and cans at grocery stores. I identified a growing trend toward home pick-up services in other industries, indicating that convenience and time-saving solutions would likely drive the future of recycling. This future scenario would hurt Tomra as their recycling machines would lose their relevance.
My research combined a user survey and interviews to uncover key pain points in recycling behaviors. The survey revealed that 39% of respondents struggled with storing bottles and cans at home, highlighting a significant challenge even before reaching the grocery store. These insights shaped my dual focus on a home pick-up service and a product solution to address storage issues.
To address these challenges, I developed a strategic solution called Tomra Home, a comprehensive approach that brings Tomra’s brand closer to users by integrating home products with a dedicated recycling service. Tomra Home reimagines the recycling experience by combining convenience, functionality, and sustainability. At its core is a user-centered service that guarantees the pick-up of bottles and cans—either weekly or on demand—paired with a thoughtfully designed home appliance that simplifies storage. This dual approach positions Tomra as a trusted partner in the home, making recycling easier and more accessible for all.
App functions
The Tomra Home app is the central hub that connects storage units, logistics, and financial transactions, ensuring a seamless recycling experience. It syncs with smart storage units to track fullness levels and notify users when it’s time to schedule a pickup. Users can manually book collections or enable automated scheduling based on capacity. The app also digitizes refunds, storing earnings in a Tomra Wallet, where users can withdraw to their bank, convert to store credit, or donate to sustainability initiatives—with the option to automate payouts. By integrating hardware, logistics, and financial management, Tomra Home simplifies recycling, making it effortless, automated, and rewarding.
The Home Screen provides a clear overview of the user’s recycling activity and upcoming pickups. It displays the total number of bottles and cans recycled, reinforcing engagement and progress. Users can see their next scheduled pickup and have the option to order an earlier collection if needed. Additionally, the screen shows connected storage units, with a visual indicator of how full each unit is, helping users stay on top of their recycling without unnecessary effort.
The Wallet Page gives users a clear view of their current balance and multiple options for handling their refunds. Users can transfer funds to their bank, convert them into store discounts through services like Trumf or Æ, or generate a QR code for instant redemption at checkout. There’s also an option to donate earnings to charity. For added convenience, users can set up an automated monthly withdrawal plan, ensuring a hands-off experience. The page also includes a detailed transaction history, displaying earnings from each pickup and a record of all withdrawals, giving users full transparency over their recycling rewards.
The Profile Page offers a detailed overview of the user’s recycling history, displaying the total number of bottles and cans recycled this year along with a breakdown of previous months. Users can edit their pickup address, ensuring flexibility if they move or need deliveries elsewhere. The page also provides detailed information on connected storage units, including their status and usage. If a user has purchased a new storage unit, they can easily add and register it here. Additionally, a maintenance request option allows users to report and request repairs or replacements if any unit is damaged.
The app could also provide push notifications to keep users informed about their storage unit’s condition, upcoming pickups, or potential delays, ensuring they stay updated without needing to check manually. This feature offers reassurance that they will be notified if any action is required, making the system even more seamless and user-friendly.
The storage units
To develop the home appliance for crushing bottles and cans, I created and tested early prototypes to ensure the product was efficient and user-friendly. A key focus was designing a mechanism that provided enough leverage for anyone to use with ease. I conducted tests with users of all ages to refine the design and ensure it was accessible and suitable for any household. The final concept balances functionality with an aesthetic that fits seamlessly into a modern home environment.
The final product is a wooden furniture piece designed to blend seamlessly into the home. It features a drawer for placing cans, with a hidden wooden lever that provides leverage when the drawer is opened for crushing. The top is left open, allowing the product to double as a shelf for additional functionality. Crushed cans fall into a larger drawer below, which accommodates a bag for easy disposal when full. This multifunctional design ensures the product is both practical and aesthetically pleasing, making it an unobtrusive yet essential addition to any household.
As the top of the unit opens, the crushing drawer automatically ejects, revealing the lever for compression. The drawer’s opening is designed so that crushed cans and bottles fall seamlessly into the storage drawer below, ensuring an effortless and mess-free recycling process.
The units are modular and can be arranged in a row, allowing for scalability and future expansion. This opens opportunities for Tomra to integrate solutions for other types of waste, further solidifying its position as a leader in sustainable innovation and driving the future of green change.
Reflections & value
The project culminates in a comprehensive solution that positions Tomra as a forward-thinking leader in recycling. By addressing user pain points with a convenient home pick-up service and an innovative product for crushing bottles and cans, Tomra can meet future needs while enhancing brand recognizability. The service ensures user convenience and integrates seamlessly into daily routines, while the product offers an elegant, multifunctional design that fits into any home. Together, these solutions not only solve immediate storage and recycling challenges but also reinforce Tomra’s commitment to sustainability, convenience, and user-centered innovation.
Research and insights
Additionally, 54% of survey users did not recognise Tomra's brand despite using their machines. Indicating a huge opportunity for a different approach to branding for the company.
Tomra Home
