Challenge
Making refill the new routine.
Awareness around the impact of single-use plastics has never been higher. As a society, actually reducing the amount of plastic bottles in circulation could be a big and meaningful step forward in making the world a healthier place.
However, making refills the norm comes with hurdles. Refill stations often struggle with convenience, consistency, and branding while many companies struggle with envisioning a clear path towards bringing back single-use packaging.
The challenge for Ecover was clear: how do you elevate the shopping and refill experience in such a way that shoppers actually want to refill?
Enter Made.
Impact
A roadmap to a sustainable refillution.
The outcome of our collaboration with Ecover was a refill roadmap that sets out a customer journey in a straightforward, intuitive, fool-proof manner, designed to build durable consumer behavior change.
Whether using low-tech or high-tech machines, the journey nudges shoppers to consider refill in-store while making it easy to succeed the very first time.
With successful pilots in place, Ecover now has a strong foundation for scaling its “Refillution” through a clear innovation roadmap in the next few years to come.
Approach
Driving in-store behavioral change through high quality insights.
At Made, we brought together a team of behavioral experts, product designers, and digital specialists to map the full in-store journey. From detergent selection to checkout.
Using deep behavioral insights and iterative design, we shaped an experience that reduces friction at every step of the way and empowers shoppers to refill with confidence. The result: a refill flow that feels as natural and rewarding as buying new.
