GrönLoop
Team
Role
Research & User Insights, Product Strategy, Business Alignment
Overview
The Swedish AI startup, GrönLoop, aims to revolutionize waste management through advanced AI technologies. As a strategic partner during the pre-MVP phase, I focused on research, user insights, and strategic planning to define a clear path for their platform. The goal: empower businesses to manage and dispose of waste more responsibly while aligning with sustainability goals.
Every year, millions of tons of recyclable materials end up in landfills due to inefficient waste management. GrönLoop envisions leveraging AI to automate waste categorization, optimize recycling processes, and enable businesses to track sustainability metrics effectively. This project tackled a global issue, laying the groundwork for solutions with both economic and environmental benefits.
Research fan? Take a look at the process
The Rising Costs of Waste Mismanagement
Each year, millions of tons of recyclable materials are lost to inefficient waste management, costing businesses opportunities to reduce environmental impact and cut costs. By leveraging AI, GrönLoop envisions automating waste categorization, optimizing recycling processes, and enabling businesses to track sustainability metrics effectively. This project tackled a global issue, laying the groundwork for solutions with both economic and environmental benefits.
Additionally, the economic burden of waste management is staggering, with costs expected to increase from USD 252 billion in 2020 to USD 640.3 billion by 2050. Businesses are facing heightened challenges in balancing operational costs with sustainability goals, creating a pressing need for innovative, cost-effective solutions.
By combining AI with strategic waste management practices, companies can address these challenges, optimize their processes, and achieve measurable results.
Projections of global municipal solid waste generation per year in 2030, 2040, and 2050 if urgent action is not taken. Source: Global Waste Management Outlook, UNEP (2024).
AI: A Game-Changer for Waste Management
AI offers innovative solutions to transform waste management into a smarter, more cost-effective, and eco-friendly process. AI-powered sorting systems improve recycling quality by reducing contamination, while intelligent waste bins track fill levels and optimize collection schedules. Additionally, AI fosters a circular economy by optimizing resource use, extending product lifespans, and recovering valuable materials.
Who We’re Building For
To ensure the solution aligns with real user needs, I conducted targeted research into the key challenges faced by stakeholders in waste management. Through informal interviews and secondary research, I explored the goals, motivations, and pain points of businesses across various sizes and industries.
This research process identified three primary user personas that encapsulate the diverse needs within the waste management ecosystem. Using the Jobs-To-Be-Done (JTBD) framework, I pinpointed what these users aim to achieve and the obstacles they encounter. These insights directly guided the development of targeted, user-centered solutions.
By addressing the unique needs of these personas, the platform is designed to deliver impactful solutions for the waste management industry. This approach ensures the platform is meaningful, adaptable, and capable of tackling today’s challenges while preparing for the evolving demands of tomorrow.
The Sustainability Strategist
Motivations: To help their company meet sustainability goals and stay competitive.
Goals: Reduce the company’s waste footprint. Meet sustainability regulations to avoid fines.
Key Challenge: When managing waste at the company, I want to streamline sorting and track materials to improve recycling rates and meet sustainability goals.
The Efficiency Optimizer
Motivations: To cut costs and improve operations while staying environmentally responsible.
Goals: Optimize waste collection routes to save money. Reduce the environmental impact of logistics.
Key Challenge: A lack of data-driven tools for planning routes limits the ability to optimize logistics effectively.
The Practical Entrepreneur
Motivations: To simplify waste management and stay compliant without high costs.
Goals: Comply with recycling laws and regulations. Keep waste management simple and affordable.
Key Challenge: Limited time and budget make it difficult to focus on waste practices effectively.
By understanding and addressing the distinct needs of these key personas, the platform empowers businesses to simplify operations, optimize logistics, and achieve sustainability goals. This user-centered strategy not only resolves current pain points but also drives meaningful change toward a more sustainable future for waste management.
Testing Key Hypotheses
To ensure the solution addressed real-world challenges, we conducted early-stage validation to test assumptions and gather actionable feedback. Instead of relying on a fully developed product, we utilized mockups and simplified workflows to simulate key scenarios businesses face in waste management.
Participants from diverse roles and industries were asked to complete tasks designed to reflect their daily operations. This approach allowed us to identify pain points, refine workflows, and evaluate the usability of our proposed solutions before committing to full-scale development.
The table below captures participants' feedback on task complexity and their overall sentiment toward the experience. Scores ranged from 1 to 10, with higher scores indicating better usability and lower perceived effort.
Market Opportunity and Value Proposition
The waste management industry is ripe for innovation. Businesses are increasingly challenged by rising operational costs, stricter sustainability regulations, and inefficiencies in waste tracking and disposal processes. These pain points create a significant opportunity for tools that deliver both environmental and financial benefits.
Through targeted research, I identified two primary market segments with distinct needs. Mid-sized to large enterprises are focused on reducing costs and complying with complex regulations, while small businesses prioritize simple, affordable solutions that streamline compliance and waste tracking.
To address these challenges, I proposed a phased approach. Initially, businesses could adopt a manual workflow system for waste tracking and categorization, allowing them to validate core features without requiring a fully developed product. In parallel, I emphasized the need for automating compliance reporting—a critical requirement for mid-sized companies navigating ever-changing regulatory landscapes.
This approach delivers immediate value, minimizes upfront development costs, and enables the platform to scale effectively based on user feedback. By focusing on practical, actionable strategies tailored to real-world needs, the solution ensures businesses are equipped to meet sustainability goals while improving operational efficiency.
MVP Recommendations
To address the challenges identified during the research phase, I proposed a streamlined MVP that balances simplicity, cost efficiency, and alignment with user needs. By prioritizing core functionality and minimizing development scope, the MVP creates space for iterative improvements based on real-world feedback, reducing risks while maximizing impact.
Manual Workflow Automation
A simple dashboard for tracking and categorizing waste manually using predefined criteria. This ensures immediate usability and allows for initial validation of core functionality.
Waste Tracking and Reporting
Generate detailed reports on waste streams, recycling rates, and compliance metrics. These insights empower businesses to meet sustainability goals effectively.
AI-Assisted Suggestions
Leverage lightweight AI to provide actionable insights based on manually entered data. This bridges the gap between automation and user control, enabling smarter decisions.
Validation Approach
Focus on manual workflows complemented by lightweight AI tools. This phased approach validates the product concept while minimizing development costs.
Pilot Testing and Feedback
Conduct pilot tests with selected businesses to gather real-world feedback on usability and functionality. This ensures the MVP resonates with its users.
Implementation Roadmap
Refine workflows and reporting features based on pilot feedback. Plan for automation and scaling to meet evolving business needs over time.
Why No Product Design Was Delivered
At this stage, the company prioritized validating their concept through manual workflows and a back-office setup rather than investing in a fully developed product. This pragmatic approach enabled them to test their AI-powered waste management platform with real users, gather valuable feedback, and minimize costs.
My role was to lay a solid foundation for this phase by delivering a clear roadmap, focused research, and actionable strategies. This preparation ensured the team was equipped to scale manually or transition seamlessly to a digital product when ready.