01
The changes
Leaders
Agustín de Saralegui Pérez
Ecoembes – Product Owner specialized in Environmental Services Companies
1. As Product Owner of Ecoembes, how do you turn an initial idea into an application that encourages recycling and the protection of the oceans?
We started by identifying the problem, there are still people who do not recycle all the product packaging they consume. On this basis, and leveraging technology and the principles of behavioural economics, our value proposition consists of an app (RECICLOS) that incentivises the user through individual and collective rewards to bring about change and generate a direct impact on the environment.
For us it is key to know the user, so we continuously conduct interviews, surveys and other research techniques, allowing us to delve deeper into their resistance, habits and motivations regarding recycling. The conclusions become the basis for designing an intuitive and attractive user experience, incorporating functionalities that not only encourage recycling, but also allow the user to visualise the positive impact of their actions.
The most enriching aspect of this process is that it is not static, but that agile methodologies allow us to evolve the app through a high frequency repetitive process, where each version incorporates learnings from users and the environment.
2. How do your digital tools help to reduce waste reaching the sea and how do you measure its real impact on marine health?
What we have learned through our qualitative studies is that the main motivation for RECICLOS users is to actively contribute to charitable causes and to improving the environment through recycling. These findings are backed up by quantitative data and the app’s own usage metrics, which confirm that our tool manages to engage and retain users in the action of recycling on an ongoing basis.
Although RECICLOS is still in the testing and national rollout phase, preliminary data is promising. In cities where it is already available, we have seen a significant increase in yellow bin contribution rates, mitigating the amount of waste that ends up in natural spaces, including the oceans.
RECICLOS is not just an app; it is a catalyst for change that connects people to the idea that every action counts. By incentivising recycling with rewards aligned to environmental causes, we enable users to see the impact of their choices, motivating them to be part of a collective effort to protect our seas and oceans for future generations.
3. With RECICLOS, recycled cans and bottles are transformed into support for environmental projects. Could you tell us about an organisation dedicated to the conservation of the seas that you have helped?
Since the launch of the application, RECICLOS users have actively collaborated through their recycling with various environmental organisations that work to protect the oceans, such as Oceánidas and Alnitak, among others. We have also promoted projects for the conservation of wetlands and marine species such as the seahorse.
4. With the rapid technological evolution, are you exploring the use of artificial intelligence, data analysis or other digital tools to improve your applications and enhance ocean protection?
RECICLOS is a technologybased project that has come to digitise the habit of recycling to bring it closer to new users. We use artificial intelligence to recognise the containers scanned by users and to identify the containers where they recycle them as such.
Decision making is always based on a scientific approach, guided by data analysis and experimentation. Through usage analytics and the study of behavioural patterns, we identify which aspects of the app generate the most engagement, where there are opportunities for improvement and how to optimise reengagement. This approach based on repetition and continuous learning allows us to prioritise our roadmap strategically, maximising both environmental impact and user satisfaction.
5. What makes you a Green storydoer?
One thing has been guiding my career for years: aligning the business objectives of purposedriven companies with the needs of their users.
From my time as marketing director at the first carsharing company in Madrid to my current role as Product Owner at Ecoembes, I have always worked to transform ideas into concrete actions.
I firmly believe that we all have a responsibility to build from our area of knowledge and influence the world we want to live in.
In my case, I have found technology to be a powerful tool for driving change, motivating people to act and making a tangible impact on critical issues such as sustainability.
Being a “storydoer” for me means designing solutions that mobilise others to be part of the change. I enjoy leading initiatives that transcend words and contribute to creating a better world.
