The past several years has seen Cleanaway grow to offer Australia’s most comprehensive range of waste, recycling, environmental and industrial services. Following the recent acquisition of Toxfree we realised we needed to make it easier for our customers to work with us.
Through extensive consultation we created a design-driven website experience that made it easy for customers to find a service, fast. For customers who didn’t know what they were looking for, we created the industry solutions hub, where images and related services help customers find what they need.
The website redesign project was spearheaded by Digital Experience Manager Mark Butler and Marketing Manager Sophie O’Halloran and developed completely within Cleanaway. Mark explained, “We wanted to achieve something very few companies our size do, that is build an entirely new website, custom to our business and customers, with industry leading design, all in-house.”
How we started
We decided to approach the website build from ground up by taking a fresh and critical look at our existing content, design and functionalities.
We conducted a series of workshops to identify the information that would be of most use to our customers.
Through these workshops we asked, “How will our customers use the website?” “What information is essential to include?” and “How can we streamline the online journey to get them there faster?”
The Cleanaway web experience soon began to take shape. Some of the solutions were immediately obvious, such as summarising our high-traffic enquiries (bin bookings, spills, and quote requests) up front in a rainbow tab on our landing page.
Others, like our industry solutions section required a deep understanding of industries and how we support them.
As a result of these workshops, we identified more than 200 user journeys which were used to inform the features and functions of the new website.
Content and design
We used the insights from the workshop to craft design elements and copy that was succinct, while emphasising visual elements. We provided a visual overview of every service on offer, categorised by industry and by waste type. We designed the content of our pages to cover off the ‘What, Why, How, Who and When’ of each service.
“Getting that many products and services in one place was the main challenge for us but the customer insights, workshops and design framework guided us as to what goes in and what goes out.” said Patricia, one of the creative team.
“Our mantra was ‘keep it clean, functional and sexy’. If a design didn’t immediately tell us about the service it represented, it went out the door, regardless of how aesthetically pleasing it was. It had to tick all three boxes for simplicity, functionality and aesthetics.” said Kit, who worked on the website’s services ‘tiles’.
Web and SEO
Under the hood, we optimised the website to load faster while adhering to best desktop and mobile web practices. This included reducing image file sizes, creating an easy-to-navigate user interface and using SEO (Search Engine Optimisation) techniques to help our customers find the information they need.
Project Manager Evita Cinco said, “The most challenging part of this project was the design phase. It wasn’t enough to improve user experience and content, but we also needed to account for the site’s performance, security and structure to create a holistic experience for our customers both on the front and back ends.”
A successful launch
The new website was launched on 12 August 2019. Cleanaway CEO and Managing Director, Vik Bansal said, “The new site brings together the service capability of our three businesses in one place, with a new design – to deliver the best possible experience for all our key stakeholders. As a sales channel, the new site makes it easier for our customers to find and book services, transact with us through the My Account portal or find the best solutions for their industry.”
“The site is also an essential part of the way we communicate with our investors, as well as current and future employees, reinforcing our strategic pillars of people, markets, assets and finance as we work toward our mission of making a sustainable future possible.”
Results from our survey of website users showed an approval rate of 4.5 out of 5, with many enjoying the clean and modern look. One user commented, “Overall, the site has a lot of information due to the complexity of the business, but navigation is easy and if you need more detail, there are more layers offering this in just a few clicks.”
A customer commented “There’s so much more to waste management than just taking away rubbish, and this site does a great job in educating the public about this. It does my heart good to see a company working hard at making waste management sustainable and helping a poor burdened earth.”
Visit our new website today to learn more about our new features, services and how we’re making a sustainable future possible.