Recyclemap.ru — A User-Centered Map to Promote Environmental Action

Project Overview

Recyclemap.ru began in 2011 as a simple online page to help people in Russia locate nearby recycling points. Launched during my time at Greenpeace Russia, the project grew into a national platform used by 100,000+ people monthly across 100+ cities.

We started as a team of 3 people. By 2018, there were 8 employees constantly involved in recyclemap work, as well as 24 grassroots organizations across the country, and 40 volunteers.

After Greenpeace’s closure in Russia in 2022, the platform was transferred to a coalition of local environmental organizations and continues to operate independently.

My Role

  • Founder and product lead

  • UX researcher

  • Stakeholder liaison (including C-level management)

  • Coordinator for development with GIS-focused engineers

  • Community Manager

The Challenge

In 2011, Russia’s recycling infrastructure was limited and poorly documented. We aimed to:

  • Build the first public map of verified recycling points

  • Create a system for community-driven updates

  • Increase awareness and engagement around recycling across the country

Initial Approach

We launched a minimal product — a Google Map embedded on the Greenpeace website — to validate interest and collect early feedback. From the start, we relied heavily on volunteer contributions to submit and verify locations.

We began with one city and expanded where active volunteers could verify information. The early database was basic, with separate spreadsheets for data, no mobile version, limited search, and minimal communication channels. Still, this MVP allowed us to measure demand and understand core needs.

Goal: Build trust and ensure accuracy
Focus: Develop a moderation system for volunteers

  • Partnered with NGOs and local activists for data collection

  • Managed location data manually via spreadsheets

  • Minimal technical features, but high-touch community engagement

Key Takeaways

Second Version

Goal: Improve experience for both public users and moderators
Focus: Streamlined data collection and verification

  • Conducted surveys, interviews, and behavior analysis

  • Identified pain points in navigation, feedback submission, and onboarding

User Feedback Surveys

  • General users: Surveys focused on overall experience and desired features → led to new functions such as “favorite points,” easier commenting, and simplified reporting.

  • Moderators (super-users): In-depth surveys with open-ended questions allowed them to describe their situations, needs, and suggestions → resulted in added database fields, better monitoring tools (highlighted points needing review, comment alerts), and migrating all data into the platform (eliminating the need for multiple spreadsheets).

  • Businesses: Separate surveys targeted organizations with points on the map, such as charities collecting clothes or recycling companies with city-wide bins → introduced “company accounts” to manage multiple locations under one profile and improved communication tools with users.

Outcome

Third Version

In the third version, we introduced several major improvements:

  • Mobile adaptation: Both users and moderators could now access the platform on the go. Moderators gained the ability to add and update recycling points directly from their phones, making data more accurate and timely.

  • Open data: We made recycling point data accessible so other apps could integrate it, which enabled collaborations with mapping platforms like Yandex and 2GIS.

  • Expanded onboarding: Beyond recycling, we added content on zero-waste practices and sustainable businesses, helping users engage more deeply with environmental action.

Platform growth:

  • Expanded from 1 city to 100+ cities

  • Increased launch speed from 3 cities/year to up to 10 cities/year

  • Doubled unique monthly users after relaunch

Community engagement:

  • Volunteer moderators became highly active in maintaining data quality

  • Introduced a fundraising button on the map, generating organic donations without promotion

Impact:

  • In Moscow alone, recycling points grew from 150 to 2,500

  • A municipal recycling system was eventually implemented, but Recyclemap continues to support environmental and zero-waste initiatives

  • Strong UX research can drive national-scale impact

  • Verified information systems require thoughtful design for all user types — from casual visitors to dedicated moderators

  • Volunteer-powered platforms thrive when contribution flows are clear, supported, and rewarding