WasteWood: Designing Systems of Reuse, Storytelling and Self-Service

The business struggled with limited resources, unclear services, a lack of customer data, long customer wait times and ongoing financial instability. The brief was to explore how design strategy could help improve operations without losing what made the business unique. The challenge wasn’t just about tools, and it was about building trust, shifting mindsets, and making strategy feel real. Designers worked closely with the business to visualise the future, test small changes, and turn abstract ideas into everyday actions. Over time, the owners began to see design as a tool they could use, not just observe.

The design team created a clear, four-stage roadmap: Sustain, Extend, Scale, and Multiply, to guide WasteWood’s growth. Co-designed with the business, the strategy shifted the focus from simply selling reclaimed timber to creating valuable customer experiences. Inspired by experience economy thinking, the team introduced semi-self-service areas, a wood gallery, loyalty gift cards, and in-store storytelling. Prototypes were tested with staff and customers in real conditions. By translating strategy into feasible, affordable actions, the business gradually moved from managing materials to shaping experience, which builds the confidence and capability to continue evolving their services from the inside out.

The strategy created impact across financial, operational, and cultural levels. A gift card campaign helped the business break even for the first time. Improved signage and layout eased staff pressure and improved customer flow. Website traffic increased by over 300%, and Instagram followers more than doubled, with higher engagement from clearer, more consistent content. More importantly, the business gained confidence to test ideas, track outcomes, and lead change. Today, the team reviews data, shares learnings, and adapts services with purpose. WasteWood was featured by SBS and the Powerhouse Museum, showing what design can do for local circular economy businesses.

-Designers worked closely with WasteWood’s team to turn strategy into action, and co-create changes that matched their daily operations and capacity. -The team developed a four-stage roadmap (Sustain, Extend, Scale, Multiply) to support steady growth while staying aligned with WasteWood’s values and purpose. -Designers turned the customer insights into service design prototype and demonstrated the process via role play and visual design. -The owners experienced a mindset shift, using customer insights to make clearer decisions and lead improvements with growing confidence. -Staff introduced new tool that increased the efficiency of processing the recycled timber, and they see this unique Design IP is part of their value proposition. -WasteWood launched a gift card campaign, set up a community bulletin board, and created story-rich displays, including an “About Us” board and a gallery of past customer projects. -They began tracking sales and using data to adjust stock and layout — a new habit that helped them respond more effectively to customer needs. -With clearer messaging via Instagram, WasteWood doubled its followers and inspired more people to reuse materials and explore handmade creations. -Their journey was featured by SBS and collaborated with Powerhouse Museum during the Design Week in 2023.