11 Dec A designer’s review of Coles’ new recycled plastic shopping baskets
Lessons learned about balancing sustainability and user-centred design
I’ll admit it: as a designer, I get nerdy about things most people overlook. The shopping basket is one of those things. It’s an object that touches so many lives daily, yet we rarely think about how it’s designed. That’s why Coles’ new recycled plastic shopping baskets caught my eye — not just as a piece of design, but as a case study in how good intentions can sometimes miss the mark.
Let’s dig into the lessons we can take from this redesign. There’s a lot to learn about sustainability, usability, and how to keep the people who use your product at the centre of your design process.
A bold idea: the vision behind Coles’ sustainable basket
Turning plastic waste into design gold
First, let’s give credit where it’s due. Coles has made a bold move by creating these baskets made from recycled materials. Think about this: each recycled plastic basket repurposes around 18 two-litre milk bottles. That’s the kind of innovative thinking we need more of, especially as businesses take responsibility for the materials they put into the world.
As someone who’s obsessed with the lifecycle of products, I find this inspiring. It’s a tangible step toward a circular economy — where waste becomes a resource rather than a problem. This aligns with the principles we focus on in sustainable product design, where material choices play a critical role in creating eco-friendly solutions.
When good intentions clash with real-world feedback
But then I saw the feedback. One shopper exclaimed, “What the hell have you done?” while another said, “It’s a great idea to recycle plastic, but not at the expense of functionality.” Ouch. That’s the sound of a design decision colliding with real-world expectations. And as designers, that’s where the rubber meets the road.
The hidden challenge: balancing sustainability with ergonomics
How a single handle turned into a single headache
Let’s talk about that single handle. This is where the design of Coles’ new shopping basket seems to have stumbled. Shoppers have reported that the new Coles basket is awkward to carry, especially when full. One person put it bluntly: “These are too hard to carry when full.” Another speculated it was a deliberate move to push people toward trolleys, saying, “I’m sure it’s deliberate to get us to use trolleys instead.”
This isn’t just a case of people complaining for the sake of it. Ergonomics matter. When you change a design feature as fundamental as how a product is carried, you’re altering the user experience on a very physical level. This is why a focus on ergonomic product design is so essential — it ensures that functionality and comfort are prioritised alongside innovation.
The balancing act: innovation versus practicality
Here’s the hard truth: sustainability can’t come at the expense of usability. This isn’t just a Coles issue. Woolworths faced similar backlash over their redesigned sustainable baskets, with shoppers calling them “too hard to hold.” It’s a reminder that even with the best intentions, a design must still fit seamlessly into users’ lives.
Design lessons learned: where Coles went wrong
Testing isn’t a checkbox — it’s a conversation
Now, Coles claims the new sustainable baskets underwent “rigorous testing,” but the public response suggests otherwise. Here’s the thing about testing: it needs to be diverse. It’s not enough to test in controlled environments or with limited user groups. Real-world testing is messy — it reveals problems you wouldn’t anticipate in a lab.
This is why iterative, hands-on prototyping services are critical. Observing how people interact with a product in real-life settings uncovers insights that static testing often misses. If I were working on this project, I’d be out in the aisles, watching how people use the new Coles shopping basket, taking notes, and asking questions.
Why listening to users is a designer’s superpower
One shopper summed it up perfectly: “I feel like they didn’t think this through at all.” That kind of sentiment cuts deep because it signals a disconnect between the brand and the customer. When people feel ignored, it doesn’t matter how innovative or eco-friendly shopping baskets are — it’s going to fail.
The future of design: how to balance sustainability with usability
The real cost of neglecting functionality
Here’s a hard truth I’ve learned over years of designing and prototyping: being sustainable isn’t enough. Yes, we need to use recycled materials and reduce waste, but if the product doesn’t meet users’ needs, it won’t succeed. A recycled shopping basket that’s too hard to carry will end up as landfill because people will stop using it. That’s a failure of both design and sustainability.
How Paraform would solve this puzzle
At Paraform, we think about these challenges all the time. If we were redesigning Coles’ new basket, we’d start with the user. For me, that means spending time in the spaces where the product is used, talking to real people, and iterating like crazy. I’d prototype dual-handle designs, experiment with modular features, and test every iteration with shoppers until we found a solution that balanced sustainability with usability. This is where our expertise in product concept development comes into play, helping clients navigate every stage of the design journey.
Why design decisions resonate far beyond the product
From baskets to brands: the impact of poor design
When a design fails, it’s not just the product that suffers — it’s the brand. I’ve seen this time and time again. One shopper speculated that Coles made the new Coles basket deliberately inconvenient to drive trolley use. Whether or not that’s true, it shows how design missteps can erode trust and create cynicism.
A wake-up call for the design industry
That’s why we, as designers, need to reflect on cases like this. They remind us that sustainability and usability aren’t opposing forces — they’re complementary goals. The best designs honour both, and they do so in a way that respects the people who use them. This philosophy underpins our work in sustainable and eco-friendly product design, where we ensure that sustainability enhances, rather than hinders, functionality.
A better handle on design: where do we go from here?
The Coles recycled plastic shopping baskets’ redesign isn’t a failure — it’s a lesson wrapped in recycled plastic. It reminds us that even the smallest design decisions can have a big impact on how users interact with a product. When sustainability and usability don’t see eye to eye, it’s the users — and ultimately the brand — who bear the brunt.
But here’s the good news: these lessons pave the way for better designs in the future. With the right balance of eco-friendly innovation and user-centred thinking, we can create products that are as functional as they are sustainable.
At Paraform, that’s exactly what we do. Whether you’re rethinking the humble shopping basket or tackling a groundbreaking idea, we’re here to help you design solutions that work for people and the planet. Let’s collaborate to make your next product a shining example of thoughtful design — handles and all.