Cleanaway | Switch

Cleanaway Snapshot

Cleanaway Waste Management Limited is Australia’s leading total waste management solutions provider. For over 50 years, Cleanaway has delivered innovative solutions that benefit not only its customers but also the communities and environment it serves. With the capacity to collect, process, treat, recycle and safely dispose of all types of waste, Cleanaway helps shape a more sustainable future for Australia.

Over time, Cleanaway’s digital ecosystem had become fragmented across multiple legacy CMS platforms. Each business unit and acquired brand operated in isolation, creating inconsistent user experiences, high maintenance overheads and increasing cybersecurity risks. This disjointed environment made it difficult to scale, limited revenue opportunities and prevented the business from realising the full potential of its digital investment.

Cleanaway partnered with Switch to modernise and unify its digital ecosystem and establish a secure, scalable, cloud-based CMS foundation with a reusable component library to support future growth. The goal being to deliver a seamless, audience-driven web experience that reflects Cleanaway's leadership in innovation and sustainability, while also empowering internal teams to work smarter.

SitecoreAI CMS (XMC)
Design - Information Architecture (IA), Customer Experience (CX)
Design Strategy
UX/UI Design
Recursion

Development
Design
IA & CX
Front-end
Sitecore

Challenge

Deliver a cohesive, user-focused digital ecosystem designed to drive growth, efficiency and innovation

As a business built on acquisitions, Cleanaway faced the challenge of bringing together a diverse collection of websites each operating on different technologies, design systems and content structures. This resulted in poor site performance, inconsistent branding and unnecessary maintenance costs. Every new acquisition meant another website to manage, another system to maintain and another set of integration headaches.

Further to this, Cleanaway’s website needed to serve a wide and varied audience. From SME customers and procurement teams to investors, community members and future employees, each group had different goals, behaviours and levels of digital confidence. These inefficiencies added up with the web team nearly 40% of their time on low-value maintenance work instead of improving customer experiences.

Switch focused on four key objectives to help Cleanaway create a cohesive, user-focused digital ecosystem designed to drive growth, efficiency and innovation.

Website Standardisation & Optimisation Build a flexible system of components to support Cleanaway and their sub-brands, enabling the team to quickly deploy new websites for acquired businesses while maintaining a consistent user experience and brand identity.
Content Relevance Redefine the site’s information architecture using existing personas, SEO data and user testing to ensure every visitor finds relevant content quickly. Optimise search and migration processes to preserve SEO rankings and improve content discoverability.
Lead Conversion Simplify and optimise lead forms to enhance both UX and performance, ensuring every interaction drives measurable business outcomes. Plan for seamless integration with Salesforce to strengthen Cleanaway’s marketing and sales funnel.
Stakeholder Journeys Map and redesign journeys across Cleanaway’s core audiences, from customers and partners to investors and job seekers, streamlining pathways to key actions and improving engagement across every touchpoint.

Visit the Cleanaway website

Solution

Empower teams to accelerate the rollout of future websites using Recursion and Sitecore

The solution focused on three strategic pillars: Effortless Design, Modern Technology and Comprehensive Training and Enablement.

The process started with discovery which was collaborative and research-driven, combining strategy, technical architecture and creative exploration. We co-designed the information architecture, refined technical requirements and explored multiple creative directions ensuring every decision reflected Cleanaway’s business needs and user expectations.

The discovery piece was highly collaborative with comprehensive conceptualisation to explore Cleanaway’s brand and the integration of their business logic and personas.

Design: Reusable components and a modular system

At the heart of the solution was a modular, component-based design system powered by Recursion built to adapt as Cleanaway grows. Unlike traditional systems focused solely on brand consistency, this system supports Cleanaway’s merger-and-acquisition model. Whether converting a legacy site to the main Cleanaway platform or launching a standalone site for a newly acquired brand, the design system delivers speed, consistency and flexibility.

Over 40 reusable components built to empower internal teams, making it easy to create, update and manage content independently. Complex services were simplified through structured journeys, storytelling and clear pathways, allowing users to understand Cleanaway’s full service offering without being overwhelmed.

The information architecture was designed for long-term adaptability, supporting current and future business needs while maintaining governance and quality across Cleanaway’s evolving digital ecosystem.

Training & Enablement

A co-delivery model was central to our approach. Switch worked closely with Cleanaway’s internal teams to train developers, content authors and digital managers on SitecoreAI CMS (XMC) and the new design system. Training covered:

How to use and extend the component library.
Managing and updating content efficiently.
Best practices for creating consistent experiences across multiple sites.
Maintaining security, accessibility and governance standards.

This enabled Cleanaway to own and evolve the platform, reducing reliance on external vendors and accelerating the rollout of future websites.

Underpinned by SaaS Technology and Switch’s accelerator, Recursion

Powered by SitecoreAI CMS (XMC) and Recursion, Cleanaway is now enabled to manage its growing digital footprint efficiently while delivering a seamless audience-focused experience.

Visit the Cleanaway website

Result

A Smarter, Simpler Digital Experience Powered by an Empowered Cleanaway Team

The new Cleanaway website delivers a clearer, more intuitive experience that adapts to each audience. Customers can now find information faster, understand complex services with ease and take confident action through simplified journeys and purposeful design.

The experience is characterised by structured content, streamlined navigation and improved accessibility across all devices.

Internally, Cleanaway’s teams are now empowered with a centralised library of reusable components, templates and best-practice content examples, enabling consistent site management and accelerating any future rollouts.

The result is a modern, connected digital experience that serves customers better and gives Cleanaway full control to evolve and scale their digital presence.

Award Winning Digital Experience

Making a Sustainable Future Possible Together