Dealing with user experience within the Interaction Design field involves many subjective aspects: goals, needs and, not always in a conscious way, from the eyes of designers and users, human values. When it is about projects focusing on sustainability, these values assume an important role as they represent things we consider important in life and help to guide actions. One of these projects is ecofeedback, systems developed for informing and engaging sustainable behaviors. This study focuses on the ideation stage of the design of an eco-feedback system for urban waste recycling. This subject emerged from an exploratory research. In the descriptive phase, we investigated how information about urban waste recycling could be presented and conveyed, aiming to improve people s understanding. We believed that a conscious incorporation of human values associated with sustainability would contribute positively to the design of this eco-feedback system. Interviews with identified stakeholders were conducted to know what they understand about recycling and what kind of information they consider important to be part of the system. We applied questionnaires to find out what values were prioritized by the public and what values had more strong relation to recycling behaviors. Based on these results, a briefing for the design team was created. They had to discuss ideas and sketch them, having the selected human values as a starting point. The result was a screen flowchart from the system to be applied in one of the selected devices. They documented which values they worked on, proving the research s hypothesis.