Sustainable & Circular Fashion
Urja Upadhyaya | Passion Project | 2023
UI UX Design, User Research, HCI, Information Architecture, Personas, Prototyping, Wireframing, Journey Mapping, Heuristic Evaluation, Usability Testing, Design Thinking, Cognitive Walkthrough
As a society, we are becoming more and more conscious of the impact that our actions have on the environment. This is especially true when it comes to the fashion industry, which is notorious for its carbon footprint and waste. That's why we're excited to introduce you to a sustainable and circular fashion app that is revolutionizing the way we think about fashion. With this app, you can find credible and convenient resources that allow you to live a sustainable lifestyle without having to compromise on fashion. By encouraging a circular economy and liquidating damaged inventory, this app not only helps you make eco-friendly choices, but it also supports the reduction of waste and promotes responsible consumption. So join us in our mission to create a more sustainable future, one trendy outfit at a time!
Problem Space
A substantial number of users are becoming aware of how sustainable living will help slow climate change and reduce carbon footprints but do not have the resources and convenience to lead sustainable living surrounding the aspect of fashion. A considerable amount of people do not go for thrifting because that is not a trusted option as it does not collaborate with branded stores and therefore loses credibility.
Impact
This technology will provide a platform to customers that have participating brands that promote circular fashion. Customers who already own apparel or accessories from these brands can resell their products and customers can also buy from the products in a circular economy that is branded and credible. This movement will also liquidate damaged inventory from brands’ warehouses. This sustainable and circular fashion initiative will help slow climate change and reduce carbon footprints by selling branded preloved apparel and accessories while bridging a gap between thrift stores and brands.
Project Statement
Fashion enthusiasts believing in sustainability have often times struggled to incorporate fashion into their sustainable lifestyle due to the lack of credible and convenient sustainable resources pertaining to fashion that will help users lead a sustainable living without having to compromise on fashion trends. Fashion apparel and accessories keep adding to carbon footprints which adds to the worsening effects of climate change, making it necessary to address the issue of insufficient sustainable options for fashion enthusiasts. Initiating a sustainable and circular fashion revolution movement will provide users with credible sources with brands to encourage a circular economy and liquidate damaged inventory with feasible and cost-effective options. The solution will make it easier for users to conveniently lead a sustainable lifestyle surrounding the aspect of fashion.
Question Format for User Research
I formulated the interview questions by keeping core concepts in mind while avoiding possible pitfalls. I produced questions that are effective and can provide useful responses. I worked on questions that are clear to the interviewee for them to provide valuable insight. I added specific and direct questions with some follow-up questions to better understand the user’s point of view while digging deeper to get more details. I focused on four factors: goals, motivations, hopes and fears. I included a few general questions to know behavioural and emotional traits that reflect on the value system and thought process.
Extracted Insights
• Lack of awareness pertaining sustainable fashion brands
• Inconvenient options of sustainable fashion brands
• Sustainable fashion brands are not affordable
• No shame attached to thrifting apparel and accessories
• Quality matters while thrifting garments
• Make profit selling preloved clothing at thrift store
• App not visually appealing and lacks usability
• Platform requires certain features
• Brands’ morals do not align with customers
• Promotes certain image
Affinity Diagram
Persona Narrative
Being a fashion and sustainability enthusiast, Sienna finds progressive and affordable ways to incorporate sustainability into her lifestyle, especially in fashion. Sienna cares for sustainable brands with moral and ethical standards that match hers for a strong brand-customer relationship. Sienna is driven by her family’s sustainable practices and follows those which are ingrained in her since childhood. Sienna upcycles her clothing through various methods and one of them is stitching torn garments to increase their life. Sienna makes an effort to educate her friends and family around her about sustainable ways in terms of fashion such as thrift stores where one can also make a profit selling preloved garments. Some of the important aspects that are important for Sienna are affordability and ethically sourced apparel and accessories as everyone should be able to afford preloved clothing and feel confident about themselves.
User Persona
Empathy Map
Journey Mapping
Design Concept
The starting design concept is that the design will address the user’s requirements of selling preloved apparel and accessories as well as buying preloved apparel and accessories. These interactions will be made through authorized brands with transparent policies, body-positive advertisements, authentic testimonials by real people, quality-assessed products and a hands-on support team for packaging and shipping needs. These features and functions will help users achieve their goals of bridging the gap between thrifting and branded fashion with quality-assessed products.
Why This
Design Idea?
After researching sustainability in fashion, there are some untouched aspects I have identified. Being fashion and sustainability enthusiasts, users try to find progressive and affordable ways to incorporate sustainability into their lifestyles, especially in fashion. Users care for sustainable brands with moral and ethical standards that match theirs for a strong brand-customer relationship. Users prefer to upcycle their clothing through various methods and one of them is stitching torn garments to increase their life. Users incorporate sustainable ways in terms of fashion such as thrift stores where one can also make a profit selling preloved garments. Some of the important aspects that are important for users are affordability and ethically sourced apparel and accessories as everyone should be able to afford preloved clothing and feel confident about themselves.
I decided to design a product that addresses the persona’s requirements, provides a positive emotional experience, and helps achieve the above-stated goals. This product is not only a revolution in sustainable fashion but also an educating platform for how positively it impacts the environment in reducing carbon footprints.
Information Architecture
Storyboard
Low-Fi Sketches
Mid-Fi Prototype in Balsamiq
Hi-Fi Prototype in Figma
Changes Made to
Hi-Fi Prototype
Some of the changes I made are oriented towards the design and visual appeal of the product. I have made significant changes to the ‘Welcome Page’ that provided visual appeal and authenticity in terms of what users are familiar with and are used to operating. With the Hi-Fidelity Prototype, I have extended the screens with a more developed and elaborate interface which includes categories, view details and the story behind them, a home page, go back to home, messages, inbox, and save payment details option. I have added text cues for better understanding for the user as well as adding a conversational element for an intimate experience. Since the product is a sustainable and circular fashion platform, some of the text such as ‘you have taken a step towards saving the earth’ works as an affirmation for users inclined to sustainability in their lifestyle and makes the product experience authentic and personal.
Usability Testing
Evaluation Goals
User’s interaction with the product, user’s reaction to the graphic cues in the product pages, whether user is able to complete the task, the amount of time taken to complete the task, how quickly the user learns the interface, whether user is able to explore other features on the product, how easy is it to navigate between the tasks, is the product compatible with the device user uses on regular basis, how does the product fit in user’s daily life, does the product fulfil the user requirements and expectations established during contextual interview, is the interface enjoyable, how likely will the user stick with the product for future needs and recommend the product. These are some of the goals that need to be evaluated during usability testing of the sustainable and circular fashion app.
"It's only the beginning of a journey towards a more sustainable and circular fashion industry. By understanding the needs and concerns of fashion enthusiasts who want to incorporate sustainability into their lifestyle, the sustainable and circular fashion app can provide a solution that makes it easier for them to do so. By promoting sustainable and ethical fashion practices, the app can contribute to a reduction in waste and carbon footprint, and support the growth of the circular economy. This app can empower individuals to make a positive impact on the environment and the fashion industry, and inspire others to do the same."