Engage women aged 18-30 to buy sustainable clothing by creating a platform for second-hand clothing exchange?
HOW MIGHT WE
CHALLENGE
→ The fashion industry is one of the most polluting industries in the world. The production and transportation of clothing require significant amounts of energy, water, and resources.
→ Female interested in shopping have an erge of keeping up with trends and tend to buy new things for the weekend.
→ Engage women aged 18-30 to buy sustainable clothing by creating a platform for second-hand clothing exchange.
CLIENT: NONE. ROLES: USER EXPERIENCE. TIMELINE: 8 WEEKS. TEAM: UX, VISUAL, BACKEND, FRONTEND.
ALIGN
Alignment of team, scope and an understanding of measurable effect, human needs and creative vision was an important part starting off the project and to have a good teamwork throughout the project timeline.
Weekly check ins
Recurring dialogue to see where we are at, what we have done and how we proceed.
Work in sprints
Task management and shorter deadlines to align with team and overall purpose of the project.
Clear goals and expectations
Create clear goals of overall project and clarity in expectations from each role to set best conditions to succeed on time.
The initial project goal and purpose is to favor second-hand clothing in order to promote sustainable lifestyles and have less impact on climate change.
DISCOVERY &
EMPATHIZE
By doing a number of in-depth interviews with potential female customers I got valuable insights on their needs helping me to build empathy to understand their POV. Combining the interviews with desk research helped me understand unique selling points for female customers to potentially enter our platform.
In-depth interviews with users
Empathize with the users to understand need and frustrations within shopping habits
Desk Research
Current shopping platforms within the vintage clothes
HMW
As we have turned the insights to opportunities we continued by creating how might we’s to understand where we could apply our ideas into different tracks to explore further. In an alignment with engaging women aged 18-30 to buy sustainable clothing by creating a platform for second-hand clothing exchange.
LAB & IDEATION
Explorative sketches
Onboarding processes are often complex
Sitemap
Security in terms of data
Interaction with other systems
Mobile first approach
Focusing on a mobile first approach to create a responsive platform to use depending on location.
FEEDBACK & ITERATION
Usability Testing
Test different hypothesis in an early stage on users. Focusing on functionality and user journey from entering the platform to buying clothes.
CORE CONCEPT
As the focus of the project was to engage women aged 18-30 to buy sustainable clothing by creating a platform for second-hand clothing exchange. The core concept focuses on:
Gamification
Every 5th item should be free for users to engage in sustainable shopping.
Location is key
Users should have easy access to items. Therefor items should be bought and sold within the same location.
Clear navigation and interface
Tasks governed by the current situation at the company and the person's role.
To achieve this, we used our skills in user experience design and high-fidelity prototyping to develop a solution that addressed these issues and streamlined the journey.
DETAIL & BUILD
Designing the things right.
Make sure all insights are covered from earlier stages and implementation meets the intended functions. It was important to focus on the gamification side to be able to engage women to continue using the service to create a sustainable shopping habit.
PROTOTYPE
BENEFITS
Engages women aged 18-30 through gamification
Works on the same geographical location to reduce transportation and climate impact.
IMPACT
Circular shopping habits where they can sell and exchange second-hand party clothes
Meets the goal towards responsible consumption and production
PERSONAL TAKEAWAYS
GREAT COMMUNICATION
A recurring dialogue is essential in a team working towards a common goal. Especially to see where we are at, what we have done and how we proceed. But also to avoid conflicts throughout the project by making sure everyone understands expectations and set the best conditions to succeed successfully.