LOOP is a platform that unlocks rewards for clothing donations and provides an up-cycled shopping experience.
Research
UX UI Design
Branding
Prototyping
Usability Testing
Aug 2023 - Oct 2023
“Up to 100 billion garments are produced by the fashion industry every year. And each year, as much as 92 million tons of clothing ends up in landfills. Only 20% of textiles are collected for reuse or recycling globally.”
Global Fashion Industry Waste, Apr 11, 2023
“Gen Z and Millennial respondents also displayed the highest consideration for sustainability, with 94% and 93% respectively, compared to 88% of Gen X shoppers and 77% of Baby Boomers.”
Data from ESW reveals. Isatou Ndure, May 18, 2023
Context:Target users
I've chosen to focus on users between the ages of 25 to 35, as they represent a group of environmentally conscious consumers who prioritize value in their purchases.
I recruited 6 participants who match the target demographics. This helped me gain deeper insights into their needs and aspirations. I have gained the following insights:
- 99% of our user interviews, people get rid of stuff when they're preparing for a move.
- 37.5% of users have habits in seasonal or monthly decluttering.
- 50% of users tend to pass on belongings to acquaintances before considering selling or donating items.
After I had a better understanding of my users and their needs, I designated personas types to guide design decision. Our persona hypothesis consisted of 2 archetypes which I made sure I keep checking in them at every milestone. I also identified two use case scenarios that strongly resonate with my personas.
Sarah is in the process of moving to a new apartment and has come to the realization that she has accumulated a lot of unnecessary items that need to be disposed of.
Carmen recently transitioned to a new role within the company and discovered that he no longer requires his bike for his daily commute.
As I am shaping the user experience and designing the interface, what kept popping up are the research data, the scenario of use case, and my understanding of users’ mental. The users are looking for a smooth and easy donation process and are excited about the perks that come with contributing.
By asking the question, "How might we create a system that motivates young people to recycle?" I used different colors to organize my thoughts. I considered who is addressing a similar issue, how they are approaching it, and brainstorm my ideas with creative constraints to arrive at a solution.
Wireframe:
The initial concept of the user experience during the donation process on app:
The initial concept of the user experience during the donation process on app:
and about page.
Understanding user needs and identifying key problems helps shape a clear vision of how users envision the product's experience and personality. This guides the overall artistic direction and brand values, such as Sustainability, Craftsmanship, Welcoming, Fun, and Sharing. The future of fashion should be circular, the brand name "LOOP" represents the mission to extend fashion's lifespan, threading together sustainability and style for a timeless journey.
mental models
Building upon the research insights and brainstorming, I identified user tasks, organized them into content and features. I considered user activities and opportunities, then structured these insights into a sitemap, aligning with personas, technical constraints, and business goals.
I defined the primary pathways our personas would explore through the LOOP platform. Several key user journeys are created for particular scenario, the opportunities they present, and how elements manifesting themselves in the interface would help to support the users. The core flow centers around clothing donations.
Key flow 1: Donating the clothing
Key flow 2: Selling an item on the LOOP marketplace
The solution is aimed to empower users by providing options to select the types of rewards they desired and the specific platforms where they wanted to donate their clothes.
Retaining user engagement:Reward program
To ensure users return to the correct screen to check their rewards, I take into users’ behaviour in considerations that users need to be reminded with push notifications on mobile application. To create a seamless experience on the desktop, sending notification emails to inform users about their rewards is a necessary practice.
- Prompt users to check the vouchers with the notification
- Users can direct to the reward screen with a single click
Provide users with various incentive programs
A seamless shopping experience
LOOP's mission is to create sustainable fashion from recycled materials in collaboration with young designers for an enjoyable shopping experience.
The iteration complied 8 users insights with the research data of 3 main tasks which are donating the clothing (62.5% Direct success), collecting the rewards (85.7% Direct success), and purchasing an item (100% Direct success). The following feedback are what I received:
So returning to the drawing board. During the iterative process,
I confronted the following needs:
- Allow multiple selection options
- Evaluate the value of rewards
- Keep users informed with status updates
- Incorporate the logistics experience
If I could expand the project and establish success metrics to evaluate LOOP's product experience. I would particularly focus on achieving:
- Increase the donation success rate from 62.5% to 80%
- Aim for a 60% user participation rate in unlocking rewards
There are some areas I would do differently next time:
- Run moderated qualitative usability tests to point out what exact problems user encountered.
- Perform A/B testing to determine the more effective option.
- Expand user outreach for interviews and testing.