A Mobile app to guide conscious clothing shopping that spreads awareness about fast fashion and greenwashing by giving information about the product related to fabric, brand, ethical wages, etc so that the user can consciously decide whether or not to buy some piece of clothing.
Green Alert
Green Alert
User Research
To understand shopper behavior, I conducted a comprehensive research program that included quantitative analysis, qualitative interviews, ethnographic observations, and in-depth analysis of existing shopping tags and labels. This research provided valuable insights into shopper needs and pain points.
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Qualitative Analysis
Main Insights:
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60% of people said that discounts and sale motivates them to buy clothing
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all the users bought at-least 1 piece of clothing in the last 2 months
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10% of users bought clothes because they go through emotional buying / shoppers high
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30% said they only buy on a need basis
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50% said they prioritize good looks
According to the *re/make Fashion Accountability Report(*2021) Fashion brands are using phrases like 'sustainable fiber', 'low carbon footprint', 'circular models', and 'toxic-free' to obscure slow progress on overproduction, and massive waste issues in the fashion industry. These phrases mislead people into thinking that the products they’re buying are environmentally sustainable.
A survey by (Granskog et al. 2020) shows that Increasing public awareness and encouraging individuals to make thoughtful decisions about what to purchase and what not to buy might be the first step toward addressing this major problem. To introduce transparency to the producer-consumer cycle, it is vital to rip the greenwashed layer from the products.
There is a need for more information/insights about the toxic factors affecting the environment when buying these products so that the users can figure out if a product has been greenwashed or not (not just for shopping but also to report these greenwash occurring to spread awareness about its effects.) Or to know if being bio-degradable is enough or if ethical manufacturing practices are important too.
Problem statement and Scope
Consumers are misled by vague and misleading sustainability claims in the fashion industry, hindering their ability to make truly informed and ethical purchasing decisions.
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Desk Research / Quantitative Analysis
The main intent of this research was to get crucial information about the target audience such as age group. And to get information about consumer behavior in the fast fashion industry, to understand user patterns.
Target Demographic
This case study focuses on designing a solution to address the challenges faced by environmentally conscious young consumers (Millennials and Gen Z) in navigating the complexities of sustainable fashion. The research explores their motivations, frustrations, and needs related to ethical and sustainable consumption, particularly in the face of misleading "greenwashing" tactics.
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Competitor Analysis
This report evaluates existing tools that provide transparency in fashion sustainability, identifying strengths, weaknesses, and gaps that Green Alert can address
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Ideation and Intermediate Testing
The project began with initial ideation and brainstorming, focusing on potential solutions to address the identified user needs. This led to the concept of a simple fabric composition label scanner. To validate this concept, a preliminary database of 60 fashion brands was created. A basic prototype was then developed to test the core functionality of label scanning and data presentation with a small group of target users. This initial testing phase provided valuable insights into user needs and preferences, informing the next stage of design and development.
Version 2
After testing the pretotypes, V2 had UI in place but the user journey needed more work
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Changes made after feedback:
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Introducing a navigation bar
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let go of the reward system
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Section the information
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Add “my lists”
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Add “brand libraries”
Reflection
Given more time, I would want to use iconography and also refine the UI.
I also observed that users need more action items that connect emotionally, such as “ signing petitions “
Overall, I’m happy with the progress so far.
Final Product Walkthrough
Figma Prototype
This case study focuses on designing a solution to address the challenges faced by environmentally conscious young consumers (Millennials and Gen Z) in navigating the complexities of sustainable fashion. The research revealed a key user persona: environmentally conscious individuals who are frustrated by misleading marketing tactics like "greenwashing" and lack of transparency in the fashion industry. These users are motivated by a desire to make ethical and sustainable choices but often lack the knowledge and tools to do so effectively.
By understanding their motivations, frustrations, and needs, this project aims to empower these consumers to make more informed and sustainable purchasing decisions. I believe that by working together, we can create innovative solutions that address the challenges of sustainable fashion and build a more responsible and ethical industry.
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Ethnographic Research
I wanted to conduct contextual inquiry to observe my user types in their natural shopping environment and try to understand what are the first thoughts before the buy something / what were the gaps