CASE STUDY
Eco friendly fast fashion
Objective of the design
Humanity faces no bigger threat than climate change and unfortunately, the clothes sitting in our closets seem to be contributing a lot to it. The fashion industry is responsible for around 8-10% of global carbon emissions — more than aviation and shipping combined, and nearly 20% of wastewater. The problem is exacerbated by the fast fashion trend of recent years. We're buying more clothes than ever before, wearing them fewer times, repairing them less, and throwing them away sooner.
The garment industry is one of the most polluting in the world, but some clothing makers and consumers are calling for a more sustainable industry
According to figures from the United Nations Environment Programme (UNEP), it takes 3,781 liters of water to make a pair of jeans, from the production of the cotton to the delivery of the final product to the store. That equates to the emission of around 33.4 kilograms of carbon equivalent.
If that is for just one pair of jeans, imagine the environmental cost for everything in our wardrobes
The following statistics, published by the UNEP, give us an idea:
- Every year the fashion industry uses 93 billion cubic meters of water — enough to meet the consumption needs of five million people.
- Around 20% of wastewater worldwide comes from fabric dyeing and treatment.
- The fashion industry is responsible for 10% of annual global carbon emissions, more than all international flights and maritime shipping combined. At this pace, the fashion industry's greenhouse gas emissions will surge more than 50% by 2030.
Water consumption and wastage
CO2 consumption in comparison
What can consumers do?
To make the garment industry more sustainable, all actors must get involved, from designers to manufacturers, and consumers.
Without consumers making a change, the efforts are in vain. They must become aware of what they buy. How? Taking these small steps can help:
- Before buying, ask if the manufacturers used sustainable criteria to make the clothing.
- Be creative in combining garments and recycle them after they wear out.
- Return to recycle or Repair clothing.
- Donate what you no longer use.
- Buy only what you need. In some countries, 40% of purchased clothing is never used.
Design process
Assumptions and data analysis
Ideation
User flow
User journey map
Story telling
Med fid wireframes
Visual design
Things to consider?
- Consider to help reduce the excessive production of garments?
- Consider to make the existing garments be recycled instead of wasted?
- Consider to encourage people to participate in the used garment Collection?
- Consider to make this interesting & rewarding for people?
Solution
As a product designer is to design an experience to in order to optimize the results to get more clothes recycled.
Awareness about eco friendly clothing in landing screen
Eco friendly clothing awareness displayed in landing screen, it inform to consumers how their purchase of eco friendly clothing benefits the environment
Usability : The user will prefer eco friendly clothing to make their environment sustainable.
Used garment collection
Garment store wants you to drop your bag of unwanted garments at your local store. Then they will sort them out into 3 categories; reware, re-use & recycle. The customer earns a discount voucher for their returns.
Problem : This is applicable only when there's a local store near you. If no stores nearby. Hence, designing a feature for making it possible online would bring more customers into the campaign.
Reward points
Reward points are provided each time a customer when they chooses eco friendly products.
Usability : This reward system can be used to encourage more people to join the online garment collection campaign.
How itself function?
- Whenever a user will check-out an item, they'll be provided with an option to send their used garment collection.
- Once checked in, the day item will be delivered, the delivery man will collect their used garments as well.
- After their garment bag has reached the store and been scanned, the owner will be provided with a discount voucher to their account.
What are the benefits to user level?
- Discounts
- User can update the wardrobe by giving away un-used clothes
- Responsible users can shop guilt free
Information architecture
User flow
Ideation
Eco friendly environment benefits displayed in landing screen
Once enter into the homepage user can select their favorite garments
user can able to add their favorite garments into the cart
In the checkout screen, user can send the used garments back to store for recycle purpose
Sustainability discount provided by store
If you want to send the used garments to store, you need to checked garment collection
The used garments taken back by delivery man at the time of new cloths delivery
Used clothes packed in bag and barcode has been assigned by your name
Used cloth bag will reached back to store
Barcode will scan and reward points credited to user account
Rewards points notified to users through notification
User journey map
John Smith
Scenario
- John Smith recently became passionate about environmental conversation and wants to update him wardrobes with clothing that supports her efforts.
- He comes to the stylelovers mobile app to accomplish this task.
Expectations
- Buying subtainable products and eco friendly
- Quickly understand how the app align with him values
- Find a few staples for her new wardrobe
- check out seemlessly
Engagement
1. Arrives on style lover
2. Landing page displays where the information conveyed about eco friendly clothing
Evaluation
3. User click on the eco friendly cloths benefits
4. They fully understand how he support environment subtainable and decide to start shopping
Product search
5. User can select available product in the home screen, else they search favorite garmnents
6. User can filter their needs like men, women or kids
7. User can able to see the full product view in the product details screen, like color, size, rating and product description
Moment of purchase
8. If the user likes a cloth they can able to add their cart or wishlist
9. User can select the quantity number in the cart screen
10. User can send their used garment return to store, while checking the garment selection check box
11. Once the user return their used garments they will get rewards after validation process
Wireframe
Landing screen
Home screen
Product details screen
Check out screen
Garment collection appreciation
Online garment collection information
Point details screen
Rewards redeem screen
Menu screen
Visual design
Typography and color
I have used Quicksand font throughout the user interface to give the product a modern and elegant look
AaQuicksand
Regular0123456789
MediumABCDEFGHIJKLMNOPQRSTUVWXYZ
Boldabcdefghijklmnopqrstuvwxyz
#064420
#6DAA06
#000000
Landing screen
Eco friendly clothing awareness displayed in landing screen, it inform to consumers how their purchase of eco friendly clothing benefits the environment
Home screen
Easily navigate through the wide range of fashion collection
Product details screen
Minimal product page with easy product sliders, add to cart, variant, size selection and product description
Cart
Easily add or remove product from the cart, as well user can return their user garment back to store for recycle.
Key learnings
- The garment-collection loop (drop off, sort, reward) only scales if there's an online option too — relying on a nearby physical store would exclude a large share of potential users.
- Framing sustainability as a reward, through discounts and points, seemed like a stronger motivator from the research than treating it purely as an obligation.
- Combining the return flow with checkout (rather than a separate trip) removes the biggest friction point: remembering to act before the moment has passed.
- Next step: usability-test whether users actually complete the return step, since it depends on holding onto used garments until their next checkout.
Let’s create impactful design together.
Get in touch
ram.productdesigner@gmail.com