Eco Warrior Shopper App
Concept Study
Eco Warrior Shopper
Role GA Student - UX Researcher - UX / UI Designer
Sector UK Retail Women's Clothing
Challenge Why aren't women buying more eco / green clothing ?
Timeframe 10 weeks
Intro Consumers + Retailers
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During the pandemic UK consumers had 3 mindset shifts.
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Realising they had too many clothes
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Wanting to donate excess clothing to charity
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Wanting to buy in a sustainable / environmentally friendlier way
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UX Process
The double diamond informed my process of thinking
Discover - Interview Users + Stakeholders
Define - How Might We?
Develop - Ideas + Solutions
Deliver - Ideate + Test
Discovering user insights
Using open ended questions 5 women 26 - 40 yrs were interviewed.
Affinity mapping in miro helped identify recurrent themes and user insights.
User insights behaviours + views
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Shopped regularly with only 4 - 5 retailers
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Time poor loved convenience.
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Eco Aware
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Confused by the eco jargon for clothing
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Felt guilty and had been avoiding
Personas Pains + Gains
I was produced 2 persona's to capture insights.
Frustrations
Lack of clarity with green clothing
Ethical clothing is more expensive
Feels she could do more
Lack of trust with retailers
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Amy 37 Bristol
P/T HR Manager
Home owner
Married Young Family
Joint Income 70k
Needs and Goals
Convenient way to compare green clothing with her regular retailers
Wants to buy clothing that is less harmful because she will feel less guilt and shopping will be a happier experience
Cassie 29 London
Junior Manager
Rents room
Single
35k income
Frustrations
Budget stops her making green clothing choices
Wants visibility of affordable options
Needs to know her precious money is being spent on quality clothing.
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Needs and Goals
Simple online method to compare green clothing at the retailers she shops
Wants to make a considered informed decision that her purchases offer her the quality and values she desires.
Competitors
Findings
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Limited choice with green retailers / pricey.
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Confusing use of jargon across industry
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High Street greener options hard to find
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Cant compare credentials across retailers
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Industry Stakeholders
Garment Industry insights
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Multiple different processes in manufacturing clothing
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Inconsistent measures across the industry
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The Higg Index to establish consistent green measures in 8 years time.
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Defining the issue
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It's too complex
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Can't compare retailers
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How Might We make shopping for environmentally conscious clothing easier and simpler ?
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Users feel guilt and avoid
Defining - user journey with a storyboard
The prompts for buying greener clothing needed to be part of the process
Users behaviour
"if it's not in front of me I don't go looking for it "
Solutions + Ideas
Traffic light indicators - food sector
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Little birdie App-
redirects to retailer
Next shopping app for
UI and filter / search
Thread website clothing shopper profile
Develop - Lofi wireframes
Feature Prioritization
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Simple eco indicator
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Customise shopper profile
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Search Item
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Size/ colour filter
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Compare choices
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Retailer credentials
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Green tracker
Develop - wireframe + test
Learning to use Figma and UI kits
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User Journey Task Test + Results
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Set up profile
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Shop items
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Buy greenest item
Insights
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Rapid redesign needed
Develop - rapid redesign + test
User Journey Task Test +Results
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Set up profile
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Shop items
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Buy greenest item
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Review retail rating
Insights
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Remove text under eco indicators
Develop - UI + Material Style Guide
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Insights
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UI is a specialist skill
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Green colour / leaf icon - intuitive for users​
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Large leaf icon - gave users visual reminder about task
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Develop - Miro wireflows
Miro - allowed instant feedback and collaboration with others.
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Develop - Maze user test
Maze - remote testing of tasks with the figma prototype
User Tasks Tested + Results
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Sign up
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Shopper Profile
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Filter size / colour
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Add green indicators
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Select item - review retailer ratings
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Checkout
Insights
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Tests need to be in smaller task chunks
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Rapid learning curve with animation and transitions
