Content
1.OVERVIEW challenge solution
2.PROCESS research
2.RESULT
reflection
A captivating second-hand clothing shop experience across various touchpoints, designed to engage customers and advocate for sustainability.
• 4 min read
Overview
Client: Cheap Fashion
Sector: Retail, Sustainablity
Role: UXUI Design, CX Design, Visual Design
Duration: 7 weeks
DESIGN CHALLENGE
From a study conducted in 2015 (Making Clothing Last: A Design Approach for Reducing the Environmental Impacts, n.d.-b), it is clear that people keep an item longer if they know its story. Whether it be a skirt that their mum used to wear in the 90s, or a jumper that was given from a friend who lives abroad, people were attached to items with a story, and if they knew where it was from.
How to design a product that creates a story behind the clothes, to spark the imagination of the wearer and create a deeper connection with the product so that they feel more likely to buy it, and when they buy it, they look after it for longer because of the connection.
SOLUTION
I designed an enhanced in-store experience for a second-hand clothing shop that intertwines storytelling with sustainability, targeting eco-conscious customers. The journey integrates a visual poster, a welcoming object, an in-store app, and a self-checkout interface.
Process
RESEARCH
I conducted field research by engaging with customers at the shop to identify their pain points and gain points throughout their customer journey. From this research, I discovered that while frequent customers are somewhat eco-conscious, they are not necessarily long-time loyal patrons of second-hand clothing.
Additionally, I documented the sensory impressions provided by the shop, including visuals, and summarized these insights in a product profile. This enabled me to craft an aesthetic that accurately reflects the shop’s brand identity.
CONCEPT
For the concept, I applied an emotional storytelling strategy to create the entire assumed customer journey based on the proto-persona. Then, I tested the concept with potential customers and received peer design critiques to iterate the concept.
Result
To appeal to eco-conscious shoppers, several artifacts were created and curated throughout the customer journey to deliver a memorable experience. The journey integrates a visual poster, a welcoming object, an in-store app, and a self-checkout interface.
The visual poster features a new slogan, “For Everyone, For Earth, For Good”, applied by the seductive power of the rule of three. The poster showcases a textile swaing with the shop’s new visual identity patterns, enticing viewers to enter the store.
The app showcases the positive environmental impact of buying second-hand, and pairs clothing styles with eco-advocate musicians, integrating music into the shopping experience and encouraging sustainable habits through aspirational figures.
while interacting with the self checkout interface, customers earn “conscious points” with each purchase for discounts, and upon successful payment a celebratory “hoera” sound will pop out, signifying the positive impact of their sustainable choices, ensuring that the conclusion of their shopping journey ends up with a sense of achievement and joy.
REFLECTION
After gathering enough feedback from my target persona, I made iterative adjustments to enhance the overall experience. Though during the project, I initially grappled with conceptualising the final outcome and received some negative feedback, I remained proactive and adaptive. I believe that my final concept resonates with the course's theory, especially after assessing my peers' work and subsequently refining my concept.