USER RESEARCH
I created a survey for eco-conscious shoppers to learn about their challenges and what they want in a sustainable fashion platform. The answers helped me design features like price transparency and clear sustainability icons to better meet their needs.
PAPER WIREFRAMES
I created paper wireframes to explore different structural options for the solution.
my suggested solutions
Based on Daniel’s persona, I decided to create a new fashion website with features focused on transparency and simplicity:
Sustainability Icons
Simple icons on each product page that show its eco-friendly features, like recycled materials or ethical production.
Transparent Pricing
A clear breakdown of the costs for materials, labor, and production to build trust.
Easy to Use Design
A clean and simple layout with filters to help users quickly find what they need.
Digital Wireframes
THE DESIGN
To address the issue of transparency for shoppers, I created two sets of icons. The first set appears on each product page, highlighting the sustainability practices supported by the item, such as the use of organic materials or fair labor. The second set is featured at the bottom of every page and reflects the product's price breakdown, detailing the costs of materials, hardware, labor, duties, and transportation. These icons ensure customers have a clear understanding of both the product's impact and its pricing.
To help shoppers understand the meaning behind the sustainability icons, I created a dedicated page. This page provides clear explanations for each icon, ensuring that customers can easily see how their chosen products support sustainable practices.
NEWSLETTES
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PROJECTS OVERVIEW
This project was about creating a better way to shop for sustainable fashion.
The goal was to make it easy for people to understand what makes a product sustainable, feel confident about their purchases, and enjoy a simple and meaningful shopping experience.
THE PROBLEM
Shopping for sustainable fashion can be confusing and frustrating. Many websites make big claims about being eco-friendly but don’t explain the details. Customers are left wondering if the products are truly sustainable or worth the price. Add to that cluttered websites and too many choices, and the whole process becomes overwhelming.
USER RESEARCH OVERVIEW
I ran a survey with eco-conscious shoppers to learn about their challenges and needs when shopping for sustainable fashion. The results showed that many struggle with understanding sustainability claims, trusting brands, and using cluttered websites. People want clear information, honest pricing, and a simple shopping experience. These insights helped me design the platform to solve these problems and meet their expectations.
Frustrations
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Confusing Platforms:
Danielle finds sustainable fashion websites cluttered and hard to navigate, leaving her frustrated and unsure where to start.
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Lack of Trust:
Unclear sustainability claims make Danielle unsure and less likely to buy.
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Need for Simplicity:
Danielle wants a straightforward platform that makes shopping sustainably easy and stress-free.
"Shopping sustainably shouldn’t feel this complicated or uncertain..."
DANIELLE LEVI
age: 28
career: Marketing Manager
Location: Tel Aviv
Main Problem Statement
Danielle wants to shop sustainably, but unclear information and overwhelming platforms make it hard for her to trust her choices. She needs a simple, transparent solution to shop confidently and align with her values.
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