Next Fashion Retails Research Group,
SME sustainable fashion stores
UX Research, Service Design, Interaction & Visual Design
10 weeks
Figma
Many sustainable stores falter in effectively conveying their eco-friendly initiatives to potential customers.
Customers seek rapid, clear, and dependable information about sustainability. Current brand communications often miss the mark, leading to a trust deficit.
Sustainable choices in fashion don't fit a binary "good or bad" paradigm; instead, they exist within a multifaceted spectrum.
Discerning sustainable stores remains a challenge for consumers. Customers are drawn to stores with captivating exteriors and unique window displays that pique curiosity.
Even store owners profess a commitment to sustainability, their staff often lacks the knowledge to accurately inform customers about sustainable offerings.
Lots of materials and data were gained, and thus a synthese wall was brought into map out the relatedness with our peresonas, but also to generate insights that we might overlook.
Within the holistic environment, each touchpoint underwent specific evaluation. This was supported with observation notes documenting user behavior, followed by post-interaction discussions.
The primary aim was to gauge user curiosity and their level of interaction with different touchpoints. We wanted to assess if these touchpoints indeed enriched the shopping experience. To achieve this, a room was set up replicating a store environment, embedding all the touchpoints.
Provoking curiosity about the role of sustainability in fashion within the target group and providing them with an opportunity to resonate with a sustainable aspect based on their values/beliefs.
Accommodating an amusing and entertaining shopping experience, that focuses on a conscious purchase behaviour.
Equipping stores with immersive means of providing quick assurance on a product’s sustainability credentials in an interactive and engaging manner.
