SERVICE DESIGN - A sprint to prototype
Boosting awareness and promoting slow fashion: Reimagining It.Closet's UX
About | It.closet, a second hand fashion store, connects Social Media Influencers to resell their clothing and accessories.
Brief | Improve digital experience of It.Closet promoting reuse of resources and make sharing economy sustainable. Understanding the potential of the sharing economy in the development of sustainable services.
My Role
Team Lead, Design Definition, Information Architecture, Service Prototyping.
Timeline
2 weeks, Academic Collab, April 2023
Team Member
Five Members with the background of design and management.
Tools Used
Figma, Figjam, Sketch, Ms Office,
Problem | Brief
The core of the platform is based on the concept of recycling and encouraging the reuse of clothes and accessories, but it is only active during sales, highly controlled by influencer touchpoints, and aims to promote awareness about recycling while fostering a responsible community.
Solution
The solution reimagines the platform as a place for nurturing a community of people with sustainable outlook, envisioned to be achieve with interventions for promoting awareness, increasing engagement with the platform and recognizing person's contribution towards building a sustainable future.
Understanding the user
The user
A through surveys and user interviews, led to identify a target persona and creating an experience map. This process assisted in understanding the key actions of the user and their varying emotions.
Mapping the interviews and deriving the observations.
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Implementing an interview protocol to overcome biases and documenting research with neutral approach.
Creating a target persona
A target persona helps in visualizing the needs, pain points and key challenges of the prime user, that will assist in building a solution.
The persona envisioned to be closely align with the early adapters of the platform.
Post study and interviews, emotion of the persona at different stages were mapped, this assisted in identifying the connection of the platform with the at different stages.
First awareness
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Follow influencer on Instagram.
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Check Influencer’s story regarding the sale update.
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She is curious if she will be able to get the top she liked.
Interest and Intrigue
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The earlier you enter, the more options you get.
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Little time between the Instagram story and the opening of the closet.
Consideration
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Checks size and price
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Overlook throw the other influencers and products.
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Final decision which clothes to buy.
Purchase and Delivery
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Buy and Follow your purchase order status.
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Operates through different platform. (WhatsApp)
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Receive the package in 2-3 working days.
Post Purchase
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It.closet sends confirmation email with Invitations to private market place.
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Share your experience and review about It.closet
The Happiness Quotient
Insights through AS-IS User Journey
1.
Influencers are only touchpoints for the Platform.
2.
People browse through content of different influencers.
3.
People find it.closet, trustable, secure and new.
4.
It.Closet promotes transparent exchange.
5.
Target don't relate to the It.Closet’s values.
Mapping the Experience
Understanding the market
What the competitors are doing right?
Parallelly a competitor study, their key experience and features were studied to understand the market positioning and derive insights from the same.
Understandings features of different shopping platform, user flow and key differentiators
Cross platform study to learn new market trends and effective tactics for engagement.
Structuring information architecture.
Relooking into the site map and user flow
A framework was built to integrate the new features and streamline user flow.
Building the solution
Five Steps of Innovation
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5.
Engagement
Create longer engagement, by creating curated content for the target user.
Personalization
Diversifying platform with a segment focused on user Wishlist, followers, followings and contacts.
Awareness
Longer engagement will create opportunity to learn and relate about the cause.
Recognition
Creating purchase badges for sustainable steps to post across different platforms.
Community
Adding a Activity tab for the users to see feed and updates by friends and followers.
The solution is planned to have five major aspects, Each aspect focused to create a key impact and build a framework for the solution.
Additions to the Navigation Bar
Highlighted profile page. as well as adding a feed page for community updates and
Profile tab personalization
Features added to boost longer engagement as well as presenting individual's sustainability impact.
Adding sustainability score acknowledging contribution in reusing and selling in a gamified outlook.
Creating a public viewing section for Wishlist, Closet and Social Connections.
Connecting people and building a community
A new section with activity features showcasing purchase badges and friends updates assisting in recognition and contribution.
Sustainability card awarded at purchase to share at feed.
Community section with personal feeds and friend's feeds.
New interventions for solution implementation.
Next Steps
The upcoming phase of the project focuses on deploying the prototype to a select group of users in order to gather valuable feedback. This user feedback will play a critical role in evaluating the effectiveness and impact of the prototype in a real-world setting. By analyzing this feedback, we will gain deeper insights into user needs, preferences, and potential pain points.
These insights will form the foundation for refining the prototype, guiding the next set of iterations and enhancements to ensure that the final product aligns more closely with user expectations and delivers maximum value. Continuous improvement based on user feedback is key to the success of this project, as it allows us to adapt and evolve the solution in response to real-world usage and impact.
Feedback & Suggestions
“Great flow of work. well organized research and Insight Findings.”
Prof. Roberta Tassi
“5 Step solution gave a very organized flow to the solution and also supported the narration of the solution explanations. ”
Prof. Alessandra Del Nero
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