Re:Vamp

Research project overview

Project Overview:

Encouraging sustainability among fashion enthusiasts through a cost-effective, engaging, and community-driven gamification strategy.

This initiative emerged from my remote participation in the 2021 Service Design Jam, a three-day event where I collaborated with two UX designers. The focus of this year's jam was 'Sustainable Fashion,' emphasising ideation. I seized the opportunity to further develop from the ideation stage and refine our outcome.

Problem

How might we contribute positive change to the linear fashion industry, by increasing the longevity of people's wardrobe?

Outcome

Info

Event
Service Design Jam | London & Amsterdam 2021

Role
Team Leader
Service Product Designer

Timeline
3 Days (Collaboration · Event)
2 Weeks (Solo)

Team
Mutia Khairunnisa - UX Designer
Yuko Ikegaya - UX Designer

Tools
Figma
Mural
Google Forms

A digital wardrobe and online community driven fashion styling platform, aiming to guide users’ to use their wardrobe to the fullest.

Research

User Research & Analysis

Survey: A survey was conducted among 40+ correspondents, to gain insights into people's shopping behaviours, attitudes, and awareness of sustainable fashion.

1. The top reasons cited for the latest clothing purchase were as follows: style > price > the desire for something new > the need to replace an older piece of clothing.

2. Giving clothes to charity shops and giving clothes to family and friends were the most common actions for clothing disposal.

3. The majority felt comfortable wearing clothes that are second-handed, as long as it has been properly cleaned.

Interview: In addition to the survey, we conducted 4 interviews from the survey correspondent, with shoppers whom we considered to be representative of different typical consumers, exhibiting different beliefs, attitudes and preferences.

We identified the Experiential Clothing Shopper as the most impactful focus for addressing the clothing waste issue.

(These shoppers see clothing as a crucial part of expressing their identity, going beyond mere functionality and becoming a reflection of who they are and who they aspire to be.)

Further Research

User Wardrobe Research & Analysis

Due to the fast-paced nature of the Design Jam, we used a day’s time to find an anchor point for this project.

Reflections and assumptions in interviews aren’t always accurate answers.

So I led this part of the research, where I focused more on consumers that are more prone to be ‘Experiential Clothing Shopper’. Participants were asked to provide visual insights into their wardrobes through photos and video calls. They were specifically requested to identify clothing items that they had not worn in the past year. This approach allowed for a more comprehensive understanding of wardrobe usage and patterns among the participants.