"Duolingo" for Mastering Ethical Fashion
What is ONE
ONE is an educational app that promotes ethical practices and helps people develop habits to support ethical brands.
What this design challenge is about
My teammate and I participated in the Adobe x Patagonia Creative Jam Challenge. This design challenge centers on developing a mobile application that enlightens consumers about the importance of backing brands dedicated to ethical practices.
My role
UX Designer
UX Researcher
UI Designer
Duration
Within 1 Week
Deliverables
User Interviews
User Persona
Style Guide
Hi-fi Wireframe
Clickable Prototype
Motion Graphics
✨Award
We are very honoured to be the 5th place winner of Adobe Creative Jam + Patagonia Design Challenge!
Challenge
We're working on a platform to educate about ethical practices and brands. One challenge is making sure the educational process stays engaging and avoids boredom. It's crucial to keep the content interesting while ensuring users truly absorb the knowledge. Additionally, we're figuring out how to turn awareness of ethical practices into long-term actions.
Process map
Research method
To make sure we provide clear content to users, we designers need to understand what are fair trade, living wage movements, and other ethical practices. So, we chose to focus more on secondary research, looking into existing information before we started doing user interviews.
Secondary research
I looked online for ethical brands, checking their websites, blogs, and social media to learn about their sustainable and ethical fashion practices. I also discovered reliable sources like government information on the living wage movement, including real stories from people involved and data on living wages in Canada.
Primary research
Our main focus is on interviewing consumers who support ethical movements. We want to learn why they join these movements and how they practice supporting them. So, we've set up two one-on-one interviews with people knowledgeable about ethical fashion.
User analysis
"
Although I understand that fast fashion is toxic and I personally would love to be an ethical shopper. However, It is hard for me to browse all those websites or blogs of fashion brands to see if they are supporting ethical movements or not when I’m shopping."
----- Participant 1
After several rounds of user interviews, we found that there are two main obstacles stopping consumers from engaging in ethical practices.
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Difficulty in finding resources to learn about these ethical movements.
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The challenge in identifying whether a brand supports ethical practices, both online and offline shopping.
Users need an accessible platform where they can learn about various ethical movements and the principles behind them.
How might we
Create a dynamic educational hub that simplifies complex ethical principles into engaging, digestible content, encouraging users to explore and understand various ethical movements.
Users need something that offers clear, easily understandable information on whether a brand practices ethical standards.
How might we
Design a transparent, user-friendly platform that evaluates and communicates the ethical standards of brands, making it easy for consumers to make informed decisions.
Users need a system that suggests ethical brands based on the user's preferences and previous shopping habits.
How might we
Develop a personalized recommendation system that aligns with users' preferences and shopping habits, introducing them to ethical brands that resonate with their values.
Main themes
After understanding our target users and the problems we're solving, we defined 3 main flows for the app. Here's how we did it:
1. Outline design themes: Based on the research, we outlined 3 key themes that would form the core of the app.
2. Define main features: We then defined the 3 main features that ONE would offer, focusing on addressing our users.
3. Create user flows: With the features defined, we developed a user flow to guide the creation of the mid-fidelity wireframes, ensuring a seamless user experience.
Main themes
Learn
Enable users to enhance their understanding by offering monthly quizzes on various topics.
Exploration
Collected various brands for users to browse along with the latest news and blogs on relevant trends.
Build habit
By regularly participating in the challenge pledge system, users can develop habits that support ethical and sustainable practices.
Main features
Quiz
New monthly quizzes aim to educate and increase awareness about ethical practices in the fashion industry.
Discovery
Explore different brands and stay up-to-date with various initiatives, trends, and movements.
Pledges
Participate in a variety of pledges and become part of the ONE community, enhancing your ethical shopping habits.
Guided by three core principles and matching features that address user needs, I designed and developed 3 key user flows:
1. Centered on learning, introduces a Quiz feature that encourages knowledge acquisition.
2. Aimed at exploration, incorporates a Discovery feature for users to uncover new information.
3. Focuses on habit formation, utilizing a Pledges feature to encourage commitment to new practices.
These elements work together to create a comprehensive experience that educates, engages, and empowers users.
Final production
1. Learn - Monthly quizzes
New quizzes are deployed every month and are designed to educate and raise awareness surrounding ethical practices within the fashion industry.
2. Exploration - Discovery page
Explore different brands and stay up-to-date with various initiatives, trends, and movements. Learn about what they are doing to benefit their workers and communities.
03. Build habits - Pledges
Start building habits of shopping more ethically by participating in a variety of pledges. As users complete tasks, earn points, and visually track their progress, they'll journey towards becoming more ethical shoppers.
Featured highlights
Improve user engagement with animations
Animated visuals may enhance information retention, improving long-term memory and increasing engagement in educational quizzes. This makes the experience more enjoyable and entertaining.
Interactive experience
Incorporating interactive elements enhances user engagement, capturing attention and encouraging exploration.
Human-centred design
Designing with accessibility in mind ensures that individuals from diverse backgrounds can perceive, understand, navigate, and interact with the app. We are committed to ensuring equal access for all users.
(1)Visual Indicator
The dot and line underneath the icon enable users to easily discern which page they have landed on.
(2) Voice command & Audio content
Audio content serves as an alternative for users who prefer listening to access the content. Moreover, voice command integration streamlines user interaction, providing added convenience and ease of use.
Interact with ONE
Reflection
Our team overcame several challenges in this contest project.
Initially, during the user research phase, limited time made it tough to find the right interviewees, leading us to focus more on secondary research. This resulted in not precisely targeting our intended audience.
Another issue arose when trying to make the educational process more interactive. Our mid-fi wireframes received negative feedback for being overwhelming. To address this, I explored various solutions and ultimately enhanced engagement through motion graphics, teaching myself Adobe After Effects quickly. The outcome was significantly positive.
