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DIGITAL APPLICATION CONCEPT

Human Centred Design Research Project - 2020

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RE-THINKING CONSUMPTION

effortLESS is a digital application supporting a more
conscious and sustainable shopping behaviour

Background of the project

Fast fashion provides consumers with affordable clothes that reflect the latest trends. Nevertheless, this concept has contributed to the rise of the issue of overconsumption, leading to severe environmental impacts. The fashion industry is responsible for nearly 10% of global carbon dioxide emissions and is the second most polluting industry in the world. In recent years, there was a considerable increase of clothing consumption while simultaneously the average usage period of clothing has been reduced dramatically. Clothing is nowadays disposed and replaced after just a few wears resulting in 85% of garments ending up in landfills each year. Consumers have the power of contributing to reduce the environmental impacts of the fashion industry by utilizing their clothes to its full potential, extending the average usage of their garment is the most important factor from the environmental perspective.

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CONSUMERS CAN REDUCE THEIR ENVIRONMENTAL IMPACT BY FULLY UTILIZING THEIR CLOTHES

... BUT HOW?

That is what we asked ourselves:

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"How can young adults in Sweden be influenced and motivated to extend the average usage duration of their clothing?"

THE PROCESS

In order to come up with a valuable solution, we went through an iterative design thinking process.

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SECONDARY DATA INSIGHTS

Literature was reviewed an previous survey results analyzed.

PRIMARY DATA INSIGHTS

An online survey was sent out and
in-depth interviews were held.

EMPATHY MAPS

The interview data was analyzed and converted into empathy maps.

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AFFINITY DIAGRAMS

All identified factors were sorted with the help of affinity diagrams.

PERSONA CREATION

All key findings and insights were merged into 4 crucial user groups.

PAIN POINTS

The common pain points were identified as a basis for ideation.

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IDEATION

The crazy 8 and constraints were used to come up with a solution.

WIREFRAMES

Hand drawn low fidelity wireframes were created and digitalized.

VISUAL APPEARANCE

The wireframes were further developed into first screens.

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FIGHTING HABITS AND IMPULSIVE DECISION-MAKING

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effortLESSly becoming a more conscious shopper

effortLESS is a digital platform, which helps its users to make more conscious buying decisions in order to prolong the average clothing usage duration. It offers support in the moment of purchase, the use phase as well as the time of disposal by educating its users about various behavioural options along the possession phase of a garment and making them aware of the impact their decisions have on the society and the environment.

WHAT ARE THE BENEFITS?

MINDFULNESS

effortLESS coaches its users to reflect on personal buying decisions and usage behaviours

EDUCATION

effortLESS conveys knowledge about the correct handling and disposal of garments

MOTIVATION

effortLESS vizualizes how much impact a small change of behaviour has on the planet

SAVING

effortLESS teaches how to shop smarter in order to consume less and use clothing longer

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