Project Scope

As it becomes more important to live consciously, finding out which brands are actually sustainable is difficult. This is why many users are unsure and do not trust brands out of fear of greenwashing.

How might we design a platform that helps users buy more sustainably?

FairlyFab is a fashion platform that helps users find brands by clustering them based on a range of sustainable criteria.

Quantitative Interviews
UI Design
Research and Insights

We wanted to gain an understanding of the different challenges users face when trying to shop sustainably to improve their experience. Therefore, we broke down the prompt into concrete sub-problems, which we addressed by setting research goals.

-> Which sustainable criteria are most important to the user?

-> How much information does the user need if they want to shop sustainably?

Getting to know the user

With our research goals in mind, we created a short 10-question survey to gain greater insight into the issues users face when shopping sustainably.

-> The majority of users prefer more information when shopping sustainably, which means that they need more cues before making a decision

-> Most users choose the same top three criteria, which shows that they prioritize similar values regarding sustainable shopping

Preliminary Survey Screens asking people about whats important for them in fair fashion
Information Flow

A site map was created to identify where the content should sit and how the different pages relate. This builds a better understanding of our website's goals and purposes and represents the users' mental model so that they can find a brand that meets their sustainable criteria as effortlessly and quickly as possible.

Sitemap of FairlyFab featuring the Head and Subnavigation

Based on the research findings, a filter was created that allows the user to filter brands according to the six most important criteria: Fair trade, Eco-friendly, Organic, Upcycled/Recycled, Give back, and Vegan.

In addition, a brand score on the overall sustainability performance of a brand was developed (A, B or C). In combination with the partner ranking of Good on You (Planet, People, Animals) and our criteria, fairlyfab offers users even more cues to find out how sustainable a brand really is.

6 Mobile Screens showing various functions such as the filter

During this project, we learned that sustainable shopping and its classification is a complex undertaking. Our research showed that users want to be knowledgeable about sustainable fashion. Therefore, our MVP makes sustainable shopping straightforward, thanks to the subsequent breakdown into a brand score and additional sub-criteria. The next step is to validate whether our MVP meets users' needs and meaningfully improves their shopping experience.