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.
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.
Question: Move the following criteria for Sustainable Fashion from the most important (1) to the least important (10) in your opinion.
Question: Which information is more helpful for you when buying this product?
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.
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.