Once I completed my initial research on the fast fashion industry and my target audience, I began to exploring concepts for a mobile app that could promote sustainable fashion practices. The research I conducted proved to be valuable as it helped me determine that the most effective and accessible approach to removing the demand for fast fashion was to encourage users to create, revamp and repair existing clothes.
As I discuss in my product identity exploration, I gradually developed the brand Granny Stitch. Before developing Granny Stitch as a digital product, I think it is important to develop a mission statement which will guide what service this outcome will provide.
A mission statement is a concise statement that defines the purpose and goals of the brand and product. It serves as a guiding principle for decision-making and strategic planning. This mission statement will guide the digital product’s user experience (content etc.,); making choices which will achieve the brand’s overall goal. Granny Stitch’s mission statement:
At Granny Stitch, we are dedicated to empowering users to embrace sustainable fashion practices by providing them with valuable content on creating, maintaining, and restyling their existing closet. Our mobile app communicates this content with the aim to reduce the harmful impact of fast fashion on the environment and helping to combat climate change. We strive to be a trusted and reliable source of information and inspiration for our users as they make conscious choices about their fashion and lifestyle.
From my audience research, I discovered that video streaming and social media platforms like YouTube, TikTok and Instagram have successfully revitalised an interest in Slow Fashion practices. Creator’s on these platforms have successfully utilised the ability to create and share content; producing videos and image-based posts that provide for example, tutorials on creating garments and inspiration on how to restyle products the user already owns.
(above) Social media platforms like TikTok has encouraged a male audience to begin exploring textiles
I think that video content has been so effective in appealing to this audience for numerous reasons. Traditionally, textile skills were taught via instruction guides, verbally or through confusing patterns which are very overwhelming for beginner’s cognitive load. In contrast, videos and images are much more visually engaging and personal. By combining visuals, sound, and motion, videos can create a more immersive and memorable learning experience for users; conveying complex concepts and emotions in a more compelling way than text.
In class, we discussed inclusive design and how it can be applied to our digital product’s to create an accessible, enhanced user experience. With this mind, I decided to create a user storyboard which explores how a video centred digital product encourages a hypothetical user to reject fast fashion and learn a new skill.
(above) Granny Stitch user downloads the app to reduce fast fashion consumption
(above) Granny Stitch user downloading the app to restyle their existing closet
This was a really useful tool which allowed me to emphasise with the user; considering factors which may hinder the user’s experience like their environment and learning difficulties. This exercise also allowed me to consider how I could extend the digital product to become a social platform as well as an educational service. By incorporating a social element, the user can connect and encourage other creators’ work; sharing updates on projects via posts.
User flows are an important tool which helps user experience designers understand the journey which user’s will take to achieve the digital product’s goal. To create Granny Stitch user flows, I began by considering what different outcomes the user would hope to achieve when achieving the user. This included considering how I user might find a specific genre of tutorial and how they might post their own updates on a sustainable project.
User flows can be useful to begin on paper as is it allows designers to get the logic right and test journeys on research participants before wasting time on creating a journey on Figma which doesn’t work. In class, we were able to explore creating a user flow with the task of plotting out how to upload an image to Instagram.
(above) User flows for Instagram and ASOS
In class, we were able to explore creating a user flow with the task of plotting out how to upload an image to Instagram.
I also created user flows for market competitors like ASOS. This was a useful exercise which highlighted the amount of steps and screens it requires to complete important tasks like posting pictures and adding a product to your basket.
By mapping out each step of the user journey, designers can identify potential pain points, areas where users may get confused, and opportunities to improve the user experience. This can lead to a more intuitive and user-friendly product that meets the needs and expectations of its target audience. This tool is also very useful as it will inform what content and elements I will need to include in my wireframes to make it possible for the user to complete these journeys.
(above) User posting an update to their Granny Stitch profile
(above) User searching for specific tutorials utilising different routes such as through pop-ups and the search screen