A sustainable way to rent your favorite
luxury brands
Background
Approach
DressCycle is an eco-conscious app that helps users rent luxury dresses while showing them how much water they saved through renting, reminding them of the dangers of fast fashion. This hopefully leads to consumers making more responsible fashion choices.
I took a design thinking approach to solving a small aspect in the greater problem of fast fashion. This happened during the five steps of empathizing defining, ideating, prototyping and testing.
Role:
Project:
Tools:
Lead UX Researcher/Designer
BrainStation Student Project
Figma/FigJam
Miro
Otter.ai
Google Docs
Design Thinking Process
I utilized a design thinking process to execute a well-designed app. This approach was very user focused and allows me to understand the users’ needs before hand.
Empathize
Define
Ideate
Prototype
Test
Problem Statement
Secondary Research
Primary Research
How might we?
User Persona
User Journey Mapping
User Stories
Task Flows
Sketches
Wireframes
Branding
High Fidelity Mockups
Usability Testing
Problem Statement
Secondary Research
Research Objectives
According to studies, if consumers rent more timeless pieces or recycle textiles, this could slow
down the harmful effects of fast fashion. In order to achieve this, there needs to be a psychological change
towards the way young women consume these fashion trends. If young women look towards more sustainable fashion,
they can help minimize the harmful effects by slowing down the demand for these new styles and reducing textile waste.
70lbs
The Average American
waste 70 lbs of textiles
each year
Cotton producing
countries face water
shortages having to
chose between using water
for cotton production
or drinking water
Clothes are causing water
pollution through microplastics
CO2 emissions will increase to 2.8billion tons per year, due to textile waste
Empathize
Define
I used UX research methods to put myself in the users’ shoes and understand how other might see the problem and get a personal grasp on the users’ needs.
Based on the research I collected, I start to shape the solution by defining requirements of the user and mapping necessary outcomes.
Ideate
Prototype
Testing
In this stage, I took the defined requirements and cam up with ideas for new solutions. This included creating user stories, task flows, and sketches.
I took the sketches from the ideas I created, and started creating low-fidelity wireframes. After this, I started testing for different areas of improvement, then focused on branding and a high fidelity prototype.
During the prototyping phase, I tested my wireframes twice and made changes based on testing results. I also created a Design Prioritization Matrix to organize the priority of these issues. I tested two groups of 5 individuals each in New York City.
I created user stories based on my persona and divided them into 6 epics. I focused on the sustainability epic to help users understand the harmful effects of fast fashion.
I created user stories based on my persona and divided them into 6 epics. I focused on the sustainability epic to help users understand the harmful effects of fast fashion.
I created 36 sketches showing the process a user would take to rent a dress on DressCycle. The process includes a data
visualization of how much water the user will save based on how much they rent. This provides an effective solution in solving the fast fashion problem in a small way. I have shown 4 of these sketches below.
After conducting interviews and surveys, I organized observations into pain points, motivations and behaviors. I then grouped them into themes to create insight statements.
I took the major themes I had and developed into four main insights. This guided me into creating a final insight, which I made based on the meanings of the four main insghts I found.
I took my research and captured key findings, pain points, motivations, and behaviors by creating a user persona. The persona represents the culmination of key insights.
This map shows how Erica might go through the dress renting process currently. This is how she might feel with her current goals.
Do consumers pay attention to the brands that they’re buying?
How could consumers eliminate textile waste?
How open would consumers be to learning about best practices about textile waste?
Assumptions
Affinity Mapping
Insights
Final Insight
How Might We...
User Persona
Journey Mapping
User Stories
Task Flows
Sketches
Wireframes
Branding
Primary Flow
Secondary Flow
Interviews and Survey Results
Interviews | 3 participants
Surveys | 12 participants
Women don’t think about saving their clothing or investing in timeless pieces in order to stay relevant with current trends
Women hardly engage in sustainable fashion practices because of factors like time and money
Women value cost over quality and make their purchases based on this idea.
Women don’t pay attention to how clothes are made.
“I would prefer to rent for clothing I would only wear once or twice.” - Participant 1, Data Coordinator in Indianapolis
I identified that most people would be willing to change their behaviors towards consumerism.
Pain points
Motivations
Behaviors
Major Themes
Needs to change
the consumerism
mindset
Needs to change
the consumerism
mindset
Not too tied down
to trends
Rents only if wearing clothing
1-2 times
Looks for labels and good quality when shopping
Likes online shopping better and easier to find sizing
Favor timeless styles
like dresses or formal
wear
Everything depends on quality of clothes
Price prevents people
from going more
sustainable
Availability of vintage or more sustainable clothing can vary
Rents only if wearing something once or twice, so users won’t want to keep clothes
Shops mainly for formal or occasional circumstances
Young women form their own style. Not all of them are too tied down to fashion trends and have their own style. They want to engage with styles that suit their individual needs.
Most of their motives to buy clothing depend on longevity. They want to buy pieces that last long and are of good quality.
Women are willing to rent clothing for special occasions when they know they are going to wear something once.
Women shop mainly for events or fancy occasions
Young women (ages 18-35) want to rent clothing for special occasions when they know they will only wear something once. Young women also mainly tend to shop when they need something for a special event like a gala. They are willing to engage with more sustainable solutions if it is cost friendly. Finding more sustainable solutions to help women rent formal dresses can mitigate the harmful effects caused by creating the clothing.
How might we help help young women rent the right sized dress for any special occasion they may be attending so that they reuse textiles to mitigate harmful effects?
Areas of Opportunity
Erica is environmentally conscious and she wants an app that helps her know how she is investing in the cause through her choice of renting a dress.
Erica is discouraged by the many options and wants a way to narrow them down.
Purchasing
Style Preferences
Rental and Delivery
Quality
Sustainability
As a user, I want to visualize data about how renting is more sustainable, so that I understand how I am contributing to the environment.
As a user, I want to see how much water is used to make a dress, so that I know I'm saving water by renting a dress instead of purchasing a new dress.
Communication
Profile Picture
Fast Fashion Stories
Dresses
Saved
Sustainability
Profile Picture
Fast Fashion Stories
Dresses
Saved
Sustainability
In the bustling city, fast fashion stores seemed to sprout like weeds, their bright signs luring in shoppers with the promise of cheap, trendy clothes. Emily couldn't resist the temptation and found herself buying new outfits every week. Her closet was bursting with the latest styles, but it was a facade that hid a darker truth.
The harmful effects of fast fashion began to reveal themselves. The clothes fell apart after a few wears, leaving Emily frustrated. The constant need for something new led to a growing pile of discarded garments, contributing to environmental waste. Meanwhile, news of exploited factory workers and polluted water sources weighed heavy on her conscience.
It wasn't until Emily's closet literally collapsed under the weight of her excessive shopping that she realized the true cost of her addiction to fast fashion. She decided to change her habits, opting for quality over quantity, and supporting brands that valued ethical and sustainable practices. It was a small step, but a step towards a more responsible and mindful approach to fashion.
Next
In the bustling city, fast fashion stores seemed to sprout like weeds, their bright signs luring in shoppers with the promise of cheap, trendy clothes. Emily couldn't resist the temptation and found herself buying new outfits every week. Her closet was bursting with the latest styles, but it was a facade that hid a darker truth.
The harmful effects of fast fashion began to reveal themselves. The clothes fell apart after a few wears, leaving Emily frustrated. The constant need for something new led to a growing pile of discarded garments, contributing to environmental waste. Meanwhile, news of exploited factory workers and polluted water sources weighed heavy on her conscience.
It wasn't until Emily's closet literally collapsed under the weight of her excessive shopping that she realized the true cost of her addiction to fast fashion. She decided to change her habits, opting for quality over quantity, and supporting brands that valued ethical and sustainable practices. It was a small step, but a step towards a more responsible and mindful approach to fashion.
Next
Too much text explaining fast fashion stories
Usability Issue #1
Dashboard is too cramped.
Usability Issue #2
Moodboard
Branding Guidelines
Marketing Website
Reflection
Next Steps
Price Range
Colors
Sizes
Type
$78
$143
Filter
Next
Column
A-Line
Trumpet
Mermaid
Tea-Length
Ball gown
2
4
6
8
12
10
Dresses
$80
$90
$85
$110
Next
$80
$90
$85
$110
$140
$100
Duration
0
20
11 days
Month
Day
Next
Order Summary
1 Item
Price
Size 6
$80
$80.00
$80.00
$0.00
-
1 x LARA DRESSES -
Dress in Black Red
32939
Subtotal
Shipping
Tax
Gift Certificate
Total
-
Billing
Checkout
Street
City
Zip
State
Payment Method
Edit card
$80.00
Total
Rent
Next
Congrats! Your rental is confirmed and you made an environmentally conscious choice.
You saved 4 1/2 buckets of water! Keep going!
Go Home
In the bustling city, fast fashion stores seemed to sprout like weeds, their bright signs luring in shoppers with the promise of cheap, trendy clothes. Emily couldn't resist the temptation and found herself buying new outfits every week. Her closet was bursting with the latest styles, but it was a facade that hid a darker truth.
The harmful effects of fast fashion began to reveal themselves. The clothes fell apart after a few wears, leaving Emily frustrated. The constant need for something new led to a growing pile of discarded garments, contributing to environmental waste. Meanwhile, news of exploited factory workers and polluted water sources weighed heavy on her conscience.
It wasn't until Emily's closet literally collapsed under the weight of her excessive shopping that she realized the true cost of her addiction to fast fashion. She decided to change her habits, opting for quality over quantity, and supporting brands that valued ethical and sustainable practices. It was a small step, but a step towards a more responsible and mindful approach to fashion.
Next
UI Inspo
Sketch
Wireframe
Tasks:
Go to the fast fashion story
Can you understand the harmful effects of fast fashion based on the story?
Locate a size 6, A-line dress that costs $110
Go to the checkout page after picking a dress and enter shipping information
What feature would you use to change the duration of the how long you want to keep the dress
Can you tell me how much water you saved?
Top 5 Usability Issues:
Too much text explaining fast fashion stories
Dashboard is too cramped
More context and explanation of saving water
Have clear Start and End date for duration
Add nav bar to navigate throughout app
Add nav bar to navigate throughout app
Dashboard is too cramped
More context and explanation
of saving water
Have a clear Start and End date for duration
Too much text explaining fast fashion stories
Low effort
High value
Low value
High effort
Rent Dresses
Amelia's fashion journey took a sustainable twist when she discovered fast fashion rental. As a fashion enthusiast, she loved staying trendy, but her growing environmental concerns clashed with the wasteful nature of fast fashion.
One day, while scrolling on social media, she stumbled upon fast fashion rental, an innovative solution that offered style without the guilt of excessive waste. With a few clicks on an online platform, she could rent clothing and accessories for a fraction of the cost of buying, wear them for a limited time, and then return them. This opened up a world of possibilities, allowing her to enjoy the latest fashion without contributing to textile waste.
Amelia's decision to embrace fast fashion rental wasn't just about looking good; it was about making a positive environmental impact. By participating in this sustainable trend, she reduced the demand for new clothing production, lessening the industry's ecological footprint.
Her passion for this eco-conscious approach led her to become an advocate for fast fashion rental. Amelia shared her journey with friends, encouraging them to join her in this stylish, sustainable movement, and hoped to inspire others to make responsible fashion choices.
Why Rent?
Rent Dresses
Reduces the demand for new clothing production
Decreases the need for water-intensive fabric manufacturing processes
Cuts down on water used for dyeing and finishing textiles
Minimizes water pollution from textile production runoff
Extends the lifespan of clothing, reducing the frequency of new purchases
Lowers the environmental impact of clothing disposal, which can release harmful substances into water sources
Why Rent?
Home
Dresses
Payment
Sustainability
Testing
Round 1
Testing
Round 1
Testing
Round 2
Testing
Round 2
Profile Picture
Dresses
Sustainability Data
Saved
Fast Fashion Stories
Profile Picture
Dresses
Renting
Articles
Sustainability Data
Saved
Why Rent Dresses
Sustainable
Choices
Harmful effects
on workers
Home
Dresses
Payment
Sustainability
Simplistic
Fresh
Sustainable
Luxury
Organic
More Sustainable than wasteful
More A than B list:
More Simplistic than overwhelming
More Organic than synthetic
More fresh than stale
More Luxury than dowdy
UI Colors
Primary Color
Primary Brand color, buttons, icons, shadows, background
Paragraph, placeholder text, button text, background, navigation, icons, buttons, slider, wordmark
Error, Success, Information, Warning
Functional
Semantic
#000000
#939A91
#C5A87C
High Fidelity Prototype
My final high fidelity prototype was a culmination of the wireframe structure, branding guidelines, and interactive elements and components.
DressCycle
DressCycle
Following similar styles:
During the process of designing this app, I looked towards any design to create my luxury rental app. I didn't utilize designs from luxury brands or other rental app, to help user interact with a familiar interface. I learned that to create a luxury rental app, you must look towards other luxury rental apps for inspiration.
Following eCommerce standards:
While creating my app, I didn't realize that I needed to follow eCommerce standards that are familiar to the user and that these aspects need to be done in a certain way. I had to look to other eCommerce app to rework the designs in my app so that it met certain standards.
Did my design solve the fast fashion problem?
My persona Erica wanted a more sustainable way to find gowns for formal events and this app helps her do that. The data visualization helped her quantify how much water they save by renting, and visualizes an impact she has made on the environment. Further research must be done on this, but with more user testing, we should be able to see the effect the app has on helping reduce the harmful effects of fast fashion.
For my next steps on this project, I would like to continue to
improve the UI by more eCommerce styles and features from
luxury apps. I also would like to expand this case study, to include
more reasoning to the design decisions I made.
