WE'AR GOOD
Case Study
A RESPONSE TO THE FAST-GROWING FAST FASHION CULTURE.
Clothing production is the third biggest manufacturing industry after the automotive and technology industries. Textile production contributes more to climate change than international aviation and shipping combined.
Scope
Timeline
UXUI, Web Design
3.5 months
Purpose
We'ar Good project aims to educate the viewer on its harm on human, animals, and our planet to fight against the rapidly growing fast fashion industry. With a focus on sustainability and ethical consumerism, We'ar Good empowers visitors to make informed choices and take meaningful action towards a more equitable and environmentally conscious fashion industry.
UX Research & Ideation
According to ThredUp's 2022 Gen Z Fast Fashion Report, 72% of college students reported having shopped in fast fashion in the past year. Drawing inspiration from the research process, We'ar Good targets the audience between the ages of 18 to 24, who are predominantly university students. Each persona represents groups at different knowledge levels, from fast fashion consumers, to those aware of the idea, and a supporter of ethical fashion. In the ideation process, the moodboards primarily focused on what could draw and keep the engagement of my target audience.
Problem
There are lack of resources for fast fashion education, with a high repetition of content in different minor sources such as articles, and blog posts. Additionally, targeting a younger group of viewers who engage with fast-paced social media often can lose interest in education sources with a lack of engagement or visual interest points such as photos or videos.
Solution
During the design process, my focus was on adding visual interest elements and content differentiation with the target audience engagement in mind. Pairing photos and videos with educational information creates higher engagement and offers an intuitive learning process. Inspired by the "modern branding" of fast fashion brands, the overarching creative direction directly aims to fight against the unethical fast fashion brands out there.
We'ar Good main features include Learn, Brand Checker, and Thrift Store Locator. Each source offers a wide range of educational experiences such as documentaries, real-life photos, infographics, ethical brand suggestions, and second-hand fashion shops nearby.
We'ar Good Full Prototype
Takeaway
Creating We'ar Good has been a journey of finding the golden ratio of education and engagement. Through a thorough target audience and user flow strategic research, I took a deep dive into user psychology with TA's behavioural data in mind.
With the final product, I was able to offer the users an engaging educational source with the potential to be utilized in the public education system to educate younger generations to start healthier, and more ethical shopping practices encouraging conscious consumerism.
