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The Challenge
Check out Rewilder's sustainable approach to fashion ----------------------------->
As part of a Human-Centered Design team partnering with Rewilder, I worked to create a campaign product that reflected Rewilder's mission and values. My team and I created an anti-greenwashing shopping app that empowers informed consumer choices.
Human Centered Design Process
Our team followed the Human Centered Design process, which ensures that design decisions are driven by empathy and deep understanding of users, leading to products and services that are more relevant, usable, and impactful.
Empathize
I began user research through observational and immersion research on the human experience of navigating the green branding of products.
We co-conducted interviews with a range of extreme users, focusing on their relationship to greenwashing.
We then unpacked the interviews and identified key needs and insights.
Define
Using our user data, we created a cumulative persona to illuminate our user's goals, needs, and behaviors.
Ideate
We first came up with some "How Might We" questions to encourage collaboration and set a clear foundation for generating ideas.
Using strategies from group brainstorming to storyboarding, we came up with 50 product ideas.
Prototype and Test
Three promising ideas were chosen to prototype: a TikTok Educational Channel, a Sustainability Rating App, and an Informational Advisory Label. Five or more users were given time to interact with the prototypes and were asked to give feedback on each experience.
Iterate
Based on user feedback, we determined that the most favorable product was the Sustainability Rating App. We chose to iterate on this app and present it to the Rewilder team.
To gain more isight into how we could refine the design, I conducted a competitive analysis of the top four 'sustainable shopping' apps today.
Then, I created a simple wireframe of the app's layout and features to guide our final prototype design.
Refine
We refined our prototype and presented a medium-fidelity app design to our partners at Rewilder as a greenwashing solution. For visual design, earthy tones were chosen to reflect the company's mission to care for the planet.
Primary
Accent
Neutrals
Rewilder Logo
App Logo
Do you care about the earth?
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