Context:
Nova is a resource app for shoppers who want to buy ethically made clothes and accessories. The goal is to promote slow fashion and steer shoppers away from fast fashion - one step at a time.
Note: Nova only redirects shoppers to the products’ original posting and generates commission through that referral link.
My role:
Product Design
Information Architecture
UX Writing/Content Design
Prototyping
Information Architecture
UX Writing/Content Design
Prototyping
The team:
Initial Research:
20 potential users (shoppers) in the U.S. ranging from age 18 to 30 were surveyed. We found:
- Customers value quality, price, and design when they make fashion purchases
- Sustainability is the least considered value when they buy fashion products
- 45% of consumers spend less than $100 each month, and about 50% spend $100 ~ $300 each month on fashion purchases
- 75% of the audience express that high prices are the main factor that stops them from supporting sustainable fashion
- 65% of all are willing to spend $10 ~ $20 more for sustainable clothes
- Customers value quality, price, and design when they make fashion purchases
- Sustainability is the least considered value when they buy fashion products
- 45% of consumers spend less than $100 each month, and about 50% spend $100 ~ $300 each month on fashion purchases
- 75% of the audience express that high prices are the main factor that stops them from supporting sustainable fashion
- 65% of all are willing to spend $10 ~ $20 more for sustainable clothes
Competitor analysis:
User problems & potential solutions:
The challenge: How might we promote sustainable fashion and lower + justify the costs of slow fashion?
Synthesis:
Based on all of the above, we deduced that the following features must be included in the app:
1. Easy access to brand information (especially the sustainable aspects)
2. Price filter
3. Redirection to the brand's original product page (excluding transactions from Nova) to reduce overall costs incurred by users.
Based on all of the above, we deduced that the following features must be included in the app:
1. Easy access to brand information (especially the sustainable aspects)
2. Price filter
3. Redirection to the brand's original product page (excluding transactions from Nova) to reduce overall costs incurred by users.
The iteration process:
1. Choosing colors
A simple, minimalist palette representing earthy tones.
sourced from color.adobe.com
2. User journeys
3. Iterations:
The homepage covers everything that the user might expect from Nova. They’re able to navigate to and explore bestsellers, new collections, specific styles, brands, and their account and history with Nova.
These are the screens that users can navigate to from anywhere on the app. The goal is to create a straightforward experience that is not too different from existing e-commerce/shopping platforms.
Easy-to-follow information architecture, clear call-to-action. The goal is to avoid clutter and only focus on the relevant information that Nova can provide.
I further designed onboarding screens, and sign-up screens and iterated for several edge cases.
Learnings and reflections:
- I led the end-to-end design process and learned that perfection is a myth. Several users from different backgrounds will use my products and to cater to them all, research and empathy must come before anything else.
- Designing products I love and have a passion for is never work. It's fun.
- Designing products I love and have a passion for is never work. It's fun.
Interested in a deep dive into this project, my logic and the overall design process? Let's chat!
