AR & Sustainable UX, UI Design:
Viewtique: Fashion, window by window
Summary
Fashion with a conscience, window by window. A fashion e-commerce platform that houses sustainable and ethical brands. Using digital technologies such as augmented reality to create a “virtual changing room” and artificial intelligence to promote “digital window shopping”, my aim was to reduce returns and increase mindful consumer behaviour.
User Brief:
Diving into social media's sway on consumer behavior, my focus hones in on catering to those ensnared in mindless shopping and haul culture. This trend, buoyed by social media's allure for instant gratification and trend-chasing, reshapes buying habits drastically.
This shift fuels a condensed customer journey, triggering a surge in trend-chasing, impulsive buying, and environmental repercussions like plastic pollution and mistreatment of garment workers. This rampant consumerism, fueled by fleeting fashion cycles, exacerbates the already-polluting fashion industry, perpetuates a throwaway culture, and overlooks the value of clothing items and humanitarian issues worldwide.
Skills:
Data Illustrations - UX/UI Design - Journey Mapping - Research Methodology (Primary & Secondary) - User Journey - Competitor Analysis - Market Research - Competitor Analysis - Figma - InDesign Presentation Making - Photoshop Mobile & Website Images - User Research - Design Innovation - Design Thinking
Initial Research
Exploring our Non-Stop World, I used a brief analysis to narrow my focus, pinpointing "consumption for well-being" as my core theme. We engaged in the "down the rabbit hole" exercise, culminating in the shared premise of "Self-Documentation" as our collective theme.
Through visualizing our journey with photographs and social media personas, we explored what "self-documentation" meant to each of us. Combining the themes of "consumption for well-being" and "self-documentation," I reflected on my personal connection to these concepts.
In group discussions, we delved into the influence of social media and self-documentation, acknowledging how easily we're swayed by tailored digital algorithms. As someone immersed in fashion inspiration on platforms like Pinterest and Instagram, I recognized my propensity for excessive social media consumption and impulsive purchasing driven by the desire to self-document.
Skeuomorphism
& Visual Testing
Introduced to skeuomorphism and the concept of "Web design as architecture" by Malte Mueller, I reflected on my professional background. As a spatial designer with experience in styling physical store displays, I appreciate the allure of "window shopping." Yet, as a current UX/UI designer for an e-commerce platform, I understand the intricate process of designing an online interface.
Inspired by these concepts, I began exploring how "window shopping" could translate into the digital realm. Conducting visual tests, I photographed retail windows in Manchester, envisioning them as the "architecture" of an online e-commerce platform.
What would window shopping look like in the digital world?
AR &
Visual Interpretation
Participating in the AR workshop introduced me to a novel practice. Combining the whimsy of AR with my developed rationale, I delved into how AR could enhance the digital realm, mirroring the physical retail experience of changing rooms.
The workshop illuminated how the tangible experiences of window shopping and trying on clothes can seamlessly transition into digital realms through the concepts of "web design as architecture" and skeuomorphism. Despite unforeseen visa requirements forcing me to continue the project independently, I received invaluable virtual support and feedback from my group members and tutors throughout the process.
Navigating the challenges of independent work, such as limited in-person interaction, I found solace in collaborative brainstorming and continuous support. My introduction to The Taable and their methodology offered a unique opportunity to creatively explore the themes of "consumption for well-being" and "self-documentation."
Reflecting on the excessive clothing consumption fueled by social media trends and the desire for relevance, I conceptualized the Clothes Chair—a visual representation of consumer behavior and a literal nod to the familiar bedroom chair inundated with clothes. The workshop activities with The Taable spurred creative expression and guided me in refining my project goals.
According to GlobalWebIndex,
71% are more likely to purchase products and services based on
social media referrals.
As per Forbes,
81% of consumers’ purchasing choices are influenced by their friends’ posts on social media.
Nearly a third of UK adults (31%) also confess to being lured into buying items they don’t want or need and 70% regularly regret buying things online so send them back. (Gekko UK, 2019)
Line of Enquiry
Secondary Research:
Embarking on secondary research, I delved into the culture of disposable fashion propagated by social media. It became evident that social platforms and haul culture drive a demand for instant styles, fueling a shortened customer journey and fostering trends in fashion consumption. This trend results in increased environmental degradation, mistreatment of garment workers, and pollution from clothing materials.
Attending inspirational talks underscored the responsibility of designers in addressing environmental concerns. Particularly, insights from Green Grads inspired me to explore the balance between consumption and resources.
During the crit presentation, I shared my research, receiving feedback that bolstered my confidence in my chosen theme. Encouraged to delve deeper, I resolved to leverage my role as a user experience designer to craft a solution addressing the identified issues.
Brainstorming potential solutions, I stumbled upon research highlighting how major brands, like Levi’s, utilize artificial intelligence (AI) to enhance diversity in modeling. However, this adoption of AI raises ethical dilemmas and threatens job security in the fashion industry. Thus, I pivoted to exploring how digital technologies, such as AI and augmented reality (AR), could transform the shopping experience. My focus shifted towards promoting sustainable and ethical fashion brands, fostering mindful shopping experiences, and combatting the negative impacts of haul culture.
Competitor Analysis:
With my concept in mind, I conducted market research for existing fashion e-commerce platforms that house solely sustainable and ethical fashion. Although there are several relevant platforms, they lacked innovation with digital technologies and were limited to desktop website platforms. As most people access social media through mobile applications, it was clear that a mobile application would increase awareness that these platforms exist.
Primary Research:
To grasp the influence of social media on disposable fashion culture, I conducted primary research using a daily probe. I compared the number of fashion/beauty advertisements targeted at me in a day to those aimed at a female user who solely uses LinkedIn.
Creating personas to represent our perspectives, my aim was to design for the persona mirroring my own experience, given the impact of social media on fashion consumption.
The results revealed stark differences: I could potentially encounter up to 420 fashion/beauty ads monthly, while Talia might see around 30. These findings supported the notion of mindless shopping fueled by social media, as I made 14 fashion purchases in February, whereas she made none.
Final Outcome
Brand Identity & Initial Iterations:
When naming my concept, I aimed to underscore the value of AI in crafting digital window shopping. Combining "View" and "Boutique" birthed "Viewtique," embodying the ethos of "fashion with a conscience, window by window." Developing the brand identity naturally followed, with a focus on creating a minimal, clean interface. I opted for earth-toned colors to echo the sustainability ethos of the brands featured.
For typography, Antic Didone's crisp lines were paired with Open Sans for versatility and compatibility. To define the Viewtique journey, I crafted a user journey, delineating the sequence of events for the persona to discover the platform and identify pain points in consumer behavior.
Following the initial UX/UI journey, the prototype underwent user testing, revealing areas for improvement. Based on feedback, sustainability and the use of AR and AI were emphasized further as Viewtique's unique selling points. Clear statements were added to the social media campaign, sustainability ratings to listed brands, and "quick tips" at the journey's start to educate users about Viewtique's features.
Improvements & Reflections:
The UX/UI journey of Viewtique illustrates the transition from social media engagement to purchase. Brands on Viewtique utilize AI to showcase seasonal collections and favorite pieces, mimicking familiar swiping motions to align with users' expectations. For specific searches, a readily accessible search bar and categories page direct users to relevant product listings. To bolster brand awareness and emphasize sustainability, a designers page and sustainability rating icons are consistently visible. To enhance the shopping experience, a digital "changing room" via AR features enables virtual try-ons.
To document the journey, I created a video showcasing the working prototype of Viewtique, leveraging new digital technologies explored during Unit X. Despite transitioning to independent work earlier, I gained valuable insights into our group theme, refining my approach. Collaborating with team members in the initial stages provided diverse perspectives and fruitful brainstorming sessions. Continued communication post-independence ensured alignment in our individual progressions.
Viewtique encapsulates the concept of "consumption for well-being" in a digital age dominated by "self-documentation." Unit X, alongside inspirer lectures and workshops, instilled a curiosity-driven, socially conscious design ethos, fostering openness to new technologies and inspiration from diverse sources.
