Unlock: Simplifying the Path to Sustainable and Stylish Fashion

A fashion ecosystem designed to maximize the use of existing textiles

Role
UX Lead (research, design strategy, wireframe, prototype)
Team
2 Designers
2 Business Analysts
Timeline
Sep - Dec 2023
Sponsor
Deloitte Digital (Kinza Kasher, Julia Ponteli, Hayoung Shin)

Testimonials

From the outset, Sammie and the team showcased an impressive ability to understand the user’s needs and connect them with one of the top global challenges: sustainability. Her ability to pull insight from qualitative and secondary research is outstanding as you can see from the outcome of the product in her portfolio.

Hayoung Shin

Senior Design Consultant

Sammie conducted meticulous research followed by an innovative design process, leading to ‘Unlock’. The product was highly engaging and relevant, with a business model strongly tied to sustainability and environmental goals. Her work ensured the seamless integration of user-centric design and sustainable practices, making ‘Unlock’ a powerful, forward-thinking concept.

Julia Ponteli

Digital product & Innovation Manager

Final Product Overview:

In a world where fashion trends change faster than ever, it’s easy to feel stuck with a closet full of clothes but nothing to wear. The endless cycle of shopping, spending too much, and worrying about the environment can be exhausting.

That’s where Unlock comes in. It’s a fresh take on how you build your wardrobe—simple, stylish, and kind to your wallet and the planet.

Easing the way to build a foundation for opportunities

Snap or select a photo of your fashion item—we’ll crop it and add it to your mini-wardrobe.

From your digital wardrobe, you can discover outfit inspirations that perfectly complement your wardrobe. You’ll also find it easier to request alterations, sell items, and shop from others’ wardrobes.

Lowering the barriers to entry for selling

Provide details upon receiving offers for easier selling

You can upload items to your digital wardrobe first and provide details later when you receive offers, simply by indicating your intent to sell.

Elevating the appeal of second-hand items

Buy pre-owned items that seamlessly match your wardrobe

Easily discover and purchase pre-owned items that perfectly complement your wardrobe. Enjoy lower prices, unique designs, and often better quality—helping you stand out from the crowd.

Extending garment lifespan

Revitalize unworn items with alteration experts

To prevent the disposal of slightly damaged or mis-sized items, Unlock connects you with nearby specialists. Fashion enthusiasts can also enjoy purchasing redesigned pieces from them, adding extra charm.

Challenges Addressed

Design challenge from Deloitte Digital:

Design challenge from Deloitte Digital:

How might we help users to make more responsible fashion choices and take an active role in reducing the industry's environmental impact?

How might we help users to make more responsible fashion choices and take an active role in reducing the industry's environmental impact?

Context: Why tackle Sustainability in Fashion?

Fashion industry contributes 10% of global carbon emissions, and 85% of textiles end up in landfills, driven by a cycle of overproduction and overconsumption.

This trend is exacerbated by the fast-paced production and consumption cycle driven by new trends, particularly among Millennials and Gen Z. Reducing fashion production hinges on consumers buying less, but the current cycle of overconsumption makes this challenging.

This trend is exacerbated by the fast-paced production and consumption cycle driven by new trends, particularly among Millennials and Gen Z. Reducing fashion production hinges on consumers buying less, but the current cycle of overconsumption makes this challenging.

This trend is exacerbated by the fast-paced production and consumption cycle driven by new trends, particularly among Millennials and Gen Z. Reducing fashion production hinges on consumers buying less, but the current cycle of overconsumption makes this challenging.

This trend is exacerbated by the fast-paced production and consumption cycle driven by new trends, particularly among Millennials and Gen Z. Reducing fashion production hinges on consumers buying less, but the current cycle of overconsumption makes this challenging.

📌 Thus, we designated Millenials and Gen Z as our target users, recognizing their regular consumption of fashion items and their vulnerability to the influence of current trends.

📌 Thus, we designated Millenials and Gen Z as our target users, recognizing their regular consumption of fashion items and their vulnerability to the influence of current trends.

📌 Thus, we designated Millenials and Gen Z as our target users, recognizing their regular consumption of fashion items and their vulnerability to the influence of current trends.

📌 Thus, we designated Millenials and Gen Z as our target users, recognizing their regular consumption of fashion items and their vulnerability to the influence of current trends.

Setting the Stage for Qualitative Gold

To explore diverse perspectives on sustainability in fashion, we categorized users into two groups based on Bain’s analysis of global fashion consumer personas.

Group A demonstrated a higher interest in and commitment to sustainable consumption compared to Group B. We developed screening questions and surveys to recruit suitable interviewees and conducted targeted interviews.

Group A demonstrated a higher interest in and commitment to sustainable consumption compared to Group B. We developed screening questions and surveys to recruit suitable interviewees and conducted targeted interviews.

Group A demonstrated a higher interest in and commitment to sustainable consumption compared to Group B. We developed screening questions and surveys to recruit suitable interviewees and conducted targeted interviews.

Group A demonstrated a higher interest in and commitment to sustainable consumption compared to Group B. We developed screening questions and surveys to recruit suitable interviewees and conducted targeted interviews.

Insights: What Users Really Think

Despite being environmentally conscious, consumers do not always prioritize sustainability in their shopping decisions, often placing a greater emphasis on price and design.

“Sometimes they even have good messages people don't buy products. And I think majority of people don't buy the products based on the messages they buy things based on their profits.”

Consumers often feel guilt when parting with unworn items, as a common approach involves trying to sell first and then donating the remaining ones.

“It definitely started from there of feeling like I don’t want to lose all of the money that I spent but at least if I get a little something in return it feels better. Right? You don't feel as guilty.”

Purchase satisfaction lies in how well new purchases harmonize with their existing wardrobe.

“I would definitely make sure that what I buy goes with my other stuff that I already have in my closet. So that would be like the most important aspect that I would think about whenever I buy an item. So whatever would go well with my closet at home. So that I think that will lead me to a satisfaction at the end. And I would wear them frequently.”

Synthesizing Information to Ease Our Frustration (What a Rhyme)

An overflow of information ended up as...

Drawing from our desk research and user interviews, we synthesized the information into an affinity diagram with the flow of a journey map. This process yielded several insights that informed our initial service ideas and overarching design strategy: reducing environmental impact by breaking the cycle of overproduction and overconsumption, achieved by encouraging users to maximize the use of existing textiles in various ways.

Drawing from our desk research and user interviews, we synthesized the information into an affinity diagram with the flow of a journey map. This process yielded several insights that informed our initial service ideas and overarching design strategy: reducing environmental impact by breaking the cycle of overproduction and overconsumption, achieved by encouraging users to maximize the use of existing textiles in various ways.

Drawing from our desk research and user interviews, we synthesized the information into an affinity diagram with the flow of a journey map. This process yielded several insights that informed our initial service ideas and overarching design strategy: reducing environmental impact by breaking the cycle of overproduction and overconsumption, achieved by encouraging users to maximize the use of existing textiles in various ways.

Drawing from our desk research and user interviews, we synthesized the information into an affinity diagram with the flow of a journey map. This process yielded several insights that informed our initial service ideas and overarching design strategy: reducing environmental impact by breaking the cycle of overproduction and overconsumption, achieved by encouraging users to maximize the use of existing textiles in various ways.

Design strategy

Getting Out There: Putting Our Ideas to the Test

Conducting a sentiment-driven concept testing

We had numerous service ideas and needed to test which ones aligned with our design strategy. To do this, we engaged with our Group A (avid thrift shoppers) and Group B (regular fashion consumers) in real life, out on the streets. I conducted concept testing, asking users to rank their feelings toward each service idea on a scale from love to hate, followed by detailed questions to understand their reasoning. This process allowed us to identify and prioritize key ideas for our final solution.

We had numerous service ideas and needed to test which ones aligned with our design strategy. To do this, we engaged with our Group A (avid thrift shoppers) and Group B (regular fashion consumers) in real life, out on the streets. I conducted concept testing, asking users to rank their feelings toward each service idea on a scale from love to hate, followed by detailed questions to understand their reasoning. This process allowed us to identify and prioritize key ideas for our final solution.

We had numerous service ideas and needed to test which ones aligned with our design strategy. To do this, we engaged with our Group A (avid thrift shoppers) and Group B (regular fashion consumers) in real life, out on the streets. I conducted concept testing, asking users to rank their feelings toward each service idea on a scale from love to hate, followed by detailed questions to understand their reasoning. This process allowed us to identify and prioritize key ideas for our final solution.

We had numerous service ideas and needed to test which ones aligned with our design strategy. To do this, we engaged with our Group A (avid thrift shoppers) and Group B (regular fashion consumers) in real life, out on the streets. I conducted concept testing, asking users to rank their feelings toward each service idea on a scale from love to hate, followed by detailed questions to understand their reasoning. This process allowed us to identify and prioritize key ideas for our final solution.

Cracking the Code on What Our Users Really Want

Refining ideas through testing and feedback

We synthesized our feature testing results, leading to fresh insights. This process helped us refine our ideas—modifying some, removing others, and introducing new concepts.

We synthesized our feature testing results, leading to fresh insights. This process helped us refine our ideas—modifying some, removing others, and introducing new concepts.

We synthesized our feature testing results, leading to fresh insights. This process helped us refine our ideas—modifying some, removing others, and introducing new concepts.

We synthesized our feature testing results, leading to fresh insights. This process helped us refine our ideas—modifying some, removing others, and introducing new concepts.

📌 For example, we initially developed the “Collage Community” feature, allowing users to share their digital wardrobes and create outfit collages using each other’s items, with thrift shop owners joining in to suggest looks with their products. While avid thrift shoppers (Group A) loved this idea, some regular fashion consumers expressed concerns about potential negative feelings during the activity. However, since all interviewees agreed they search for and refer to others’ outfit images, we decided to scale back the community aspect and instead use AI to provide outfit suggestions.

📌 For example, we initially developed the “Collage Community” feature, allowing users to share their digital wardrobes and create outfit collages using each other’s items, with thrift shop owners joining in to suggest looks with their products. While avid thrift shoppers (Group A) loved this idea, some regular fashion consumers expressed concerns about potential negative feelings during the activity. However, since all interviewees agreed they search for and refer to others’ outfit images, we decided to scale back the community aspect and instead use AI to provide outfit suggestions.

📌 For example, we initially developed the “Collage Community” feature, allowing users to share their digital wardrobes and create outfit collages using each other’s items, with thrift shop owners joining in to suggest looks with their products. While avid thrift shoppers (Group A) loved this idea, some regular fashion consumers expressed concerns about potential negative feelings during the activity. However, since all interviewees agreed they search for and refer to others’ outfit images, we decided to scale back the community aspect and instead use AI to provide outfit suggestions.

📌 For example, we initially developed the “Collage Community” feature, allowing users to share their digital wardrobes and create outfit collages using each other’s items, with thrift shop owners joining in to suggest looks with their products. While avid thrift shoppers (Group A) loved this idea, some regular fashion consumers expressed concerns about potential negative feelings during the activity. However, since all interviewees agreed they search for and refer to others’ outfit images, we decided to scale back the community aspect and instead use AI to provide outfit suggestions.

Our Ambitious High-level Solution

Extending wardrobes through a holistic ecosystem

In our mission to expand wardrobes, we’ve honed in on three key opportunities: suggestions, buying and selling, and alterations. Our strategy revolves around building a fashion ecosystem, with the users’ digital wardrobe as the foundation for every feature.

Iterating on User Insights for a Better Prototype

Implementing feedback from usability testing

Four participants engaged with our mid-fidelity prototype, sharing their impressions and highlighting both the convenient and inconvenient aspects of our features and design. Using their feedback, we iterated on both major and minor components before beginning work on our high-fidelity prototype. Some of the major iterations include…

📌 We moved item detail entry from onboarding to later, reducing user churn.
📌 Users are now prompted to add details in their wardrobe or when receiving offers.
📌 The onboarding screen was updated to seamlessly introduce Unlock’s main functions.
📌 Automatically cropped images appeared less visually appealing, so we added more design elements that can be applied during upload. The revised wardrobe design encourages users to engage more with the app.

Redesigning to Align with WCAG Guidelines

Enhancing accessibility without compromising aesthetics

I received feedback about the accessibility guidelines for the UI design, and quickly realized that color contrast was a major issue. When I tried to tweak the colors to fit both the branding and the guidelines, I discovered the contrast needed to be much stronger than expected, forcing me to abandon the bright pink-green color scheme. Given that visual appeal is a key strategy for this app, simply switching to black and white wasn’t an option. I decided to explore alternative ways to enhance the visual appeal while adhering to the guidelines and maintaining a unique, satisfying look. Here are some of the redesigned screens...

I received feedback about the accessibility guidelines for the UI design, and quickly realized that color contrast was a major issue. When I tried to tweak the colors to fit both the branding and the guidelines, I discovered the contrast needed to be much stronger than expected, forcing me to abandon the bright pink-green color scheme. Given that visual appeal is a key strategy for this app, simply switching to black and white wasn’t an option. I decided to explore alternative ways to enhance the visual appeal while adhering to the guidelines and maintaining a unique, satisfying look. Here are some of the redesigned screens...

I received feedback about the accessibility guidelines for the UI design, and quickly realized that color contrast was a major issue. When I tried to tweak the colors to fit both the branding and the guidelines, I discovered the contrast needed to be much stronger than expected, forcing me to abandon the bright pink-green color scheme. Given that visual appeal is a key strategy for this app, simply switching to black and white wasn’t an option. I decided to explore alternative ways to enhance the visual appeal while adhering to the guidelines and maintaining a unique, satisfying look. Here are some of the redesigned screens...

I received feedback about the accessibility guidelines for the UI design, and quickly realized that color contrast was a major issue. When I tried to tweak the colors to fit both the branding and the guidelines, I discovered the contrast needed to be much stronger than expected, forcing me to abandon the bright pink-green color scheme. Given that visual appeal is a key strategy for this app, simply switching to black and white wasn’t an option. I decided to explore alternative ways to enhance the visual appeal while adhering to the guidelines and maintaining a unique, satisfying look. Here are some of the redesigned screens...

What I learned

#1. Understand what users truly want by reading between the lines, not just taking their words at face value, and be aware of bias when synthesizing information.

Since the project focused on sustainability, I noticed during interviews that many participants weren’t entirely candid, leading to follow-up questions that eventually uncovered their true thoughts (though it took time to explain this to my teammates). I also realized that even with the same information, our synthesis can vary due to individual biases and perspectives. To ensure accuracy, I learned it’s crucial to address these biases upfront before the synthesis stage.

#2. Always have solid reasoning behind every decision.

Throughout the project, I engaged in many discussions/debates with teammates, classmates, professors, and the Deloitte Digital team. This experience taught me to always consider the “why” behind even the smallest idea or change, making me a more thoughtful and confident designer when communicating with others.

+ I have many more processes and stories to share… if you’re interested, feel free to reach out to me!

ⓒ Sammie Lee 2024

ⓒ Sammie Lee 2024

ⓒ Sammie Lee 2024

ⓒ Sammie Lee 2024