Capturing the Conscious Consumer
A conceptual case study on using design thinking and user research to define a mobile-first platform for the high-value sustainable fashion market.
My Role
Product Designer & Strategist (Concept)
Tools Used
Key Skills Applied
Overview
A conceptual case study on using design thinking to define a mobile-first platform that solves the problem of information overload for sustainability-focused shoppers.
The Business Challenge
The Information Gap for Conscious Consumers
While consumer demand for sustainable fashion is rising, the market is fragmented and lacks a trusted platform for discovery and verification. This directly impacts the user's ability to make confident, informed purchasing decisions.
My Process
User Research & Discovery
I began by conducting user interviews to validate the core problem. The key insights revealed a strong user need for a single, trusted source of information to navigate the complexities of sustainable fashion.
Design Strategy & Vision
Using the research insights, I shaped the product vision and defined the core UX strategy. I used frameworks like the Business Model Canvas and OKRs to align the design goals with a viable business case.
Prototyping & Validation
I translated the high-level strategy into a high-fidelity Figma prototype to validate the core user flow and demonstrate the product's value proposition to potential stakeholders.
User interview insights, context mapping, and JTBD analysis
Business Model Canvas for ConsciousCode
Initial wireframes for the ConsciousCode Mobile app
Flow before and after implementing redesign
The Solution
ConsciousCode is a mobile-first platform that empowers consumers with transparent sustainability ratings and advanced search tools. The design is focused on providing a single, trusted source of truth that simplifies the complex process of sustainable shopping.
Selected components with measurements and states for the app
High-fidelity prototype for sustainable brand discovery
Impact
As a conceptual project, the primary goal was to define a product that could achieve significant market traction. The key success metrics would be:
User Adoption: Target 8,000 active users within the first year.
Engagement: Achieve a 25% conversion rate from product discovery to partner-site click-through.
Brand Partnerships: Secure 50+ sustainable brand partners for the curated marketplace.
Learnings & Reflections
This project was an exercise in design strategy. The key learning was the importance of balancing a strong social mission with a seamless user experience. The primary strategic recommendation would be to de-risk the project by securing initial brand partnerships to validate the supply-side of the marketplace before committing to full-scale development.