Sustainable Subscription Box

A subscription box app which allows the users to buy and sell used clothes which encourages people to shop from local.

Table of Contents

Introduction

The concept of "One Planet, One Race" aligns beautifully with the United Nations Sustainable Development Goals (SDGs) and has profound implications for UX design. We were tasked with making sense of how designers could respond to a call so overwhelming in its urgency, and to use our own design skills to self-select a project with potential for disruption and most impact, while bringing an environmental lens to all of our work.

UX designers can bring so much value to the SDGs. We are capable of making products usable for everybody, regardless of their ability, and create acceptable designs for diversified cultural contexts by minimum biased language, visuals, and functionality. Energy-efficient design may reduce the carbon footprint caused by digital means. Co-designing solutions together with communities to local challenges has real meaning. Analytics can finally show the impact of our work by measuring to what degree the designs are aligning with the SDGs.

Design Thinking Approach

There is a strong interlink between the Design Thinking process and sustainable development in that both of them focus on the creation of innovative, user-centered solutions to complex challenges, considering impacts on long-term social, environmental, and economic aspects. Design Thinking does support and align itself with sustainable development goals (Dam, 2025).

The Empathize phase of Design Thinking also applies to understand the context of the environment and society in sustainable development.

The Define phase frames challenges clearly, ensuring the problem statement incorporates sustainability objectives.

It helps address questions like:

How might we design for zero waste?

How might we design for universal access?

Ideation fosters brainstorming in innovative circular solutions, from products to energy-efficient systems. It researches ideas that balance the needs of users with consideration for the environment. Ideas for the creation of concepts in subscription models that minimize waste through the reutilization of clothes, such as in the application Thrift-e.

Prototyping allows designers to explore and test sustainable materials, methods of production, or business models before large-scale implementation. Early testing reduces waste and ensures the solution is aligned with sustainability goals.

The Test phase helps ensure that the solution will meet both the user's needs and the sustainability objectives. Usability testing from users may reveal how well a product supports and enables sustainable behavior or reduces environmental impact. Test whether the users like using a sustainable alternative to conventionally available products.

Tools Used

Miro

Figma

Adobe Illustrator

Microsoft Powerpoint

Adobe Photoshop

Discovery

Picking Up Our Problem

People purchase so many things in large quantities, which they never utilize. The products which were also very 'in fashion' now become out of trend and are thrown away, leaving the people suffering from feelings of inadequacy, envy, and overwork culture. The textile wastes harm the environment. A single industry like the fashion industry emits 10 percent of the Earth's greenhouse gasses. Today, we generate about 93 million tons of waste from textiles annually, while this number will increase to approximately 134 million tons by the year 2030. Upper-middle and high-income countries represent a significant part of this pollution. As designers, we are challenged to find some solutions that might contribute to reducing environmental impact.

Initial Research

We had a group discussion on how we, as designers, can contribute to the Sustainable Development Goals. We realized that we have the ability to find solutions to many of the problems the world is facing today.

What are the current issues with shopping in terms of sustainability, and how might we address them?

• According to Harvard Law study 65% of people say they "want to buy from purpose driven brands" only 26% do (Houlahan, 2024).

• ~70% of greenhouse gas footprint depends on products consumer's purchase.

• Higher production costs; Ethically sourcing materials, paying laborer's.

• Excess waste and packaging

• Seen as a luxury

• Production of disposable plastics for ecommerce emits CO2

After a good research everybody came up with lot of ideas. Most of the ideas are very good because it was hard to choose one from them.

We mapped the ideas to do further research on this

And we did a voting to choose from the these ideas, Since we felt all these ideas interesting:

• A DIY market for recycle

• Sustainable Recipes

• Eco-friendly Car

• Reusable Package

• The Conscious Shopper

How Might We?

HMW help customers find ethical alternatives to their favorite products?

HMW create a more enjoyable ethical shopping experience?

HMW make conscious shopping feel less overwhelming?

The Solution

Using the United Nations Sustainable Development Goals , we focused on 4 out of the 17 goals and they are:

SDG 8: DECENT WORK AND ECONOMIC GROWTH

Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all.

SDG 11: SUSTAINABLE CITIES AND COMMUNITIES

Make cities and human settlements inclusive, safe, resilient and sustainable.

SDG 12: RESPONSIBLE CONSUMPTION AND PRODUCTION

Ensure sustainable consumption and production patterns

SDG 17: PARTNERSHIPS FOR THE GOALS

Ensure sustainable consumption and production patterns

We decided to go with the further development of the idea, "The Conscious Shopper." This is a great idea because it plays off some growing consumer trends and societal values. Transparency, ethical business practices, and sustainability continue to grow in importance to the modern consumer. Through this, a brand can earn loyal followings by appealing to the conscientious consumer. People want to find ways to reduce their ecological footprint and make ethical purchasing decisions, but most of the time they lack the information to be able to do so. This platform can fill that gap. The market for sustainable goods and services is growing fast, from food to home goods, fashion, and cosmetics. The concept can include technology to create creative solutions and speed up user experiences by using tools such as apps, QR codes, or carefully chosen digital guides. Since it is a globally important issue, the idea can be applied to a wide range of markets and populations. It has the potential to adapt and diffuse globally, finding resonance with a diverse array of communities concerned about their impact on the planet. The focus on sustainability also meets long-term international goals, such as the United Nations' Sustainable Development Goals. It contributes to broader societal transitions toward a sustainable tomorrow by fostering a culture of mindful consumption. Besides being current and pertinent, this concept sits at the nexus of profitability and purpose, hence appealing to customers and possible partners or investors.

We have drawn a mind map to understand more about the idea. That helped us to dive deep into different verticals of this idea.

We have discussed a few possible solutions leading from the idea, such as the Local Shopping Map, which will help customers shop for eco-friendly products from local businesses. It also offers a set of features including shop finder, barcode scanner identifying sustainable ingredients, wishlist, and notification of local eco-friendly market events.

Another solution is gamification/eco-challenges: an incentive for customers to make more sustainable choices by buying locally, more sustainably, supporting more ethical brands, reducing plastic usage, and the like. Sharing achievements, sharing tips, product reviews are only some of the community features making this concept even more appealing. Gamification will also teach shoppers about sustainability, aligning directly with UNESCO's SDG 4.

The Eco-Friendly Gift Marketplace will directly connect the users with local artists, designers, and producers of products. In such a way, customers can directly shop for sustainable gifts and help nurture the local talents.

A pretty different concept could be the Conscious Consumer Subscription Box for delivering eco-friendly or zero-waste products. This once-a-month delivery of curated picks in sustainable goods will make transitioning into eco-friendly habits easier on the user.

These solutions align with several UNESCO SDGs, addressing sustainability, education, and community engagement.

We did a workshop on "Conscious Shopper" for the development of the idea, and we decided to create an app for the idea, Conscious Consumer Subscription Box. The first thought was to feature the categories such as Food, Fashion, and Beauty and hygiene. Since these three categories are altogether different in their characteristics, we decided to go with fashion first. Because fashion is always changing, and users might be interested in trying it immediately with an app.

Competitor Analysis

We have decided to create a Conscious Subscription Box App for fashion. We were excited to find out with whom we are competing in the market. So, we have done some research to find similar apps or businesses. Presently, there are some direct and indirect competitors in the market.

We have found some indirect competitors and direct competitors too. We listed the strength and weaknesses of these competitors, which helped us streamline features for our application. The strengths of the competitors are challenges to which we introduce any product to the market.

Indirect Competitors

Most of these indirect competitors are dealing with different kinds of products and thus they have different features in their apps. While there are some unique strengths for these competitors, they also have some common weaknesses, such as higher price and limited product selection. A detailed table of data is showcased in a table below.

Direct Competitors

While the indirect competitors are mainly focusing on more general uses, the direct competitors are mainly focusing on sustainability, which is one of the key strengths for them. Each of these businesses has different products, but they sell similar concepts. Still, higher price is the common weakness for them. A better user experience could help to compete with these apps. The diverse range of products will also help to attract consumers, regardless of age or culture. The detailed listing of direct competitors is provided in the table below.

User Research

User research is a fundamental part of the UX/UI design process, focusing on understanding users' behaviors, needs, preferences, and motivations.

The Eco-Fashion Feedback

Each member of our team prepared the questions for this survey, from which we decided on the more important ones that would help us acquire useful insights. A survey was undertaken to garner views and ensure that the app caters to its target audience. The participants aged 18 and above participated in the survey, with most between the ages of 26-33 years. In addition, 57% of the respondents were female, which could also mean that women are more interested in fashion.

Another result from the survey is on sustainability issues: most participants do not worry very much about their carbon footprint. Only 13% take concern over sustainability when shopping, while a small number of participants, 7%, have no idea at all about issues on sustainability. The majority of participants make fashion purchases based on priorities of quality and durability.

The interest in zero-waste packaging and the recycling program was in the realm of sustainability. Affordable delivery seems to be an important factor, too. However, quality is still the most important issue when buying used clothes. A great majority of the participants were interested in subscribing to a Sustainable Fashion Box, and a good number of them liked the idea of donating or selling used clothing locally. This is an encouraging response.

This survey has been very important in helping us outline very valuable insights into our probable customers and users. It also assures us that we are on the right track to move further with the Sustainable Subscription Box.

User Interviews

We conducted stakeholder interviews, which are crucial because they provide valuable insights and help align the concept with the needs, expectations, and goals of potential users. When designing, we often make assumptions about user behavior or preferences. User interviews help us validate these assumptions early, which can prevent costly mistakes in the prototype.

Interview with Stakeholder 1 (External)

Interview with Stakeholder 2 (External)

Interview with Stakeholder 3 (Internal - Bethany)

Name: Anastacia McGivern

Background: Local fashion designer based in Belfast and recent graduate of Ulster University with a Bachelor’s in Fashion.

User Personas

Each member was to create user personas for the app, and that was excellent work since each of these personas had something useful to say about the target users. The user personas gave a detailed understanding of the needs, preferences, goals, and pain points of the users. They helped us design and develop solutions that effectively address user needs.

We have drawn a few user personas to help us gather insights to further our research on the users. These vary in age, location, background, and mindset. From the graphic below, three of them represent potential buyers, each with a different goal in mind, whereas one represents the seller who faces various barriers to sell her own fashion products. Users who can take advantage of this subscription box.

Although we developed several personas, we decided to present four of them here. These were developed based on demographic differences in developed countries. This is because the undeveloped or developing countries are mainly focusing on SDGs 1-7, which the sustainable subscription box app doesn't currently relate to. However, in the future, the app may be able to align with some of those goals.

Empathy Map

An empathy map helped us better understand users by visualizing their thoughts, feelings, and experiences.

Buyer (Empathy Map)

We need to deeply comprehend the users: understand what they are thinking, feeling. To gain such insights, empathy maps were developed. For example, we did one for a prospective buyer of this sustainable subscription box:.

This consumer is presented as an average citizen-a primary school teacher, a mother of two children. It is not easy for her to invest too much money in clothes; therefore, she prefers to spend money conscientiously. She also cannot afford much time for shopping, which makes buying local or second-hand clothes too inconvenient because it takes too much time. At the same time, she feels it is important to support the local business.

We can understand how she feels and try to bring a more relevant solution for her.

Seller (Empathy Map)

While sharing empathy with a local fashion designer, we were able to obtain a better understanding of how she views the sustainable fashion market. This seller aims to grow her sales and popularity using new techniques, such as sustainability and online marketplaces, although she struggles to find eco-conscious customers or those who support local businesses.

She does sustainable fashion, sourcing materials ethically. She also loves supporting local brands. A sustainable subscription box could fit very well in her business, aligning with her goals and values.

User Journey Map

We created the user journey map to understand the user experience as they interact with the app. It helped us gain valuable insights into the user's perspective, identify pain points, and optimize the overall experience. User journey maps seem to be incredibly helpful for developing new concepts. As a team, it was a great experience to create a user journey. Combining a lot of ideas proved to be an efficient way to list all the actions a user might take. These steps guided us in designing each page with helpful information and intuitive navigation, helping to avoid unnecessary confusion for the user. Additionally, identifying pain points allowed us to improve the app’s usability significantly. Including some ideal features in the process was also highly beneficial.

Storyboard

We have developed a storyboard to visualize the user journey, enhance design ideas, and enhance communication among stakeholders. This will help them group their ideas into a coherent narrative. Being low-cost and quick to make, storyboards turn out to be an effective communication tool. Since the idea of a subscription box for sustainable fashion is not well known, the storyboard has been really helpful in communicating the idea effectively.

User Flow

Now it's high time we turned our attention to how users would navigate or interact with an app. So we have created this flow map so as to offer the structured way in which user interaction will go. It helps in designing the most intuitive paths to reduce frustrations while increasing satisfaction among users. Also, a flow helped to spot missing screens and unnecessary steps of the user journey. It's the blueprint of our wireframes and helps designers and developers alike to understand the layout and interactions of the application.

A very detailed user flow was designed in order to understand every action that users take. It helped us in learning and enhancing the usability of the design. When making an application for a sustainable subscription box, ease of use is one of the most important features. This user flow helped us in taking away extra steps that were not needed, hence making it smooth for the user.

Our goal is to assist in making the goals of the user easy without hassle in the application. Since there are two kinds of users for the application, it was important to ensure neither of the groups gets confounded while using the application.

Sitemap

We have created a sitemap that gives an overview of the app structure at a high level, which in turn makes designing, navigating, and understanding the app much easier. The sitemap organizes content and features of the app into a logical hierarchy to make sure that all screens and functionalities are accounted for and intuitively positioned. Moreover, this sitemap is going to simplify planning for future updates or additions to the app.

Even though the user flow may be useful for understanding the structure, the sitemap could give a way to anyone understanding it more easily. In older cases, sitemaps used to appear in almost all websites. Nowadays, almost all websites and applications don't use them, though to many users it remains important for better knowledge about those.

We would like to provide a sitemap for the end user. For this project, we have developed two sitemaps: one for defining the style personality and the other for the overall app navigation.

Design and Development

Branding

Any concept needs branding since it gives the app a personality. Branding is a crucial component of our design since it connects the app's appearance, feel, and functionality, allowing users to relate to the brand more deeply. For consistency, we developed and followed brand guidelines.

The Name & Logo - Thrift-e

A play on the term 'thrifty'—which means "showing a careful use of money, especially by avoiding waste." A 'thrift shop' refers to "a shop selling second-hand clothes and household goods." The 'e' can symbolize eco-friendliness, environmental consciousness, or e-commerce, representing the online sale of sustainable goods. Inspired by various eco-friendly brands, we decided to use shades of green as the primary and secondary colors as it easily conveys an eco-friendly message.

We used Chaloops Bold for the logo design, chosen specifically to ensure the logo remains unique.
We have created a mini brand style guide for designing the app, which includes the color palette, icons, logo variants, and fonts. For the app, we have opted for the SF Pro font, which is popular and offers different weights, making it suitable for designing an app with many pages and content.

Imagery

Imagery and graphics are powerful tools in branding because they evoke emotion, stay in one's mind, and visually represent the soul of a company. We used imagery in our design strategy to reinforce the identity and values of the brand, making sure that they align with the target user base and the purpose of the app. From texture and image down to icon and graphic, every element has been carefully selected to engage the consumer and provide one clear, memorable message. This is visual reinforcement of the whole brand narrative, elevated in aesthetic appeal by consistent style and tone.

We have created a unique character for the app, and the users of this app are referred to as ‘Thrifty Frankie’ . We followed the color palette to design the character. Additionally, we created three different subscription boxes that represent the original subscription box in various sizes.

Packaging Design

Style Story

A ‘Style Story’ card with a QR code that links customers to where their items were sourced from and a personalized message from the seller who put the box together. Each box comes with a personalized note detailing each item in the box and where it’s sourced.

Wireframe

We have created wireframes to define the app’s structure and functionality without focusing on aesthetics. This helps ensure that user needs, business goals, and technical constraints are addressed effectively before moving into high-fidelity design or development.

Having multiple minds working together to create something is incredibly valuable, as solutions often emerge even before problems arise. This collaborative approach guided us during the wireframing phase. We quickly illustrated each screen on paper, ensuring they included nearly all the necessary information.

This marked the first design iteration of Thrift-e. The graphic elements illustrated in these wireframes proved to be very helpful for the high-fidelity prototype. This step was crucial because it was at this stage that we confirmed the app aligned with the vision we all had in mind.

Paper Prototype / Low Fidelity Prototype

Paper prototypes were very instrumental in our design process, and generally provided a really low-cost, quick, effective way to visualize and test design ideas. Actually, they have been among the most important tools for the whole team; they can provide a fast way to pitch your ideas directly into the viewport. This speed allowed us to explore more options before locking down a design in digital tools. These prototypes have also enabled early usability testing and helped us garner constructive feedback from the users. Their flexibility allows us to experiment and innovate. In the design process, these prototypes have served as a bridge between abstract concepts and functional designs.

Navigation itself was very intuitive and simple to go through because of the initial paper prototyping completed on time. Each user action represents one arrow, similar to the approach followed in preparing a user flow. This includes playing around with trying to make such navigation even quicker with ease.

At this stage, the app is almost fully conceptualized. From this point onward, the front-end development of the app can begin.

Mid Fidelity Prototype

The mid-fidelity prototype plays a crucial role in our UX process by bridging the gap between paper prototypes and high-fidelity prototypes. It provided a more refined, interactive version of the design, allowing us to test, iterate, and validate user flows, interactions, and features before finalizing the design. The basic interactivity of the prototype enabled the designers to test user flows, interactions, and transitions effectively.

In this mid-fidelity prototype, we focused on the structure of the layout. Once the navigation was enabled, the prototype could then be used for testing. We used the same navigation pattern from the paper prototype but with minor adjustments to enhance it.

This is all for the user interface; we needed to make sure everything fits well. Unlike the paper prototype, now we had a real viewport to properly align the layout. With this, the prototype is ready for the first round of user testing.

Testing

User Testing

User testing is one of those important stages at which prototyping is necessary to make an application meet the needs of its users and ensure a seamless user experience. Feedback was gathered from real users to find out the usability issues, validate design choices, and refine the user experience before going to the final development. A mid-fidelity prototype was used for testing because this contained layout structure along with user flows.

We have planned several rounds of testing to ensure our product is as perfect as can be. Each one will serve a different purpose, from usability issues and functionality across devices to even user feedback on design elements. We strive to craft experiences that truly meet the needs of our target audience through product refinement with ongoing interactions and feedback from real users. It helps us to decrease the probability of failure and at the same time provide a high-quality, user-centered solution by being iterative.

Pre-testing

Before starting, we defined clear objectives for user testing, such as identifying the specific aspects of the prototype we wanted to test, which were outlined in the testing document. We also identified the target users, ensuring that the feedback would be relevant and accurate. We asked users to complete specific tasks using the prototype, which are showcased below.

Post Testing

We received usability testing feedback indicating that the general navigation is easy to use. However, it also suggested that there is room for improvement. Most of the suggestions were related to the layout, while the user flow was fine. We considered the feedback and made the necessary changes before designing the high-fidelity prototype.

High Fidelity Prototype Design

After all the previous stages, now came the design phase for which we were really eager to start making the high-fidelity prototype. We started the design process by researching many different design inspirations. This is a very new and innovative idea, so we tried to design something different and impactful.

We added all the key features into the design. Since the buyer and seller have the same account, we had to reduce the possibility of confusion in the minds of the buyers. For this, we used two different color themes to distinguish between the two accounts.

We implemented a Tinder-like swipe to build up the user's style personality with AI running in the background. For our prototype, we decided to use Material Design because it is still one of the most popular and trending design systems. Another reason for choosing Material Design is that there are lots of front-end frameworks out there that make development much easier and provide seamless transitions from design to implementation.

We have added interaction to make the product more appealing and attractive for its user. It is designed for all groups of age, and we would try to incorporate maximum AI in the upcoming updates so that it becomes even more useful.

Material Design and Sustainable Development

Being a sustainable subscription box, Material Design for the Thrift-e app was a calculated decision because it completely complements the former's objectives and improves user experience. Clean lines, simplicity, and thoughtful use of white space are all excellently emphasised by Material Design, which also shares the Thrift-e app's sustainable philosophy. Another hallmark of eco-friendly ideals is a minimalistic design, which avoids clutter and chaos, much like waste minimisation. This carefully connects to the holistic idea of a sustainable brand that wants to cater to a wide range of consumers.

Because Material Design has strict guidelines for accessibility, a wider spectrum of people will be able to utilise the app. Product presentation and navigation are simple with the subscription box approach. Shadows, layering, and motion are all combined in Material Design to create a striking visual hierarchy that directs users to the main functions and conveys the subscription's value.

Designers and developers may prototype more quickly and devote more effort to creating an identity for the Thrift-e app while maintaining its functionality thanks to Material Design's prebuilt components and guidelines. Additionally, people are already familiar with Material Design patterns, even if they are not aware of them. Making the application more user-friendly and reducing hesitancy are crucial for encouraging people to embrace novel concepts, like a sustainable subscription box.

Material design is a methodical, modular, and structured pattern that embodies the core ideas of sustainability, including resource efficiency and modularity. The app's environmentally friendly message is subtly conveyed by this resonance. The Thrift-e app's usage of Material Design combines sustainability, usability, and visual appeal into a streamlined and intuitive platform for its environmentally aware users.

Prototype

Clickable prototype of Thrift-e

Conclusion and Next Steps

Further, we will perform tests for usability, functionality, and UI. Later on, we would like to start the actual work on the application. Regarding the development of the application, we can proceed with the Flutter platform. This allows the developer to create both Android and iOS applications simultaneously with no hindrances; thus, we are in a position to use time and money efficiently.

In this respect, once the development is complete, we will further test and optimize. It's very important for the app to be running as fast and as smooth as possible.

Expansion

See how app can be expanded to different parts of the UK then world.

Reduce Carbon Footprint

Reduce carbon footprint in Northern Ireland by 40% by the year 2050

Encourage Collaboration

Emphasize the importance of ongoing collaboration and communication among team members to drive continuous improvement.

Miro Link

https://miro.com/app/board/uXjVLTUT0Lc=/

References

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Anon. (b) Mramstead(2021) 'Hereareourtoptenwater-savingtips,' WWF, 21June. https://www.wwf.org.uk/what-can-i-do/top-ten-water-saving-tips (Accessed: 02 December 2024).

Anon. (c) What is upcycling? (no date) Habitat for Humanity. Available at: https://www.habitat.org/stories/what-is-upcycling (Accessed: 06 December 2024).

Anon. (d) Thrift shop definition & meaning (no date) Merriam-Webster. Available at: https://www.merriam-webster.com/dictionary/thrift%20shop (Accessed: 05 December 2024).

Anon. (e) The elusive green consumer (2024) Harvard Business Review. Available at: https://hbr.org/2019/07/the-elusive-green-consumer#:~:text=Narrowing%20this%20%E2%80%9Cintention%2Daction%20gap,toward%20sustainable%20purchasing%20and%20behavior. (Accessed: 05 December 2024).

Anon. (f) Ethical sourcing practices in Europe: Fostering Trust and transparency (2024) Blockchain for Food Safety, Traceability and Supplychain Transparency. Available at: https://tracextech.com/ethical-sourcing-practices-in-europe/#:~:text=Challenges%20and%20Roadblocks%20to%20Ethical,and%20compliance%20with%20labor%20standards. (Accessed: 28 November 2024).

By AI Fashion Design Assistant and Name (2024) 5 reasons why fashion ai is revolutionizing the resale and secondhand market, Refabric. Available at: https://blog.refabric.com/fashion-ai-resale-secondhand-market/ (Accessed: 02 December 2024).

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Houlahan, G. (2024) Sustainability seasoning: The secret to green comms success?, Catch A Fire. Available at: https://www.catchafireagency.com/sustainability-seasoning-the-secret-to-green-comms-success/#:~:text=Harvard Business Review notes that,well-meaning intent into reality? (Accessed: 29 November 2024).
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Refabric(2024) '5 Reasons Why Fashion AI is Revolutionizing the Resale and Second hand Market-Refabric,' Refabric-AI Powered Fashion Solutions, 13 August https://blog.refabric.com/fashion-ai-resale-secondhand-market/

Some of the references are not cited in this report, they have been used on the Miro.

Images

Figure 01. Freepik. Available at: https://www.freepik.com/vectors/village-isometric (Accessed: 05 January 2025).

Figure 02. Freepik. Available at: https://www.freepik.com/free-vector/people-caring-about-world-environment_3198218.htm#fromView=search&page=3&position=1&uuid=56ff2daf-c000-40fd-88c7-1ec6470b3661&new_detail=true.

Exploration and Enquiry Fall 2024