When choosing a website with a cause to redesign, my team and I had a lot of options to choose from. Ultimately we all decided no one was going in this direction and we wanted to stand out. That is how we landed on redesigning Fashion Revolution. The cause of Fashion Revolution is an important one and is definitely not talked about enough. We wanted to be able to have accessible and easy to understand facts on why the Fashion Industry is so destructive to our environment. We also wanted to streamline and simplify the information so the users were drawn to read more.
Other Team Members
Isaac Juliana and Tina
Research Design and Presentation
We are redesigning the Fashion Revolution website to speak to the target audience and spread awareness of the environmental impact of fast fashion. While they have a large following, their current website is not engaging, lacks effective imagery and overwhelms the user with too much text.
Integrating their well-branded social media with the website would increase traffic and spark interest in site visitors, helping break down the “throwaway” culture of fashion into something more sustainable.
When starting this project, we wanted to figure out who our ideal user was so we knew how to proceed with direction and design. We started with user interviews and surveying a select group of men and women ranging from 18-40, though most of our participants were 25-30. We found that while 75% of users knew about Fast Fashion, the majority of the people did not know about Fashion Revolution. We also discovered that the majority of the people preferred to receive information through pictures and video first, then read text.
Once we collected our data, we were able to figure out who our ideal user is. She is someone who wants to make a difference, and wants to find more accessible information.
Storyboard + User Flow
After creating our ideal user, we wanted to create a story that felt authentic so we made sure our story focused around social media. Our ideal user would be coming from social media, wanting to get more information on the cause that Fashion Revolution had shared. This will take us to the mobile site, which is what we decided to focus on. For our user flow, we wanted to focus on the fact that Jamie is coming through a social media site, wanting to learn more about Fast Fashion and Fashion Revolution. The flow we have created will allow her to hit these main points and gather all of the information to inspire her to want to take action and be a part of the change.
For our LoFi screens where we wanted to keep the simplistic design but condense the amount of content readily available, which is a lot. We wanted to reorganize the hierarchy, lead with impactful data, have bolder buttons, and have a purpose to really guide the user
What we found from our lofi designs during user testing were that users were still overwhelmed with information, they struggled to find the purpose, they didn’t understand the resources downloads until it was explained, and they were confused about posting to instagram through our website.
A/B Testing and Iterations
From the useful information we got during user testing, we applied the changes and conducted A/B testing to see what the preferences were. The biggest struggle we ran into though was deciding if the color palette we had worked. We wanted to make sure we didn’t have a palette that was too masculine or too feminine and we also wanted to make sure it tied into their social media as much as possible. So after pulling a couple different ideas together, we decided our original palette worked best for what we were going for and for what the brand stands for.
Once we made the final design decisions, putting everything together did not take long. We were able to create a design that led the user with purpose, and simplified & streamlined the site as a whole. Juliana was also able to code our mobile site on Webflow, with little differences from the original design. We intended to all add to the coding portion, but Webflow did not lend itself to co-editing so Juliana graciously took over.
(View on Mobile)
We were lucky enough to get in touch with the stakeholders so we would love to present our final design and give them any feedback we received. We would also love to see a quiz to test the users knowledge of fast fashion, more integration with influencers considering the impact they have on the newer generations, and their podcast showcased more publicly.