About
Toile is Mumbai’s First Eco-Fashion Multi Designer store dedicated to sustainable designers. The fashion industry is the second largest cause of pollution worldwide. Eco Fashion is about making clothes that take into account the environment, the health of consumers and the working conditions of people in the fashion industry.
Problem
The brand had multiple designers and a huge array of products. The website was designed to accommodate all designers and their products in a simple and usable fashion. A new website was to be designed from scratch.
Goal
To capture the growing premium clothing market online through the new website. The website was to be designed in order to keeps drop-off rates at maximum 45%.
Design Stratergy
- Executive Intent-To create a more usable site that could deliver improved customer conversions.
- Market Segment-The people who are concerned about environment and also fashion enthusiast that are looking for sustainable fashion
- General TasksSearch & Explore the productsShoppingSign In & RegisterCheckout & Payment
- Technological ConstraintsInternet Access Mobile and Desktop Devices
- Marketing/Branding GoalsOne-stop solution for air purification solutionsSustainable Fashion
- Critical Success Factors/Usability Criteria Increased number of visitors. Increased number of Conversions
Design Process
Develop
Design
Define
Discover
Discover
Primary Research
After going through the secondary research, it was important to understand the market ourselves. In order to do this, we created our own survey to understand consumer opinions and needs.
The following were the insights gained;
1. 84% of the people are highly concerned about the environment/pollution/wastage.
2. 71% of the people expect good working conditions and pay for workers.
3. 62% of want that their brands should be eco-friendly.
4. 19% of the people were willing to pay a premium for sustainable and eco-friendly products.
Secondary Research
We started with research by looking for global sentiments and trends about ecological and sustainable clothing. Through multiple studies conducted across the worldNew research suggests over half (52%) of consumers in the UK and US want the fashion industry to become more sustainable, with calls for reduced packaging and fair pay for workers among their top demands. But only 29% of these consumers say they will pay more for sustainably-made versions of the same items.
Considering this study done in major cities of the world, we can see a major change in buying trends that are evolving due to climate change . In order to have an understanding of our business, we wanted to gauge the current trend and opinions about sustainable clothing and products.
Use Cases
A use case is a written description of how users will perform tasks on your website. It outlines, from a user’s point of view, a system’s behaviour as it responds to a request.
Use Case Includes
- Who is using the website ?People who are environment conscious and want to wear sustainable clothes.
- What the user want to do ? User want to know about the product & buy it.
- The User's GoalThe goal is to explore & buy the Sustainable clothes.
- The steps the user takes to accomplish a particular TaskThey have to visit the website, read about the clothings and click to buy.
- How the website should respond to an action The user should get a confirmation about the action made
SWOT Analysis
- StrengthsOne of few companies working on sustainable and ecological wear.Having associations with top designers.Better designed online buying experience Advantage against imported fashion goods.
- WeaknessesSmall market of buyers looking for ecological and sustainable fashion products.Lack of brand awareness.Dependency on designers(partners) to produce new designs.
- OpportunitiesHave the first-mover advantage to capturethe premium ecological clothing market.Tap the high-end online market seeking designer clothes.Benefits from government for domestic manufacturing.
- ThreatsSomeone could copy the concept and eat into your market share.Other big brands could shift to ecological practices and dilute your presence.
Information Architecture
Define
In this stage, We have a clear view of the problem. The stakeholder's goal & the pain points of the user based on the research in the discovery stage, we represent your ideal customer in a fictional representation called persona & we gain deeper insights into how the user think, feel says & do by doing empathy mapping.
Personas
Empathy Mapping
- ThinkWhat can I do for climate change.Buying Sustainable clothes is a step forward for better environment.
- SayHelpless, most products are not ecological.Feel good when buying sustainable products.
- FeelThere is so much pollution. There is so much wastage by fashion industry.
- DoBuy regular clothes/products.Reduce usage of non-biodegradable products.
- PainThis is the time when we have to act on global pollution. There is so much wastage by fashion industry.
- GainReduce usage of non-biodegradable products.Feel good when buying sustainable products.
Customer Journey Mapping
Design
Mid Fidelity Wireframes
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