the loop

User Experience • Personal Project

A b2b platform that connects emerging designers with surplus fabrics and materials from major fashion houses, with the goal to reduce material waste and promote the growth of young talent.

Problem

Tension has risen in the community of Hawai’i. Local brands are being called out on social media for charging premium prices for clothing made from low-quality materials. It conflicts with consumers who want to support local businesses and local designers who are restricted by what they can source. Many of the designers involved explain it’s difficult to source quality materials at an affordable rate, especially on an island.

On a global scale, sourcing sustainable or luxury-grade fabric is expensive and inaccessible for most businesses, especially for young designers. Many independent designers can't afford high-quality materials or do not have access to them.

Solution

Create a mobile app for ‘The Loop’, a b2b that connects small designers with leftover or deadstock fabrics from large fashion brands. Designers can purchase high-quality, discounted materials to use in their designs. Established fashion brands can also donate or sell surplus fabric, reducing their economic footprint.

This is a win-win:

  • Designers get better materials

  • Brands reduce waste and support the future generation

  • Less fabric ends up in landfills

Research

To better solve the problem and understand the needs of my intended audience, I spoke with two designers who run their own label.

Rocket and Lexy are fashion designers who face challenges sourcing quality materials while running their businesses. Location and pricing are the main components of their frustrations, which leave them with limited options when choosing materials.

I asked the following questions:

·  Where do you currently source your materials from?

·  How expensive is sourcing, and how do you factor those costs into your pricing?

·  As a young designer, do you feel pressured to adjust your pricing for the local community while also trying to scale your brand to a larger audience?

Rocket

  • Sourcing mainly from Vietnam and local fabric stores in Hawai’i

  • Prices are significantly higher than most businesses to account for the high shipping and import costs

  • With a background in sustainability and design from FIT, he does not want to take shortcuts regarding quality. He notices that his customers typically share his values, so he does not feel pressured. But he says he would easily double his customers if he lowers his prices

“Having an app could have saved me a lot of time and resources when I started designing.”

Lexy

  • Sources from China and Indonesia, many of her designs have custom patterns, so she tries to find the most affordable fabrics possible

  • Her main goal is to make money from her business, so she keeps costs as low as possible

  • As a brand catering towards locals, it frustrates her when she gets criticism from the local community

“I need to factor in all my operating expenses into the price. I try to keep prices low, but manufacturing expenses add up.”

Key Takeaways

  • Designers want access to premium materials but are limited by high costs and geographic isolation

  • There's tension between staying affordable for locals and maintaining high-quality standards

  • Designers are open to platforms that connect them with better sourcing options, especially if they reduce costs and simplify the process

User persona

Based on my interviews, I created a user persona to ensure I am designing for user pain points and have a person in mind to help design with empathy

User Journey map

This journey maps how Jae can use The Loop to find better materials, build his brand, and positively impact the environment. All in one app.

Each item listed for sale is neatly organized with multiple images and information regarding color, origin, brands using this material, and price.

Design

Exploration & Discovery

The dashboard includes curated highlights and quick access to key actions, such as the impact tracker and product categories.

Purchasing, Impact, and Profile

Once added to the cart, the item is added with the other materials already in the cart. Checking out is just one click away.

The search page provides easy browsing, allowing users to jump right in and go through categories and for those who prefer to take their time and get inspired. Balancing both inspiration and functionality, users can choose how they spend their time during their search.

The Eco Impact page reinforces the larger mission of being sustainable. This feature shows users real-world results of their purchases. Seeing numbers emphasizes how one decision can contribute to a larger goal.

Once a category is chosen, the items are showcased in the same card-style design. Users can favorite items or click to see the full product details.

The user profile is a personalized page that tracks past and current orders.

prototype

REflection

Going through the design process for this app, I challenged myself to think as my target user and pinpoint the real barriers they face in sourcing sustainable, high-quality materials. Getting real-life feedback from designers helped enhance my decision-making, using their feedback as guidance on what I should be designing. Hearing their experiences and thought processes allowed me to empathize and design smartly. This project reinforced my opinion that human-centered research is the foundation of any valuable product.