Thesis Project


Branding, Interactive, Motion

Phase 1

FOR consumers WHO want to know ethical info about clothes, “Labor Standards Project” reveals info about labor conditions in the garment industry THAT is usable while shopping. UNLIKE other text-heavy info, Labor Standards Project helps consumers quickly make a responsible decision.

Brief: Deliver a user journey for Labor Standards Project

Deliverables: Branding, A visual user journey walking through and Final Video

Objectives: Provide transparent information about labor conditions in garment industry in a seamless way

Research & Insights

“The concepts of slow fashion and slow food seem different to me. Clothes are just clothes.”

“I just buy it. They are just so cheap especially summer dresses!”

“It would be great if I know that I’m making a better decision with my purchase.”

When I interviewed female young adults in their 20s, they had less information about sustainability in garment industry. So this time, I tried a unique method that I came up with. I created some visual cards and let users play around with them. Here’s how I did.

Firstly, I wrote down all the sectors on sticky notes and put them in a row. Then, I asked my interviewee to guess which image goes under which category. (by doing this, I can engage users more and get them to know what we’re going to talk about)

After guessing and putting the images under each category, now users understood which one is what. I asked them to pick top 3, 4 sectors that they consider the most when buying clothes.

From this research, I realized people have less info about sustainability in garment industry and what they care about when buying clothes. Also they think clothes are disposable because of its cheap price.

 

Approach

Somin_thesis_final.002

Although I started my thesis topic from textile waste, I shifted it to labor conditions because I believe that right labor conditions will meet the right price, thus, people are not going to throw away clothes easily as more.

Initial Concept

I have so many assumptions and can’t do all at once, it is important to prioritize these and tackle the most risky and unknown ones gradually. I started with this one, ‘Labor inspectors have difficulty inspecting labor’s working condition.’ Most of the inspecting tools are paper form so I believed it’s hard to get accurate results with it. I met a labor inspector who are in the garment industry and had a discussion.

Initial design for labor inspector. After having discussion with a labor inspector, I realized it’s difficult to inspect labor conditions not because of the lack of inspecting tools, but from the lack of communication between employees and companies. I moved on to my second biggest assumption which is ‘Do people really care about ethical information?’.

Field Test

To test this out, I created some clothing tags and prepared two the exact same t-shirts. I executed three tests.

Let people choose A or B. Then changed the tag B to one with ethical info(positive info such as meeting labor standards) and let them choose again.

Let people choose A or B. Then changed the tag A to one with ethical info(negative info such as child labor, earning less money, etc.) and let them choose again.

Let people choose A or B. Then changed both tag A and B to ones with ethical info and let them choose again. I asked them to put their answers in a separate container in order to get more accurate results.

I found out people do care about ethical info about labor conditions from changing their choices (Everyone chose A for the first question). Also I found out the design I have right now is confusing since some people think they have to buy A in order to support the child labor. Data visualizing is hard and I need to figure out how to make it more visually clear so that I can deliver the right message.

Design Direction

I observed how people choose items. I found out people choose organic products by looking at USDA organic seal on the product package. They also choose cruelty free products by looking at leaping bunny seal. I created one for Labor Standard Projects which represents good labor conditions. It has a human figure and its green color means positive human response.

Optimism Bias. As I did more research, I found out people don’t like negative info about their purchase. I set the direction to only use positive info about garment sustainability and designed different form to test which was double layered sticker. Along with the sticker, I created a scannable code for users to read more info with their mobile phone.

Storyboard

Wireframes

I created some low-fidelity wireframe sketches to start off. Because it’s just a simple mobile site with some key info, I didn’t put much screens. This should be really clear and simple.

Final Designs

Consumers can notice ethical info about the cloth briefly by looking at the sticker. They can get more info by scanning the code on the sticker. All the information is from trusty organizations. Grading and color coding indicates its sustainability.

At the home screen, it shows clothing brand and Labor Standards Project logo at top. Below, three different production stages and its factories and labors who work there. At the bottom, it shows that it has partnership with trusty organizations.

 

Phase 2

FOR consumers WHO want to know ethical info about clothes, “SeeThru” reveals info about labor conditions in the garment industry THAT is usable while shopping. UNLIKE other text-heavy info, SeeThru helps consumers quickly make a responsible decision.

Brief: Deliver a user journey for SeeThru

Deliverables: Branding, A visual user journey walking through and Final Video

Objectives: Provide transparent information about labor conditions in garment industry in a seamless way

How to lower the entry to access the information? Think about any possible users such as environmentalists, animal lovers, health oriented users and even normal customers.

 

Initial Concept

I came up with an idea of using interactive mirror as a medium. This will allow people to access the information while shopping in the store and help them make more responsible choices.

It requires clothes, SKU code on clothing tag, and a mirror with camera, scanner inside.

 

Market Research

A lot of clothing stores are now using interactive mirror in their flagship stores in Soho area and 5th Ave in New York. I visited several stores, played around with the products and observed people using them. There are two locations for the products. One is public area and the other one is in the dressing room which is more private.

 

Wireframes


I started putting every possible interactions and related features on my first wireframes, then I took out the extra features that weren’t primary. Due to the confidentiality of this project, not all wireframes are displayed here. If you would like to see more details, please contact me at sheo5@sva.edu.

 

Prototype

Physical building is another design process. I made the mirror big (4′ by 8′) on purpose. Every retail stores are different and as well as everyone’s heights. I wanted to use facial recognition to adjust human’s height of eye level and show the information around it. This would be a more responsible choice in terms of sustainable design.

 

User Test

Mirror should be mirror. One of the insights I got during the user testing. Since it’s a mirror, I decided to use gesture recognition to avoid all the fingerprints on the surface.

 

To be continued…

Scanner in Amazon’e shopping app would be a great tool for my prototype. Once it scans the product, it connects to the list of products. My next step would be finding something similar or making a separate barcode reader using typical ones.