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CONTENT 1.Introduction. 2. Context. 3. Safari. 4. Stakeholders. 5. Listen. 6. Audience 7. Key Insights 8. Solution 9. Prototype 10. Journey 11. Business 12. V2MOM 13. Experience 14. Further Steps 15. Bibliography


introduction It’s hard to think about a material revolution without focusing on the value the consumer is actually perceiving and giving to materials. The conversation around cutting edge innovations and technology is commonly happening between brands, designers, suppliers and factories. Nevertheless the consumer is being left apart from it. The project objective is to create a language that will familiarize the consumer with the efforts being made on material innovation, technology and sustainability across the fashion industry. Introducing that language into an experience that the consumer is already acquainted with: e-commerce . A gamified shopping experience will allow consumers to learn about such efforts in a more organic and engaging way. The way in wich this objective will be acomplished is developing an aggregating multibrand platform that will offer the

consumer exclusively innovative and earthconscious apparel pieces developed by the members of the Sustainable Apparel Coalition while granting after-purchase rewards by relating directly the average Material Sustainability Index to credits earned for each product, i.e. the higher the average MSI, the higher the rewards. In addition to that, every purchase will be conceibed as an investment introducing a measure for durability into the product detail. The industry will be benefited from incentivizing material innovation and technology, being able to test sustainable approaches while gathering data about the products and encouraging brands to keep investing on the efforts mentioned above. The values that the service will be built on are transparency, innovation and inspiration. All of the above represent the foundations of our service. The ultimate goal of this project is therefore to shift the consumers mindset via a language that establishes a common ground between the stakeholders involved.


CON TEXT ( Fashion industry and consumer )

The Fashion Apparel Industry is an important sector of the global economy in terms of investment, revenue, trade and employment generation. This industry is known by its short production lifecycles, wide variety of products, volatile environment and large demand. Besides the huge suppliers, distribution and manufacturing system, the consumer is one of the key factors of the retail business.

PRESENT OUTLOOK Fashion industry. The fashion apparel industry has significantly evolved, particularly over the last 20 years. Fast fashion responds to recent changes in the fashion industry. From the paper of The International Review of Retail, Distribution and Consumer Research indicates, “The changing dynamics of the fashion industry have forced retailers to desire low cost and flexibility in design, quality, and speed to market, key strategies to maintain a profitable position in the increasingly demanding market.”1 Fast fashion has responsibility on the low cost of workers’ wage and waste of material used. Ever since the introduction of E-commerce, the whole retail industry has been shifting from offline to online. Thinking back to fashion industry, as the biggest part of retail business, is being part of this shift. There are some large companies, such as Yoox,

Shopbop, Zappos, that have gained their significant success in E-commerce by selling fashion products. The merge of Yoox with Net-a-Porter or Shopbop and Zappos with Amazon has lead to a huge online fashion shopping ecosystem. Nevertheless, there are some brands that are trying to change the paradigm. For example, Patagonia has been, since the company’s

Nationwide Worn Wear Tour encourages customers to make their clothes last a lifetime

beginning, very upfront about their beliefs towards corporate responsibility. Nowadays they are leading the trend with efforts like their “Worn Wear” campaign, where they intend to add value to their customers old garments through storytelling. With initiatives like “If it’s broke, fix it”, Patagonia is stressing the concept of the need to slow consumerism down and treasure the things we already own. Above all, the industry’s massive production bears the true costs to our environment. The environmental conscious response to such impacts are cleaning up the rivers,

replanting the forests, paying for medical care in communities whose land and water have been devastated, and so on. There are also attempts to protect animal welfare, sustainability and workers across the industry. One organism focused on developing tools to address the inefficiencies of the industry looking forward to achieving a transparent industry is the Sustainable Apparel Coalition. With tools like the Higg Index and the Material Sustainability Index, this collaborative organism tries to aid brands, retailers and manufacturers to reach their goals towards a more efficient industry. Consumer. The purchasing decision of consumers is more price and trend oriented

We’re encouraged to buy more. Buy now; buy cheaper; buy constantly.” and fast fashion can provide inexpensive stylish products. Insight from the paper of The International Review of Retail, Distribution and Consumer Research indicates,“Consumers are becoming more demanding and fashion savvy which is forcing fashion retailers to provide the right product at the right time in the market – in other words, provide quick (fast) fashion.”2 On the other hand, consumers

are experiencing a shorter lifecycle of their wardrobe pieces; additionally, inexpensive mass production goods result in a more expensive impact to the world. Building on to that, one of the first findings during the research process of our project was that apparel brands show minimum sustainability related information in their products because the consumer is not interested in that information. As Molly Conroy, Engagement Director of Sustainable Business and Innovation at Nike said, sports apparel customer looks essentially for performance, price and aesthetics. Moreover, Quart’z fashion reporter, Marc Bain mentioned in an article: “A study from the Journal of Consumer Psychology... elaborates on previous research looking at what the authors called “willful ignorance.” In multiple studies, including one from 2005 used as a basis for the new study, researchers have found that consumers avoid learning about a product’s ethical attributes, such as labor or environmental issues, so as not to have to deal with negative emotions, particularly anger.” 3 In contrast, a more conscious purchasing decision through media communication has risen the consumers’ attention. “Waste has become an issue that even skeptics can embrace. There is also increased demand for more transparency and accountability from companies.” 4 By looking into the new technology

development, E-commerce is turning into a common shopping behaviour to general consumers. “Customers will not wait around if retailers don’t provide a seamless service: indeed, millennials can switch between media platforms at an average of 27 times per hour.”5 The requirement and demand of the customers are changing rapidly nowadays. An immense infrastructure has been devised to support a shopping culture in which we’re encouraged to buy more. Buy now; buy cheaper; buy constantly. - MAYA Findings from the present fashion industry, we can see fast fashion has responsibility on the low cost of worker wage and waste of material used. At the same time, fashion brands or makers are using E-commerce as a more effective distribution channel to build business. The changing of supply volume rises the demand of the product quantity. The industry’s massive production bears the true costs to our environment. The environmental conscious response to such impacts are cleaning up the rivers, replanting the forests, paying for medical care in communities whose land and water have been devastated. When we look into the findings from consumers, consumers are more price and function oriented. They have huge amount of options in the market by the development of E-commerce. An immense infrastructure has been devised to support a shopping culture in which we’re encouraged to buy more.

future OUTLOOK Fashion industry. The introduction of new technology for fashion industry leads various opportunity approaches. Virtual reality has the potential to improve the shopping experience online and offline. Furthermore, wearable technology can deliver a multifunction smart daily wear. The new launch of self-lacing sneakers by Nike and the development of the Apple Watch brings consumers to a new era of fashion merged on functionality. The competition of added value into the end products will be the biggest trend in the future. The fashion industry can not only looking into growing without any responsibility to protect the environment. The demand of more sustainable fabrics and the lowering the waste on the production process are two of the most important problems that the fashion industry is currently facing.

Consumer. Consumers will become more self-express oriented. Along with the development of social media, the new generation will look for more personalisation than following the general trend. In this case, the behavior of consumers will change through O2O, and the purchasing. Their decision will be more focus on customization and differentiation. Consumers also will start to look more into added value of their products. The global warming and environmental pollution raise a global attention of people. Consumer will look into making a more conscious purchase decision to do something good for the environment and to their children.

Emma Watson wearing a dress made from recycled water bottles to 2016 Met’s Gala

The development of new technology will help retail business to bring a whole new shopping experience to their customers. Beside the shopping experience, customers can also find more functionality from fashion product in the future. When we look into the current situation of our environment, a

more sustainable way of development will be an important topic in any industry. The demand of more sustainable fabrics and the lowering the waste on the production process are two of the most important problems that fashion industry is currently facing. Same as to the consumer, they want a better product with good experience. They will choose to have a more sustainable shopping behavior.



(Multi-retail stores in SoHo)

During our Safari, we went to several retail stores in Manhattan looking for patterns and behaviours in customers, shopping assistants and wanderers. This research method also gave us the opportunity to experience the shopping process of the different brands first handed and thus, obtaining emphatetic information.

on-shop experience Under Armour Experience: The sales in store were very energetic and customers can feel that they are very familiar to their new technologies. The digital experience is very strong. Best - The store display is very clear. The fitting chair design is very attractive. UA develops a shopping floor guide app to improve the shopping experience. Worst - The store window display is not very outstanding Uniqlo Experience: “I had to find out about the new textiles by reading the tags, we help each other as a team to keep track of the new things that corporate sends.� Best - The store design is open spaces and well organized. Worst - The sales in-store are not very aware of the brand value.

Adidas Experience: Outstanding display of new arrival products. Sales have very minimum product information knowledge. Most of the material innovations are focused JUST in fashion and lifestyle Best - The location of the store is very good. It represents a very stylish of the brand image. Fashionable and urban garments and accessories at an affordable price. Worst - The only communication angle from the sales is “This is the latest”, without any further product information sharing. None of the four associates offer any help. They were busy on packing shoes. Lulu Lemon Experience: “I registered to the yoga classes a month ago and still haven’t gotten any answer, they have the worst follow up for the

Under Armor Health Box shows how interested is the company in the digital experience

customers” - Angie Best - The store display with a very strong message of yoga lifestyle. The brand message is very clear. Worst - The customer communication of

the yoga experience session was inefficient. Customer may lost interest very quickly because of this. Patagonia Experience: I was reading their banner about the new denim dying process and the sales clerk said to me… “it’s good that you are reading that, please let me know! I have no idea what it says!” Puma Experience: I spent 20 minutes observing the shopping process of an old lady that was pretty special on her taste. She went through three different sales clerks because they couldn’t handle her. By the end she was really annoyed. - Caro Best - The store display shows a clear message of Patagonia’s attention on sustainability. Worst - There are a lot of information on the tag, attached on the products. However, the sales didn’t know about the information.

PARTICIPATORY observation As part of the anthropological research for project we got immersed in several activities involving the fashion industry. For example, one of the team members used Nike+ platform during 2 months, gathering user experience insights. In order to have a point of contrast between one experience and the other existing, she tried out UA Record, an app developed by Under Armour and powered by IBM Watson. While using the app, she also tried out Nike+ Run Club in NYC, where she discovered that the core values of Nike filter through every single aspect of the company. It also made her realize the importance of the connections between the digital and the physical world surrounding a specific brand. Learned from this safari experience, we found there are opportunities to help to improve fashion retail shopping experience. Offer a handily app to improve in-store

shopping experience can increase customers’ interest. Product storytelling is very important for customers to make purchasing decision. It would be a good communication moment to deliver brand message and sustainable storey during the conversation between the sale and the customer. Positive sales interaction could gain customers’ trust on the products and the brands. Last but not least, good store display can give customers good impression. During the Safari experience our initial hypothesis were:. Sales interaction is key to gain consumers trust towards the products and brand. The store display is an important way to share the brand message. New technology interaction attracts the consumer and it may make them stay longer at the store. For example, the product information and floorplan of Under Armour surprised us. We explored the store more by using the information which was automatically feed into our own phone. The quality and the diversity of products is important for customers After analysing the qualitative information gathered during this stage of our research process, we discovered several opportunities that could help improve the fashion retail shopping experience. This opportunities are

the following. Apps and gadgets enrich the shopping experience Product storytelling is important for the customers to a make purchasing decision. Creating stories surrounding the benefits of each product will be a good way to avoid information-overload on the tags. Use the sales associates as a channel to tell the product history. There is an opportunity to tell a sustainable story during the informal conversation between the sales assistant and the customer in the store. Be more efficient in terms of communicating material innovation and technology. Engage the consumer in activities to reinforce the brand lifestyle notion.


STAKE HOLD ERS (Actors involved in the system)

Identifying the actors involved in the system in which our challenge is established, is fundamental to a better understanding of how to balance the polarities of the system itself by addressing a solution to the right audience.

converge -diverge In order to address an appropriate solution to the right audience, it was necessary to dig as deep as possible beginning from the very surface and aiming to cover as many angles as possible. ( Fig. 4. 1)

Sectors around the fashion industry

People within those sectors

Hub with more stablished and potential interconnections (Fig. 4.1)

Sectors and organizations around the fashion industry.

Mapping the most relevant sectors and organizations around the industry, we identified three key segments: Industry, Communicators and Consumers. Industry includes, designers, factories, merchants, scientists and material developers. All of these represent a snapshot of how the industry is internally connected. Communicators include friends, bloggers, sale associates, influencers, and online coaches. These are the influential actors that can impact a purchase decision. Consumers which include regular athletes, friends and family, social influencers,

sneakerheads, new and loyal customers. This segment represents an interesting one because of it’s diversity. After connecting all the stakeholders into a map, we found that the consumers hub had the higher number of external connections. Using the same map, we identified specifically wich of the actors where the most interconnected and therefore where we had most opportunities to implement a potential solution. (Fig. 4.2) The analysis described lead us to select the actors who will perosify our audience.



(Revealing insights from experts)

According to the segments of the stakeholders map, we went out looking for more in-depth stories regarding our research. By conducting interviews to professional insiders of each of the segments and asking about experiences, opinions, assumptions and emotions we found some revealing insights.

anecdotes Marco Pagani, Creative Director “Design needs to think out of the box. I will not design anything relative to sport for Nike. Sport automobile is what I want to design for Nike” Hans van de Bruggen, Senior Design Director “There are 3 main stream of future technology development: 1. Every appliance will access to internet. There is heavier tension on personal privacy. 2. Self-driving system will happen in the coming 10 years. 3. Virtual Reality will apply to every industry.” Nike wants to be the No.1 in the market. I would design a status display in Nike shoes.” Jon Tang, Creative Director of Fronteer, Lead Footwear Designer at KITH “Shoe’s design should be seasonless. My design concept can be a nature symbol, a fruit, or a simple habit. It’s all about

storytelling.” Juan Alvarez “I know I still have it, but I need to get in shape before going into a team. I’m not going to embarrass myself.” Camilo Alvarez. Regular Athlete “I told him to stop eating in the evening. I hope that helps him, I would never do such thing, though.”

Juan Alvarez. Used to work out “How could you work out when you were working? I can barely take time to see my girlfriend.

I bought Adidas for running. - Which ones? - Ehh, the latest ones. Have you seen my little brother? I can´t stand next to him anymore. I’m ashamed…” Felipe Lopez - First time runner I bought Adidas for running. - Which ones? Ehh, the latest ones. Sisy Garza - Online trainer “Promoting a holistic change and not just that girls seek to lose weight, but to pay attention to full health, that they are incorporating healthy eating as part of their daily routine. Furthermore, giving

importance to emotional health and for they to discover how it affects their image. What motivates me is to see that the changes that occur from within are, in my point of view, more real” Beatriz Martinez “Not only did you taught me how to lead a healthier life but to ENJOY IT TO THE FULLEST.” Alejandro Bonilla climbing the Iztaccihuatl. “Breathing was getting harder… [climbing this mountain] was something I did not know could be done as a common human being, then for me it was very impressive to know that I was able to do so.” The main findings from the interviews to designers are the futuristic trends, like the impact that internet of things and intelligent automation will have in our lives; however, this generates a heavier tension towards personal privacy. Furthermore, Virtual Reality will be applicable to every industry. From the interview of general athletes, we found most of them to get more shape is for self-esteem and self-indulgent, and to have a healthier lifestyle. We also discovered the importance of “the goal” in all of the decisions they take regarding sports apparel purchases. The communicators, on the other hand, are more emotional on their way to express their ideals and are looking to being active part on the actions towards a cleaner, transparent and efficient industry.


AU DI ENCE ( Understanding behaviurs )

Personas and Journey maps were used as a tool to synthesize the information gathered earlier and to be able to empathize with one member inside each of our stakeholder segments. This exercise also made us try to find links and gaps within the system.

PERSONAS Personas helped us understand the motivations and actions of people involved in our challenge by humanizing them. Carla Amaya Was a regular athlete Mexico. Age: 27. Grad Student Business Law Certificate. Berkeley Fashion oriented Emotional (appendant 6.1)

Trish Roe Breasr cancer survivor USA. Age: 38. Blogger. Housewife Writes about wellness Wellness oriented Emotional (appendant 6.2)

GIOVANNA UNDERWOOD Open-minded modern girl Italo-American. Age: 32. Creative director Interested in Sustainable design. Emotional (appendant 6.3)

Each of the personas have different backgrounds, professions and personal interests. This process provided us useful consumer empathy knowledge.

JOURNEY MAPS After creating the three diverse personas mentioned above, we used journey mapping to find pain points and areas of opportunity. Carla amaya

Fashion Oriented


1 Needs a shirt


3 Buys a fast fashion shirt 1

Trish Roe

Wellness Oriented



1. Finally founds out that nike has waterless dye 2. Finds one perfect pair at Patagonia and gets really excited about the repair program they have

1. Is looking for something that will last longer and will not have a lot of chemicals: Needs to do a large research to decide 2. Is interested in this innovative materials, wants to buy a pair of trousers: has to spend time doing research again 2

1 Needs a shirt

Buys the shirt



Giovanna Underwood

Sustainability oriented Subscribes to the website’s newsletter.


1. His friend recommends him the website which provides sustainable and well designed products. 2. Finds one perfect shirt from a brand named Bluer Denim wich makes shirts in organic and sustainable denim.


1 Needs a shirt 3

1 2


3 Buys the shirt

Carla Amaya

Look athletic again, keep buying new clothes without feeling heavy-hearted


Lust and Gluttony


Trish Roe

Run a 10k, be the master of her body again, promote a wellness lifestyle.


Discipline and Anger


Giovanna Underwood

Be an active member of the sustainable movement


Pride and Action



KEY IN SIGHT ( Analysing results)

After analysing the data gathered through the market research, safaris, participatory observation, stakeholder mapping and insiders interviews, we came up with five important insights from our project. These insights inspired us to develop a product as a solution for the current issues affecting the Fashion industry.

1. 2.

There is a conversation about innovation and low impact technologies going on between the brands, the factories, the regulators and the material suppliers. However, the customer is being siloed from this conversation. The Sustainable Apparel Coalition has developed several tools to help the industry members reach their sustainable goals; nevertheless, there is no tool like that for the consumer.


The consumer is being “willful ignorant� because of the amount of negative information that exists nowadays on the media towards the fashion industry.


The consumer is willing to pay a higher price for higher quality


Women represent a great opportunity on the online market



( An approach to the challenge)

PROPOSAL The proposed solution is an educational platform that pretends to thrive apart from all the negative media surrounding the fashion industry. It will focus on the efforts being made towards a lower impact industry, innovative processes and materials. This platform will create a language that both, the industry and the consumer, will relate to. Such language is divided in two criteria: the Material Sustainability Index (MSI) and the Higg Index. Both tools were developed by the Sustainable Apparel Coalition; an alliance comprising the market of clothing, footwear and home textiles in order to achieve sustainable production. Their main focus is the Higg Index, defined by them on their web page as: “a standardized supply chain measurement tool for all industry participants to understand the environmental and social and labor impacts of making and selling their products

and services.” The industry noticed the consumer is starting to be aware of the inefficiencies and harmful practices of the industry. This Coalition is looking to develop agile solutions, achieved through knowledge sharing and collaboration, to be applied inside the complex system that is the apparel industry. There are several tools developed by the SAC, one of them is called the Higg Index, which is a self-assessment tool that intends to empower the industry members at all the stages towards sustainable practices. “Higg delivers a holistic overview of the sustainability performance of a product or company—a big-picture perspective that is essential for progress to be made.”6 Another tool inside the SAC is the called the Material Sustainability Index (MSI) “a cradle-to-gate index informed by life cycle assessment (LCA) derived inventory data to engage product design teams and the global supply chain of the apparel and footwear products in environmental sustainability.” 7 This tool was initially developed by Nike in 2012, later on it was adapted by the SAC. Together with the Higg Index, the MSI helps measuring environmental the impact of products. Regarding our solution, the Higg Index will provide the “designed for durability” criteria. Cet criteria was designed to add value to the garment and to further engage

the consumer through informal learning in order to involve them inside the industry’s conversation.On the other hand the MSI will be directly linked to a rewards system that will generate a certain amount of points after every purchase done in the platform; thus, creating a gamified experience for the consumer where they will get higher rewards by purchasing a garment with a higher MSI. Through the rewards system we are looking to create positive reinforcing of the concept of material innovation and technology in the consumer’s’ mindset. Each piece of clothing will have its own number, to be obtained by calculating the average of the MSI materials from which it was made of. That number will be the same number of points accumulated in the consumer’s account. However, the consumer will have to accumulate a certain amount of points to be able to redeem them as Figure 1 shows. This model intends to give higher rewards to the customer that decides to accumulate a higher amount of points, thus, reinforcing the idea of a supporting higher MSI numbers. Redeemable dollars





Points needed











Increasing % Garments purchased. (approx)


* Median MSI: 36

Our challenge: The platform has to be exciting to engage the consumer The language has to be appealing and coherent for the user The members of the industry have to be willing to collaborate with their peers. The project’s target is to create a common language in order to connect fashion brands and manufacturers with the consumers. This language will consist on a tool that measures the impact of a product to the environment; we believe that the MSI can help us create a system that the consumers can relate to. Most importantly, consumers will be able to make a knowledgeable purchasing decision without the feeling of being forced to do a “sustainable� choice.



( The proposal as an experiment )

On this building block, we intended to test our idea with people from our target customer segment. This part of the process gave us the opportunity to test our concept and refine it. We needed to learn whether our platform was user friendly and how will the users respond to the sustainability rewards we had envisioned.

PAPER PROTOTYPE We chose to use a paper prototype because it’s low fidelity traits allows the intervewee to build upon what the user is experiencing and it leaves more space to feedback. This paper prototyping also enabled us to record the struggles they had through the process and the exciting moments as well. Each of our provided products displayed had a number which is based on the MSI measurement. The number was shown as a visual that indicated credit (the rewards). The credit will be collected after each purchasing transaction. Quotes Pear: “The story is nice, I feel special...I usually wear stuff that someone has given to me because it has a sentimental value. So if it’s clothes that I buy just because, like, it’s nice

to have something to connect with it.” When talking about the added value of the garment. “That’s a lot of steps” When going through the login steps “It would be nice to see a chart from 0 to 100 I would get this discount or that.”

Camille interacting with the paper prototype

Introducing the paper prototype to Savani

Camille: “So now I have this credits, what does the credits mean” If the customer skips our introduction, they will need further information during the process. “If I find something on my phone, I wait till I get home to actually purchase it on my computer.” She registers always on a computer Anika: “I would click sale right away, ‘cause I am

The prototype permit us to identify the strenghts and weaknesses of the platform

a cheap person” She likes logging in from facebook, or the computer filling out the info Savani: Why did you pick that one? “I like that brand” “I don’t understand what the credits are for. Maybe because I skipped the video. I would probably go back to the video to see what the credits are all about.” She prefers having three steps than having one long section Stephanie: “If I get the credit, I get something else, I don’t know”

Regarding to the credit system “Maybe something more obvious” Like Tom’s business model, buy one give one “This time I will pick this one, because it’s cheaper than Nike.”

“I will keep it in my cart, and wait for two or three days, i will check other apps to see if i can get a better price if I think this price is the best price, I will buy it.”

If I get the credit, I get something else, I don’t know” When ask why wait that long, she answered: “Yes, why not? I am not in a rush!” Making use of credits: “I think if for the first time I am using the app, here maybe you

Paper prototypes offer the user autonomy and confidence to give feedback and ask questions

need more instructions shows if you receive credit I can get discount for next time� We collected all the feedback from the users of the prototype and analyzed it. The users paid attention to the rewards credit; however, we had to reiterate the way to display the information about the reward system and its link to sustainability. As well as, how they would like to know more about the motivation and incentive from this credit. It was also interesting to find out the way that our consumer deals with online shopping and their pains throughout the process, for example, the fact that they like are interested in doing an earth-conscious purchase, but they are not willing to read a lot about how are they doing it.



( Getting into someone else’s shoes )

After gathering and analyzing the insights obtained through the prototyping process we decided to create a new journey map in which our personas would be involved in the process of our platform. Through this exercise we seeked to obtain visual differences between the experiences the personas had in the previous model and the new proposed in this project. It is about finding holes in our proposal and find a way to reiterate towards the fullest version of our idea

Carla amaya

Fashion Oriented




4. Searches for what sustainable fashion stands for, and where she can get some. 2.She doesn’t get enough points to buy a new shirt




Needs a shirt 4



8 Has to learn about the rewards system.

buys two shirts. 4

Trish roe Wellness Oriented



4 Needs a shirt 1





giovanna underwood Sustainable Oriented



1. Is looking for something well designed and with good quality. 2.The product needs to be functional and sustainable

3 Needs a shirt 1





During this method we walked each persona through the same task expecting different outcomes. We wanted to understand the different behaviour of the different market segments. After this exercise we were able to have a general picture of the areas of opportunity regarding the common language we are trying to develop. Most importantly, it’ helped to guide us on how to design the user experience for the platform in a user-centric way. In the end, we created a final journey map for Carla, she represents the potential customer of our platform. We learned the pain points of her usual shopping experience, at the same time we triggered the gain points for the further development of our business.



(Description of the business structur )


To create a language that will familiarize the consumer with the efforts being made on material innovation, technology and sustainability across the fashion industry. A gamified shopping system using rewards will allow consumers to learn about such efforts in a more organic and engaging way,

women 25 to 35 years old women that are looking for sustainable clothes-women that are looking for cutting edge materials in their clothes

Introducing that language into an experience that the consumer is already acquainted with: e-commerce . Giving rewards for every purchase


E.commerce Social media platforms


Commission per sale Maintenance fee for the brands on the platform Adds spaces and sponsored products


Brands Sustainable Apparel Coalition Retailers Influencers


Maintain transparency Gather information of each product Create clear visualizations Obtain MSI average for each product


Channels The platform development Sustainable Apparel Coalition


Design and development of the platform Maintenance of the platform.


Social & Environmental Benefits Slow down the fashion industry Add value to sustainable efforts


V2 MOM ( Establishing key actions )

V2MOM is a tool we used to delimit our solution by answering to the five principles it is based on: vision, value, methods, objectives and measures. This five principles respond to key actions we needed to frame in order to define the expectations from the platform. Each one of the principles stand for something.

V. 2. M. O. M.

Vision: Where do you want to go? Promoting knowledgeable shopping decisions in order to shape the fashion industry into a more conscious one.

Values: What things are important for you? Transparency Innovation Inspiration Methods: What are you going to do to get there? Build a comminuty upon the platform to create stronger links between stakeholders. Generate a common language between the customer and the industry. What could prevent you from being successful? Brands not wanting to be part of this The lack of customer interest.

How do you know if you are successful? Number of shares on the social media. Amount of brands joining after one year. Quantifying the revenues. By the amount of brands that join after one year.

EX PE RI ENCE ( Connecting with the audience )


The following images represent the final iteration on the project. It is the outcome of the research made and it has the purpose of visually display our proposal

Scan the code on your smarthphone or visit

further possible steps Introduce Men’s wear Introduce Home textile products

ENDNOTES 1. Vertica Bhardwaj and Ann Fairhurst, “Fast fashion: response to changes in the fashion industry”, February 2010, 165–173, accessed May 4th, 2016, Fast_fashion_response_to_changes_in_the_ fashion_industry 2. Vertica Bhardwaj and Ann Fairhurst, “Fast fashion: response to changes in the fashion industry”, February 2010, 165–173, accessed May 4th, 2016, Fast_fashion_response_to_changes_in_the_ fashion_industry 3. Marc Bain, “Why are shoppers being asked to buy ethically or not in the first place?,” Quartz, January 18, 2016, accesed April 26, 2016, http:// askedto-buy-ethically-or-not-in-the-first-place 4. Jo Confino and Ozoda Muminova, “What motivates consumers to make ethically conscious decisions?”, The Guardian, August 12, 2011, accessed May 4th, 2016, http://www.theguardian. com/sustainable-business/motivatesconsumers-environmental-ethical-decisions 5. Daniela Cecilio, “E-commerce is changing the fashion industry – it’s time to catch up ”The Guardian, Feb 6, 2015, accessed May 4th, 2016, 6. “The Higg Index,”, 7. “Materials Sustainability Index,Base Material Scores,”, November 4, 2013. http://msi

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THE TEAM Carolina de Urquijo Angie Ray Isaac Perez Professor Andrew Robinson

MS Strategic Design and Managment Parsons, The New School for Design 2016