SECOND-HAND,
SECOND-LOVE
Give second-hand clothing a second chance at love.
Feb - May 2021
My Role
Product / Branding / Experience Designer
Responsibilities:
User Research, Wireframing, Prototyping, 3D modeling, Rendering, System Mapping
Tools
Figma / Adobe Creative Suite / Rhino / Keyshot
OVERVIEW
Problem Statement
One Garbage Truck of Clothing is Landfilled or Incinerated EVERY SECOND.
Second-hand clothing can come with a stigma. Many people think is not clean and a label of poverty. After I did some research and some interview with some people. I found that there is a misunderstanding. People think vintage is better than second-hand. But the truth is that vintage is still second-hand.
Opportunity
In China, many people have a severe stigma about second-hand items. But recently, people luxury brand vintage started rising in the majority of the city.
Goal
Reduce the stigma around second-hand garments.
WATCH PRESENTATION INSTEAD
RESEARCH
UNDERSTANDING THE USER
Subject Matter Expert Interview
Secondary Research
Summary
Second-hand clothing can be classified into four categories. Each category represents a different type of organization where you can find second-hand clothes from various sources.
I conducted interviews and created empathy maps to understand the users I am designing for and their needs. A primary user group identified through research was the young generation, age 18-35, who lives in China.
This user group confirmed the initial assumption about first-hand clothes, but research also revealed that they are also interested and potential in the second-hand clothes market. Other user problems included guilt, stigma, or shame that makes it challenging to access second-hand clothes.
Pain Point
Sign of Poverty
Distrust
Durability
The apparel is identified the financial status of the person. Second-hand clothes are recognized as a sign of poverty.
Used clothes represent dirt, especially garments from an unknown person.
The clothes have already been having a particular time in history are often only last for a while.
User Journey Map
Ideation
Goal Statement
The resells second-hand garments app will let users reduce the stigma around second-hand clothes which will affect users who don't know how to deal with used clothes without throwing them by letting users have an interesting shopping experience and seeing used clothes from a different perspective. We will measure effectiveness by tracking the new users and posted or orders of items through the app.
Information Architecture
Low Fidelity
Paper Low Fidelity
Digital Low Fidelity
DELIVERABLES
01
ITELL
Digtial Product Design
ITELL is a unique service and platform that revolutionizes the shopping experience by combining fashion categories with tailored stories that evoke specific emotions for users. Unlike traditional fashion apps, ITELL offers a more personalized and engaging approach to shopping.
With ITELL, users can explore different clothing categories that align with their emotions, making the shopping experience more enjoyable and fulfilling. Additionally, by integrating stories with fashion, ITELL offers a deeper level of connection and engagement for users, allowing them to discover products and styles in a more meaningful way.
Overall, ITELL is a game-changer in the world of online shopping, offering a fresh and innovative approach that puts the user's emotional needs at the forefront.
The stories are about increasing and revaluing second-hand clothing. This minimizes the stigma around it while providing consumers with a new online shopping experience. On the page listing the details of each item of clothing, ITELL offers stories instead of showing basic information about the garment. When donating their own clothing, users can include personalized stories as well. On the map, users can find every participating clothing store that has an ITELL platform.
High Fidelity
Regular fashion apps create categories for by the type of garment, ITELL creates clothing categories by the kinds of stories around them. Because the stories we remember are filled with emotion, ITELL is designed to make emotion the most critical part of the shopping experience.
On the map, users can find every participating clothing store that has an ITELL platform. Here users can see different information about the different stores.
Core Learning
02
Narrative Threads
Experience Design
Narrative Threads is a revolutionary shopping experience that engages customers in a unique and exciting way.
Experience Design
A unique shopping experience where clothing is sold through storytelling. Each item of clothing is represented by a sculptured mouth on the wall, and customers cannot see the garment before purchase. Instead, they listen to a story that brings the clothing to life, helping them to make a more meaningful and personal connection with the item.
Once a customer selects a garment, they become a part of its story, continuing the narrative as they wear the garment out into the world.
Goal
Discover the value of second-hand clothes.
Establish sustainable consumer behavior
User Testing
There is a pressing need for a re-evaluation of the visibility of the value of second-hand clothes. In today's consumer market, value is a market transaction generated by the self-assessment of users and the packaging of the value of goods by merchants. In the following research, I will focus on commodities. Combating the stigma against second-hand items should focus on the product's pure value or added value. In the current second-hand market, the story behind the second-hand item is an added value above the item value.
Inside the Narrative Threads store, a chart lists three different heights on the wall. At each height level, mouths represent different stories for men, women, and kids.
Further Issue
How to solve second-hand clothes that may not be perfect for selling?
The stigma of wearing second-hand clothes leaves China with 26 million tons of discarded garments， less than 1% of which are reused or recycled.
03
TURN
Digital Product Design
When re-examining the value of second-hand clothes and their transactions, it is easy to miss an important factor. Not every piece of second-hand clothing will have perfect storage conditions—some clothes will arrive damaged, and there is no way to prevent that. If this type of second-hand clothing could also be reused, it would reduce waste significantly.
When re-examining the value of second-hand clothes and their transactions, it is easy to miss an important factor. Not every piece of second-hand clothing will have perfect storage conditions—some clothes will arrive damaged, and there is no way to prevent that. If this type of second-hand clothing could also be reused, it would reduce waste significantly.
High Fidelity
