Client
EcoChic
Canada
Q3/2023
Overview
EcoChic is an innovative outfit planning app designed to empower users to make informed and environmentally conscious fashion choices while maintaining their personal style. Despite its promising concept, the initial version of the app faced significant hurdles, including user engagement issues and a lack of personalization, which hindered its adoption.
Challenge
The primary challenges identified in the EcoChic project were threefold:
Lack of Information: Users struggled with the lack of accessible information regarding the sustainability attributes of clothing items, making it difficult to make informed purchasing decisions.
Price Discrepancy: Sustainable fashion products often carried a higher price tag compared to fast fashion alternatives, deterring budget-conscious consumers from investing in eco-friendly options.
Limited Availability: The scarcity of sustainable fashion choices in the market limited users’ ability to consistently make environmentally responsible decisions.
Solution
To tackle these challenges, a targeted UX redesign was implemented:
Simplified Interface: The UI was revamped to enhance clarity and ease of navigation, especially during onboarding, improving user flow and reducing cognitive load.
Sustainability Data Integration: Clear, actionable sustainability information was embedded at key decision points, with visual aids to help users understand environmental impacts effortlessly.
Personalization Enhancements: A more sophisticated personalization engine was introduced, offering tailored recommendations based on users' preferences and behaviors, making the app more relevant and engaging.
Outcome
The UX improvements to EcoChic led to a noticeable enhancement in the overall user experience. The simplified interface made it easier for new users to navigate the app, resulting in a smoother onboarding process. Additionally, the integration of clear and accessible sustainability information empowered users to make informed, eco-friendly fashion choices with confidence. The introduction of personalized recommendations further increased user engagement, making the app more relevant and enjoyable for individual users. Overall, these changes significantly strengthened the app’s appeal and user satisfaction, solidifying EcoChic's position as a valuable tool for sustainable fashion planning.
