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During my Human Centric Module at Hyper Island, H&M presented us with a challenge: to create a solution that encourages their H&M members to adopt more sustainable behaviors. The solution could cover a wide range of possibilities, giving us the opportunity to explore different approaches to promote sustainable consumption.
How can we make H&M members act more sustainable post-purchase phase?
Rewarding the H&M members for acting sustainably.
Our design process documents the group's journey in focusing on key areas to develop a creative and sustainable solution for H&M members, providing insights into our thought process and the path leading to the final solution.
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To kick off the research phase, we examined the offerings available in the current market for consumers. By analyzing existing solutions, we gained insights into their functionality, effectiveness, and areas of improvement.
Here are some of the companies we studied:
We researched how consumers dispose of their unwanted clothes to understand where and how they typically get rid of them by creating a user journey. This helped us determine the areas to focus on in our solution.
During the interviews, the 12 participants highlighted a few common pain points that hindered their recycling efforts, including the time-consuming nature of the process, lack of motivation, and overall inconvenience.
A lack of time where they can find time to go and recycle.
Too time-consuming to go to the store and recycle.
Investing time into recycling doesn’t feel rewarding.
It is uninspiring to recycle when there is no drive.
There are no benefits for the consumer.
Being unmotivated is a factor.
Walking to the physical store demands too much.
Too far away to get to a store.
No stores nearby to recycle.
Initially, our idea was to reward H&M members with physical items like tote bags and t-shirts for their recycling efforts. However, we realized that this approach contradicted our sustainability goals. As a result, we shifted our focus to digital rewards and collaborated with popular games like Fortnite, which resonated well with our target audience of individuals aged 18-28.
As a team, we created paper prototypes to visualize our app idea, which provided a low time investment while aligning the app's design. These paper prototypes served as a guideline for the final prototype created on Figma.
The design of the H&M app extension is influenced by games, particularly the 'battle pass' concept, resulting in a gamified experience. With my video game expertise, I recreated a progression bar and unlockable rewards in the app's interface.
A low-fidelity prototype to show the team and align with the design
A progression bar with clickable bubbles.
A selection of buttons to select rewards.
Different styles of reward pages.
These designs were cool but some were way too distracting.
It was very unclear how to use.
Shaping up the interface with more details.
I made the progression bar clearer and made the CTA’s bigger to show that it’s clickable.
Text blocks to see how the information would fit on the page.
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My experience working with H&M has been a whirlwind, opening my eyes to new perspectives on UX design and emphasizing the importance of understanding the user's needs. I've learned a valuable lesson that a visually appealing design can fall short if it fails to effectively communicate its purpose. This insight will guide me in future projects.
+ Learned the importance of user testing
+ Proves the functionality of the product
+ Being open for feedback is essential
+ Actively seek constructive criticism
+ To not to take feedback personally (!!)
+ It's easy to call your designs functional
+ Good aesthetics ≠ Good functionality
+ People don't see what you see