workshop
McKinsey & Co
duration
10 weeks
services
branding, web design, animation
Speculative design project that resulted from an interdisciplinary workshop by UT Austin and McKinsey & Co.
We designed Leaf, a Chrome plugin solution targeted at young adults to raise awareness of the environmental impacts of fast-fashion and increase discoverability of more ethical brands.
We gathered quantitative and qualitative research around fast-fashion consumption in college students. Interviewed and surveyed over a dozen potential users and had them interact with our early prototypes.
This informed our understanding of the problem in practice, and how we refined our overall solution.
These are personas of our target audience, college students. We found in our research that Maggie's archetype gets trapped in the toxic cycle of fast-fashion, lured by the quantity of items that can be purchased on a tight budget.
While many claim to care about the environment, translating that into consumer actions is hard without resources to help.
Leaf lives on your browser & alerts you whether the eCommerce sites you visit are sustainable.
Green designates that brand practices ethical and responsible methods of production, while yellow signifies they are questionable and red denotes severe, unsustainable practices. We would partner with environmental experts to best quantify and classify the three categories, taking into account textile sourcing, waste, dyes, labor conditions and cost per wear.
We imagine this could begin as a guide to more environmental consumption in fashion industry and later scale to furniture and more.
NEXT: ACHIEVE