Sustain-A-Look
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I took on the UX designer role redesign the original Sustain-A-Look's website to optimize the navigation system and develop new pages dedicated to the recycled clothing program. The updated website needed effectively communicate the brand’s mission, engage users across different regions with a user-centered approach, create a seamless and accessible purchasing experience, and provide a consistent experience across platforms.
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Sustain-A-Look is a sustainable fashion brand based in Boulder, Colorado, that focuses on reducing environmental waste and combatting unethical labor practices by providing customers with eco-friendly, fair-trade, high-quality clothing at a reasonable price. The company is expanding their business beyond their local community to serve a nationwide audience. For every purchase, they will donate a percentage of the profits to environmental and labor protection organizations. They are also launching a recycled clothing program where customers can donate new or gently used clothes that are then distributed to people in need across the United States.
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Stakeholders were concerned that the donation program would overshadow sales. They were already experiencing low online conversion and were concerned that their only consumers were loyal customers. Sustain-A-Look needed to revamp their checkout process while equally making donation information easily accessible. I needed to effectively communicate the brand's mission, highlight the new donation and the recycled clothing programs to provide a seamless experience.
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The goal was to to increase online sales by 6% an see at least 10-15 donations per week over the course of 6-months after the launch.
The Plan
The three main questions to consider for the foundation of this design strategy were as follows: who are the target users, what problems need resolution, and how do we achieve the client’s business goals? Key Tasks included (1) adding two new pages dedicated to the recycle program and for donations, (2) optimize the navigation with the included new pages, (3) streamline the copy for specified pages, (4) ensure accessibility needs are met, (5) create a smooth shopping experience from start to finish, and (6) create visual brand consistency throughout the site. Overall, the plan needed to support the launch of this new phase of Sustain-A-Look and realign their product to support an improved user experience.
