My Role
UX Researcher
Copywriter
Project Duration
5 Months
Industry
Team Members
Menna Toeima
Project Context
This project answers an open brief put out by
a public service for the planet that uses creativity to tackle climate change.
Problem
The fashion sector is the second largest polluting industry in the world after fossil fuel. We wanted to develop a response that raises awareness of the polluting effects of the fashion industry, but also drives change.
Solution
Tortoise is a web extension that helps fashion consumers navigate the complexities of sustainable fashion so they can put sustainable practices into action.
Research
Objective
To gain insights into people's awareness of the environmental impact of the fashion industry, their understanding of sustainability, and the challenges they face in staying informed about sustainable fashion choices.
Secondary
Research
Conducted a review of awareness, perceptions, and challenges in adopting sustainable practices within the fashion industry.
Interviews
6
In-depth
semi-structured
interviews
Surveys
23
Qualified responses
Format: Online
Quotes:
“It's hard to tell what clothes are genuinely sustainable. There are so many factors to consider, and it gets overwhelming."
Emily, Age 21
"I want to support ethical companies, but it's not easy to find reliable information."
Andrea, Age 27
Analysis
Persona
Based on insights from our research, we created our persona to better understand the goals, needs and obstacles of our target users. Meet Shopping Sharon:
Needs Statements
Based on Sharon's Goals and Frustrations above, we developed four main needs statements. Shopping Sharon needs a way to:
A centralized, easy-to-use resource for information on sustainable fashion.
Clear, simplified guidance to help her make sustainable fashion choices.
A tool to help her verify the sustainability claims of fashion brands.
A way to stay informed without feeling overwhelmed by information overload.
Solution
Insight:
While a lot of people are interested in buying slow fashion, it can be time-consuming and difficult to find trustworthy sustainable brands, especially when fast fashion items are such a cost-effective, and readily available option.
Idea:
Let's create a web extension that helps fashion consumers shop sustainably by providing them with all the information they need in one place, pointing them in the right direction as they shop in real-time.
How does it work?
Key Words: Tortoise highlights and explains key sustainability-related terms directly on product pages, helping shoppers understand the materials, certifications, and production practices, and build knowledge they can apply both online and in-store.
Sustainability Rating: In response to users’ confusion around conflicting sustainability information, Tortoise distills complex brand and product data into a single, easy-to-understand sustainability rating. For shoppers seeking greener options, it also surfaces more sustainable alternatives, reducing cognitive load and decision fatigue.
Track your impact: Tortoise helps shoppers stay motivated by tracking purchases and shopping patterns, showing both individual environmental impact and the collective impact of the Tortoise community, proving that every sustainable choice makes a difference.
Impact dashboard (low-fi prototype)
Case Study Video
