Summary
User Research & Web Design
Team Project / 10 weeks
During the Lextant Certificate Program "Methods of Contextual Research" at SCAD, we gained valuable insights into conducting forward-looking, actionable research across various organizational functions.
Our team, composed of five individuals from different disciplines, investigated the use of agricultural and food waste in fashion. We aimed to introduce sustainable alternative materials to mitigate the fashion industry's environmental impact. Our objective was to understand consumer perspectives and identify obstacles to the adoption of these materials.
This project was our entry for the BioDesign Challenge.
Research Lead
Team members
Tools
Aditi Balapure
Disha Goyal
Miro
Photoshop
Neha Reddy Alle
Skills
Survey / Interview
Cultural Probe
Sensory Cue Workshop
Tanya Kar
Overview
Understand how consumers perceive clothing made from various sustainable materials and identify the barriers to their widespread adoption.
Environmental Impact on Fast Fashion
Fast fashion significantly impacts the environment due to its rapid production cycle and high consumption of resources. It leads to excessive waste, as discarded clothing often ends up in landfills. The industry is a major contributor to water pollution through the use of toxic dyes and chemicals, and it consumes vast amounts of water and energy. Additionally, the production processes generate considerable greenhouse gas emissions, exacerbating climate change. The focus on low-cost, disposable fashion promotes overconsumption and undermines efforts toward sustainability.
Understand the users
Before commencing full-scale research, we identified and engaged key stakeholders, including consumers, industry workers, and environmental advocates, who are impacted by fast fashion. This approach ensured that we gathered comprehensive insights from those most affected.
Online Survey
Following initial research on the environmental impact of fast fashion and the current eco-friendly clothing manufacturing processes and technologies, our team distributed an online survey. This survey aimed to understand why people purchase fast fashion and their perspectives on eco-friendly clothing made from agricultural and food waste.
“I tend to buy fast fashion, but I'm trying to shift to a sustainable alternative.” (105 Responses)
"I do acknowledge that it’s time we all become conscious of global issues and support sustainable products for the future of this planet. Hence, we need to get more aware and change our lifestyle and purchase preferences accordingly."
"I would prefer to buy textile which is natural and environmentally friendly."
"I truly believe if you talk about sustainable clothing, they tend to become a little higher in the price which shifts the customer perception from sustainability to luxury. I think we should work on its price and make it more pocket friendly."
"I became a very conscious shopper in the last couple years. I only buy second hand, sustainable outdoor clothing and rarely other certified brands."
Interviews
After collecting quantitative data from the survey, we arranged interviews to gain deeper insights into clothing made from agricultural and food waste. We interviewed 20 users interested in and already purchasing sustainable clothing, along with 5 experts in sustainable industries, to discuss current trends and future developments.
Cultural Probe at Forsyth Park (Savannah, GA)
We gained valuable insights from the interviews but wanted to capture a broader range of perspectives. To achieve this, we visited Forsyth Park in Savannah and conducted brief interviews and 'Cultural Probes' with the park visitors.
We asked our participants to write a ‘Love or a Break-up Letter’ to Fast Fashion, which received the maximum attraction and generated creative heart-based responses!
We conducted a Sensory Cue Workshop to understand user’s ideal experience of Perceiving, Deciding, Selecting, Buying and Wearing Clothes made out of Agricultural / Food Waste. The theme of this workshop was that of a Virtual Store!
Framework
Drawing from our comprehensive research, we developed a framework titled "The Ideal Experience of Wearing Clothes Made from Agricultural or Food Waste."
