CLIENT
Elgato
MY ROLE
Research, UX/UI Design, Product Design
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Overview
The fashion industry’s environmental impact is undeniable, with fast fashion and overconsumption contributing to massive waste. While many consumers express a desire to shop sustainably, factors like cost, social media influence, and lack of knowledge often lead to unsustainable choices. Echo is an AI-powered fashion management app designed to bridge this gap by promoting mindful consumption, encouraging users to prioritize quality over quantity, and embracing circular fashion principles.
The challenge was to create a solution that empowers consumers to extend the lifecycle of their clothing, while addressing the behavioral and psychological factors that drive overconsumption.
RESEARCH
Desk Research
To better understand the topic and underlying causes, the inital research was organized into five main themes: intention vs. behaviour, emergence of circularity, underutilized clothing, sustainability standards, and greenwashing + misinformation. For the purpose of this project, I decided to focus on the emergence of circularity.
“Whereas sustainability mainly looks after the first stage of a product’s linear existence, circularity cares for its entire life cycle — from design and manufacture, to use, to re-use, to closing the loop with recycling or biological disposal. (Ellen MacArthur Foundation)”
To inform the design, I conducted extensive research, including desk research and interviews with a range of stakeholders — from sustainability analysts to frequent shoppers and fashion influencers. The goal was to uncover motivations, challenges, and perceptions surrounding sustainable fashion.
New business models that increase clothing use
Inputs that are safe and renewable
Solutions so used clothing is turned into new
Cost per wear
Reuse, repair, recycle
Buy smart
Insights
Insight #1
OPPORTUNITY
Quality items and materials can be difficult to identify, expensive and inconvenient.
Enhance consumer knowledge and awareness on factors such as quality, materials, cost per wear, sustainability and responsible shopping.
Insight #2
OPPORTUNITY
Circular fashion solutions lack awareness.
Bridge the gap between fast fashion and durable sustainable choices by providing clear information on the long-term benefits of investing in quality garments as well as the importance of lengthening their life cycle.
Insight #3
OPPORTUNITY
It is difficult to balance sustainability with trend influence.
Reduce the compulsion to purchase new clothing through circular solutions, implied benefit and in your face results.
DEFINE
The Problem
Informed by the research insights, I identified a critical opportunity to influence consumer behavior by fostering mindful consumption. The solution needed to address the knowledge gap, empowering users to make informed fashion decisions without contributing to overconsumption.
Recognizing that a truly sustainable choice involves extending the life cycle of clothing rather than acquiring new items, I framed the challenge with a "How Might We" question:
“How might we cultivate a circular economy, empowering consumers to embrace sustainable trends, prioritize quality, and enjoy a sense of style without missing out on the latest trends?”
This question anchored the ideation and design process, ensuring that the solution encouraged both sustainability and self-expression.
Ideation
During the ideation phase, the concept of creating a tracking app for closets, such as Echo, emerged as a promising solution. This idea stemmed from recognizing a gap in the market—users needed assistance in identifying materials, costs, and other relevant information about their clothing items. Understanding that users often seek convenience, it was imperative to design a solution that catered to their inherent laziness, making it effortless for them to engage with sustainable practices.
This statement defined Echo’s unique positioning—connecting users to circular fashion practices while celebrating personal style.
“Echo is the only platform that bridges the knowledge gap and encourages mindful consumption for consumers who aspire to elevate their style, save resources, and strengthen their fashion community.”
The Target
IDEATE
User Journey
To understand how users like Nina would interact with Echo, I developed a user journey map showcasing the before, during, and after phases of app usage. This visualization highlighted key moments where Echo could add value — from tracking wardrobe items to inspiring mindful fashion choices.
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Information Architecture
Next, I created an architecture map to organize the app's structure and define how different features would connect. This ensured a logical flow that aligned with the user’s journey and simplified navigation.
Key Features and Navigation
Using the architecture map, key features and navigation was defined which informed the starting wireframes and flows which are as follows:
Home Feed:
A personalized dashboard displaying wardrobe insights, outfit planning calendar, weather-based outfit suggestions, and sustainability progress.
Discover: Educational content on circular fashion, clothing care tips, and sustainability insights.
Posting: A space to log clothing items and outfits, tracking details like cost-per-wear, material composition, and brand sustainability.
Inspo: A curated inspiration feed featuring outfits from the Echo community, enabling users to discover styles and trends.
Profile: A comprehensive inventory of past outfits and wardrobe stats, helping users visualize their fashion habits.
STYLE GUIDE
Why Echo?
The name "Echo" symbolizes circularity — reflecting the continuous reuse and longevity of clothing. It embodies the app’s mission to promote sustainable fashion choices that create lasting impact.
Visual Identity
Inspired by the universal association of blue with recycling, Echo’s color palette features calming blues and ample white space, evoking simplicity and mindfulness. The clean, modern aesthetic resonates with a younger, fashion-conscious audience.
Regular
Light
Cc
Dd
Ee
Ff
Gg
Hh
Ii
Jj
Kk
Ll
Mm
Nn
Oo
Pp
Rr
Ss
Tt
Uu
Vv
Ww
Xx
Yy
Zz
Wireframing, Testing,
+ Iteration
Initially, I explored adding a social media component to Echo, assuming it would encourage users to document their wardrobes. However, concept testing revealed that this made the app unnecessarily complex.
Through interviews and user feedback, I identified a stronger desire for features that emphasized clothing tracking and outfit planning. Users were particularly excited about gaining insights into their wardrobe habits and curating preplanned outfits. This led to a strategic shift toward a simplified, more focused experience.
Later versions of the application also included more complicated user experiences and were later refined in the final stages through user testing and iteration. For example, tagging screens included several navigation paths and were modified to all be included on one page as shown below.
Before:
After:
Outcome
Introducing Echo: Your sustainable fashion companion. Echo goes beyond conventional fashion apps by serving as your outfit diary, sustainability tracker, and community hub. With Echo, you can effortlessly document your style journey, prioritize quality and sustainability, and connect with like-minded individuals. Revolutionize your approach to fashion and embrace mindful consumption with Echo.
Landing screen
Posting a photo
Scanning photo
for items
Review AI detected tags
Tag clothing + accessories
Profile
Archived outfit
Archived items
Item info
Homepage
Discover articles
Discover inspo
Canvas
Tutorial Walkthrough
Creating an outfit