Overview
Roots is a fashion app that only sells clothing from sustainable brands. Roots is made in collaboration with a colleague, and we want to create an enjoyable shopping experience through straightforward and easy discovery of new brands on one app. Our target audience is men and women between their teens and 50's who are fashion and eco conscious. We want customers to have piece of mind knowing they are buying from sustainable brands.
As a clothing app, Roots is conscious of its impact on the environment. We don't want to contribute to the ever growing climate crisis, so we make sure each item we feature on our app is environmentally friendly. Although we ensure sustainable clothing, there is the issue of buying and tossing away an excessive amount of clothing. To tackle this issue, we encourage users to become more conscious of their clothing habits. We do this through our recycling feature and clothing care tips page.
Verified Sustainable Brands
We feature a variety of brands that we guarantee practice sustainable clothing habits. No need to go out of your way to find eco friendly brands because they are all here! Feel free to find your perfect outfit without worrying about your impact on the environment.
Recycle Your Clothes
Roots knows that people fall out of love with their clothes sometimes. We encourage people to recycle or donate their clothes rather than throwing them away. This way we can slow down the fast fashion cycle. As a reward, you can get free clothes through our app if you earn enough points through our recycle feature!
We also want you to to be able to keep the clothes you love for a long time, so we dedicated a page of helpful tips to take care of your clothes in order to increase their longevity.
User Interviews
Competitive Analysis: ASOS
Personas
User Flows
Wireframes
Prototyped Wireframes
Wireframe Feedback
Post-Feedback Wireframes
Moodboard + Type + Color Palette
While making the moodboard, we wanted something that was fun, but still gave off an eco-friendly feel. For the colors, we went with an off-white, charcoal black, and green as our pop of color. We liked the use of bold type in some of our inspo images, and wanted to use that as well.
As for the design, we went for a squiggly line theme and placed them throughout the app without overdoing it. We also incorporated squiggly lines into some of our icons.
Icons
HiFi Screens
HiFi Screen Feedback
Final HiFi Screens
Research Sources
https://www.asos.com/us/
https://goodonyou.eco/
https://unsplash.com/