Spree
shop good. feel good.
Project brief
Fast fashion and micro trends have created a great deal of overconsumption in the fashion world, even in spaces that used to be considered eco-conscious such as second-hand shopping. One of the main contributors to this issue is dark UI patterns that encourage users to over-consume.
my goal was to design a clothes shopping app with the primary feature of users buying second-hand clothes. the secondary aim was for the app to function resale space where users can give their clothes a second life, or even a third or fourth.
timeline
16 weeks
team
Morgan hill
design summary
roles
concept development, research, design
tools
figma, adobe illustrator, and adobe indesign
when designing the brand identity for spree, there were three main things I wanted to keep in mind: a fun and lighthearted atmosphere, neutrality, and avoiding greenwashing, by giving a spree a lighthearted feel, this will not only reduce intimidation for first time users, but beckon them to join in on the fun. I also wanted to prioritize a versatile and neutral identity, so users would not be steered in any particular direction regarding style. as for the greenwashing, spree should not fall under the the radar as “just another conservation app.” the conservation aspect should act as more of a motif rather than a personality.
color
problem(s):
I wanted users to be able to see the status of their package without navigating through multiple screens
I wanted to separate outgoing orders from incoming ones
I wanted users to see the status of their package at a glance
b
Maggie m.
solution
instead of the progress bar, I opted for a color coded status bar so users could see their package status “at a glance” and then they may proceed to the order details screen to get a more detailed account of their order. this also helps users quickly differentiate what packages have yet to be shipped, are currently in transit, or have been received. I also simplified the language from orders vs. storefront to buying vs. selling as it was determined to be more direct in Ab testing.
Designed with the modern thrifter in mind, spree is a resale app that seeks to eliminate overconsumption and encourage intentional and eco-friendly shopping and selling.
while thrifting and second hand shopping were once considered eco-conscious, these spaces have presented the —-. When shoppers over-consume, it encourages companies to pump out higher numbers of units that will likely end up in landfill. Spree aims to encourage users to give their clothing a second life, whether that be through selling, or buying.
overall, spree is designed to be simple and efficient for not only the buyer, but the seller as well. In just a few quick taps, you can have your clothes on the market and ready for shipping. —
my role in this project included concept development, ideation, research, development, branding, and interface design.
research
context
the first step in my process was to understand how users think about their own wardrobes, fashion, and general consumption within the clothing industry. in order to understand user sentiment surrounding current resale apps, I conducted a design survey with 15 people. the main goal of this survey was to understand not only what encouraged or discouraged them from using resale apps, but gain a better understanding of how users think about their own wardrobes, fashion, and general consumption within the clothing industry.
“if you could change anything about the state of you closet, what would it be?”
I have lots of pieces I can’t wear but I can’t get rid of them because of sentimental value. And also clothes that I can’t wear right now, but one day I’m like, convinced I can wear them. A lot of stuff I’’ve been peer pressured into buying. I don’t have a lot of good, normal clothes. Like I have good dress up clothes and then slobby clothes, nothing cute casual.
Rachel s.
“what challenges do you face when shopping for new clothes, if any?”
Sometimes it can be really stressful when you go in with something in mind or you can’t find something that fits in wit your wardrobe. Usually I just end up getting something I kindof like and then I don’t get as much wear out of it, and then everything just starts to pile up.
gilda b.
after reviewing four of the higher rated fashion resale apps on the market, I realized that the main problem between all of these apps is that there was no happy medium in terms of user-flow; either they overcomplicated the process of buying and/or selling, or they under complicated it.
OVERCOMPLICATED posHmark
BOTH OVER AND UNDER-COMPLICATION CAN NOT ONLY PROVE CONFUSING FOR NEW USERS, BUT IT MIGHT DETER THEM ALL TOGETHER. WHEN THERE ARE TOO MANY NOTIFICATIONS, SOCIAL FUNCTIONS, OR NICHE SETTINGS, IT’S EASY TO FEEL OVERSTIMULATED. HOWEVER, A little STIMULATION ISN’T A BAD THING EITHER. SHOPPING SPACES SHOULD HOLD SOME SORT OF personality, INSPIRING THE BUYER TO BUY SOMETHING.
identity
personality
for spree’s color palette, I chose colors that would very subtly reflect sprees ecological efforts, but also fun and poppy colors that would inspire and excite the user.
font
area extended is used exclusively for the spree logo to differentiate it from headlines or body copy. FOR THE LOGO TYPE, THE LETTERS ARE ALSO TILTED BY 15 DEGREES
area normal is used throughout the app to keep consistent with the logotype, and to convey a friendly and calm feel.
AB TESTING
a
final deliverables
“how would you describe your experience when it comes to shopping for clothes”
Shopping can be fun for about the first hour, and them I’m overstimulated and tired. My mom and my sister can go all day, but I call it after a couple of stores. I just start to get anxious after a while with like, can I find this somewhere else for a better price, is there something better, etc.
UNDER-COMPLICATED vInted