Project
Hide & Seek / Redefine the Fashion Tag and Ethical ConsumptionRole
Visual Design / UX ResearchMethods
Interviews / TestingTools
4 weeksTimeline
Ai / Ps
The Hidden Fact of Fashion Material
Context
The project aims to reshape people's perceptions of fashion items made from animal sources by providing a "new perspective" experience through redesigned fashion labels. Exploring the power of knowing the facts and how they influence decision-making.
Understanding Vegan Fashion Consumers
Research
The project dives into the experience of being a vegan fashion consumer through in-depth interviews. The research revealed that even a single instance of a shift in perception could be enough for consumers to make the lifelong decision never to consume meat again. The study also exposed the issue of withheld information and how it can impede people's ability to recognize the undeniable truth that we are wearing animals.
Gather feedback through testing
Usability Testing
Intriguingly, an experiment was conducted to test whether redesigned fashion labels could alter users' perception of animal-sourced fashion items. The study enlisted five participants, separated into two groups, and subjected to observation. Remarkably, the group presented with the redesigned label exhibited a more unfavorable view of the product than the group exposed to the original label. Redesigned labels equipped with more information have the potential to reshape users' perception of animal-sourced fashion items.
The potential to alter the mental model of products
Reflection
Once we form a mental model of the product, these concepts are often difficult to alter unless something truly extraordinary happens. Given that the results of this project are particularly noteworthy because they suggest that we can influence users' perceptions of products that have already been established in the market. By further exploring these findings, we may uncover a way to empower ethical purchasing decisions in the future.