GShop
For my final project for my introduction to emerging media studies class, I conceptualised a browser extension that encourages users to divest from fast and unethical fashion, and into ethical and sustainable fashion. This extension utilises theories of motivation to encourage engagement with recommended purchasing decisions. Following the conceptualisation, I also conducted a concept test to understand how potential users feel about the product as it currently stands, and developed recommendations for the next hypothetical stage of product development.
It is no secret that the fashion industry is a significant contributor of climate change. And the explosion of fast fashion has only expedited the processes of environmental and ethical degeneration. While marketing teams would like consumers to believe like the power is in their hands, the significant information overload the balancing act between being informed and living within your means can be overwhelming.
To help potential users make informed retail decisions, I developed GShop! This browser extension stays dormant while users peruse an online shop. Once a user reaches the checkout window, the browser extension generates a pop up, that details the environmental and ethical violations executed by the fast fashion retailer. Additionally, the browser presents an alternative to the products being considered, while providing a discount code aimed to serve as additional incentive.
Each user has access to a customer profile via the website.
As visualised on the left, this profile allows users to review the brands they have been recommended and the causes they have inadvertently supported. Users have the freedom to edit both sections to tailor their recommendations to their taste.
Additionally, the progress bar towards the middle of the page shows them their progress in their rewards program. Meeting each ‘goal’ allows them access to additional discount codes.
Based on the product offering and market research, I was able to identify two potential user types:
As part of my user experience research focused independent study, I decided to execute a concept test of this product to replicate the product development process. During the brainstorming process, I decided that it would be interesting to learn:
How interested are potential users in using the product?
What do potential users like about the product?
What would potential users change?
What do potential users find most useful?
What needs additional clarification?
Through a more informal, exploratory concept test via Zoom, I was able to identify several pieces of key feedback that could really help take GShop to the next level. While potential users’ feedback to the different dimensions is detailed in my class report, I also synthesised the results in an industry-facing capacity. The top findings are outlined below:
In tandem through the potential user interviews I understood that the two perviously outlined user personas were in accurate. In reality, potential users are an amalgamation of the two, as outlined in the following updated persona for User A:
Using the Top Findings and the comprehensive User A potential user profile, I then developed a comprehensive list of updates per dimension of GShop. In addition, the class report includes a list of considerations to keep in mind further down the product development pipeline, including regular feedback loops with potential users and timely usability tests.