Powering the Circular Economy
Interactive prototype contributes to a new client win and business investment.
Product Design + Strategy / Research / UI Design / UX Design / Email Design / Content Design / Interactive Prototyping
Chief Product Officer / Business Analyst / Front End Developer
Back End Developer / E-commerce consultant
Stuffstr is a recommerce start-up that integrates with a brand’s e-commerce site. Customers sell unused garments back to the retailer, enjoy fashion and sports in a responsible, sustainable way, and maximise the lifetime value of everything they buy.
Trial engagement was low, and only a few users were completing the returns process. Customers that DID return items were very satisfied with the service, however.
I was asked to identify opportunities to improve both engagement and completion rates.
Stuffstr was operating in stealth mode, so access to users would be very limited.
Users and Audience
Runs every day, whatever the weather
- Recoup the cost of replacing worn-out gear
“I get through a LOT of running gear, but I hate just throwing it away”
Frugal, value conscious, likes to look good but worries about her carbon footprint
- Extend the life of unused clothes
- Reduce environmental impact
- Maybe make a little bit of extra money
“I want my old stuff put to good use – I’d rather someone else had the benefit of them”
High disposable income, regularly updates wardrobe
- Stay on trend
- Make the most of money spent
“I’m a sucker for the latest trainers but I spend way too much, too often”
Review existing communications
The trial was led by editorial in the partner’s app, plus a series of emails for app users. I also looked at the design of the Stuffstr return bag and its instructions.
I looked at other used clothing services, marketplaces, and traditional e-commerce.
Depop, Vinted, Bagista, Vestiare, Trove,
Asos Marketplace, Ebay, Gumtree, JD Sports, Zara, BooHoo, Religion, Nike
Understand "Green" Domain
I reviewed businesses with a strong environmental focus, non-profits and other cause-related concerns for learnings around branding and messaging, e.g.
Treehugger, Innocent Drinks, Patagonia, Veja, Nudie Jeans, RSPCA, Just Giving, Grist, Friends of the Earth
Identify discovery touchpoints
I reviewed the partner’s e-commerce app to determine potential opportunities to discover the Stuffstr trade-in proposition.
- Editorial content yielded poor engagement
- Tone should not be too preachy, lecturing or shocking
- Authenticity is valued
- Design for users focused on environmental concerns
- Other users may be more motivated by savings
- To build trust, integrate the Stuffstr proposition within the partner app, rather than an external site
- Redesign the Stuffstr bag and instructions – looks very amateur, undermining the partner’s brand
- Schedule multiple follow up emails to encourage engagement and increase Stuffstr bag returns
1. Develop the user journey from feature discovery to voucher issue for a potential new retailer.
2. Improve discoverability for the Stuffstr service compared with the previous partner integration.
3. Explain the Stuffstr proposition for new users from within the partner app , while maintaining a consistent brand experience.
After reviewing the partner’s app, there were a number of opportunities for users to discover the Stuffstr service.
I mapped out the core user journey, and using Figma I created a clickable prototype to show how the Stuffstr experience would work within the app from several potential touchpoints:
Recycle “basket” in app header
Link in Main app nav menu
App homepage ad
My Account section banner ad
New section in My Account
Product listing page ad
Show eligibility in product listing card
Show Eligibility on product details page
Post-purchase thank you page
Post-purchase summary email
Follow-up email at XX days
Potential Discovery Touchpoint Examples in-app
Product Detail – Description
Prototyping app integration
I built an interactive prototype of the partner’s app in Figma, to show how a user’s trade-in journey would integrate.
Design patterns used modified versions of existing components from the product purchase journey, for familiarity and a coherent product experience.
View in Figma
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Rapid Interactive Prototyping
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