TheMode
Redefining fashion with inclusivity
In the fashion industry, traditional gender norms and limited inclusivity persisted, leaving a significant portion of individuals, particularly those identifying as non-binary or socially aware, without a fashion platform that truly represented their diverse identities and expressions. "TheMode" sought to challenge this status quo by providing a solution that empowers individuals to explore, embrace, and celebrate their authentic selves through fashion, breaking free from the constraints of gender-based fashion and societal expectations.
01
Discover
Introduction
In a world where fashion often adheres to traditional gender norms, "TheMode" emerged as a beacon of change and self-expression. This UX case study chronicles the transformative journey of "TheMode" into a platform that celebrates diversity, empowers individuals, and redefines the way we perceive fashion.
Background
Fashion's influence on body image and gender identity is profound, shaping perceptions and experiences in ways both explicit and subtle. Scholarly research, such as that by Hesse-Biber and Paoletti, highlights the fashion industry's role in perpetuating unrealistic body ideals and rigid gender norms. Inspired by these insights and driven by a passion for change, TheMode seeks to offer an alternative narrative — one where fashion is a tool for empowerment, not exclusion.
Objective
The primary goal of TheMode is to cultivate an online fashion community that:
Celebrates diversity in all its forms, offering fashion choices that cater to a wide spectrum of body types, gender identities, and personal styles.
Challenges traditional fashion norms by prioritizing inclusivity and sustainability.
Empowers users to express their true selves through fashion, free from the constraints of conventional categories.
Market Overview
Sustainability Trends: Sustainable fashion has been gaining momentum, with more consumers looking for eco-friendly options. The sustainable fashion market is projected to reach over $8 billion by 2023.
Inclusivity in Fashion: There's an increasing trend of gender-neutral fashion and brands that offer more inclusive sizes. The plus-size fashion market alone was valued at over $21 billion in 2020.
E-Commerce: Online fashion retail continues to categorise fashion according to traditional binary gender expression and to suggest trends that mostly adhere to these norms. (derived from competitors analysis)
Interview Insights
Engaged in in-depth conversations with 10 individuals, uncovering:
The psychological impact of current fashion norms on body image and gender identity.
A desire for a fashion platform that fosters a sense of community and belonging.
Binary gender categorisation makes individuals who don’t define themselves with traditional gender roles to experience psychological discomfort when they shop.
Swot analysis
02
Define
Target Audience
themode aims to cater to a diverse, eco-conscious, and style-driven audience. Our primary focus is on:
Young Adults (18-42): Tech-savvy individuals who frequently shop online and engage in social media.
Gender Diverse Individuals: Including non-binary, transgender, and gender-nonconforming people seeking inclusive fashion options.
Eco-Conscious Consumers: Those committed to sustainable and ethical fashion choices.
Unique Style Enthusiasts: Individuals looking to express their individuality through fashion rather than adhering to mainstream trends.
Secondary Audience
Busy Professionals: Seeking convenience through personalized recommendations.
Social Media Influencers: Who resonate with the core values of "TheMode" and can advocate for it.
Parents of Gender-Diverse Youth: Supporting their children's fashion choices in an inclusive setting.
Psychographics
Our users value inclusivity, sustainability, self-expression, and are keen on ethical consumption. They are often early adopters, engaged with online communities, and willing to invest in quality and ethics.
Geographic and Cultural Focus
The app is particularly relevant in urban and suburban settings, amidst communities that are more open to diversity, sustainability, and progressive fashion norms.
Personas
Empathy map
Outcome
Defined the core mission of TheMode: To create a digital fashion platform that champions inclusivity, sustainability, and community, empowering users to express their identities freely and confidently.
Established key features based on user needs: Non-binary categorization, a sustainability index for products, and integrated community features for user interaction and content sharing.
Basic User flow
Information architecture
03
Develop
Activities:
Wireframing: Developed low-fidelity wireframes for the app, focusing on user navigation and experience.
High-Fidelity Prototyping: Created detailed, interactive prototypes that included visual design elements such as branding, color schemes, and typography.
User Testing: Conducted iterative testing sessions with the target audience to gather feedback and refine the prototype.
Iterations:
Adjusted navigation based on user feedback to ensure more intuitive access to key features.
Enhanced the sustainability index feature to include more detailed explanations and trustworthy sourcing information.
04
Result
Reflections
This project reinforced the importance of empathy in design. Understanding the user's perspective, challenges, and needs is crucial, especially when tackling issues like inclusivity and sustainability. The process underscored the value of iterative design and user testing in creating products that resonate with users and drive meaningful change.
Future Directions
Moving forward, TheMode will continue to evolve, with plans to incorporate AI for enhanced personalization, expand the community features, and deepen the integration of sustainability metrics. The ultimate goal remains: to redefine fashion through the lens of inclusivity and environmental responsibility.
Contact me to view design system and Prototype :)