jubi
CONSUMER BEHAVIOR
CHANGE STRATEGY

Context: 11-week group project | Parsons | Spring 2017
Personal Involvement: Project management, UX design research, Data analysis, Ideation, Prototyping, Implementation planning, Presentation design ( content and visual )
* Presentation modified for personal portfolio

PROBLEM

There is a problem in the fashion industry where consumers lack awareness of the impact of their purchase, environmentally and economically.

CHALLENGE

How might we drive a change in consumer buying behavior to buy less fashion garments?


PROJECT OVERVIEW


RESEARCH METHODS

We focused our research on existing consumer buying behavior to understand the hidden meanings behind why people do what they do.
We looked at their browsing behaviors, purchase motivations, shopping channels and fashion inspirations.


RESEARCH FINDINGS

We re-organized all the research data we collected into 4 main themes: 
Trends in the fashion industry, Consumer behavior, Shopping experience and Emerging business models.

RESEARCH SYNTHESIS

We then synthesized our findings using different methods and discovered 4 key insights: 
Review-centric, Self-driven consumption, Food vs Fashion and Awareness vs Action.

IDEATION & PROTOTYPING

We leveraged many ideation tools to come up with different concepts based on the 4 key insights we discovered. We then refined our strategy direction using the star-gazing activity and tested the concepts in different prototyping methods. 

IMPLEMENTATION & RESULT

Lastly, we reviewed what we learned and utilized venture canvas and other tools to define a business plan for our final proposal. 
We proposed digital platform, JUBI, to be integrated within brands to help consumers identify quality garments. JUBI is a fashion critique service that evaluates garments based on its quality and longevity. Its mission is to empower consumers to choose quality garments so they last longer before getting to landfill. 


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