Vartika Shrivastava
Creative and analytical design innovation graduate with a deep rooted passion for problem-solving and user-centered design. Demonstrated experience in design research and prototyping solutions to complex challenges. Adept in design thinking, user experience research, branding, and concept development. Combines strategic thinking with creativity to craft designs that leave a lasting impact.
Conscious Consumption in Fashion
Fast fashion thrives on trend replication, low prices, and instant satisfaction, yet it’s marred by issues. In the UK, 4 billion garments were bought in 2019, with 17% of youth avoiding outfit repeats post-Instagram. Moreover, 20% of clothing waste goes into landfills. Ambiguous sustainability claims erode trust, as brands interpret ethical sourcing and recycling differently.
Research by Guyer and Fabrigar (2015) reveals that attitudes drive behavior predictions. Relevant, strong attitudes best predict actions, particularly in low-constraint scenarios. However, fashion motives like value and self-expression often overshadow environmental concerns, affecting the attitude-behavior link. Addressing these insights with innovation can empower consumers, filling the current information gap hindering informed choices.
So what is the design problem?
How might we foster a culture of conscious consumption amidst avid fashion consumers and encourage the transition.
And how do we solve this?
The proposal introduces a marketing campaign featuring provocative, unconventional designs to stimulate discussions about future possibilities. It seeks to transform garment shopping habits, encouraging critical thinking and sustainable choices. This initiative fosters eco-conscious consumer behavior, organized into outreach segments.
Part 1: Clothing Label Tag
Encourage thoughtful shopping with striking labels. These labels advocate sustainable fashion choices, linking to an information hub. Explore campaign resources, garment care tips, and connect with a like-minded community.
Part 2: Awareness Zine
Posing thought-provoking questions before directing to the QR code. These questions gauge commitment to sustainability, aligning with campaign messaging.
Part 3: Guide Booklet
Documenting and enhance behaviour awareness. Learn to be sustainable at home, assess garment quality, and realize the environmental impact of excess. Foster mindful resource use and reduce waste.
Project Links
Ideation
Hyper Local Re-use Center
(Group Project by Environmental Design Students)
The Research:
Moray Waste Busters (MWB) is a community charity that focuses on waste reduction through recycling and reusing donated items like furniture, electronics, and clothing. By giving these items a new purpose, MWB contributes to sustainability by reducing landfill waste. Through educational efforts and outreach, MWB plays a role in local environmental advocacy.
To gain insights into MWB’s operations, a stakeholder map was created based on primary and secondary research. The map helped categorize our interactions and data collection of the users to later create four personas, identifying their pain points and goals related to MWB’s drop-off area and shop. User interactions led to the extraction of key intervention points and thematic problems. A co-design workshop was held at MWB to collaborate with users on solutions, addressing issues like drop-off area redesign, weather protection, and store layout. Data was organized into scoping, engagement, and co-design categories.
The analysis revealed recurring themes, guiding the formation of recommendations. Notably, the drop-off area’s redesign was a primary concern throughout the investigation due to its consistent mention. The need for weather protection and a reimagined store layout emerged from observations, conversations, and volunteer experiences, demonstrating the importance of user-centered design in MWB’s journey towards enhanced sustainability.
Our Solution:
We decided to explore our solutions in 4 parts. This was done so that each part of the solution could be taken forward individually as per different paces and priorities. But when all the parts come together, they will enhance the overall experience of the users.
PART 01 – THE DROP-OFF SHELF: First, we wanted to increase the space in the collection point and make the process smoother.
PART 02 – THE DROP-OFF SPACE RE-PLAN: We have also identified an opportunity in the re-organization of the current space to create more space for the customers and staff at the drop-off area.
PART 03 – THE ROOFING: We found some alternative ideas to create a roof that would help the drop-off area be protected under weather conditions as well as provide space for the staff to move around to complete their tasks at ease.
PART 04 – THE STORE RESTRUCTURING: Re-structuring proposal for the area, if and when MWB were to open a branch of similar space and size.
For more detailed research process please read through the process journal.
Project Links
Proposed Shelf
Hyperlocal Reuse Centre
Moray Waste Busters (MWB), the local reuse center of Forres, is a social enterprise that reloves old items and gives them a new life, adding value to the community. The space, location and the environment have a significant impact on the experience of its staff and visitors. This project aims to use qualitative research with local stakeholders and the general public to define the spatial, social and environmental opportunities for the future development of the organization as it strives to expand its operation and encourage reuse culture in wider community.
Why is the proposed solution Innovative? Why is it better than the existing sorting and drop-off system?
- The problem of rainwater runoff can be solved by using an ecologically supportive canopy like green roofing or rainwater harvesting. Green roofing is one the most accepted by users as it looks the “greenest” option and aligns with the vision of MWB, giving it an aesthetically pleasing look. Green roof can also use some of the waste collected at MWB as a resource. It helps in controlling some amount of weather conditions, keeping the place warm in winter and cool in summer. One interesting new insight that we got was that of making the place noise absorbing/ noise cancelling.
- The proposed shelf and roofing design have a speculative approach to it. It has the ability to be made into a scalable and adaptable spatial system model (Dunne, Anthony, and Fiona Raby. 2013) that can independently boost the ecology and the experience of the space. It can be applied to similar spaces to make them energy independent, environmentally friendly and boost community engagement.
- Café did not get a very affirmative feedback but a seating space was appreciated. MWB doesn’t have a good drainage system which is an important thing to be thought of.
Proposed Shelf
