I get it,
you like to go shopping.



But can that become a more responsible activity? ‘Reducing Consumption, Reusing clothing’ was my Master Graduation project in which I developed clothing reuse platform Naais.



What
Title

Reducing consumption, Reusing clothing: Naais

When
Project

Final Master Project

How
Topics

Slow fashion, clothing consumption, circulair economy, sustainability, DIY.



Type

Interaction Design, Service Design, Visual Design, Ethnography, Design Thinking.

Time

2016, 10 months.

Team

Individual project in which I collaborated with fashion design students



How can we experience fashion in a more responsible way?

As the raise of fast fashion allows consumers to continuously consume and dispose at rapid speed, people and planet are affected by the consequences of this behaviour. In this project I took on a human-centred approach: the consumer as a user of fashion. My qualitative ethnographic research led to the concept development of ‘naais’, for which I developed, prototyped and tested the interaction and visual design. Naais is a community based platform to easily find DIY solutions or services for your unworn garments.



10 months defined to 3 general phases:



Research

Work with existing clothing. How can unworn clothing be renewed to achieve a feeling of novelty?

Clothing Experiments

Involve the customer as a user in an active role: do-it-yourself & personalization.

The Application

Due to the complexity and versatility, design a minimal viable product and test it by acting out your service.



Highlights

#1 Understanding
ones interactions
with clothing.

By conducting contextual interviews
& clothing experiments.


PERSONAL
CONTEXTUAL INTERVIEWS

In a series of qualitative interviews, I studied the phenomenon of interaction with clothing of eight women. They told about their wardrobes; what were their most precious items?

What were the ‘flaws’ of their unworn garments? In this way I gathered information and inspiration on how to give these garments a new life.





UNWORN CLOTHING
EXPERIMENTS

Together with the participants, the unworn garments were renewed using a technique and level of user-involvement that fitted their situation: laser-cutting, tailoring, a clothing swap or a simple repair.

Collaborating with several fashion design students enabled me to focus on the overview.

As my position in between participant and maker, the concept for this service transformed into a platform: ‘naais’. How to make something nice from your unworn garment?



#2 From insights to application development.

Co-creation of Naais at Waag Society, being a community based platform.


fmp report edits-3243
CO-CREATION
OF THE PLATFORM NAAIS

In three iterations, the application Naais was further developed. The first user-flows in a co-creation session held at Waag Society, including participants from the fashion, business and interaction design perspective.






USER INTERFACE &
USER EXPERIENCE DESIGN

When wireframing I was in my element: simple sketches could provide so much feedback when user-tested. Creating the visual design was fun: inspired by pop-art and contemporary style.

I managed to get a nice workflow from first wireframe to application mock-up.




naais wireframes flow v1
naais wireframes flow v113
naais wireframes flow v18


#3 The final design proposal: clothing reuse platform Naais.


naais flatlay-4426-1_screen_edit

Naais.

That one shirt you never wear…

Naais is a mobile application for consumer and maker. Consumers can use Naais’ Assistant to filter solutions based on the problem or preference they have with a garment. Instead of pinpointing one specific tool to renew a garment Naais will be a growing community: makers can submit their solutions and start their own business. The platform provides a spectrum of existing and new solutions: from recycle, repurpose, re-wear, and repair to refashion.


Impression of final design & user test
naais flatlay-4489-1
naais flatlay-4457-1
naais flatlay-4487-1-2


naais_app_kika_rachel_rietdijk_3
naais_app_kika_rachel_rietdijk_2
naais_app_kika_rachel_rietdijk




rachelupeka-logo-REDESIGN-transparant-square

I hope you enjoyed this project.

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