1.0 Research
The research was divided into primary (survay, interview) research and desk research (literature review).
1.1 The Problem
It is difficult for individuals to plan a life in fashion industry. Whether they are looking to develop a new career or advanced hobby; there is high competition, little information available to outsiders, and challenges to access to people with information.
1.2 Target Users
Student
Individuals who age 16-24 are at a point of deciding to pursue a fashion career. [CollegeBoard Article]
Career Changer
Individuals interested in fashion who are 24-40+ pivoting to the fashion industry as a career change
Amateur
Individuals who interested in fashion related techniques, products, events, activities, workshops etc.
1.3 Literature Review
We had literature review to obtain enough data and insights to support our primary research.
"Lifestyle"
Life design uses design thinking techniques to help individuals create positive changes and reach their goals
(Burnett & Evans, Lewrick et al., Birsel)
Fashion is a lifestyle that allows people to live it through their interests, hobbies or a career path
(Paullins & Hillery, Frazier & Cheek, Pattison)
"Clear Goals"
Goal setting for the fashion industry can be challenging but clear goals can help with focus
(Paullins & Hillery, Pattison)
Planning for goals is vital for happiness and reaching one’s desired outcomes
(Baker, Miller & Frisch, Halvorson, Murphy)
"Hierarchy"
Networking is vital to personal and professional success in the closed-off fashion industry
(Paullins & Hillery, Brown, Springsteel, Pattison, Soar)
The lifestyle has a hierarchy and is very competitive to enter
(Soar, Brown)
1.4 Survey
--- 50 Survey Participants
We conducted a survey to better understand the context of the problem.
5.0
Only 14% of respondents had heard of Life Design but 99% of respondents do some sort of planning for their futures
This shows us a need to help bring more awareness to the topic and it would resonate with our target audience’s need to plan their future
35+
98% of respondents want what they do with their life to match their values
Life Design literature advocates for a coherent life between one’s value and what they do. Our survey showed our respondents crave this coherence.
$0.00
The top 3 Life Design activities that respondents engaged in was,
Fashion Internships(55%),
Online Fashion Communities(34%),
and online courses(23%)
This shows us ideas we could incorporate into our product
“How come there aren’t Fashion Design boot camps like there are for UX? Idk, the industry always seemed so closed off.”
88% of respondents don’t have a career mentor at the moment
9k
This shows an interest in connecting users to mentors as part of our product. Also, there was a strong desire to have a fashion industry mentor- only 8% showed a resistance to fashion industry mentors
1.5 Interview Summary
--- 10 Interviewees
Through the interview, we want to gather user insights to the fashion industry and better understand user's thoughts behind their decisions and actions.
From: Chicago, IL
Profession: Student/ Customer Service at Reformation
Other: Loves NYC
Barriers to entry
Dana expressed interest in learning opportunities about fashion topics outside of formal higher education so she could keep learning after graduation
“I really want to be in [retail] management or in a corporate fashion job after this.” But she has confusion about how to get there, “ I know careers in fashion are a real thing and people can be very successful- but I don’t know how to start.”
From: Shanghai, China
Profession: Entrepreneur
Other: Digital fashion specialist
Barriers to entry
When asked about her worries to the career,
“I would see it as an obstacle there, which is networking. If it can be solved, it would help to improve our business. You know, fashion press media opportunities are very limited to emerging designers if you don't have a fashion family background. It's hard to have resources and you need to build your own resource.”
From: Los Angeles, CA
Profession: Associate fashion designer
Other: Major in fashion design
Seek Mentorship
When asked about how to get prepared for a career in fashion industry,
“I think in school you're kind of focused at least in our program in parsons you're very much working on your concept and design thing, and it's pushing that creative aspect. But school doesn't quite have that business component which becomes very much a reality when you enter the industry as money does drive. So I think that was a big thing.”
From: Atlanta, GA
Profession: Clothing Textiles
Other: Slow Fashion Enthusiast
Seek Metorship
When asked about who she want to talk with about his life plans,“Parents, or people know me. Youngest one in the crowd and a group, so older folk all the time.
”When asked about where he gathers information for a career in fashion,“Majority of stuff I didn't know what I needed to do, like what I actually needed after college, maybe certifications? Certifications present you do well in computer.
From: New York,
NYProfession: Educator
Other: Took sewing classes at the Mood Fabrics
Planning is helpful
When planning, she shared,
“I think about where I'm headed, and then kind of plan backwards.”
She had a lifelong interest in fashion but didn’t go to college for it，
“When I was a little kid, I really wanted to be a fashion designer. And I used to like sketch out little designs.”
From: Washington, D.C.
Profession: Biology Researcher
Other: Fashion Influencer
Setting life goals is helpful
When asked about where she gather information for a career in fashion,“
I like fashion this a lot. I definitely feel that I need to look more into that, but the recourse is limited."
When asked whether setting life goals is helpful,
“I think that goals are extremely important. Not many things happen on their own. I think of us humans as captains of our own ship, and if they don’t have a destination plan, or life mapped out, we might end up on a nice little island, or even worse, sinked.”
From: London, UK
Profession: Design intern / Student
Other: Embroidery enthusiast
Setting life goal is helpful
When asked about where she gather information for a career in fashion,
“I think it was mainly through Undergrad, Instagram and Internships. Because as a visual people, Instagram is the way to connect the glamorous side of fashion, like fashion models, PR, etc, .”
When asked whether setting life goals is helpful，
“I feel like my personality is very organized and very planning. I want to be prepared for the worst. So I am the type who want to make sure I have all my risks covered. “
2.1 Empathy Map
We used empathy map to compile the information and the insights we gathered from our interviewees, to gain a 360 degree understanding of what the people we interviewed is experiencing.
2.2 Persona
It is difficult for individuals to plan a life in fashion industry. Whether they are looking to develop a new career or advanced hobby; there is high competition, little information available to outsiders, and challenges to access to people with information.
2.3 User Journey
It is difficult for individuals to plan a life in fashion industry. Whether they are looking to develop a new career or advanced hobby; there is high competition, little information available to outsiders, and challenges to access to people with information.
2.4 Synthesis- Sensemaking
It is difficult for individuals to plan a life in fashion industry. Whether they are looking to develop a new career or advanced hobby; there is high competition, little information available to outsiders, and challenges to access to people with information.
2.5 HMW Redefined
How might we make the planning process as enjoyable as shopping?
3.1 Brainstorming Session
It is difficult for individuals to plan a life in fashion industry. Whether they are looking to develop a new career or advanced hobby; there is high competition, little information available to outsiders, and challenges to access to people with information.
3.1.2 Design Principle
Easy to use
- "Someone does it for me"
- "Gamify the planning"
- "Make it less stressful"
- "Just do it"
- "Easy Returns" Ability to reroute or sample multiple options during internship or first job
Fitting Room
- "A program where you enroll to try out multiple jobs/ techniques/ workshops, etc."
- "Career Shopping or Career expo to see up close what each job is like, make it fun like behind the scenes of a fashion show"
Mentorship
- "Successful persona you can choose to mimic"
- "Stylist builds a capsule plan for you to get started"
- "With a career coach that goes both into what you like, your values, your options based on XYZ and provides recommendation based on input"
Community
- "Successful persona you can choose to mimic"
- "Do it with friends"
- "Seeking inspiration from others"
- "Having a safe judgement free zone to help plan"
3.2 Prototype-1
"Confusing"
Calendar (layout/colors) was confusing for users to understand but they liked the module format
"Need more details"
How to share the posts? And will the other user's life plan in the same layout?
"Valuable end goal"
The value of the product was understood and they liked the idea of the end goal
3.3 Design Principle Redefined
Easy to use
"Fitting Room"
Mentorship
Community
Easy to Share
The users can share with others both the life calendars and the posts
Nearby
Allow users to discover fashion-related events, workshops, and activities nearby them
Premium Service
The users who are interested in a 1:1 talk with their dream mentor can schedule a meeting online easily
Conversation
Easy to reach out to every content creator on LGO platforms
3.4 Feedback Implementation
3.4 User Flow
3.6 Design Spec
4.1 Happy Path Showcase
4.2 Reflection
4.3 Next Steps
