Compass:

Sustainable Futures

A recycling system, Compass for Patagonia users that provides points for every fabric recycled.

Made for

Patagonia

Year

2019

Role

Designer & Strategist

My Role

As this was a project from a competition, I played multiple roles to drive quick product development. Areas where I spearheaded for this project were user research, competitor research, feature development, design & business system.

Initial Problem statement from Patagonia: 

"How might Patagonia encourage people to make environmentally-responsible decisions and buy only what they truly need?"

Our Starting Point: Worn Wear by Patagonia

Opportunity in Scenario

Patagonia has been around for 47 years and has a loyal customer base. This allegiance comes from both the durability of the products as well as the ever lasting relationship Patagonia has strived to maintain with its customers. This project seeks to leverage this existing relationship and Patagonia’s unique position to create a Positive Feedback Loop to guide the consumers towards responsible consumption behavior.

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Make repair & reuse easy & cool

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Chain reaction & positive feedback loop

The 7th gen principle

Rewarding sustainable habits

Create a Positive Feedback Loop to guide the consumers towards responsible consumption behavior

Goal

In the short run, we want the system to nudge emerging consumer behavior toward more sustainable ones, especially in purchasing. While in the long run, we aim to cultivate the majority amount of consumers to achieve an intermediate level of sustainable behavior and form the cradle to cradle habit of repairing and returning.

Target Audience

Traits

Traits

Meet Anna

25 years old

Patagonia consumer, Athletic

Suburbs of Colorado

More than sustainability, I’ve seen Patagonia as a community of early adopters and athletic individuals and people who want to be part of that community, want to also be associated with the brand

  • Has a disposable Income

  • Patagonia is a family brand, parents were early adopters in 80’s

  • Maintains an active lifestyle

  • Enjoys nature and being outdoors

  • Values quality products

  • Values sustainability and the environment

  • Conscious buyer

  • Buys basic essentials every 1-2 years

  • Uses Worn Wear services, was exposed to it at a Worn Wear pop-up in Colorado

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Worn Wear use case example

Process 1/2: Research Insights

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Field
Research 
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"Communication was the key"

 

We visited the Patagonia store to understand how they have established a sustainable culture within their retail offerings.

We found out that Patagonia's recycling program, Worn Wear, while marketed heavily online, was tugged into a small corner at the store.

Clothes Donation
Secondary
Research 
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65% of consumers want to buy purpose-driven brands that advocate sustainability, yet only about 26% actually do so

Telling online shoppers that other people were buying eco-friendly products led to a 65% increase in making at least one sustainable purchase.

Giving an experience makes both giver and receiver happier, leads to stronger personal connections, and cultivates more positive memories

Social influence can be turbocharged by introducing healthy competition among different groups of people

 Re-purchasing a shirt that someone discarded serves as a lesson about our relationship with our possessions.

Process 2/2: Identifying the Opportunity Area 

Stakeholder analysis

Evaluating & Defining Product Concept

Factors considered to reduce Textile Waste

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Community Bonding

Textile waste reduction

Retail Experience

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Increase Lifespan

Bespoke

Sentiment Value

Circular Model

Through Subscription & Customization

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Solution: Compass Club Membership

We envision a method to encourage Sustainable Behavioral Change through designing the customer journey in the COMPASS system to enhance the positive feedback loop in 5 aspects:

1. Personal Investment

Give club members a sense of identity

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Barrier to entry is low i.e. $20 for lifetime membership

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Achieve higher ranks in the club membership for maintaining sustainable consumer habits

2. Enthusiasm for buying "Better Than New" clothing

High quality products with deep discounts

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A lot more points awarded for purchase of used items 

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1. Encourage customers to rethink the value of used clothing

2. Accelerate their member ranking

3. Reward long-term ownership 

3. Rewards repair and returning items for resale 4. Demand for Zero-waste products

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Promote well-executed repairs to create a vintage appeal & more meaningful relationship between customers and their products

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1. Patagonia "Zero Waste" series of products made exclusively for club members.

2. Fueled by revenue generated from club membership fees and purchases

3. This series will provide members the value of owning something unique without compromising on quality.

5. Sense of progress towards sustainable consumption

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1. Ability to track the progress towards more sustainable consumer habits through the point system would generate sense of progress and make the process more exciting.

2. This process will continue to motivate individuals to practice sustainability.

Behavior Change

1. Raise sustainable awareness

2. Encourage behavior change 

3. Create active impact

Our Team

Other projects