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Zhiyi Zhang

User Experience and Service Design MA

I am a UX designer with a background in digital media arts and spatial design, specializing in behaviour change design. I collaborate across disciplines to drive sustainable solutions and promote responsible consumption, creating long-term value for users.

Project Background

GreenThread, which is focused on solving a significant environmental and societal problem. The fashion industry is one of the largest polluters in the world, contributing heavily to greenhouse gas emissions and water pollution. In the UK alone, £140 million worth of clothing—equivalent to 350,000 tonnes—ends up in landfills each year. This growing waste problem not only harms the environment but also puts pressure on local communities, increasing waste management costs and affecting public health.
The problem we’re addressing is this: How might we design a service that inspires and facilitates UK consumers to move from fast fashion consumption to more sustainable fashion behaviours? This shift is crucial to reducing the environmental impact of fashion waste. To do this, I conducted research into the behaviours and influences driving fast fashion consumption among young UK consumers. My goal was to develop a solution that not only encourages sustainable fashion practices but also makes it easier for consumers to adopt these practices.
The development of GreenThread was structured around four key stages: Discover, Define, Ideate, and Prototype. During the Discover phase, I conducted thorough user research to understand the current landscape. In the Define phase, I analysed the data to pinpoint the main issues. Then, in the Ideate phase, I brainstormed potential solutions, and finally, in the Prototype phase, I built and tested initial versions of the service.

User Research – Key Insights – UX Vision Statement – Design Principles

User research was critical to shaping the GreenThread platform. I conducted secondary research and gathered primary data through online questionnaires and interviews. Twelve participants provided quantitative data about their shopping behaviours, while six provided qualitative insights into their personal experiences with sustainable fashion. The data was analysed using methods like affinity.

Here are some of the key insights from the research:
Convenience is key: The rise in online shopping reflects a consumer shift towards convenience and accessibility.
Transparency matters: Consumers value transparency about the environmental impact and origins of products.
Affordability is crucial: The low willingness to pay extra for sustainable clothing highlights the need for affordable options. Demand for trends: The high purchase frequency of fast fashion indicates a strong demand for trendy and affordable clothing.

My UX vision is to create a service that extends the life of garments through repair, redesign, and recycling. This service will help change consumer behaviour, reduce fast fashion waste, and promote sustainable fashion in the UK. The design principles that guide GreenThread include:
1. Convenience and User Control
2. Affordability and Durability
3. Transparency
4. Engagement and Connection

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