Chaitrali Fegade
Kaptaan
Online thrift shop for
sustainable fashion enthusiasts
Customer
Many millennials are keen on sustainable practices, particularly in fashion.
Business
Kaptaan is an online thrift shop offering stylish, sustainable fashion items for eco-conscious shoppers.
Opportunity
Kaptaan offers quality clothing while promoting sustainable fashion and green business practices to engage as well as educate customers.
My Role
Scope- Research, UI UX & Content design
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Duration- 7 months
Primary Research findings
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Motivations of millennials for shopping second-hand can be categorised as​
Economic
Social
Ethical
Providing information to customers about the environmental impact of their purchases
Raising awareness around the harmful ecological impact of fast fashion
helps customers make educated purchase decisions
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Treating customers as sophisticated and eager to acquire knowledge helps them stay competitive in the long run.
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Thrifting is in trend and many new stores are coming up- this serves as a double edged sword because it increases competition but also increases the influence of the community.
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Electronic word of mouth plays an important role in product evaluation as it has wider scope, is accessible in a short time to a wider audience and is easier to spread and measure in form of ratings and reviews.
Secondary Research and findings
Some of the questions asked:
Which are some of your favourite online clothing shops?
Why do you like about them?
How much time do you generally spend browsing through clothes?
Do you like to keep up with fashion trends?
Which ones do you like?
What information do you look for before making your purchase?
How often do you shop for clothes?
When do you turn online to shop for clothes/accessories?
What do you do with the clothes you do not need anymore?
Have you thrifted or bought second hand clothing before?
If yes, how was the experience?
Would you be interested in learning more about sustainability in fashion? Preferred learning mode
Insights and findings:
Motivations
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Economical (luxury clothes as well regular clothes are more affordable when bought second-hand)
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Social (thrifting is trendy)
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Ethical (concerns around the exploitation of workers by fast fashion brands, sustainability).
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Usually a combination of all three.
Self-awareness
They're aware of their overconsumption habits and wish to rectify it. Donating old clothes makes them feel less guilty.
Time spent shopping
​​They wish to curate their wardrobe with unique pieces. Most of them spend a lot of time browsing through clothes online, especially before any event which can be personal or professional. They enjoy the treasure hunt for unique and stylish clothing items.
Perception
The hygiene and condition of the clothing is a concern of many. They have a perception of second-hand clothes to be damaged in some way. A few also expressed second hand clothing could be considered inauspicious.
Desire to learn more
Thrift shopping and vintage clothes are considered cool amongst many and also on social media- it gives them a sense of achievement. However many express a desire to learn more about the implementation of this trend.
Concerns
Since there are different metric systems for the clothes’ dimensions followed by brands, customers are unsure about the actual size of the garment. They also stated about getting a clearer image of the clothing when there were pictures of people wearing them displayed.
Empathy map
Empathy Map 1
Empathy Map 2
Empathy Map 1
Solutions and learnings
Kaptaan's USPs
Reflected through
Commitment and authenticity towards the goal of sustainability.
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The brand's sincerity to the mission of sustainibility is evident in their implementation of eco-friendly business practices.
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They provide sources and expert-curated tips on how to increase the lifespan of your garments.
Transparency with the customers
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As much information as possible is provided regarding questions of sourcing and manufacturing.
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Relevant third-party certifications are showcased to establish trust through demonstrated actions.
Community-driven expansion
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Provides a platform for community building as it allows for faster growth towards the collective mission.
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They go the extra mile by inviting experts in related fields to share their knowledge.
Some features in the Product Details page are explained here.
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Other details include:​​
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Sizing of the clothing mentioned by the brand as well as a size chart guide is provided by sellers. This added step of diligence is required as sizes like ‘small’, ‘large’, etc. could mean different measurements for different brands.
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Reviews and testimonials are displayed wherever relevant as these are important to gain trust of the customers. The customers are also encouraged to write reviews themselves.
Fonts used- Jockey One (Regular), Rosario (Semibold and Regular), Ropa Sans (Regular), Jaro (Regular)
Discount
highlighted
Structuring the content
Why choose Kaptaan? ​
This was the question to be answered in the hero section in a crisp, consice way.
After some trials and error, the three main USPs of the brand were shown in a section using graphics and minimum yet catchy text.
The final depiction
Other than the hero section, the question of why one must choose Kaptaan was to be addressed again at a later section to highlight the benefits in detail.
The main challenges faced here were:
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A lot of information to be imparted while retaining interest of the viewer
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The section should answer questions the user might have as well as spark curiosity in them to find out more.
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Ensuring that it leaves an impression.
The design
Screens designed- Landing page, New Arrivals page, Product Details page and Checkout screen
Please find the links to the prototypes below:
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