Gaia
My content designs for sustainability transparency resulted in a Net Promoter Score of 89, increased customer satisfaction by 77%, and 80% of participants showed interest in Gaia’s Impact Box.
How might we increase visibility of sustainability impact of garments and promote eco-consciousness?
Specific Goals
Establish clarity to customers about a garments sustainability impact and the brand's overall sustainability practices
Create an actionable way for Gaia customer's to participate in eco-consciousness outside of purchasing sustainable wear
Key Metrics
Customer Satisfaction (CSAT)
Net Promoter Score (NPS)
Survey on how many of the participants would engage in suggested actionable eco-effort
Let's analyze the market for Sustainable Fashion
Too many product tag indicators
Focuses only on essentials
Lacks in size inclusivity
Inaccessible Pricing
Could be considered fast fashion
Lacks information on their sustainability practices
Read Full Comp. Analysis
Why improve the visibility of a garment's eco-conscious impact or the company's sustainability practices?
False Sustainability Advertising
Greenwashing is a form of advertising that deceptively persuades the public that a brand's products, goals, or policies are eco-friendly
Increase transparency in how these eco-conscious clothing impact the industry / the earth
What issues arose in searching for sustainable clothes and how did I address them?
What are marketable ways to increase eco-consciousness of consumers?
What were the usability testing results?
Case Study Retrospective
Areas of Success
Gaia's Impact Box
An actionable eco-conscious initiative that incentivizes users to donate used clothing for a discount on their next purchase. 80% of participants showcased interest in this Impact Box
Visibility & Transparency
Improved visibility of company's brand value through icons and micro-copy. Established a sustainability impact subsection for each garment carried by Gaia
Areas to Improve
Homepage Redesign
Redesign homepage to refine a clearer Call-to-Action for users to interact with, thus increasing user click rates and increasing Gaia's online sales.
Eco-Conscious Alternatives
Brainstorm different eco-conscious initiates that Gaia can introduce to customers. Potentially focusing on community events that can be soft-launched to gauge customer participation and satisfaction.
