E. Forrest's Porfolio

H&M Foundation: Concept for H&M Preloved

Introduction to the Project:
Step into the world of Service Design and UX at H&M, where we've embarked on an exciting journey of facilitating the process for business planning. From September to December 2021, our mission was clear: How can we leverage a digital product to empower H&M's customers to share materials, fostering inspiration for eco-friendly choices?
This undertaking aimed not only to enhance H&M's credibility as an ecologically sustainable collaborator but also to address challenges such as navigating the complexities of H&M's digital landscape and the general skepticism among customers regarding the brand's sustainability efforts.
Commissioned by The H&M Foundation in collaboration with Berghs School of Communication, our results have been promising. Through user interviews and targeted surveys, we discovered that H&M holds significant credibility in terms of trends and commercial offerings. Yet, there remained a challenge – making second-hand shopping as trendy and accessible as purchasing new items.
We've devised a groundbreaking model, merging H&M's existing product development prowess with a new product category – second-hand clothes. The result is a prototype that paves the way for a sustainable cycle, ensuring fashion keeps spinning, year after year.
Join us on this design adventure where innovation meets sustainability, and let's explore the potential of fashion in the digital age.

H&MService DesignUX Design

Project description:

H&M Foundation: Concept for H&M Preloved

Service Design and UX, H&M
Facilitating the Process for Business Planning,
Concept and UX design for the application.

About the project

Date: September - December 2021
Brief: How might we, with the help of a digital product, enable H&M's customers to collect and share materials that inspire climate-smart choices?
Purpose: Develop a digital product for H&M that allows them to work in a credible way as an ecologically sustainable collaborator with their customers.
Platform: Mobile and Desktop
Challenges: H&M's reputation regarding sustainability issues, an area where customers generally lack trust in H&M. The size of H&M's existing digital solutions and initiatives, complex to navigate both technically and theoretically when the project was planned.
Client: The H&M Foundation in collaboration with Berghs School of Communication.

Results and next steps

Results: According to user interviews and selected surveys, H&M has significant credibility with its customers regarding trend levels and commercial offerings. However, many customers face difficulties when it comes to buying second-hand items. Questions like "What's trendy?" and "How should these items be worn?" arise. H&M annually collects a vast amount of discarded garments through textile recycling from their stores. By curating second-hand items in line with current trends, sorting models and colors, and creating trend capsules in the same way as new collections are developed, H&M makes it easy for customers to purchase and establishes a sustainable cycle for clothing, over and over again. We have developed a model for how H&M could use its existing product development for a new product category (second-hand clothes) and built a prototype to test this concept.