Background Research
ReKnit
After defining the purpose of our project, we conducted background research including a literature review and competitive analysis to get deeper insights into the background of environmental recycling awareness in China.
Literature review
Recycling Status quo
Lack of environmental protection awareness
Production Status quo
Willing to join the environmental protection plan but no capacity
Consumption Status quo
Supporter of sustainability
Competitive analysis
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Generative Research
ReKnit
We conduct a semi-structured interview and a focus group to gain in-depth insights into the unique experience that our target users have when they addressing used clothes. Particularly, we'd like to know their user characteristics, preference on using recycling apps, what's their goals and frustrations when using the apps, and their attitude towards clothes recycling.
Through the research, we find that the way consumers addressing their used clothes is affected by four variables in consists of price, preference, recycling channels and disposal methods.
Insights from interviews
Potential users:
An "expensive" burden：Used clothes with high purchasing price will become a burden since users have a low willingness to throw them away and they don't know how to recycle them. Used clothes with high purchasing price will be stored at home, occupying storage space
An Emerging Way：Sewing & mending used clothes becomes an emerging sustainable way for clothes consumption. 59% of people saying that they are willing to redesign or mend their old clothes which were purchased at a high price.
Additional cost：The cost incurred in the clothes recycling process is an important reason that hinders users from continuing to conduct sustainable behaviors.
A Chaotic Market: Craftsmen from e-commerce platform said that chaotic price negotiation, coordination difficulties in consumers requirements, the security of transactions and the time schedule are the Main problem during their course of dealing
Craftsmen:
Acquaintances Business: Most of their customers are introduced by acquaintances and have their own network of relationships.
Middle-aged and elderly customers: The age of customers is mainly between 40 and 65 years old.
Customisation：They will provide customers with the knitwear they need according to their description.
Single online channel of publicity: WeChat Moment is the only way they expand their business.
Source of raw materials：Their wool (raw material) comes from wholesale markets or sweaters brought by customers.
Low profit: They mainly earn manual fees.
Overview of our User Research
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Persona
ReKnit Target Users
Female Consumer
Male Consumer
Stakeholder
Female Consumer