FLAMENGO
Graphics & Illustration/ Branding /
UX & UI Design
An conceptual approach to promoting ethical shopping to help people make choices & think about how they buy, all through an engaging platform.
The Objective
Creating an app service designed to make ethical shopping less mysterious, more approachable & even fun.
The Problem
A lot of confusion surrounds terms like 'ethical' shopping, fashion or consumerism which has led to many negative assumptions which aren't always addressed, therefore discouraging people from trying to make it a part of their lives.
People are also often not conscious of their purchasing behaviors, so they're not wary of alternative options.
The Approach
I wanted to attempt to promote ethical shopping to a Gen Z audience and make think about what/how/why they buy things the way they do. The main approach was to include elements of familiarity, approachability, and quirkiness to encourage them on in the process.
My Role
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Concept, Copywriting, Product & Market Research
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Illustration, Wireframing, Prototyping & Testing, Front end coding
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UX/UI research, Personas & Journey mapping
Brands like Zara, H&M were found to be easier & cheaper to buy from for most users
Items associated with a particular cause were more likely to be purchased (e.g. for fundraising)
Insights
Brands with a loyalty system were more popular. Receiving points on purchases & .
Process
Idea
An Eco-Loyalty program that provides users with information about ethical shopping, ethical brand ratings that also offers points for purchasing from more ethical brands. Points that can be later traded for offers/discounts.
Identity
I designed a visual identity that reflected the vibrancy and quirkiness of a contemporary trend and its new audience.
The name Flamengo itself strives to combine responsibility and playfulness in one brand.
Illustrations
The values of Flamengo were the lenses that directed the style of the illustrations for the brand and collateralls. The hand-drawn style added an element of informality to a serious issue such as ethical consumerism. The combination of line art and colour was to create personable impression on the potential users
The App
The idea for the app was to take shape with familiar interactions similar to online shopping & subscribing to loyalty programs but with a more visually engaging user interface that would be easy to use on the go.
An added feature was to improve the knowledge of the user about this new trend.
Overview of Features
The overall experience of the app was to be easier to get to the important information, access your card, points & track purchases in one place. Even keep up with the news surrounding ethical & sustainable shopping.
Flamengo Loyalty Card
With this service based on a loyalty & reward system, I designed the concept of the loyalty card which could be used digitally, while users still had the option to receive a physical version that would be delivered to them, upon registering.
Website
The final version of the Flamengo website is an intuitive one-page site with a smooth flow, to explain the purpose of Flamengo, why and how it's used.
Prototypes were created in Adobe XD and later moved into developing the site, which required front end coding, for which I used brackets - an open-source text editor, to write HTML, CSS & JAVASCRIPT in order to fully build the website.
This project was quite an interesting take on a trend that was only just emerging and I discovered a lot more in terms of prototyping and testing as well as working with a user-centric approach to designing interfaces.