UX Design
Interstate
UX Design/UX Research
December 2025 - May 2025
This project explores how a digital fashion experience could encourage people to reduce overconsumption rather than encourage purchasing. Inspired by Vivienne Westwood and her philosophy of “buy less, choose well, make it last”, the project reimagines what a fashion platform could look like if its goal was sustainability, self-expression, and wardrobe longevity instead of constant consumption.
I wanted to design a digital experience that would positively contribute to everyday life while still feeling expressive, fashionable, and engaging. Instead of promoting shopping, the experience focuses on helping users reconnect with clothes they already own.
The research stage focused on understanding overconsumption within the fashion industry and exploring how digital experiences currently influence shopping behaviour. I investigated the environmental and social consequences of fast fashion, including waste, pollution, unsafe working conditions, excessive water usage, and the increasing culture of disposability. Research showed that clothing purchases have dramatically increased over recent decades while garments are being worn fewer times before disposal. Social media trends and online shopping platforms were also identified as major contributors to overconsumption, encouraging users to constantly seek new products and participate in rapidly changing aesthetics.
Visually, the design combined minimalist luxury aesthetics with punk-inspired details influenced by Vivienne Westwood. I explored large imagery, bold typography, hand-drawn visual elements, and strong use of white space.
Throughout the process, I experimented with layouts, navigation systems, typography, and hierarchy. One challenge was balancing personality and creativity without overcrowding the interface.
User testing revealed several accessibility and usability issues, including small text sizes, unclear icons, and confusing navigation. In response, I increased font sizes, improved spacing, simplified layouts, and added clearer labels and navigation indicators.
This project allowed me to explore how digital experiences can positively influence behaviour while still feeling engaging and fashionable. One of the most important lessons I learned was that sustainability messaging works more effectively when framed positively.
Users responded more strongly to styling inspiration, creativity, and saving money than to messaging focused purely on reducing consumption. Helping users reconnect with clothes they already own felt more motivating and realistic.
The project also reinforced the importance of accessibility, hierarchy, and user testing within digital design. Many of the strongest improvements came directly from feedback, particularly regarding navigation clarity, readability, and layout structure.
Another key reflection was learning how to balance aesthetics with usability. Because the project was inspired by Vivienne Westwood, I wanted the interface to feel expressive and visually distinctive. However, simplifying layouts and improving clarity became essential throughout the design process.
Overall, the project successfully combined sustainability, fashion, and digital experience design into a concept that reflects the values of Vivienne Westwood while responding to modern issues surrounding overconsumption and fast fashion culture.
Norwich, Norfolk, UK / Bury St Edmunds, Suffolk, UK