Think Twice first screen
"Think twice + L&T" platform structure
Every year a lot of fashion items end up in a trash bin. There are second hand stores available, but what if the damage is minimal: fix the zip, change the size, stitch the hole, remove a stain? Common issue is the complexity of finding a tailoring service or fixing service which is closest to the consumer. We noticed that even busy people have this last thought before trashing ... They are “thinking twice” but for few seconds. Our aim is to change their minds within these few seconds, by bringing these services to them within their finger tips.
What it does
Think Twice is a social fabric for society that connects people who have broken clothing or accessories to repair and fixing services in order to cherish the core of the circular economy concept. The network can be used through a mobile application, and in its core is simplicity, swiftness and easiness. The application uses three simple questions to filter and match people with the correct service providers that can be viewed on a map. Where they can be further investigated through reviews, contact details, opening times and direct messaging.
After ordering a service through the application you will receive information on the environmental impact e.g. how much CO2s or water one saved by purchasing the service. If you decide not to purchase a service, the application will suggest you a correct way to dispose one’s item.
The service platform creates value for the service providers as many of them are sole proprietors and don't have the resources to create presence for their services or market them (online and offline). Through the platform they are accessible for the consumer through low commitment level.
For L&T value is built by creating a new network and audience of consumers. Also the entire concept of circular economy is developed in an urban scale. L&T has the resources to develop such a network and the concept can contribute as a part of their Corporate social responsibility practices, as well as, strengthen their brand amount consumers. As people start using the service, less textile waste is likely to be thrown out in an inappropriate manner. This saves the overall costs of waste management.
In addition, the original problem discovered in the inspiration phase is addressed as the consumer gets easier access to information on circular economy services and there is a low commitment level to engage with these services.
The design process
Best picture summarizing our expectations vs our real process is:
– 3 (and counting!) major pivots of solution – Few refrainmings of the problem – Capturing / Interviews / Storyboards / Platform canvas / Paper Prototyping used as design tools
Research: Done mostly during the weekend. Here is overall statistics – 20 participants in online survey about repairing habits – 5 Calls – 15 face-2-face interviews with potential end-users – 3 Competitor/alternatives analysis
Ideation: – Free brainstorming & capturing (mostly) on sticky notes. Clustering – Team splitted to detalize 3 top ideas into storyboards – Sketching in pairs – Co-creation while paper prototyping
Insights: – End-users are willing to pay ~30 % of purchase value for 1st-time repair – Some even willing to travel 5km to fix their favourite garment – Average Jean’s Price purchase (dash attendees) - 60e – Target audience to ignite platform: Impulsive buyer
Main decisions made: – Make this easier/quicker over cheaper. – Give up on older folks and focus on future (millennials). Service we design will change habits of people, which takes time. – We do platform, connecting millenials with small repair services & amateurs. Small repair service providers cannot have good online presence themselves & pricing/services communication is troublesome.
Challenges we ran into
Setting up a the network and building up the pricing database will require substantial resources. Currently there is a competitor in London. However, they are working as a sole service provider for repairing clothes: https://www.clothes-doctor.com
Accomplishments that we're proud of
– 1 eager customer who wants to become a tailor on our platform – 3 times we heard from interviewees: “If i would have that app, i would change my throwing-away habits”. Impact, yay!
Validation is key. Validate whatever happens. Validate when you disagree to avoid waisting time. Validation is everywhere. Its basically the next table or a short Google phrase away.
What's next for Think Twice
Next: Including other service providers and services. For example, furniture, in which L&T's "Helppo Nouto-service" could be utilised. Investigating on peer-2-peer service possibility. That would allow anyone with the means to repair or fix items to offer their services. This would lower the barrier and the price of getting lower priced fashion items fixed. Investigating the possibilities of offering the services to retailers that could provide repair services to customers that return with their purchased items that are faulty or have a some defect.
Future: Building a larger logistical network, that would allow people send their items that require repairing.