GreenThreads, a sustainable clothing brand based in Canada, faced low conversion rates and high drop-offs at checkout. Users found it difficult to navigate product pages, and the brand struggled to effectively communicate its eco-friendly values. GreenThreads also offers non-binary, size-inclusive fashion for all ages—from kids to seniors—eliminating gender distinctions and ensuring all sizes are available.

No labels, no boundaries : just sustainable fashion for everyone

The goal is to redesign the website to reflect simplicity, inclusivity, and transparency:

Intuitive product categories based on clothing types (e.g., Tops, T-shirt, Outerwear) for easy navigation.
Inclusive size options available across all products.
Eco-friendly markers showing sustainable fabrics and practices at a glance.
Streamlined checkout to reduce friction and encourage seamless purchases.
Sustainability storytelling woven throughout the site to inspire conscious shopping and build trust.

3. User Research

Pain Points

Personas

4. Key Insights & Design Solutions

Focus on the most important insight: "Create intuitive, non-binary navigation with inclusive product categories."
Briefly mention other insights (transparent checkout, inclusive sizing, sustainability storytelling).

Story Telling (User journey)

5. Information Architecture

From Ideas to Interface

6. Wireframes & UI Design

7. Challenges Faced

Reaching the right audience: Finding non-binary, size-inclusive, and eco-conscious users for interviews was time-consuming.
Balancing simplicity with functionality: Creating a simple design while providing enough product information.
Avoiding my own Bias – Ensuring the design stayed inclusive, and respond to the user needs.

Thank You for exploring this case study !

Let’s connect and create user-centered, inclusive designs together!

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