Graphic Design MFA Thesis Project

K I X U P – T H E S I S P R O J EC T

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MFA Thesis Project

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Jungmin Lee

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KI X UP – T HE SI S PRO JEC T

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Shoe Industry Waste

by Jungmin Lee

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1. Overview Background The Problems Topic Area

Investigation Interviews Participations Explorations

3. Strategies

Keywords Project Goal Material Matrix Brand Guidelines User Journey

4. Deliverables

Website Booklet Info Cards Email Promotional Campaign Posters / Bus Banners App User Testing

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16 20 38 42

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2. Research

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Contents

48 56 58 60 72

88 102 108 112 118 136 156

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Overview

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⋅ Background ⋅ The Problems ⋅ Topic Area

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Background

Revenue in the footwear market amounts to $83,782 million in 2018. The market is expected to grow annually by 2.6%. Retail culture and fast brands are triggering the growth of the global footwear market. Factors such as great diversity in the footwear market and easy availability of products in many retail outlets are anticipated to encourage the impulse buying of these products. We are keeping up shoe overconsumption, leading to a serious problem of shoe waste.

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“According to a report by the American Apparel & Footwear Association (AAFA), among US consumers each individual (children included) buy 7.5 pairs of shoes per year.”

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Overview

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Overview

The Problems 20 billion pairs of shoes are produced annually, with roughly 300 million pairs ending up in landfills after they have been worn. However, the global shoe market continues to grow. Once shoes are buried in a landfill, it can take 1,000 years or more before they break down because of synthetic materials.

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Production

20 billion

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Waste

300 million

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The Problems

Landfills

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5% of shoe waste goes to landfills, and that amount is growing. Landfill space is becoming expensive and hard to find. While Americans are familiar with the recycling of plastics, aluminum, and other packaging, they may be less likely to understand the value of all the unwanted shoes.

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5% Recycle

95% Landfill

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The Problems

Environments

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Shoe manufacturing and shoes in general pose many threats to the well-being of our planet. This is because many toxins, chemicals, and fossil fuels are produced and leaked into the environment during the first and last steps in the shoe life cycle. These chemicals harm both the wildlife and humans that come in contact with them, which, in turn, causes many health problems. Also, shoe manufacturing produces large amounts of carbon dioxide which contributes to the already-serious effects of climate change and global warming.

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We often watch the news about issues such as fires, hurricanes, heavy snow, typhoons, tsunamis, and extreme climate change around the world. Global warming changes the temperature every year, and climate change becomes ever worse. Nobody knows what kind of tragic results will hit our planet in the future. Now we can’t ignore environmental problems anymore. We should be aware of environmental problems as soon as possible and start to make small changes one by one in our daily lives if we are to save the planet.

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Overview

Topic Area “Most shoes end up in the garbage when they wear out. However, there are many more possibilities for those shoes than laying in a landfill.�

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The environmental movement is spreading across the globe; this is one of the major challenges for the shoe Industry due to the complex mixture of materials.

We need to develop a way to expand the shoe lifespan and find a new purpose for shoes rather than throwing them away.

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How can we start to have a positive impact on shoe waste?

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Research

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⋅ Investigation ⋅ Interviews ⋅ Participations ⋅ Explorations

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Investigation

Collecting Data

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I investigated shoe industry waste before preparing my interviews. I researched on the internet, read books and magazines, and watched videos in order to collect divergent information.

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Interviews

Focus Group All participants of the focus group interview have over five paired shoes. But they always wear the same shoes.

Since they do not use all the shoes, they have a lot of shoes in their closets. Although they do not wear them, they still have them because they are afraid to throw them away. Some people think that they might wear them someday, but those shoes have not been used for years.

Date Location

July 28, 2016 San Francisco, CA 94115

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1. Graphic Designer / Age: 26 2. Game Developer / Age: 25 3. Illustration Student / Age: 26 4. Fashion Design Student Age 27

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Interviews

Q&A How many pairs of shoes do you have?

Game Developer: 8 Illustration Student: 5 Graphic Designer: 7 Fashion Design Student: 10

What kind of shoes do you prefer to buy the most? What’s your favorite brand? Why? Game.D: No specific favorite brand. If I find something good, I buy them.

Illustration. S: Oxford shoe design is good and pretty comfortable to wear.

Graphic.D: Slip-ons. I don’t have a specific brand in mind. I always choose depending on designs and prices.

Fashion.S: I don’t have any preferences; it just depends on the trend at that time. I don’t have a favorite brand.

When did you last buy a pair of shoes?

Game.D: It was back in October. Adidas.

Illustration. S: This January. Oxford Shoes.

Graphic.D: A month ago. I bought a sandal with a bit of a heel.

Fashion.S: It’s half a month ago. Sandals because It was really cheap.

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What is the oldest pair of shoes you own?

Game.D: 3 years old. Reebok sneakers.

Illustration. S: 2 years ago. Running shoes.

Graphic.D: 5 years ago. A pair of sneakers.

Fashion.S: More than 3 years old. A pair of high heels.

Have you ever thrown out old shoes and bought the same design again? Or Have you ever exchanged products with someone?

Game.D: No, but sometimes I want to exchange my shoes for a different style.

Illustration.S: I don’t change a lot. My family has all different sizes of shoes, so it’s hard to share the shoes.

Graphic.D: Always buy the same slip-on design. My older sister usually gave clothes to me after she couldn’t wear them.

Fashion.S: Not really. They all have different styles. At least some parts are different.

However, I have received the products from my friend that they don’t want to use anymore, or I share with my mother. We have the same size.

Have you ever tried to transform products by yourself?

Game.D: Never tried it.

Illustration.S: No. Graphic.D: I might have before, maybe with clothes.

Fashion.S: I tried to transform some products before, but I failed.

Do you prefer new products?

Fashion.S: I want to buy new products.

Sometimes, I received used products from my family and friends. I know you like second-hand stores or vintage stores.

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Interviews

Q&A Why do you like vintage shop?

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Fashion.S: When I was in college, the trend was vintage at that time. So, when I went to my grandmother’s home and I saw she has a lot of really good conditions of vintage stuff with bright colors. I just collected all bright colors. My grandmother is a woman who can keep her clothes perfect for decades. So I just took these clothes and wear them in my daily life.

Do you know of a brand that has a donation system or program?

Fashion.S: I like donations. I don’t know why people don’t want to give away their unwanted shoes or products. Some people just keep them in their closet.

Game. D: I heard that sometimes companies collect for the donation, but actually, it gives to the people who want help. As a result, we don’t know which ones are true and which ones are false. It’s hard to recognize.

Do you know the difference between recycling and upcycling?

If you know how to donate your shoes, will you do it?

Game.D: I know the definitions of the terms “recycling” and “upcycling”. But, not sure about how to distinguish the products for each. Our generation has to learn more about environmental information.

Illustration.S, Graphic.D, Fashion.S: No

Fashion.S: I can’t find the collecting box for old shoes. Everyone throws away their old shoes in trash bins. Matching the size is hard, so it’s hard to donate. Clothes at least have some common sizes like S, M, and L.

Have you guys seen the drop box on the street for collecting clothes?

What if you know how to donate your shoes, will you do that?

Graphic.D: I have seen before only in Richmond. They have a lot. The color is old green and looks too old.

Fashion.S: I rarely have seen the collecting box and I’m always confused whenever I recycled, which one is for landfill or compost.

Game.D: Yes, I will.

Graphic.D: I’d love to. I didn’t donate my shoes and clothes at all. Sometimes Goodwill didn’t accept the items.

Fashion.S: Yes, I will. I have many shoes that I don’t wear.

Illustration. S: Yes, I want to donate my shoes.

If I keep the shoes for a long time, I might not use them.

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Interviews

Survey

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I carried out a survey to find out how many people are interested in shoe industry waste and environmental issues. I also wanted to know about people’s shoe shopping habits, shoe consumption patterns and so on. I visited a public open space, cafe, and schools to meet as many people as possible. I also asked some questions to people who I met on the street. The survey was a great chance to communicate with people and share ideas.

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Interviews

General Public I interviewed the general public individually. Through my interviews, I found that most women enjoy shopping and the frequency of shopping is increasing because of the low price of fast brands. Interviewees said that they sometimes shop for unnecessary shoes because of their low prices. They also do not wear other shoes every day, but there are many shoes that they do not actually wear at all at home.

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Date Location

July 28, 2016 LinkedIn Public Space 601-617 Howard St, San Francisco, CA 94105

“I like to go shopping.

I usually buy shoes and clothes often, but a few months later I do not wear shoes and clothes in the closet.”

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Marketing Associate Age: 27

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“I always want to buy new design shoes. I have the same kind of shoes but sometimes want a different color. But there are a lot of shoes that are not worn at home.”

Finance Associate Age: 25

“I usually buy fast fashion brand shoes. Sometimes, the low price of the fast fashion brand makes me buy more.”

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Finance Associate Age: 25

Interviews

General Public Wasted products and environmental problems are big issues in various areas. Some people said that they changed their mind to start to do something to change their habits after they watched documentaries about serious environmental problems. I realized that education is important to make people aware and to educate them to change their habits.

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Date Location

July 28, 2016 Sightglass Coffee 270 7th St, San Francisco, CA 94103

“I think many people need to learn about the environment issue and change their habits for reducing waste.”

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Eco-friendly Product Company CEO Age: 22

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“When I go back to India, I give my old shoes to someone who needs it.”

Fashion Design Student Age: 24

“Continuing to create larger landfills will not only have a negative impact on our environment, but also on the economy.”

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Industrial Design Students Age: 22

Interviews

Educator San Francisco announced that by 2020 it will be a zero waste city. I realized that this caused many people to begin to pay attention on how to reduce waste. The interviewees said they want to know how to keep their shoes longer and they would like to practice if they knew how to do it.

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Date Location

July 28, 2016 Academy of Art University 79 New Montgomery St, San Francisco, CA 94105

“We have to find a way to wear shoes longer and prevent going to the landfill.”

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Language Teacher Age: 35

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“I have heard that San Francisco aims to become zero waste city by 2020.

Time to change our habits in daily life for zero waste.”

Advertising Student Age: 26

“I would like to learn how to use my products longer.”

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Language Teacher Age: 35

Interviews

Students As a result of the interviews, I found many students have little experience with donating. They want to donate, but they often do not know where and how to do it.

In addition, they have less opportunities to receive an environmental education. Some schools have environmental events and clubs, but most school students have little opportunity for environmental education. During the interview, many students wanted to know what they could do to save the environment and the planet.

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Date Location

July 28, 2016 Japan Town 1610 Geary Blvd, San Francisco, CA 94115

“I have seen a documentary about environmental issues.

I want to learn more about the problem.”

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High School Student Age: 15

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“We had an environmental education only one time when we were in elementary school.”

High School Student Age: 15

“Sometimes, I keep my favorite shoes and want to wear them for a long time.

I don’t like it if they get worn out easily.”

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High School Student Age: 15

Interviews

Participants Biography All interview participants had at least five pairs of shoes.

The person with the most shoes had 30 pairs. Women’s shoe consumption was higher than men’s.

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Five�

80%

Five �

20%

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Female

60%

Male

40%

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Shoe consumption cycles are different depending on personal shopping habits. According to my interview, most participants said they usually buy shoes every six months. One of the most frequent shoppers said that she buys one pair per month.

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Participations

Workshop I attended a Zero Waste Event Workshop, which is held

by SF Environment. This workshop covered the recycling guidelines in San Francisco and introduced reusable ways to reduce waste. It was a great opportunity to network with other professionals who work in this environmental field and environmental event producers. Through the workshop, I was inspired with how KixUp can expand in the future.

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Date Location

October 25, 2018 / 3pm-4:30pm SF Environment 1st floor Conference Room 1455 Market St #1200, San Francisco, CA 94103

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Participations

Plastic Ban Rally Shoes also contain many different plastic components, and excessive use of such plastics severely pollutes the oceans and affects the environment. More people than I thought had been involved in this rally. Most of the people in the group were ready to participate in advance and some of the people who were passing by. I was able to see many people are paying attention to environmental issues. After the rally, I had time with other participants and shared information about environmental issues.

I introduced the problem of shoe industry waste as well.

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Date Location

July 16, 2018 San Francisco City Hall 1 Dr Carlton B Goodlett Pl, San Francisco, CA 94102

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Explorations

Shoe Repair Store I explored shoe repair shops to collect information on one of the deliverables, shoe care & repair. I asked a shoe repair shop owner which kind of repair is the most common. The owner said most people would come in to replace the soles, repair cracks in the outsole, care for leather boots, or repair scratches on leather loafers. He also recommended several products for care and repair such as shoe goo, Lincoln polish, shoelaces and so on.

I also learned how to repair and care for shoes, as well as picking up some practical tips.

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Date Location

March 15, 2018 Jack’s Shoe Repair Services 53 Sutter St, San Francisco, CA 94104

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Explorations

Second-hand Shop

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I visited Goodwill and second-hand stores before creating deliverables to investigate how interested people are in used goods. When I visited the stores, the stores were crowded and the items in the store looked to be good in condition. One of the customers said that she usually enjoys the second-hand items because she thinks this is a beneficial way to save money and get unique items.

Another customer said she often used the store to buy clothes and shoes for her children because children grow up fast, and clothes and shoe sizes are small and often do not fit. These second-hand items are affordable and she can find a new style of clothes her child likes.

Date Location

August 10, 2017 Goodwill 295 Bay St, San Francisco, CA 94133

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August 10, 2017 Goodwill 1669 Fillmore St, San Francisco, CA 94115

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August 16, 2017 Crossroads Trading 1901 Fillmore St, San Francisco, CA 94115

Date Location

August 20, 2017 Community Thrift 623 Valencia St, San Francisco, CA 94110

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Explorations

Practice

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I practiced providing people with clear and simple ways to repair and care for their shoes. The tips I learned at shoe repair shops have been a great help. The ways to care and repair shoes were easier than I thought they would be.

The more I practice, the easier it is to repair many shoes.

After I had practiced enough, I took pictures every step of the way in order to create one of my deliverables.

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Strategies

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⋅ Keywords ⋅ Project Goal ⋅ Material Matrix ⋅ Brand Guidelines ⋅ User Journey

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Keywords

Brainstorming

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At the beginning of the keyword discovery process, I brainstormed topics in order to expand and identify keywords. I started brainstorming in six areas: environmental impact, economic impact, political impact, cultural impact, personal impact, and wildcards. I was able to select three keywords through brainstorming.

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Keywords

Keywords Sorting

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After sorting 18 keywords, I picked three main keywords.

They are directly related to the brand image and concept.

The main three keywords must be kept to the end to achieve brand goals.

Activity

Sustainability

Decomposition

Through the experience of reducing shoe waste, people can participate actively and spontaneously.

There are divergent ways to maintain sustainability in various fields.

Develop new substantials to easily decompose and recycle.

Most of the thrown-away shoes go to landfill because synthetic materials hardly recycle.

New Perspective

Caution

Necessary

As we have a new perspective on old shoes, we can use shoes in various fields.

Give caution to people, learning about the issue of shoe industry waste. It motivates people to start reducing shoe waste.

Shoes are one of the indispensable elements of human life, along with food and garments.

Value

Circulation

Minimization

Old shoes have unlimited potential. We can start to make new value. We can help not only the environment but also society as a whole.

Keeping the circulation of shoes have a huge influence on the economy and the environment.

The shoe industry has to minimize its material waste and energy. People have to buy fewer shoes and keep them longer.

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Seriousness

Fast fashion brands increase overconsumption. Encourage people to swap their shoes instead of buying new ones.

The poor communities’ people live barefoot and this surely exposes them to medical risks.

Serious shoe industry waste impacts on the future environment. There is a need to inform people on the current situation as much as possible.

Trends

Durability

Communication

Our generation is sensitive to trends. We have distinctive preferences and tastes.

Keeping shoes longer by repairing them mitigates shoe overconsumption.

Our generation lives in a radical media culture. We are familiar with social media and it must be an appropriate method to inform people.

Construction

Side Effect

Pollution

The shoe’s construction depends on the function and style of the shoe design, with many options available for connecting the upper to the outsole unit at the manufacturing stage.

Thrown-away shoes evoke serious side effects on the environment and aggravate global warming.

Shoe manufacturing threatens the wellbeing of our planet as many toxins, chemicals, and fossil fuels are produced and leaked into the environment.

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Health

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Trade

Key Words

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Background Problem Topic Area

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Project Goals

Strategies I established a strategies chart considering the target audiences of this project. It is important to identify the tendency of the target audiences and then select the appropriate deliverables based on the project topic. I created three insights and three strategies. This chart is essential for reaching the project goals.

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Our target audience is aged from their late teens to mid -30s (18-35), and they are the main consumers of shoes.

My research shows that they buy a lot of new shoes.

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3 Insight 3

When shoes are thrown out they go to landfills. Thousands of shoes end up there each year. A large amount of shoe waste releases chemicals that harms the environment.

People want to know how to keep their shoes clean and simple ways to enhance the durability of their shoes.

Global shoe consumption continues to grow. However, over 600 million people worldwide do not even own a single pair of shoes.

Strategy 1

Strategy 2

Strategy 3

Inform the general public about the serious problem of shoe industry waste and its impact on the environment.

Provide useful tips to increase shoe durability, such as shoe repair, shoe polishing, and leather cleaning.

Offer people a way to donate or exchange their unwanted shoes to reduce shoe waste and mitigate over-consumption.

Deliverable 1

Deliverable 2

Deliverable 3

Educational material for people to become aware of the shoe waste problem and encourage them to be more involved in this movement.

Tutorial website section about how to clean and repair shoes and enhance shoe durability.

Shoe donation and exchange program available on the web or mobile app.

· Booklet · Website Section (Shoe waste information)

· Info Cards · Website Section (Shoe maintenance tutorials)

· Email Campaign Newsletter · Poster / Bus Banner · Website Section (Shoe donation or exchange) · App

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Insight 2

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Insight 1

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Project Goals

Materials Matrix

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Each insight has effective deliverables. There are some connections between deliverables. All the deliverables have nine total points, and the points represent the importance of deliverables.

Booklet

1.0 point

Info Cards

0.5 point

Email Promotional Campaign

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Tip 1

Campaign Newsletter

Save your shoes

0.5 point

Website Section (Shoe waste information)

1.5 point

Website Section (Shoe maintenance tutorials)

1.5 point

Poster / Bus Banner

1.0 point

Website Section (Shoe donation or exchange)

Donatio n

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1.5 point

Exchange

Sender: Shoe Type

1.5 point

Size

App

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Brand Guidelines

Brand Naming The brand name was determined via the mind map after listing the names that matched the brand image through the mind map. KixUp is easy to remember and say.

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‘Kix’ comes from ‘Kicks’.

‘Kicks’ is slang that some people use to call shoes.

Calling shoes ‘kicks’ is an example of metonymy because both are closely associated with the feet.

Up has a lot of positive meanings. It means an upward movement and encouragement. One of the definitions in the dictionary is “completion of an action.” It also has the meaning of being informed, familiar, and aware.

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Brand Guidelines

Logo

The logo follows the brand guidelines thoroughly. The logo contains a symbol and wordmark which are used to represent the brand identity. The logo symbol is used as a graphic element on deliverables. One arrow points upwards, and the direction is also relative to the brand name. The shape of the symbol shows circulation and it matches the brand keywords well.

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Logo Horizontal Version

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Logo Vertical Version

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Brand Guidelines

Logo Anatomy The symbol cannot be transformed into other shapes.

In particular, the direction and thickness of the arrow should be in accordance with the brand guidelines.

In the wordmark, the baseline of type has to sit on the bottom of the grid. Each figure is calculated from one reference point.

Symbol 11.25X

2.75X

9.5X

14.5X

1.75X

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2.25X

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1X 0.75X 0.75X 0.75X

6X 2.25X 120° 3.5X

3.25X 3.5X 1X 1X 0.75X

1X 1.25X

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Wordmark

2X

60° 1.25X

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Brand Guidelines

Logo System Depending on the background color, the logo can be used in a variety of ways to be more noticeable as well.

The approved background colors can be used interchangeably with the symbol and wordmark.

Symbol

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Wordmark

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Size Charts

Width

Symbol + Wordmark

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Size charts help to use the proper size logo in different versions of designs. It is important to use the correct size. The diverse logo size will be applied depending on the purpose, for example, digital media, print, or environments.

Symbol

Wordmark

10–50 (Inches / Height)

5–10 (Inches / Height)

2–5 (Inches / Height)

0–2 (Inches / Height)

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Brand Guidelines

Color Palette The main orange color calls to mind feelings of excitement, energetic action, enthusiasm, and warmth. The orange is used to draw attention, and it is great in combination with the calming yellow color.

Primary Color

C:0 M:75 Y:100 K:0 R:242 G:101 B:34 HEX: f26522

C:66 M:62 Y:60 K:49 R:64 G:62 B:61 HEX: 413f3d

C:5 M:3 Y:9 K:0 R:240 G:239 B:229 HEX: f0efe5

C:45 M:45 Y:70 K:15 R:135 G:120 B:87 HEX: 877857

C:75 M:50 Y:25 K:0 R:81 G:120 B:156 HEX: 51789c

Secondary Color

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C:0 M:5 Y:90 K:0 R:255 G:231 B:45 HEX: ffe72d

Mood Boards Contrasted sizes and overlapping type stands out and is easily visible. The arrow graphic element is associated with the logo. The directional movement gives a strong active and lively feeling.

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Graphic Style

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Brand Guidelines

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Brand Guidelines

Typography Apercu is a grotesque sans-serif typeface. The Apercu typeface family is available in four weights—light, regular, medium and bold. Different weight combinations look harmonious and have excellent legibility.

Aa 70

Primary Typeface

Apercu Pro Regular

Medium

Bold

ABCDEFGHIJKLMN

ABCDEFGHIJKLMN

ABCDEFGHIJKLMN

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Roboto Slab

Bold

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User Journey

Scenario 1

Name Age Job Location

Kristin 21 College Student San Francisco

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路 She likes sneakers very much and wants to have various styles of sneakers. However, she does not want to spend a lot of money on shopping. 路 She usually wears sneakers. However, sometimes she wants to wear different styles of shoes, such as boots or loafers when she hangs out with her friends. 路 She enjoys downloading new apps. 路 She joined the Environmental Club at school.

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At lunchtime at school while walking through the hallway, Kristin sees a KixUp poster on the wall.

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She notices the poster is about a shoe donation and exchange. Kristin checks the website and downloads the app to her cell phone.

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Once she gets home, she takes a photo and enters the information such as shoe type, size, and color regarding some old shoes she wants to exchange. The app automatically evaluates her shoe condition.

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Kristin wants to buy orange sneakers.

She already has several different colors of sneakers, but these days she wants to wear a bright color. She finds an orange colored pair and requests to exchange those for her navy sneakers.

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Later that day, the other party accepts her request, and Kristin receives a shoe mailing label and instructions for shipping via email.

She prints out the mailing label and puts it onto the box, then dropping it off at the post office.

After that, Kristin generally uses the app instead of buying brand new shoes. She is absolutely amazed by this app because she saves money for shopping. She is very satisfied and tells her friends about it as well.

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User Journey

Scenario 2

Name Age Job Location

Julia 32 College Instructor Seattle

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路 She has a high interest in environmental problems, so she uses eco-friendly products in her daily life. 路 She holds environmental events at school and collects the data needed for the events. 路 She enjoys crafting in her spare time. 路 She likes to shop at the monthly flea market. She usually goes there with her friends.

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One day, she finds a card for shoe maintenance on the school reception desk. The orange color catches her eye.

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She reads the shoe maintenance tip on the back of the card. The tip is useful and simple. She wants to learn more ways to keep her shoes good for longer.

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She visits the website, and she learns about shoe care and repair guidelines. She wants to keep learning more shoe care information, so she signs up for the KixUp newsletter.

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After fixing her shoes, she checks another tab on the website. There is information and a booklet about the shoe industry waste problem. She thinks that this booklet would be great material for an environmental school event. She downloads the file.

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A few days later, she receives an email newsletter about the KixUp shoe donation and exchange program.

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She introduces this website to her students. Since then Julia and her students continue to use the KixUp website.

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User Journey

Scenario 3

Name Age Job Location

Melissa 29 Working at Advertising Company Los Angeles

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· She will move into a new apartment next month. When she packs her stuff, she finds many shoes in boxes.

Some shoes still have tags and some shoes she doesn’t even remember buying. · She has a lot of shoes but lacks enough space to hold them. . She struggles to find out how to deal with all the shoes.

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Melissa sees a poster about the donation at the bus stop on her way home from work. There’s a website address.

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After looking through the website, she decides to donate all the shoes that she does not wear anymore.

She enters the shoe size, type, color, etc. on the form of the donation and exchange section.

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She enters all the information and then she receives the labels and receipts in her mail automatically.

She prints out the labels and packages them together with her shoes in a box.

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She drops off the box at a nearby post office on her way to work.

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She thinks that if she exchanges shoes instead of buying new shoes, she could try new styles of shoes and reduce her closet space as well.

She downloads the KixUp app.

By using this app, Melissa is able to reduce shoe over consumption by donating and exchanging shoes.

Furthermore, she helps barefoot people in the developing world by donating.

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Who Are We?

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KixUp is committed to finding effective ways to prevent shoes from going to landfills. We also encourage people to be aware of the problems of the shoe industry waste and undertake the shoe overconsumption issue, which speeds up environmental problems.

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Our Mission We aim to prevent waste of shoes and bring beneficial to thewaste environment We aimeffects to prevent of shoes and and society. increase beneficial effects on the environment and We believe that helping the society. We believe that environment is our top priorhelping the environment is our ity and small actions will have top priority and small actions a big impact. will have a big impact. We hope that manythat people willpeople be We hope many involved the movement willinbe involved in the movewith us. ment with us.

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Deliverables

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⋅ Website ⋅ Booklet ⋅ Info Cards ⋅ Email Promotional Campaign ⋅ Posters / Bus Banners ⋅ App ⋅ User Testing

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Deliverables

Website

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The KixUp website has five sections: Learn, Care & Repair, Donate & Exchange, About and Contact. People can learn about the serious problem of shoe industry waste and its impact on the environment. The website offers useful tips to increase durability and shoe repair guidelines as well. In addition, the shoe donation and exchange program is available on the website.

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Deliverables

Website Map Learn

Care & Repair Care

Shoe Waste Information

Clean Smelly Sneakers

Wash Leather Slippers

Download Booklet

Maintain Leather Boots

Change Shoe Laces

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Repair

Dye Faded Canvas Shoes

Fix a Hole in Rubber Boots

Fill a Crack on Shoe Soles

Reattach a sole

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About

Contact

Donate Form

Who Are We? Our mission

Contact Information

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Donate & Exchange

App Download

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Deliverables

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Website

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Home

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Care & Repair

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Website

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Care & Repair

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Deliverables

Booklet

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The booklet is about the serious problem of shoe industry waste and its impact on the environment. The purpose of the booklet is for people to become aware of the shoe waste problem and to encourage them to be more involved in the movement. The booklet can be used as educational materials in schools, environmental events, environmental workshops and more.

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Info cards

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Info cards are a small square format, so they are handy to carry. Each card provides simple tips about shoe care and shoe durability. With this tip card, people can keep their shoes in good shape and will wear them longer. This info card can be used as free giveaway material in order to promote the KixUp shoe care.

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Deliverables

Email Promotional Campaign

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The email promotional campaign aims to advertise shoe donation and exchange to as many people as possible. Email promotional campaigns are effective ways to deliver messages and provide the opportunity to capture audiences’ attention with informative and helpful content. People can access the website directly via this email.

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Deliverables

Posters

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The purpose of the posters is to introduce shoe donation and exchange to people and attract people to visit our website. The posters each have a slogan and our website address. The posters can be hung either indoors or outdoors. The divergent arrows are from the brand logo and they represent the shoe circulation and movement. They give an active and lively feeling and are eye-catching.

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Deliverables

Bus Banner

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People who ride a bus, wait for a bus, or walk the streets will see a bus banner. Many people use public transportation and the bus is always in service, so advertising is promoted to a large audience in a very short time. The bus banner design has the same concept as the posters.

Orange is visible even when the bus is moving, so it is easy to get attention on the road.

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Deliverables

Donate & Exchange App

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The app provides a shoe donation and shoe exchange function to help mitigate shoe overconsumption. Many people have a lot of shoes that they do not actually wear. Rather than throwing them away, use this app to donate them to someone in need or exchange them with another app users.

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Donate & Exchange App

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After signing in, the preview shows users how to get started and how to perform common actions. The instructions tell the users how to use the app.

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First, the user chooses whether they want to donate or exchange their shoes. This is the exchange section. This is a key part of KixUp app.

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Deliverables

Donate & Exchange App

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First, you take a photo and enter the shoe information such as shoe size, color, and so on. Then, the app automatically checks the condition of the shoes.

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Donate & Exchange App

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After checking the condition, the user can search for shoes to exchange them for.

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Donate & Exchange App

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The detail page of each pair of available shoes shows the shoe image and information. Then, the user can request an exchange with the other party.

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Donate & Exchange App

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If the other party accepts the request, the user receives a shoe mailing label and instructions for shipping via email. The user needs to print out the mailing label and put it onto the box, then drop it off at the post office.

The users must mail their shoes to the other party within 10 days.

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Donate & Exchange App

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In the account section, the user can check ‘My shoes’, ‘History’, ‘Wishlists’ and ‘Settings’. In addition, there’s a message function to contact the other party who has to exchange.

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Donate & Exchange App

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This is the donate section. These preview screens show you how to use this app. Even if first-time users can easily to use this app by following the steps.

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Donate & Exchange App

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If the user chooses to donate, they need to take a photo and enter the shoe information such as shoe size, color and so on. Then, the app automatically checks the shoe condition.

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Users can send the shoe information summary and mailing label to their email address. Then, print out the label put it on the box with shoes and bring it to any post office nearby.

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Deliverables

Web User Testing

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One of the greatest benefits of user testing is that I can find and improve problems that users have faced. I did user testing to get people’s opinions about the website.

By conducting user tests, I could better develop my website functions for KixUp users’ habits. Through user testing, I got feedback that the shoe care and repair guidelines are clear to understand and that the easy to follow step-by-step instructions are. They said the images help to understand the guidelines. The biggest advantage of this website is that all information is easy to understand and clear. Also, many people showed great interest in the donation form on the website.

They said that the process of donating shoes is simple, so they want to use this website often.

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Deliverables

App User Testing 1

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This is the first user testing for the KixUp app. When I did the initial user testing, I received lots of feedback on the functionality of the app. I realized that people consider either design or functionality. Users gave me ideas that this app has a specialty for shoes, so I added more functions that help reduce people’s unwanted shoes. To attract more people’s interest, I added more functions to the initial design function and improved the overall design after the first user testing.

“I want to know more details about the shoe type categories and shoe information.”

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Graphic Design Student Age: 26

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“I can understand the overall functions of the app, but I think it needs to focus on design consistency.”

Web Design Student Age: 23

“This app is convenient for everyone and easy to use.

I really like the purpose and features of this app. I hope that many people use this app.”

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High School Student Age: 15

Deliverables

App User Testing 2

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I completed the app design completely and re-tested the users. The early app function was only to exchange shoes. However, through user testing, I realized that people sometimes want to donate, so I thought that it could be more convenient if I combined the donation and exchange functions. Therefore, I added two buttons, ‘donate’ and ‘exchange’ in order to give these options to users. Users can choose what they want to do with their unwanted shoes. The final app design was more popular than the initial user tests and received good feedback.

Some of the users had tested it before. The apps received feedback from them that the app had become more solid and that the overall design had evolved to match the brand’s image.

“I think this app has a specialty for shoes. I can certainly reduce the number of shoes going to landfills with the exchange by using this app and helping people who need shoes.”

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Web Design Student Age: 29

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“I want to use this app right now! If I use this app, I will save our environment and my money. I also like orange. The brand image and colors seem to match well. The overall design is simple, and there is a good hierarchy for legibility.”

Graphic Design Student Age: 28

“The app is easy to use and its functions are clear to understand. All the app features make sense. I also like the icon with the explanation of how to use this app. This is really useful for first-time users.”

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Eco-friendly Product Company CEO Age: 30

Contact

Jungmin Lee

Email

ljmin0927@gmail.com

Website

jungmin-lee.com

School

Academy of Art University MFA School of Graphic Design and Digital Media

Instructor

Phil Hamlett, Wioleta Kaminska, Carolina De Bartolo,

Book Bindery

Blurb.com

Photography

Unsplash, Jungmin Lee

Title of Book

Thesis Project KixUp

Cover Stock

Image Wrap Matte Finish

Text Stock

Proline Uncoated #100

Fonts

Apercu, Roboto Slab

Software

Adobe Creative Suite

Š2018 All Rights Reserved

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No part of this publication can be reproduced without expressed permission from Jungmin Lee.

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