Process Book
Problem: Being a responsible consumer in a capitalist society is seemingly impossible. Patrons want clear, upfront communication about the ethical practices of a brand (without doing any actual research).
Objective: Make ethical consumerism easy and accessible by providing a clear guide to alternative businesses and services that actually align with the values of the consumer.
Research:
There are two major points of consumerism that need to be addressed in order to achieve more ethical standards: 1. Seeing is believing. Just because a brand says they stand for something doesn’t mean they do. 2. Ignorance is bliss. Consumers are more invested in the product they receive than the history of its creation.
• In 2015, Nielson published its annual Global Corporate Sustainability Report in which 66% of consumers said they were willing to spend more on a product if it comes from a sustainable brand. • 81% of millennials expect their favorite companies to make public declarations of their corporate citizenship.
Audience: This is Sabrina. The 22 year-old is studying data analytics at NYU. Her focus is in community engagement and she tries to support local entrepreneurs as much as possible. She wants to do more to support other women of color in her community, but between work and school her life is really hectic already.
Competition: Buycott -Crowd source ratings and campaigns -Urges users to boycott products that are problematic -In store scanning of products to make informed decisions Think Dirty -Cosmetics and personal care info -Scan barcode or input product name and it alerts if any potentially toxic for your body and the environment
The less pretty reality of my exploration.
Name and Descriptor Exploration: Ethical Shopper Smart Save Help with Heart Ethik ist (Whatever you are, be a good one. Feminist, Humanist, etc.) Line-Up Liza (Realize? Liza is your friend with all the answers) Jelly (Preserve?) Ginny (Genuine) Frank (Punny, Frank can be a mascot) Champ Evas (Save) Riveter All-ign Hypno (Not a hypocrite)
-Bright Colors -Layered Textures -Simple and cheerful illustrations -Making the serious a bit silly
-Fresh and makes the user feel like being informed and responsible is fun, rather than a chore
-Handmade -Authentic and personal -Make the user feel like the app cares
-Warm colors -Lots of comforting textures -Drawn typography accents -Free-spirited nature
-Simple, simple, simple -Straight to the point -Monochromatic -Heavy Type Focus
-Neutral -Copy is phrased as if it is a very direct and formal source.
Visual Concepts: After research and naming exploration, I began to develop various routes for visual direction. The name Frank led me down three paths: Fun and playful, handcrafted, and stark minimalism. I found the first direction the most compelling conceptually and visually, as it allowed me the opportunity to do my own illustrations.
The first Franks!
This first digital frank felt a little too uptight and not hip enough for the audience. After getting lots of feedback, I realized he was missing one important thing that people really trust: glasses.
NAME OF BRAND
NAME OF BRAND
NAME OF BRAND
W H AT ’ S A R O U N D
frank.
Shop Local
Shop by
Shop Online
frank.
Icons showing the mutual
BUT THEY’RE
THEY ALSO CARE
STORE NAME
Directions
Learn More
ABOUT
frank.
HOME GOODS
H E A LT H
FOOD
FA S H I O N
frank.
S H O P B Y C AT E G O R Y
Learn More
F E AT U R E D
BUT THEY’RE
THEY ALSO CARE
STORE NAME
ABOUT
frank.
Shop Now
Bedding
Furniture
C AT E G O R I E S
F E AT U R E D
frank.
Pets
Cleaning
frank.
NAME OF BRAND
NAME OF BRAND
NAME OF BRAND
NAME OF BRAND
NAME OF BRAND
HOME : CLEANING
After finally nailing down the Frank that the brand needed and developing a suite of brand elements to adorn him, it was time for business.
frank.
SHOP ONLINE
SHOP WHAT YOU CARE
SHOP LOCAL
My first iterations of the app after wireframing had lost the playfulness of the Frank mascot I had developed. Back to more sketches!
One step closer! I decided to introduce more illustrations into the app, however the excess of boxes and variations of illustration elements started to make the app too childish and not uniformed. The main menu was unexpectedly the hardest screen to design and required the many iterations.
Advertising Ideas:
Bus/Subway Ads: >Public transportation use saves the U.S. 11 million gallons of gasoline per day. Thanks for contributing to that. >>Let’s do more good together. >>>Download Frank now. >Someone’s gassy... but not you. >>By taking public transportation, you’ve contributed to the 11 million gallons of gas saved each day in the U.S. It’s the little things that make a difference. >>> Do a little more with Frank, available in the app store. Dating Profile: >He’s cute, but does he care about the working conditions of women in China? >>It’s good to know these things. >>>Download Frank now.
Social Media >Put your money where your mouth is... no not on a taco. >>Your profile says you’re an activist, but are you really supporting what you say you do? >>>Download Frank now to find out. >I know something you don’t know... >> The person that made that shirt earned less than $1, but you paid $30 for it. Yikes. >>> Download Frank to be in the know about the stuff you buy.
Final Designs:
See the rest online at mikaylathom.com/frank