Our goal
To create a feature that lets users recycle or pass on unwanted clothing to those who need it most quickly, keeping the flexibility to sell fashionable items.
Helix
Helix
Keeping your old clothes in the loop
Keeping your old clothes in the loop
Keeping your old clothes in the loop
Keeping your old clothes in the loop
Keeping your old clothes in the loop
Helix is a sustainable fashion marketplace concept that allows users to donate, sell or recycle their old clothes quickly
Helix is a sustainable fashion marketplace concept that allows users to donate, sell or recycle their old clothes quickly
Helix is a sustainable fashion marketplace concept that allows users to donate, sell or recycle their old clothes quickly
In one week, I completed a UX Studio design challenge that led to my hiring. I was tasked with providing a solution that would allow those passionate about sustainability to recycle their old clothes when they no longer needed them.
In one week, I completed a UX Studio design challenge that led to my hiring.
I refreshed the UI and created LoopLink, matching users with candidates for unused items to streamline donations.
In one week, I completed a UX Studio design challenge that led to my hiring. I was tasked with providing a solution that would allow those passionate about sustainability to recycle their old clothes when they no longer needed them.
Product
Product
iOS
iOS
Desktop landing page
Desktop landing page
My role
My role
My role
Product designer (UI/UX)
Product designer (UI/UX)
Visual designer
Visual designer
Skills
Skills
Skills
Research
Research
Analysis
Analysis
Product design
Visual design
Timeline
Timeline
Timeline
1 week design sprint, October 2022
1 week design sprint, October 2022
4 week UI sprint, October 2024
4 week UI sprint, October 2024
UK consumers discard over a million tonnes of clothing annually, with supply far exceeding demand. Initial desk research and articles showed that Gen Z and millennials were more inclined to donate and thrift, but they often found the process to be complicated and outdated.
UK consumers discard over a million tonnes of clothing annually, with supply far exceeding demand. Initial desk research and articles showed that Gen Z and millennials were more inclined to donate and thrift, but they often found the process to be complicated and outdated.
UK consumers discard over a million tonnes of clothing annually, with supply far exceeding demand. Initial desk research and articles showed that Gen Z and millennials were more inclined to donate and thrift, but they often found the process to be complicated and outdated.
The goal
The goal
The goal
To create an experience that lets users recycle or pass on unwanted clothing in a more efficient way.
To create an experience that lets users recycle or pass on unwanted clothing in a more efficient way.
To create an experience that lets users recycle or pass on unwanted clothing in a more efficient way.
The challenge
The challenge
The challenge
To prioritise simple, engaging solutions for a younger audience, emphasising their environmental impact and incentivising users to return. I had 1 week to research and provide design solutions for review.
To prioritise simple, engaging solutions for a younger audience, emphasising their environmental impact and incentivising users to return. I had 1 week to research and provide design solutions for review.
To prioritise simple, engaging solutions for a younger audience, emphasising their environmental impact and incentivising users to return. I had 1 week to research and provide design solutions for review.
Outcome
Outcome
Outcome
An iOS marketplace app where users can Donate, Sell, and Recycle clothing. With the LoopLink feature, users are matched with others looking for specific items, helping to keep clothes in circulation.
An iOS marketplace app where users can Donate, Sell, and Recycle clothing. With the LoopLink feature, users are matched with others looking for specific items, helping to keep clothes in circulation.
An iOS marketplace app where users can Donate, Sell, and Recycle clothing. With the LoopLink feature, users are matched with others looking for specific items, helping to keep clothes in circulation.
Charity shops can become overburdened with clothing. Ultimately, many of the items end up on landfill, damaging the environment
Charity shops can become overburdened with clothing. Ultimately, many of the items end up on landfill, damaging the environment
Charity shops can become overburdened with clothing. Ultimately, many of the items end up on landfill, damaging the environment
Being aware of this, users were seeking a quicker and more ethical way to pass on their old clothing; especially in bulk
Being aware of this, users were seeking a quicker and more ethical way to pass on their old clothing; especially in bulk
Being aware of this, users were seeking a quicker and more ethical way to pass on their old clothing; especially in bulk
Discovery
Discovery
Discovery
Based on this early desk research, I set out to identify the mindset of and consumption habits of younger people. This was crucial early on to build empathy and further understand the problem space before any ideation began.
Based on this early desk research, I set out to identify the mindset of and consumption habits of younger people. This was crucial early on to build empathy and further understand the problem space before any ideation began.
Price and reductions were most
valued by the user to indicate what
was considered a "good deal"
Based on this early desk research, I set out to identify the mindset of and consumption habits of younger people. This was crucial early on to build empathy and further understand the problem space before any ideation began.
I conducted surveys with 10 participants aged 18-30, and began to benchmark key competitors within the space. Social listening with their reviews also provided a quick overview of frequent pain points.
I conducted surveys with 10 participants aged 18-30, and began to benchmark key competitors within the space. Social listening with their reviews also provided a quick overview of frequent pain points.
I conducted surveys with 10 participants aged 18-30, and began to benchmark key competitors within the space. Social listening with their reviews also provided a quick overview of frequent pain points.
Emerging patterns revealed poor interfaces and flows, with a tedious online search to find the right platform
Emerging patterns revealed poor interfaces and flows, with a tedious online search to find the right platform
Insights
Insights
Insights
Ease of use
Ease of use
Ease of use
Users wanted a smoother donation process to proceed through the flow
Users wanted a smoother donation process to proceed through the flow
Users wanted a smoother donation process to proceed through the flow
Impact
Impact
Impact
Users valued seeing the impact of their donation, it feels good to help
Users valued seeing the impact of their donation, it feels good to help
Users valued seeing the impact of their donation, it feels good to help
Convenience
Convenience
Convenience
Many hoard items due to difficulty disposing of them, especially students without cars
Many hoard items due to difficulty disposing of them, especially students without cars
Many hoard items due to difficulty disposing of them, e.g. students without cars
Pain points
Pain points
Pain points
These insights allowed me to constrain the problem space and focus on the following paint points:
These insights allowed me to constrain the problem space and focus on the following paint points:
Price and reductions were most
valued by the user to indicate what
was considered a "good deal"
These insights allowed me to constrain the problem space and focus on the following paint points:
Complex methods
Complex methods
Complex methods
Existing platforms were complicated to use, turning users away
Existing platforms were complicated to use, turning users away
Existing platforms were complicated to use, turning users away
Tedious googling, phone call bookings and no status updates meant a lot of time wasted searching for answers
Tedious googling, phone call bookings and no status updates meant a lot of time wasted searching for answers
Tedious googling, phone call bookings and no status updates meant a lot of time wasted searching for answers
Outdated visuals
Outdated visuals
Outdated visuals
Poor aesthetics affected trust and user engagement
Poor aesthetics and messy UI affected trust and user engagement
Poor aesthetics affected trust and
user engagement
Poor aesthetics affected trust and engagement
Lack of hierarchy, outdated UI and confusing navigation left users feeling apprehensive completing the flow
Lack of hierarchy, outdated UI and confusing navigation left users feeling apprehensive completing the flow
Lack of hierarchy, outdated UI and confusing navigation left users feeling apprehensive completing the flow
Where are my clothes?
Where are my clothes?
Where are my clothes?
Users were uncertain where their clothes went and the environmental impact they were making
Users are unsure where there donations go
Users were uncertain where their clothes went and the environmental impact they were making
Users don’t have a clear sense of where items go
Users want to know their clothing is going to the right person, with a sense of the environmental impact they're making
Users want to know their clothing is going to the right person, with a sense of the environmental impact they're making
Users want to know their clothing is going to the right person, with a sense of the environmental impact they're making
It was at this point I began to feel a bit overwhelmed. Aware of my looming deadline, the scale of the potential problem space was becoming very clear to me. It's a global issue with an incredible amount of angles to provide a design solution for.
It was at this point I began to feel a bit overwhelmed. Aware of my looming deadline, the scale of the potential problem space was becoming very clear to me. It's a global issue with an incredible amount of angles to provide a design solution for.
It was at this point I began to feel a bit overwhelmed. Aware of my looming deadline, the scale of the potential problem space was becoming very clear to me. It's a global issue with an incredible amount of angles to provide a design solution for.
It was important to be incredibly focused to address my brief. To do this, I started to constrain the problem space by running through a product thinking workshop, and completing a priority matrix based on my established insights and pain points.
It was important to be incredibly focused to address my brief. To do this, I started to constrain the problem space by running through a product thinking workshop, and completing a priority matrix based on my established insights and pain points.
It was important to be incredibly focused to address my brief. To do this, I started to constrain the problem space by running through a product thinking workshop, and completing a priority matrix based on my established insights and pain points.
My priority matrix helped me identify that a notification matching feature for students or job seekers with too much clothing, would be the most feasible to design and implement
I then began to lightly ideate and empathise with the user further with story boarding. It helped bring this solution to life, allowing me to visualise the user scenario and context of which the feature or product will be used
Crazy 8's then allowed me to ideate rapidly based on this user scenario, where I then identified my desired solutions
Refined problem statement
Refined problem statement
As a student without a car, I want an accessible, simple platform to quickly donate or find clothing, where I can also measure my environmental impact.
Solutions
Solutions
Solutions
(01)
(01)
(01)
Improved flows
Improved flows
Less cognitive load on mobile
Donate, Sell, or Recycle on the go. The app homepage streamlines these actions with a simple, one-tap solution. No extra searches, calls, or texts needed.
Donate, Sell, or Recycle. The homepage streamlines these actions with a simple, one tap solution. No extra searches or calls.
Donation flow: saving time, reducing google searching, phone calling and heavy lifting to 7 taps minimum. Users will be instantly shown suitable donation candidates based on their location and preferences. They can arrange a courier that Helix will have a service charge on, allowing users to donate in bulk and help students without transport. The charge also increases the viability of Helix as a product
(02)
(02)
(02)
Brand identity
Brand identity
Brand identity
Sleek and sustainable visuals
Sleek & sustainable visuals
Sleek & sustainable visuals
Returning to the project a year later, I created a new identity. Electric shades of green and blue are both modern and eco-centric, with a clean white backdrop to build trust, improve clarity, and position Helix as a serious leader with sustainability at the forefront.
A solid identity builds trust and positions the product as a leader with sustainability at the forefront.
Returning to the project a year later, I created a new identity. Electric shades of green and blue are both modern and eco-centric, with a clean white backdrop to build trust, improve clarity, and position Helix as a serious leader with sustainability at the forefront.
The name Helix symbolizes circularity in clothing, echoed in the tagline "In the Loop" and the "X" (ex-worn, ex-loved)
The name Helix symbolizes circularity in clothing, echoed in the tagline "In the Loop" and the "X" (ex-worn, ex-loved)
The name Helix symbolizes circularity in clothing, echoed in the tagline "In the Loop" and the "X" (ex-worn, ex-loved)
The Aurora is a visual device created to highlight and give new life to old clothes, creating contrast with a black and white background
The Aurora is a visual device created to highlight and give new life to old clothes, creating contrast with a black and white background
The Aurora is a visual device created to highlight and give new life to old clothes, creating contrast with a black and white background
Providing the foundations of a design system allows for future scalability, saving time and cutting costs during development
Streamlining workflows with a cohesive design system
Providing the foundations of a design system allows for future scalability, saving time and cutting costs during development
(03)
(03)
(03)
LoopLink
LoopLink
LoopLink
Pairing you with the items you need
The algorithm to pair you with the
items you need
Pairing you with the items you need
The algorithm to pair you with
the items you need
Pairing you with the items you need
LoopLink matches users with their desired items quickly based on their input preferences. Real-time updates and rewards for their environmental impact can be shown for every donation made.
LoopLink matches users with their desired items quickly based on their input preferences. Real-time updates and rewards for their environmental impact can be shown for every donation made.
LoopLink: Swipe matching patterns will be more familiar to a younger user, removing the need to call, travel or search online for the right item or recipient. This feature also ensures the user knows their items stay "in the loop", with the affordance it's not ending up on landfill
Impact
Impact
Impact
Updated brand & UX
Updated
brand & UX
Updated
brand & UX
Updated
brand & UX
Updated
brand & UX
Reduced cognitive load with a refined brand and improved user experience.
Reduced cognitive load with a refined brand and improved user experience.
Reduced
donation time
Reduced donation time
Reduced
donation time
Reduced
donation time
Streamlined user flow minimised steps, allowing users to complete donations faster.
Streamlined user flow minimised steps, allowing users to complete donations faster.
1 job offer
1 job offer
1 job offer
The success of the project directly contributed to receiving a job offer at UX Studio.
The success of the project directly contributed to receiving a job offer at UX Studio.
Final thoughts
Final thoughts
Final thoughts
Keeping my solutions feasible from a business perspective was challenging - anything with donations must have this consideration, although I'm proud of this project and I would personally love to see something like it on the market.
Keeping my solutions feasible from a business perspective was challenging - anything with donations must have this consideration, although I'm proud of this project and I would personally love to see something like it on the market.
Keeping my solutions feasible from a business perspective was challenging - anything with donations must have this consideration, although I'm proud of this project and I would personally love to see something like it on the market.
I presented my final solutions in a second round interview to members of the design team, to both positive and constructive feedback. It was a great learning experience to create solutions from scratch under a strained time frame, which is of course beneficial when working in sprints.
I presented my final solutions in a second round interview to members of the design team, to both positive and constructive feedback. It was a great learning experience to create solutions from scratch under a strained time frame, which is of course beneficial when working in sprints.
I presented my final solutions in a second round interview to members of the design team, to both positive and constructive feedback. It was a great learning experience to create solutions from scratch under a strained time frame, which is of course beneficial when working in sprints.
Returning to the project to improve the UI was an opportunity for growth with an enhanced perspective a year onwards that I very much enjoyed.
Returning to the project to improve the UI was an opportunity for growth with an enhanced perspective a year onwards that I very much enjoyed.
Returning to the project to improve the UI was an opportunity for growth with an enhanced perspective a year onwards that I very much enjoyed.
Next project
Next project
Next project
Fuse
Fuse
Fuse
Select campaigns I contributed to during my time at Omnicom Media Group
Select campaigns I contributed to during my time at Omnicom Media Group
Art direction
Brand Identity
Motion
Donation flow: reducing google searching, phone calling and heavy lifting to 7 taps minimum
Donation flow: reducing google searching, phone calling and heavy lifting to 7 taps minimum
© ADF Design 2025
Threads
Medium
Dribbble
My priority matrix helped me identify that a notification matching feature for students or job seekers with too much clothing, would be the most feasible to design and implement
I then began to lightly ideate and empathise with the user further with story boarding. It helped bring this solution to life, allowing me to visualise the user scenario and context of which the feature or product will be used
Crazy 8's then allowed me to ideate rapidly based on this user scenario, where I then identified my desired solutions
My priority matrix helped me identify that a notification matching feature for students or job seekers with too much clothing, would be the most feasible to design and implement
I then began to lightly ideate and empathise with the user further with story boarding. It helped bring this solution to life, allowing me to visualise the user scenario and context of which the feature or product will be used
Crazy 8's then allowed me to ideate rapidly based on this user scenario, where I then identified my desired solutions