reckies - UX case study

Reckies, a pioneering brand in Germany, takes recycled trainers to the next level. With a focus on ethics and sustainability, Reckies breathes new life into old trainers, offering a unique line of eco-friendly footwear. This project seeks a captivating logo and a website redesign to perfectly capture Reckies' dedication to style and environmental responsibility.

role

problem and solution

The Environmental Impact of Leather: Millions of tons of leather footwear end up in landfills and oceans every year. Traditional leather tanning processes use harsh chemicals, and raising animals for their hides has a significant environmental footprint.

The Allure of Real Leather vs. Vegan Alternatives: Many consumers value the durability, breathability, and classic look of real leather. However, vegan leather alternatives are gaining traction due to ethical and environmental concerns. Yet, some vegan leathers are less durable and can contain harmful plastics.

PROBLEM

Showcase Recycled Trainer Benefits
Transparency and Traceability
Integrated Recycling Program

SOLUTION

OBJECTIVE

Design a user experience that empowers footwear consumers to make informed purchase choices. The goal is to address the growing demand for sustainable practices while respecting user preferences for quality and aesthetics.

Desk research

„The majority of our sneakers are made from leather and plastic, which are both considered problematic materials due to their sizeable carbon footprint. In the case of leather, harsh chemicals are often used in the tanning process, while plastic doesn’t biodegrade and can stay around for hundreds of years.”

12% materials used for clothing are recycled

97% of all sneakers end up in landfillsices

MARKET NEED

Growing consumer demand for sustainable footwear options with reduced environmental impact.

CURRENT LANDSCAPE

Growing Market: Increasing number of brands offering recycled trainers, with various materials used (e.g., recycled polyester, nylon, rubber).

Innovation: Advancements in recycling technology lead to higher quality and versatility of recycled materials.
Consumer Awareness: Growing understanding of the environmental impact of footwear, leading to increased demand for sustainable options.

Benefits

Reduced Environmental Impact:

Diverts waste from landfills, reducing methane emissions and resource consumption.
Lowers the carbon footprint compared to virgin materials (plastic, leather).

Increased Resource Efficiency:

Extends the lifecycle of existing materials, promoting a circular economy.
Reduces reliance on virgin resource extraction.

Challenges and Considerations

Material Availability: Limited supply of high-quality recycled materials can restrict production volume.

Quality Concerns: Potential perception of recycled materials being less durable or aesthetically pleasing.
Transparency and Traceability: Ensuring clear communication about the origin and composition of recycled materials.
Pricing: Recycled trainers might have a higher price point due to material sourcing and processing costs.

BENCHMARK

This benchmark compares four sustainable sneaker companies: Trash Planet, Thousand Fell, Aloha, and Poppy Barley.

conclustion

Benefit from exploring recycling programs or partnerships with organizations.
Improve transparency by clearly communicating their end-of-life options for footwear.
Highlighting the specific environmental benefits of materials (e.g., carbon footprint reduction) could further strengthen the sustainability message.

affinity diagram

Conducting Surveys helped in gathering information about the user and gave a better general understanding of their motivations and frustrations.

What do you do with unused shoes?

Sell them
Give them away
Throw them away when they are worn out
Throw them away
Keep them

Aspects that influence the purchase of shoes:

Quality, price, looks, materials, comfortability
Quality, price, looks, materials
Price, looks
Looks

Frequency of buying new shoes

Once a year
Once a year
Once a season
Less than once a year
When I need a new pair

Where do you buy shoes?

Offline store
Offline store
Offline store
Online store
Online store

Amount of shoes you own:

3-4 pairs
3-4 pairs
5-6 pairs
5-6 pairs
5-6 pairs

PERSONAS

SUZY

"I want to make sure my shoes don’t end up in a landfill!"

Suzy, a recent cosmetology grad, enjoys a simple, sustainable life (travel, concerts). Sustainability matters, but affordability often wins. In-store shopping ensures a good fit for her shoes.

AGE: 24

LOCATION: BERLIN, Germany

EDUCATION: COSMETOLOGY

JOB: COSMETOLOGIST AT A HOTEL

FAMILY: DATING

Motivations: Health-conscious vegetarian who recycles regularly. Wants to extend shoe life or dispose of them responsibly.

Frustrations: Overwhelmed by multiple shoe recycling options and struggles to understand the most eco-friendly methods.

Needs: Comfortable, stylish shoes for work, travel, with a focus on affordability (despite her appreciation for sustainable practices).

Goals: Minimize waste, especially from worn-out shoes, and incorporate more sustainable practices into her daily routine.

kurt

"Comfortable, sustainable shoes - that's the dream!"

Kurt, a recently settled remote software developer, enjoys a healthy, active lifestyle (music festivals, social life). He prioritizes comfort in footwear (online shopping) and durability, but misses in-store try-ons occasionally.

Name: Kurt

Age: 28

Location: Hamburg, Germany

Education: Cognitive Science

Job: Software Developer (remote)

Family: Long-term relationship

Motivations: Health is a priority for Kurt (balanced diet, exercise).

Frustrations:Uncomfortable shoes disrupt Kurt's activities and enjoyment.

Needs: Convenience of online shopping with confidence in his purchase (comfort, durability, sustainability) for a positive overall experience.

Goals: Kurt aspires to live a more sustainable life, potentially through recycled materials or responsible production practices in his footwear choices.

BRANDING

Color Palette

The website uses a vibrant color scheme with a touch of neon tones. This creates a strong and modern atmosphere, perfect for showcasing the stylish brand.

#162cf1

#e673b9

#f1b115

TYPOGRAPHY

Inter Regular (Body Text): Inter is a well-suited font for user interfaces, web design, and any application where clear and easy-to-read text is a priority. It prioritizes functionality and clean aesthetics, making it a popular choice for modern digital experiences.

Gropled Bold(Headings): a decorative typeface. This font is used for headings and titles due to its unique and eye-catching nature.