Collaborating with H&M during the "Human-Centered Design" module at Hyper Island was an exciting opportunity. Our challenge was to devise a post-purchase solution that empowers H&M members to reduce their climate impact. Tackling the complex task of influencing consumer behavior after the point of sale, we aimed to transform how fashion consumption influences the environment.

In a dynamic partnership, my team and I proposed a comprehensive solution. Our initial idea centered around a digital fitting room in the H&M app to discourage fast fashion trends. Users would earn points by wearing garments multiple times, aligning with the average usage lifespan. However, feedback led us to refine our concept. Observing the underutilization of H&M's existing sustainable offerings in-store, we crafted the "love-letter" campaign. This encompassed in-store information materials and a digital landing site. By highlighting sustainable choices and how they contribute to points, we aimed to create an informative, actionable, and engaging pathway for H&M members to make eco-conscious decisions.

Navigating the complexities of time constraints and evolving concepts, our team triumphed in delivering a viable solution. Through relentless dedication, we devised a campaign that addressed both H&M's ecological goals and member engagement. Our efforts culminated in a presentation at H&M's headquarters, showcasing our strategy to promote sustainability in a user-friendly and accessible manner. This project not only enriched my problem-solving skills but also allowed me to witness firsthand the potential for meaningful change through collaboration with established industry players like H&M.