Buffalo Exchange Impact Tracker
Mobile Product Design · Concept Project UX Research · Product Strategy · Behavior Design · Mobile UI
My Role
UX Researcher · Product Designer
User interviews · Persona development · Secondary research
Methods
Timeline
3 months
Focus
Behavior change · Sustainability
· Gamification
Background
Resale shopping is objectively better for the planet. So why do younger consumers keep reaching for fast fashion?
This project started with that question, and ended with a product concept designed to close the gap between values and behavior.
Understanding the Users
The Challenge
Sustainability without feedback doesn't stick
Buffalo Exchange built its brand on circular fashion and environmental impact. But for teen and early college shoppers, that impact was invisible. No feedback, no progress, no way to see what their choices actually added up to.
Without something tangible to hold onto, even motivated users struggled to stay consistent. The pull of fast fashion, lower prices, and trend cycles was simply more immediate than an abstract environmental benefit.
The design challenge: make sustainability visible, personal, and worth coming back for.
Who I was designing for
Research centered on teenagers and early college students, a demographic that is environmentally aware but frequently inconsistent in behavior due to cost, social pressure, and the speed of trend cycles.
Two personas shaped the design direction:
Petunia, 18 — eco-conscious and trend-driven, motivated by values but pulled toward fast fashion by affordability and social influence. Needs validation and community reinforcement to stay on track.
Sharon, 37 — a repeat resale buyer motivated by measurable impact. Needs data, progress tracking, and a sense of meaningful contribution over time.
Different ages, different motivations, but a shared core need: concrete, affirming feedback that their choices are making a difference.
What the Research Revealed
Product Strategy
3 insights that shaped the product strategy
1. Eco-guilt without feedback leads to disengagement. Users knew fast fashion was harmful but felt overwhelmed when they couldn't see any evidence that their alternatives were helping. Awareness without progress tracking created frustration, not motivation.
2. Gamification works when it's grounded in real outcomes. Badges and points felt meaningful when tied to actual environmental impact. Arbitrary rewards were dismissed. The connection to real-world outcomes was what made the recognition feel earned.
3. Social sharing reinforces sustainable identity. Users were more likely to stay engaged when sustainability could become part of how they presented themselves. Platforms like Spotify Wrapped showed how shareable milestones create both reflection and community.
Understanding the Users
Who I was designing for
Research centered on teenagers and early college students, a demographic that is environmentally aware but frequently inconsistent in behavior due to cost, social pressure, and the speed of trend cycles.
Two personas shaped the design direction:
Petunia, 18 — eco-conscious and trend-driven, motivated by values but pulled toward fast fashion by affordability and social influence. Needs validation and community reinforcement to stay on track.
Sharon, 37 — a repeat resale buyer motivated by measurable impact. Needs data, progress tracking, and a sense of meaningful contribution over time.
Different ages, different motivations, but a shared core need: concrete, affirming feedback that their choices are making a difference.
What the Research Revealed
3 insights that shaped the product strategy
1. Eco-guilt without feedback leads to disengagement. Users knew fast fashion was harmful but felt overwhelmed when they couldn't see any evidence that their alternatives were helping. Awareness without progress tracking created frustration, not motivation.
2. Gamification works when it's grounded in real outcomes. Badges and points felt meaningful when tied to actual environmental impact. Arbitrary rewards were dismissed. The connection to real-world outcomes was what made the recognition feel earned.
3. Social sharing reinforces sustainable identity. Users were more likely to stay engaged when sustainability could become part of how they presented themselves. Platforms like Spotify Wrapped showed how shareable milestones create both reflection and community.
The thinking behind the design
The core strategic question was: what does a person need to feel in order to choose resale again next time?
The answer the research pointed to: they need to feel like it mattered, like they're making progress, and like that progress is worth something socially.
That led to four strategic pillars:
Visible — translate abstract environmental data into metrics people can actually picture (waste diverted, water saved, carbon offset)
Personal — show individual contribution over time, not just global statistics that feel out of reach
Rewarding — milestone-based recognition tied to real resale behavior, not arbitrary point accumulation
Social — shareable impact summaries that let users celebrate progress and reinforce sustainable identity within their networks
Rather than leading with guilt or obligation, the entire product experience is built around positive reinforcement and identity alignment.
Designing the Experience
Product Strategy
Key features and the reasoning behind them
Personal Impact Dashboard The entry point to the app. Displays cumulative eco-impact in terms users can visualize, not just carbon numbers, but equivalents like plastic bottles diverted or miles of emissions offset. The goal was immediacy: a user should understand their impact within seconds of opening the app.
Badges and Reward Points Milestones tied directly to resale activity, with visual rewards that feel genuinely earned. Designed to encourage habit formation rather than one-off engagement.
Impact History A timeline of contributions over time. Addresses the drop-off problem: users who can see their own progress over weeks and months are more likely to maintain the behavior than those who only see a current snapshot.
Social Sharing (Spotify Wrapped-style) Periodic shareable summaries of a user's sustainability impact. Borrowing from a format Gen Z already engages with deeply, these summaries turn personal milestones into social currency.
All design decisions were mobile-first, built around Gen Z usage patterns, and grounded in positive reinforcement over shame.
Product Strategy
The thinking behind the design
The core strategic question was: what does a person need to feel in order to choose resale again next time?
The answer the research pointed to: they need to feel like it mattered, like they're making progress, and like that progress is worth something socially.
That led to four strategic pillars:
Visible — translate abstract environmental data into metrics people can actually picture (waste diverted, water saved, carbon offset)
Personal — show individual contribution over time, not just global statistics that feel out of reach
Rewarding — milestone-based recognition tied to real resale behavior, not arbitrary point accumulation
Social — shareable impact summaries that let users celebrate progress and reinforce sustainable identity within their networks
Rather than leading with guilt or obligation, the entire product experience is built around positive reinforcement and identity alignment.
Designing the Experience
Key features and the reasoning behind them
Personal Impact Dashboard The entry point to the app. Displays cumulative eco-impact in terms users can visualize, not just carbon numbers, but equivalents like plastic bottles diverted or miles of emissions offset. The goal was immediacy: a user should understand their impact within seconds of opening the app.
Badges and Reward Points Milestones tied directly to resale activity, with visual rewards that feel genuinely earned. Designed to encourage habit formation rather than one-off engagement.
Impact History A timeline of contributions over time. Addresses the drop-off problem: users who can see their own progress over weeks and months are more likely to maintain the behavior than those who only see a current snapshot.
Social Sharing (Spotify Wrapped-style) Periodic shareable summaries of a user's sustainability impact. Borrowing from a format Gen Z already engages with deeply, these summaries turn personal milestones into social currency.
All design decisions were mobile-first, built around Gen Z usage patterns, and grounded in positive reinforcement over shame.
Designing the Experience
The thinking behind the design
The core strategic question was: what does a person need to feel in order to choose resale again next time?
The answer the research pointed to: they need to feel like it mattered, like they're making progress, and like that progress is worth something socially.
That led to four strategic pillars:
Visible — translate abstract environmental data into metrics people can actually picture (waste diverted, water saved, carbon offset)
Personal — show individual contribution over time, not just global statistics that feel out of reach
Rewarding — milestone-based recognition tied to real resale behavior, not arbitrary point accumulation
Social — shareable impact summaries that let users celebrate progress and reinforce sustainable identity within their networks
Rather than leading with guilt or obligation, the entire product experience is built around positive reinforcement and identity alignment.
3 insights that shaped the product strategy
1. Eco-guilt without feedback leads to disengagement. Users knew fast fashion was harmful but felt overwhelmed when they couldn't see any evidence that their alternatives were helping. Awareness without progress tracking created frustration, not motivation.
2. Gamification works when it's grounded in real outcomes. Badges and points felt meaningful when tied to actual environmental impact. Arbitrary rewards were dismissed. The connection to real-world outcomes was what made the recognition feel earned.
3. Social sharing reinforces sustainable identity. Users were more likely to stay engaged when sustainability could become part of how they presented themselves. Platforms like Spotify Wrapped showed how shareable milestones create both reflection and community.
Reflection
Reflection
What I'd do differently and where this goes next
This was a concept project, and I treated it as a space to work through a real product problem with the rigor I'd bring to a live engagement. The behavior change framework I developed here, making impact visible, personal, rewarding, and social, is something I'd carry into any sustainability or civic engagement product.
Given more time and resources, the most valuable next steps would be usability testing with actual Buffalo Exchange shoppers, integration with point-of-sale data to make impact tracking automatic rather than self-reported, and longitudinal research to measure whether the app actually shifts purchasing behavior over time. Those gaps are worth naming honestly, and they're also what makes this a concept worth building on.
What I'd do differently and where this goes next
This was a concept project, and I treated it as a space to work through a real product problem with the rigor I'd bring to a live engagement. The behavior change framework I developed here, making impact visible, personal, rewarding, and social, is something I'd carry into any sustainability or civic engagement product.
Given more time and resources, the most valuable next steps would be usability testing with actual Buffalo Exchange shoppers, integration with point-of-sale data to make impact tracking automatic rather than self-reported, and longitudinal research to measure whether the app actually shifts purchasing behavior over time. Those gaps are worth naming honestly, and they're also what makes this a concept worth building on.
Reflection
What I'd do differently and where this goes next
This was a concept project, and I treated it as a space to work through a real product problem with the rigor I'd bring to a live engagement. The behavior change framework I developed here, making impact visible, personal, rewarding, and social, is something I'd carry into any sustainability or civic engagement product.
Given more time and resources, the most valuable next steps would be usability testing with actual Buffalo Exchange shoppers, integration with point-of-sale data to make impact tracking automatic rather than self-reported, and longitudinal research to measure whether the app actually shifts purchasing behavior over time. Those gaps are worth naming honestly, and they're also what makes this a concept worth building on.
Background
Resale shopping is objectively better for the planet. So why do younger consumers keep reaching for fast fashion?
This project started with that question, and ended with a product concept designed to close the gap between values and behavior.
Sustainability without feedback doesn't stick
Buffalo Exchange built its brand on circular fashion and environmental impact. But for teen and early college shoppers, that impact was invisible. No feedback, no progress, no way to see what their choices actually added up to.
Without something tangible to hold onto, even motivated users struggled to stay consistent. The pull of fast fashion, lower prices, and trend cycles was simply more immediate than an abstract environmental benefit.
The design challenge: make sustainability visible, personal, and worth coming back for.
Resale shopping is objectively better for the planet. So why do younger consumers keep reaching for fast fashion?
This project started with that question, and ended with a product concept designed to close the gap between values and behavior.
Understanding the Users
Who I was designing for
Research centered on teenagers and early college students, a demographic that is environmentally aware but frequently inconsistent in behavior due to cost, social pressure, and the speed of trend cycles.
Two personas shaped the design direction:
Petunia, 18 — eco-conscious and trend-driven, motivated by values but pulled toward fast fashion by affordability and social influence. Needs validation and community reinforcement to stay on track.
Sharon, 37 — a repeat resale buyer motivated by measurable impact. Needs data, progress tracking, and a sense of meaningful contribution over time.
Different ages, different motivations, but a shared core need: concrete, affirming feedback that their choices are making a difference.
What the Research Revealed
3 insights that shaped the product strategy
1. Eco-guilt without feedback leads to disengagement. Users knew fast fashion was harmful but felt overwhelmed when they couldn't see any evidence that their alternatives were helping. Awareness without progress tracking created frustration, not motivation.
2. Gamification works when it's grounded in real outcomes. Badges and points felt meaningful when tied to actual environmental impact. Arbitrary rewards were dismissed. The connection to real-world outcomes was what made the recognition feel earned.
3. Social sharing reinforces sustainable identity. Users were more likely to stay engaged when sustainability could become part of how they presented themselves. Platforms like Spotify Wrapped showed how shareable milestones create both reflection and community.
The Challenge
Product Strategy
The thinking behind the design
The core strategic question was: what does a person need to feel in order to choose resale again next time?
The answer the research pointed to: they need to feel like it mattered, like they're making progress, and like that progress is worth something socially.
That led to four strategic pillars:
Visible — translate abstract environmental data into metrics people can actually picture (waste diverted, water saved, carbon offset)
Personal — show individual contribution over time, not just global statistics that feel out of reach
Rewarding — milestone-based recognition tied to real resale behavior, not arbitrary point accumulation
Social — shareable impact summaries that let users celebrate progress and reinforce sustainable identity within their networks
Rather than leading with guilt or obligation, the entire product experience is built around positive reinforcement and identity alignment.
Designing the Experience
Key features and the reasoning behind them
Personal Impact Dashboard The entry point to the app. Displays cumulative eco-impact in terms users can visualize, not just carbon numbers, but equivalents like plastic bottles diverted or miles of emissions offset. The goal was immediacy: a user should understand their impact within seconds of opening the app.
Badges and Reward Points Milestones tied directly to resale activity, with visual rewards that feel genuinely earned. Designed to encourage habit formation rather than one-off engagement.
Impact History A timeline of contributions over time. Addresses the drop-off problem: users who can see their own progress over weeks and months are more likely to maintain the behavior than those who only see a current snapshot.
Social Sharing (Spotify Wrapped-style) Periodic shareable summaries of a user's sustainability impact. Borrowing from a format Gen Z already engages with deeply, these summaries turn personal milestones into social currency.
All design decisions were mobile-first, built around Gen Z usage patterns, and grounded in positive reinforcement over shame.
Reflection
What I'd do differently and where this goes next
This was a concept project, and I treated it as a space to work through a real product problem with the rigor I'd bring to a live engagement. The behavior change framework I developed here, making impact visible, personal, rewarding, and social, is something I'd carry into any sustainability or civic engagement product.
Given more time and resources, the most valuable next steps would be usability testing with actual Buffalo Exchange shoppers, integration with point-of-sale data to make impact tracking automatic rather than self-reported, and longitudinal research to measure whether the app actually shifts purchasing behavior over time. Those gaps are worth naming honestly, and they're also what makes this a concept worth building on.
Sustainability without feedback doesn't stick
Buffalo Exchange built its brand on circular fashion and environmental impact. But for teen and early college shoppers, that impact was invisible. No feedback, no progress, no way to see what their choices actually added up to.
Without something tangible to hold onto, even motivated users struggled to stay consistent. The pull of fast fashion, lower prices, and trend cycles was simply more immediate than an abstract environmental benefit.
The design challenge: make sustainability visible, personal, and worth coming back for.
Buffalo Exchange Impact Tracker
Mobile Product Design · Concept Project UX Research · Product Strategy · Behavior Design · Mobile UI
My Role
UX Researcher · Product Designer
User interviews · Persona development · Secondary research
Methods
Timeline
3 months
Focus
Behavior change · Sustainability
· Gamification
Background
Resale shopping is objectively better for the planet. So why do younger consumers keep reaching for fast fashion?
This project started with that question, and ended with a product concept designed to close the gap between values and behavior.
Understanding the Users
The Challenge
Sustainability without feedback doesn't stick
Buffalo Exchange built its brand on circular fashion and environmental impact. But for teen and early college shoppers, that impact was invisible. No feedback, no progress, no way to see what their choices actually added up to.
Without something tangible to hold onto, even motivated users struggled to stay consistent. The pull of fast fashion, lower prices, and trend cycles was simply more immediate than an abstract environmental benefit.
The design challenge: make sustainability visible, personal, and worth coming back for.
Who I was designing for
Research centered on teenagers and early college students, a demographic that is environmentally aware but frequently inconsistent in behavior due to cost, social pressure, and the speed of trend cycles.
Two personas shaped the design direction:
Petunia, 18 — eco-conscious and trend-driven, motivated by values but pulled toward fast fashion by affordability and social influence. Needs validation and community reinforcement to stay on track.
Sharon, 37 — a repeat resale buyer motivated by measurable impact. Needs data, progress tracking, and a sense of meaningful contribution over time.
Different ages, different motivations, but a shared core need: concrete, affirming feedback that their choices are making a difference.
What the Research Revealed
Product Strategy
3 insights that shaped the product strategy
1. Eco-guilt without feedback leads to disengagement. Users knew fast fashion was harmful but felt overwhelmed when they couldn't see any evidence that their alternatives were helping. Awareness without progress tracking created frustration, not motivation.
2. Gamification works when it's grounded in real outcomes. Badges and points felt meaningful when tied to actual environmental impact. Arbitrary rewards were dismissed. The connection to real-world outcomes was what made the recognition feel earned.
3. Social sharing reinforces sustainable identity. Users were more likely to stay engaged when sustainability could become part of how they presented themselves. Platforms like Spotify Wrapped showed how shareable milestones create both reflection and community.
Understanding the Users
Who I was designing for
Research centered on teenagers and early college students, a demographic that is environmentally aware but frequently inconsistent in behavior due to cost, social pressure, and the speed of trend cycles.
Two personas shaped the design direction:
Petunia, 18 — eco-conscious and trend-driven, motivated by values but pulled toward fast fashion by affordability and social influence. Needs validation and community reinforcement to stay on track.
Sharon, 37 — a repeat resale buyer motivated by measurable impact. Needs data, progress tracking, and a sense of meaningful contribution over time.
Different ages, different motivations, but a shared core need: concrete, affirming feedback that their choices are making a difference.
What the Research Revealed
3 insights that shaped the product strategy
1. Eco-guilt without feedback leads to disengagement. Users knew fast fashion was harmful but felt overwhelmed when they couldn't see any evidence that their alternatives were helping. Awareness without progress tracking created frustration, not motivation.
2. Gamification works when it's grounded in real outcomes. Badges and points felt meaningful when tied to actual environmental impact. Arbitrary rewards were dismissed. The connection to real-world outcomes was what made the recognition feel earned.
3. Social sharing reinforces sustainable identity. Users were more likely to stay engaged when sustainability could become part of how they presented themselves. Platforms like Spotify Wrapped showed how shareable milestones create both reflection and community.
The thinking behind the design
The core strategic question was: what does a person need to feel in order to choose resale again next time?
The answer the research pointed to: they need to feel like it mattered, like they're making progress, and like that progress is worth something socially.
That led to four strategic pillars:
Visible — translate abstract environmental data into metrics people can actually picture (waste diverted, water saved, carbon offset)
Personal — show individual contribution over time, not just global statistics that feel out of reach
Rewarding — milestone-based recognition tied to real resale behavior, not arbitrary point accumulation
Social — shareable impact summaries that let users celebrate progress and reinforce sustainable identity within their networks
Rather than leading with guilt or obligation, the entire product experience is built around positive reinforcement and identity alignment.
Designing the Experience
Product Strategy
Key features and the reasoning behind them
Personal Impact Dashboard The entry point to the app. Displays cumulative eco-impact in terms users can visualize, not just carbon numbers, but equivalents like plastic bottles diverted or miles of emissions offset. The goal was immediacy: a user should understand their impact within seconds of opening the app.
Badges and Reward Points Milestones tied directly to resale activity, with visual rewards that feel genuinely earned. Designed to encourage habit formation rather than one-off engagement.
Impact History A timeline of contributions over time. Addresses the drop-off problem: users who can see their own progress over weeks and months are more likely to maintain the behavior than those who only see a current snapshot.
Social Sharing (Spotify Wrapped-style) Periodic shareable summaries of a user's sustainability impact. Borrowing from a format Gen Z already engages with deeply, these summaries turn personal milestones into social currency.
All design decisions were mobile-first, built around Gen Z usage patterns, and grounded in positive reinforcement over shame.
Product Strategy
The thinking behind the design
The core strategic question was: what does a person need to feel in order to choose resale again next time?
The answer the research pointed to: they need to feel like it mattered, like they're making progress, and like that progress is worth something socially.
That led to four strategic pillars:
Visible — translate abstract environmental data into metrics people can actually picture (waste diverted, water saved, carbon offset)
Personal — show individual contribution over time, not just global statistics that feel out of reach
Rewarding — milestone-based recognition tied to real resale behavior, not arbitrary point accumulation
Social — shareable impact summaries that let users celebrate progress and reinforce sustainable identity within their networks
Rather than leading with guilt or obligation, the entire product experience is built around positive reinforcement and identity alignment.
Designing the Experience
Key features and the reasoning behind them
Personal Impact Dashboard The entry point to the app. Displays cumulative eco-impact in terms users can visualize, not just carbon numbers, but equivalents like plastic bottles diverted or miles of emissions offset. The goal was immediacy: a user should understand their impact within seconds of opening the app.
Badges and Reward Points Milestones tied directly to resale activity, with visual rewards that feel genuinely earned. Designed to encourage habit formation rather than one-off engagement.
Impact History A timeline of contributions over time. Addresses the drop-off problem: users who can see their own progress over weeks and months are more likely to maintain the behavior than those who only see a current snapshot.
Social Sharing (Spotify Wrapped-style) Periodic shareable summaries of a user's sustainability impact. Borrowing from a format Gen Z already engages with deeply, these summaries turn personal milestones into social currency.
All design decisions were mobile-first, built around Gen Z usage patterns, and grounded in positive reinforcement over shame.
Designing the Experience
The thinking behind the design
The core strategic question was: what does a person need to feel in order to choose resale again next time?
The answer the research pointed to: they need to feel like it mattered, like they're making progress, and like that progress is worth something socially.
That led to four strategic pillars:
Visible — translate abstract environmental data into metrics people can actually picture (waste diverted, water saved, carbon offset)
Personal — show individual contribution over time, not just global statistics that feel out of reach
Rewarding — milestone-based recognition tied to real resale behavior, not arbitrary point accumulation
Social — shareable impact summaries that let users celebrate progress and reinforce sustainable identity within their networks
Rather than leading with guilt or obligation, the entire product experience is built around positive reinforcement and identity alignment.
3 insights that shaped the product strategy
1. Eco-guilt without feedback leads to disengagement. Users knew fast fashion was harmful but felt overwhelmed when they couldn't see any evidence that their alternatives were helping. Awareness without progress tracking created frustration, not motivation.
2. Gamification works when it's grounded in real outcomes. Badges and points felt meaningful when tied to actual environmental impact. Arbitrary rewards were dismissed. The connection to real-world outcomes was what made the recognition feel earned.
3. Social sharing reinforces sustainable identity. Users were more likely to stay engaged when sustainability could become part of how they presented themselves. Platforms like Spotify Wrapped showed how shareable milestones create both reflection and community.
Reflection
Reflection
What I'd do differently and where this goes next
This was a concept project, and I treated it as a space to work through a real product problem with the rigor I'd bring to a live engagement. The behavior change framework I developed here, making impact visible, personal, rewarding, and social, is something I'd carry into any sustainability or civic engagement product.
Given more time and resources, the most valuable next steps would be usability testing with actual Buffalo Exchange shoppers, integration with point-of-sale data to make impact tracking automatic rather than self-reported, and longitudinal research to measure whether the app actually shifts purchasing behavior over time. Those gaps are worth naming honestly, and they're also what makes this a concept worth building on.
What I'd do differently and where this goes next
This was a concept project, and I treated it as a space to work through a real product problem with the rigor I'd bring to a live engagement. The behavior change framework I developed here, making impact visible, personal, rewarding, and social, is something I'd carry into any sustainability or civic engagement product.
Given more time and resources, the most valuable next steps would be usability testing with actual Buffalo Exchange shoppers, integration with point-of-sale data to make impact tracking automatic rather than self-reported, and longitudinal research to measure whether the app actually shifts purchasing behavior over time. Those gaps are worth naming honestly, and they're also what makes this a concept worth building on.
Reflection
What I'd do differently and where this goes next
This was a concept project, and I treated it as a space to work through a real product problem with the rigor I'd bring to a live engagement. The behavior change framework I developed here, making impact visible, personal, rewarding, and social, is something I'd carry into any sustainability or civic engagement product.
Given more time and resources, the most valuable next steps would be usability testing with actual Buffalo Exchange shoppers, integration with point-of-sale data to make impact tracking automatic rather than self-reported, and longitudinal research to measure whether the app actually shifts purchasing behavior over time. Those gaps are worth naming honestly, and they're also what makes this a concept worth building on.
Background
Resale shopping is objectively better for the planet. So why do younger consumers keep reaching for fast fashion?
This project started with that question, and ended with a product concept designed to close the gap between values and behavior.
Sustainability without feedback doesn't stick
Buffalo Exchange built its brand on circular fashion and environmental impact. But for teen and early college shoppers, that impact was invisible. No feedback, no progress, no way to see what their choices actually added up to.
Without something tangible to hold onto, even motivated users struggled to stay consistent. The pull of fast fashion, lower prices, and trend cycles was simply more immediate than an abstract environmental benefit.
The design challenge: make sustainability visible, personal, and worth coming back for.
Resale shopping is objectively better for the planet. So why do younger consumers keep reaching for fast fashion?
This project started with that question, and ended with a product concept designed to close the gap between values and behavior.
Understanding the Users
Who I was designing for
Research centered on teenagers and early college students, a demographic that is environmentally aware but frequently inconsistent in behavior due to cost, social pressure, and the speed of trend cycles.
Two personas shaped the design direction:
Petunia, 18 — eco-conscious and trend-driven, motivated by values but pulled toward fast fashion by affordability and social influence. Needs validation and community reinforcement to stay on track.
Sharon, 37 — a repeat resale buyer motivated by measurable impact. Needs data, progress tracking, and a sense of meaningful contribution over time.
Different ages, different motivations, but a shared core need: concrete, affirming feedback that their choices are making a difference.
What the Research Revealed
3 insights that shaped the product strategy
1. Eco-guilt without feedback leads to disengagement. Users knew fast fashion was harmful but felt overwhelmed when they couldn't see any evidence that their alternatives were helping. Awareness without progress tracking created frustration, not motivation.
2. Gamification works when it's grounded in real outcomes. Badges and points felt meaningful when tied to actual environmental impact. Arbitrary rewards were dismissed. The connection to real-world outcomes was what made the recognition feel earned.
3. Social sharing reinforces sustainable identity. Users were more likely to stay engaged when sustainability could become part of how they presented themselves. Platforms like Spotify Wrapped showed how shareable milestones create both reflection and community.
The Challenge
Product Strategy
The thinking behind the design
The core strategic question was: what does a person need to feel in order to choose resale again next time?
The answer the research pointed to: they need to feel like it mattered, like they're making progress, and like that progress is worth something socially.
That led to four strategic pillars:
Visible — translate abstract environmental data into metrics people can actually picture (waste diverted, water saved, carbon offset)
Personal — show individual contribution over time, not just global statistics that feel out of reach
Rewarding — milestone-based recognition tied to real resale behavior, not arbitrary point accumulation
Social — shareable impact summaries that let users celebrate progress and reinforce sustainable identity within their networks
Rather than leading with guilt or obligation, the entire product experience is built around positive reinforcement and identity alignment.
Designing the Experience
Key features and the reasoning behind them
Personal Impact Dashboard The entry point to the app. Displays cumulative eco-impact in terms users can visualize, not just carbon numbers, but equivalents like plastic bottles diverted or miles of emissions offset. The goal was immediacy: a user should understand their impact within seconds of opening the app.
Badges and Reward Points Milestones tied directly to resale activity, with visual rewards that feel genuinely earned. Designed to encourage habit formation rather than one-off engagement.
Impact History A timeline of contributions over time. Addresses the drop-off problem: users who can see their own progress over weeks and months are more likely to maintain the behavior than those who only see a current snapshot.
Social Sharing (Spotify Wrapped-style) Periodic shareable summaries of a user's sustainability impact. Borrowing from a format Gen Z already engages with deeply, these summaries turn personal milestones into social currency.
All design decisions were mobile-first, built around Gen Z usage patterns, and grounded in positive reinforcement over shame.
Reflection
What I'd do differently and where this goes next
This was a concept project, and I treated it as a space to work through a real product problem with the rigor I'd bring to a live engagement. The behavior change framework I developed here, making impact visible, personal, rewarding, and social, is something I'd carry into any sustainability or civic engagement product.
Given more time and resources, the most valuable next steps would be usability testing with actual Buffalo Exchange shoppers, integration with point-of-sale data to make impact tracking automatic rather than self-reported, and longitudinal research to measure whether the app actually shifts purchasing behavior over time. Those gaps are worth naming honestly, and they're also what makes this a concept worth building on.
Sustainability without feedback doesn't stick
Buffalo Exchange built its brand on circular fashion and environmental impact. But for teen and early college shoppers, that impact was invisible. No feedback, no progress, no way to see what their choices actually added up to.
Without something tangible to hold onto, even motivated users struggled to stay consistent. The pull of fast fashion, lower prices, and trend cycles was simply more immediate than an abstract environmental benefit.
The design challenge: make sustainability visible, personal, and worth coming back for.
Buffalo Exchange Impact Tracker
Mobile Product Design · Concept Project UX Research · Product Strategy · Behavior Design · Mobile UI
My Role
UX Researcher · Product Designer
User interviews · Persona development · Secondary research
Methods
Timeline
3 months
Focus
Behavior change · Sustainability
· Gamification
Background
Resale shopping is objectively better for the planet. So why do younger consumers keep reaching for fast fashion?
This project started with that question, and ended with a product concept designed to close the gap between values and behavior.
Understanding the Users
The Challenge
Sustainability without feedback doesn't stick
Buffalo Exchange built its brand on circular fashion and environmental impact. But for teen and early college shoppers, that impact was invisible. No feedback, no progress, no way to see what their choices actually added up to.
Without something tangible to hold onto, even motivated users struggled to stay consistent. The pull of fast fashion, lower prices, and trend cycles was simply more immediate than an abstract environmental benefit.
The design challenge: make sustainability visible, personal, and worth coming back for.
Who I was designing for
Research centered on teenagers and early college students, a demographic that is environmentally aware but frequently inconsistent in behavior due to cost, social pressure, and the speed of trend cycles.
Two personas shaped the design direction:
Petunia, 18 — eco-conscious and trend-driven, motivated by values but pulled toward fast fashion by affordability and social influence. Needs validation and community reinforcement to stay on track.
Sharon, 37 — a repeat resale buyer motivated by measurable impact. Needs data, progress tracking, and a sense of meaningful contribution over time.
Different ages, different motivations, but a shared core need: concrete, affirming feedback that their choices are making a difference.
What the Research Revealed
Product Strategy
3 insights that shaped the product strategy
1. Eco-guilt without feedback leads to disengagement. Users knew fast fashion was harmful but felt overwhelmed when they couldn't see any evidence that their alternatives were helping. Awareness without progress tracking created frustration, not motivation.
2. Gamification works when it's grounded in real outcomes. Badges and points felt meaningful when tied to actual environmental impact. Arbitrary rewards were dismissed. The connection to real-world outcomes was what made the recognition feel earned.
3. Social sharing reinforces sustainable identity. Users were more likely to stay engaged when sustainability could become part of how they presented themselves. Platforms like Spotify Wrapped showed how shareable milestones create both reflection and community.
Understanding the Users
Who I was designing for
Research centered on teenagers and early college students, a demographic that is environmentally aware but frequently inconsistent in behavior due to cost, social pressure, and the speed of trend cycles.
Two personas shaped the design direction:
Petunia, 18 — eco-conscious and trend-driven, motivated by values but pulled toward fast fashion by affordability and social influence. Needs validation and community reinforcement to stay on track.
Sharon, 37 — a repeat resale buyer motivated by measurable impact. Needs data, progress tracking, and a sense of meaningful contribution over time.
Different ages, different motivations, but a shared core need: concrete, affirming feedback that their choices are making a difference.
What the Research Revealed
3 insights that shaped the product strategy
1. Eco-guilt without feedback leads to disengagement. Users knew fast fashion was harmful but felt overwhelmed when they couldn't see any evidence that their alternatives were helping. Awareness without progress tracking created frustration, not motivation.
2. Gamification works when it's grounded in real outcomes. Badges and points felt meaningful when tied to actual environmental impact. Arbitrary rewards were dismissed. The connection to real-world outcomes was what made the recognition feel earned.
3. Social sharing reinforces sustainable identity. Users were more likely to stay engaged when sustainability could become part of how they presented themselves. Platforms like Spotify Wrapped showed how shareable milestones create both reflection and community.
The thinking behind the design
The core strategic question was: what does a person need to feel in order to choose resale again next time?
The answer the research pointed to: they need to feel like it mattered, like they're making progress, and like that progress is worth something socially.
That led to four strategic pillars:
Visible — translate abstract environmental data into metrics people can actually picture (waste diverted, water saved, carbon offset)
Personal — show individual contribution over time, not just global statistics that feel out of reach
Rewarding — milestone-based recognition tied to real resale behavior, not arbitrary point accumulation
Social — shareable impact summaries that let users celebrate progress and reinforce sustainable identity within their networks
Rather than leading with guilt or obligation, the entire product experience is built around positive reinforcement and identity alignment.
Designing the Experience
Product Strategy
Key features and the reasoning behind them
Personal Impact Dashboard The entry point to the app. Displays cumulative eco-impact in terms users can visualize, not just carbon numbers, but equivalents like plastic bottles diverted or miles of emissions offset. The goal was immediacy: a user should understand their impact within seconds of opening the app.
Badges and Reward Points Milestones tied directly to resale activity, with visual rewards that feel genuinely earned. Designed to encourage habit formation rather than one-off engagement.
Impact History A timeline of contributions over time. Addresses the drop-off problem: users who can see their own progress over weeks and months are more likely to maintain the behavior than those who only see a current snapshot.
Social Sharing (Spotify Wrapped-style) Periodic shareable summaries of a user's sustainability impact. Borrowing from a format Gen Z already engages with deeply, these summaries turn personal milestones into social currency.
All design decisions were mobile-first, built around Gen Z usage patterns, and grounded in positive reinforcement over shame.
Product Strategy
The thinking behind the design
The core strategic question was: what does a person need to feel in order to choose resale again next time?
The answer the research pointed to: they need to feel like it mattered, like they're making progress, and like that progress is worth something socially.
That led to four strategic pillars:
Visible — translate abstract environmental data into metrics people can actually picture (waste diverted, water saved, carbon offset)
Personal — show individual contribution over time, not just global statistics that feel out of reach
Rewarding — milestone-based recognition tied to real resale behavior, not arbitrary point accumulation
Social — shareable impact summaries that let users celebrate progress and reinforce sustainable identity within their networks
Rather than leading with guilt or obligation, the entire product experience is built around positive reinforcement and identity alignment.
Designing the Experience
Key features and the reasoning behind them
Personal Impact Dashboard The entry point to the app. Displays cumulative eco-impact in terms users can visualize, not just carbon numbers, but equivalents like plastic bottles diverted or miles of emissions offset. The goal was immediacy: a user should understand their impact within seconds of opening the app.
Badges and Reward Points Milestones tied directly to resale activity, with visual rewards that feel genuinely earned. Designed to encourage habit formation rather than one-off engagement.
Impact History A timeline of contributions over time. Addresses the drop-off problem: users who can see their own progress over weeks and months are more likely to maintain the behavior than those who only see a current snapshot.
Social Sharing (Spotify Wrapped-style) Periodic shareable summaries of a user's sustainability impact. Borrowing from a format Gen Z already engages with deeply, these summaries turn personal milestones into social currency.
All design decisions were mobile-first, built around Gen Z usage patterns, and grounded in positive reinforcement over shame.
Designing the Experience
The thinking behind the design
The core strategic question was: what does a person need to feel in order to choose resale again next time?
The answer the research pointed to: they need to feel like it mattered, like they're making progress, and like that progress is worth something socially.
That led to four strategic pillars:
Visible — translate abstract environmental data into metrics people can actually picture (waste diverted, water saved, carbon offset)
Personal — show individual contribution over time, not just global statistics that feel out of reach
Rewarding — milestone-based recognition tied to real resale behavior, not arbitrary point accumulation
Social — shareable impact summaries that let users celebrate progress and reinforce sustainable identity within their networks
Rather than leading with guilt or obligation, the entire product experience is built around positive reinforcement and identity alignment.
3 insights that shaped the product strategy
1. Eco-guilt without feedback leads to disengagement. Users knew fast fashion was harmful but felt overwhelmed when they couldn't see any evidence that their alternatives were helping. Awareness without progress tracking created frustration, not motivation.
2. Gamification works when it's grounded in real outcomes. Badges and points felt meaningful when tied to actual environmental impact. Arbitrary rewards were dismissed. The connection to real-world outcomes was what made the recognition feel earned.
3. Social sharing reinforces sustainable identity. Users were more likely to stay engaged when sustainability could become part of how they presented themselves. Platforms like Spotify Wrapped showed how shareable milestones create both reflection and community.
Reflection
Reflection
What I'd do differently and where this goes next
This was a concept project, and I treated it as a space to work through a real product problem with the rigor I'd bring to a live engagement. The behavior change framework I developed here, making impact visible, personal, rewarding, and social, is something I'd carry into any sustainability or civic engagement product.
Given more time and resources, the most valuable next steps would be usability testing with actual Buffalo Exchange shoppers, integration with point-of-sale data to make impact tracking automatic rather than self-reported, and longitudinal research to measure whether the app actually shifts purchasing behavior over time. Those gaps are worth naming honestly, and they're also what makes this a concept worth building on.
What I'd do differently and where this goes next
This was a concept project, and I treated it as a space to work through a real product problem with the rigor I'd bring to a live engagement. The behavior change framework I developed here, making impact visible, personal, rewarding, and social, is something I'd carry into any sustainability or civic engagement product.
Given more time and resources, the most valuable next steps would be usability testing with actual Buffalo Exchange shoppers, integration with point-of-sale data to make impact tracking automatic rather than self-reported, and longitudinal research to measure whether the app actually shifts purchasing behavior over time. Those gaps are worth naming honestly, and they're also what makes this a concept worth building on.
Reflection
What I'd do differently and where this goes next
This was a concept project, and I treated it as a space to work through a real product problem with the rigor I'd bring to a live engagement. The behavior change framework I developed here, making impact visible, personal, rewarding, and social, is something I'd carry into any sustainability or civic engagement product.
Given more time and resources, the most valuable next steps would be usability testing with actual Buffalo Exchange shoppers, integration with point-of-sale data to make impact tracking automatic rather than self-reported, and longitudinal research to measure whether the app actually shifts purchasing behavior over time. Those gaps are worth naming honestly, and they're also what makes this a concept worth building on.
Background
Resale shopping is objectively better for the planet. So why do younger consumers keep reaching for fast fashion?
This project started with that question, and ended with a product concept designed to close the gap between values and behavior.
Sustainability without feedback doesn't stick
Buffalo Exchange built its brand on circular fashion and environmental impact. But for teen and early college shoppers, that impact was invisible. No feedback, no progress, no way to see what their choices actually added up to.
Without something tangible to hold onto, even motivated users struggled to stay consistent. The pull of fast fashion, lower prices, and trend cycles was simply more immediate than an abstract environmental benefit.
The design challenge: make sustainability visible, personal, and worth coming back for.
Resale shopping is objectively better for the planet. So why do younger consumers keep reaching for fast fashion?
This project started with that question, and ended with a product concept designed to close the gap between values and behavior.
Understanding the Users
Who I was designing for
Research centered on teenagers and early college students, a demographic that is environmentally aware but frequently inconsistent in behavior due to cost, social pressure, and the speed of trend cycles.
Two personas shaped the design direction:
Petunia, 18 — eco-conscious and trend-driven, motivated by values but pulled toward fast fashion by affordability and social influence. Needs validation and community reinforcement to stay on track.
Sharon, 37 — a repeat resale buyer motivated by measurable impact. Needs data, progress tracking, and a sense of meaningful contribution over time.
Different ages, different motivations, but a shared core need: concrete, affirming feedback that their choices are making a difference.
What the Research Revealed
3 insights that shaped the product strategy
1. Eco-guilt without feedback leads to disengagement. Users knew fast fashion was harmful but felt overwhelmed when they couldn't see any evidence that their alternatives were helping. Awareness without progress tracking created frustration, not motivation.
2. Gamification works when it's grounded in real outcomes. Badges and points felt meaningful when tied to actual environmental impact. Arbitrary rewards were dismissed. The connection to real-world outcomes was what made the recognition feel earned.
3. Social sharing reinforces sustainable identity. Users were more likely to stay engaged when sustainability could become part of how they presented themselves. Platforms like Spotify Wrapped showed how shareable milestones create both reflection and community.
The Challenge
Product Strategy
The thinking behind the design
The core strategic question was: what does a person need to feel in order to choose resale again next time?
The answer the research pointed to: they need to feel like it mattered, like they're making progress, and like that progress is worth something socially.
That led to four strategic pillars:
Visible — translate abstract environmental data into metrics people can actually picture (waste diverted, water saved, carbon offset)
Personal — show individual contribution over time, not just global statistics that feel out of reach
Rewarding — milestone-based recognition tied to real resale behavior, not arbitrary point accumulation
Social — shareable impact summaries that let users celebrate progress and reinforce sustainable identity within their networks
Rather than leading with guilt or obligation, the entire product experience is built around positive reinforcement and identity alignment.
Designing the Experience
Key features and the reasoning behind them
Personal Impact Dashboard The entry point to the app. Displays cumulative eco-impact in terms users can visualize, not just carbon numbers, but equivalents like plastic bottles diverted or miles of emissions offset. The goal was immediacy: a user should understand their impact within seconds of opening the app.
Badges and Reward Points Milestones tied directly to resale activity, with visual rewards that feel genuinely earned. Designed to encourage habit formation rather than one-off engagement.
Impact History A timeline of contributions over time. Addresses the drop-off problem: users who can see their own progress over weeks and months are more likely to maintain the behavior than those who only see a current snapshot.
Social Sharing (Spotify Wrapped-style) Periodic shareable summaries of a user's sustainability impact. Borrowing from a format Gen Z already engages with deeply, these summaries turn personal milestones into social currency.
All design decisions were mobile-first, built around Gen Z usage patterns, and grounded in positive reinforcement over shame.
Reflection
What I'd do differently and where this goes next
This was a concept project, and I treated it as a space to work through a real product problem with the rigor I'd bring to a live engagement. The behavior change framework I developed here, making impact visible, personal, rewarding, and social, is something I'd carry into any sustainability or civic engagement product.
Given more time and resources, the most valuable next steps would be usability testing with actual Buffalo Exchange shoppers, integration with point-of-sale data to make impact tracking automatic rather than self-reported, and longitudinal research to measure whether the app actually shifts purchasing behavior over time. Those gaps are worth naming honestly, and they're also what makes this a concept worth building on.
Sustainability without feedback doesn't stick
Buffalo Exchange built its brand on circular fashion and environmental impact. But for teen and early college shoppers, that impact was invisible. No feedback, no progress, no way to see what their choices actually added up to.
Without something tangible to hold onto, even motivated users struggled to stay consistent. The pull of fast fashion, lower prices, and trend cycles was simply more immediate than an abstract environmental benefit.
The design challenge: make sustainability visible, personal, and worth coming back for.
Buffalo Exchange Impact Tracker
Mobile Product Design · Concept Project UX Research · Product Strategy · Behavior Design · Mobile UI
My Role
UX Researcher · Product Designer
User interviews · Persona development · Secondary research
Methods
Timeline
3 months
Focus
Behavior change · Sustainability
· Gamification
Background
Resale shopping is objectively better for the planet. So why do younger consumers keep reaching for fast fashion?
This project started with that question, and ended with a product concept designed to close the gap between values and behavior.
Understanding the Users
The Challenge
Sustainability without feedback doesn't stick
Buffalo Exchange built its brand on circular fashion and environmental impact. But for teen and early college shoppers, that impact was invisible. No feedback, no progress, no way to see what their choices actually added up to.
Without something tangible to hold onto, even motivated users struggled to stay consistent. The pull of fast fashion, lower prices, and trend cycles was simply more immediate than an abstract environmental benefit.
The design challenge: make sustainability visible, personal, and worth coming back for.
Who I was designing for
Research centered on teenagers and early college students, a demographic that is environmentally aware but frequently inconsistent in behavior due to cost, social pressure, and the speed of trend cycles.
Two personas shaped the design direction:
Petunia, 18 — eco-conscious and trend-driven, motivated by values but pulled toward fast fashion by affordability and social influence. Needs validation and community reinforcement to stay on track.
Sharon, 37 — a repeat resale buyer motivated by measurable impact. Needs data, progress tracking, and a sense of meaningful contribution over time.
Different ages, different motivations, but a shared core need: concrete, affirming feedback that their choices are making a difference.
What the Research Revealed
Product Strategy
3 insights that shaped the product strategy
1. Eco-guilt without feedback leads to disengagement. Users knew fast fashion was harmful but felt overwhelmed when they couldn't see any evidence that their alternatives were helping. Awareness without progress tracking created frustration, not motivation.
2. Gamification works when it's grounded in real outcomes. Badges and points felt meaningful when tied to actual environmental impact. Arbitrary rewards were dismissed. The connection to real-world outcomes was what made the recognition feel earned.
3. Social sharing reinforces sustainable identity. Users were more likely to stay engaged when sustainability could become part of how they presented themselves. Platforms like Spotify Wrapped showed how shareable milestones create both reflection and community.
Understanding the Users
Who I was designing for
Research centered on teenagers and early college students, a demographic that is environmentally aware but frequently inconsistent in behavior due to cost, social pressure, and the speed of trend cycles.
Two personas shaped the design direction:
Petunia, 18 — eco-conscious and trend-driven, motivated by values but pulled toward fast fashion by affordability and social influence. Needs validation and community reinforcement to stay on track.
Sharon, 37 — a repeat resale buyer motivated by measurable impact. Needs data, progress tracking, and a sense of meaningful contribution over time.
Different ages, different motivations, but a shared core need: concrete, affirming feedback that their choices are making a difference.
What the Research Revealed
3 insights that shaped the product strategy
1. Eco-guilt without feedback leads to disengagement. Users knew fast fashion was harmful but felt overwhelmed when they couldn't see any evidence that their alternatives were helping. Awareness without progress tracking created frustration, not motivation.
2. Gamification works when it's grounded in real outcomes. Badges and points felt meaningful when tied to actual environmental impact. Arbitrary rewards were dismissed. The connection to real-world outcomes was what made the recognition feel earned.
3. Social sharing reinforces sustainable identity. Users were more likely to stay engaged when sustainability could become part of how they presented themselves. Platforms like Spotify Wrapped showed how shareable milestones create both reflection and community.
The thinking behind the design
The core strategic question was: what does a person need to feel in order to choose resale again next time?
The answer the research pointed to: they need to feel like it mattered, like they're making progress, and like that progress is worth something socially.
That led to four strategic pillars:
Visible — translate abstract environmental data into metrics people can actually picture (waste diverted, water saved, carbon offset)
Personal — show individual contribution over time, not just global statistics that feel out of reach
Rewarding — milestone-based recognition tied to real resale behavior, not arbitrary point accumulation
Social — shareable impact summaries that let users celebrate progress and reinforce sustainable identity within their networks
Rather than leading with guilt or obligation, the entire product experience is built around positive reinforcement and identity alignment.
Designing the Experience
Product Strategy
Key features and the reasoning behind them
Personal Impact Dashboard The entry point to the app. Displays cumulative eco-impact in terms users can visualize, not just carbon numbers, but equivalents like plastic bottles diverted or miles of emissions offset. The goal was immediacy: a user should understand their impact within seconds of opening the app.
Badges and Reward Points Milestones tied directly to resale activity, with visual rewards that feel genuinely earned. Designed to encourage habit formation rather than one-off engagement.
Impact History A timeline of contributions over time. Addresses the drop-off problem: users who can see their own progress over weeks and months are more likely to maintain the behavior than those who only see a current snapshot.
Social Sharing (Spotify Wrapped-style) Periodic shareable summaries of a user's sustainability impact. Borrowing from a format Gen Z already engages with deeply, these summaries turn personal milestones into social currency.
All design decisions were mobile-first, built around Gen Z usage patterns, and grounded in positive reinforcement over shame.
Product Strategy
The thinking behind the design
The core strategic question was: what does a person need to feel in order to choose resale again next time?
The answer the research pointed to: they need to feel like it mattered, like they're making progress, and like that progress is worth something socially.
That led to four strategic pillars:
Visible — translate abstract environmental data into metrics people can actually picture (waste diverted, water saved, carbon offset)
Personal — show individual contribution over time, not just global statistics that feel out of reach
Rewarding — milestone-based recognition tied to real resale behavior, not arbitrary point accumulation
Social — shareable impact summaries that let users celebrate progress and reinforce sustainable identity within their networks
Rather than leading with guilt or obligation, the entire product experience is built around positive reinforcement and identity alignment.
Designing the Experience
Key features and the reasoning behind them
Personal Impact Dashboard The entry point to the app. Displays cumulative eco-impact in terms users can visualize, not just carbon numbers, but equivalents like plastic bottles diverted or miles of emissions offset. The goal was immediacy: a user should understand their impact within seconds of opening the app.
Badges and Reward Points Milestones tied directly to resale activity, with visual rewards that feel genuinely earned. Designed to encourage habit formation rather than one-off engagement.
Impact History A timeline of contributions over time. Addresses the drop-off problem: users who can see their own progress over weeks and months are more likely to maintain the behavior than those who only see a current snapshot.
Social Sharing (Spotify Wrapped-style) Periodic shareable summaries of a user's sustainability impact. Borrowing from a format Gen Z already engages with deeply, these summaries turn personal milestones into social currency.
All design decisions were mobile-first, built around Gen Z usage patterns, and grounded in positive reinforcement over shame.
Designing the Experience
The thinking behind the design
The core strategic question was: what does a person need to feel in order to choose resale again next time?
The answer the research pointed to: they need to feel like it mattered, like they're making progress, and like that progress is worth something socially.
That led to four strategic pillars:
Visible — translate abstract environmental data into metrics people can actually picture (waste diverted, water saved, carbon offset)
Personal — show individual contribution over time, not just global statistics that feel out of reach
Rewarding — milestone-based recognition tied to real resale behavior, not arbitrary point accumulation
Social — shareable impact summaries that let users celebrate progress and reinforce sustainable identity within their networks
Rather than leading with guilt or obligation, the entire product experience is built around positive reinforcement and identity alignment.
3 insights that shaped the product strategy
1. Eco-guilt without feedback leads to disengagement. Users knew fast fashion was harmful but felt overwhelmed when they couldn't see any evidence that their alternatives were helping. Awareness without progress tracking created frustration, not motivation.
2. Gamification works when it's grounded in real outcomes. Badges and points felt meaningful when tied to actual environmental impact. Arbitrary rewards were dismissed. The connection to real-world outcomes was what made the recognition feel earned.
3. Social sharing reinforces sustainable identity. Users were more likely to stay engaged when sustainability could become part of how they presented themselves. Platforms like Spotify Wrapped showed how shareable milestones create both reflection and community.
Reflection
Reflection
What I'd do differently and where this goes next
This was a concept project, and I treated it as a space to work through a real product problem with the rigor I'd bring to a live engagement. The behavior change framework I developed here, making impact visible, personal, rewarding, and social, is something I'd carry into any sustainability or civic engagement product.
Given more time and resources, the most valuable next steps would be usability testing with actual Buffalo Exchange shoppers, integration with point-of-sale data to make impact tracking automatic rather than self-reported, and longitudinal research to measure whether the app actually shifts purchasing behavior over time. Those gaps are worth naming honestly, and they're also what makes this a concept worth building on.
What I'd do differently and where this goes next
This was a concept project, and I treated it as a space to work through a real product problem with the rigor I'd bring to a live engagement. The behavior change framework I developed here, making impact visible, personal, rewarding, and social, is something I'd carry into any sustainability or civic engagement product.
Given more time and resources, the most valuable next steps would be usability testing with actual Buffalo Exchange shoppers, integration with point-of-sale data to make impact tracking automatic rather than self-reported, and longitudinal research to measure whether the app actually shifts purchasing behavior over time. Those gaps are worth naming honestly, and they're also what makes this a concept worth building on.
Reflection
What I'd do differently and where this goes next
This was a concept project, and I treated it as a space to work through a real product problem with the rigor I'd bring to a live engagement. The behavior change framework I developed here, making impact visible, personal, rewarding, and social, is something I'd carry into any sustainability or civic engagement product.
Given more time and resources, the most valuable next steps would be usability testing with actual Buffalo Exchange shoppers, integration with point-of-sale data to make impact tracking automatic rather than self-reported, and longitudinal research to measure whether the app actually shifts purchasing behavior over time. Those gaps are worth naming honestly, and they're also what makes this a concept worth building on.
Background
Resale shopping is objectively better for the planet. So why do younger consumers keep reaching for fast fashion?
This project started with that question, and ended with a product concept designed to close the gap between values and behavior.
Sustainability without feedback doesn't stick
Buffalo Exchange built its brand on circular fashion and environmental impact. But for teen and early college shoppers, that impact was invisible. No feedback, no progress, no way to see what their choices actually added up to.
Without something tangible to hold onto, even motivated users struggled to stay consistent. The pull of fast fashion, lower prices, and trend cycles was simply more immediate than an abstract environmental benefit.
The design challenge: make sustainability visible, personal, and worth coming back for.
Resale shopping is objectively better for the planet. So why do younger consumers keep reaching for fast fashion?
This project started with that question, and ended with a product concept designed to close the gap between values and behavior.
Understanding the Users
Who I was designing for
Research centered on teenagers and early college students, a demographic that is environmentally aware but frequently inconsistent in behavior due to cost, social pressure, and the speed of trend cycles.
Two personas shaped the design direction:
Petunia, 18 — eco-conscious and trend-driven, motivated by values but pulled toward fast fashion by affordability and social influence. Needs validation and community reinforcement to stay on track.
Sharon, 37 — a repeat resale buyer motivated by measurable impact. Needs data, progress tracking, and a sense of meaningful contribution over time.
Different ages, different motivations, but a shared core need: concrete, affirming feedback that their choices are making a difference.
What the Research Revealed
3 insights that shaped the product strategy
1. Eco-guilt without feedback leads to disengagement. Users knew fast fashion was harmful but felt overwhelmed when they couldn't see any evidence that their alternatives were helping. Awareness without progress tracking created frustration, not motivation.
2. Gamification works when it's grounded in real outcomes. Badges and points felt meaningful when tied to actual environmental impact. Arbitrary rewards were dismissed. The connection to real-world outcomes was what made the recognition feel earned.
3. Social sharing reinforces sustainable identity. Users were more likely to stay engaged when sustainability could become part of how they presented themselves. Platforms like Spotify Wrapped showed how shareable milestones create both reflection and community.
The Challenge
Product Strategy
The thinking behind the design
The core strategic question was: what does a person need to feel in order to choose resale again next time?
The answer the research pointed to: they need to feel like it mattered, like they're making progress, and like that progress is worth something socially.
That led to four strategic pillars:
Visible — translate abstract environmental data into metrics people can actually picture (waste diverted, water saved, carbon offset)
Personal — show individual contribution over time, not just global statistics that feel out of reach
Rewarding — milestone-based recognition tied to real resale behavior, not arbitrary point accumulation
Social — shareable impact summaries that let users celebrate progress and reinforce sustainable identity within their networks
Rather than leading with guilt or obligation, the entire product experience is built around positive reinforcement and identity alignment.
Designing the Experience
Key features and the reasoning behind them
Personal Impact Dashboard The entry point to the app. Displays cumulative eco-impact in terms users can visualize, not just carbon numbers, but equivalents like plastic bottles diverted or miles of emissions offset. The goal was immediacy: a user should understand their impact within seconds of opening the app.
Badges and Reward Points Milestones tied directly to resale activity, with visual rewards that feel genuinely earned. Designed to encourage habit formation rather than one-off engagement.
Impact History A timeline of contributions over time. Addresses the drop-off problem: users who can see their own progress over weeks and months are more likely to maintain the behavior than those who only see a current snapshot.
Social Sharing (Spotify Wrapped-style) Periodic shareable summaries of a user's sustainability impact. Borrowing from a format Gen Z already engages with deeply, these summaries turn personal milestones into social currency.
All design decisions were mobile-first, built around Gen Z usage patterns, and grounded in positive reinforcement over shame.
Reflection
What I'd do differently and where this goes next
This was a concept project, and I treated it as a space to work through a real product problem with the rigor I'd bring to a live engagement. The behavior change framework I developed here, making impact visible, personal, rewarding, and social, is something I'd carry into any sustainability or civic engagement product.
Given more time and resources, the most valuable next steps would be usability testing with actual Buffalo Exchange shoppers, integration with point-of-sale data to make impact tracking automatic rather than self-reported, and longitudinal research to measure whether the app actually shifts purchasing behavior over time. Those gaps are worth naming honestly, and they're also what makes this a concept worth building on.
Sustainability without feedback doesn't stick
Buffalo Exchange built its brand on circular fashion and environmental impact. But for teen and early college shoppers, that impact was invisible. No feedback, no progress, no way to see what their choices actually added up to.
Without something tangible to hold onto, even motivated users struggled to stay consistent. The pull of fast fashion, lower prices, and trend cycles was simply more immediate than an abstract environmental benefit.
The design challenge: make sustainability visible, personal, and worth coming back for.