Haul Pass
Haul Pass, a new shopping platform, uses a comprehensive algorithm to help users find and curate outfits they love. It connects brands with their audience and allows users to earn from their style without needing a social media presence. Individuals, resellers, businesses, and creators can showcase and sell fashion items to a targeted audience. The Feed and Closet features enhance individual style by enabling browsing, saving, and purchasing clothes.
How can we better connect clothing brands with their audience and enable users to profit from their style and passion without needing to be social media personalities?
Haul Pass Team
Client
Haul Pass, Tristan Lund (CEO/Founder)
Project Managers
Reva Moolky, Sameeha Siraj
UX Designers
Sri Bala, Kaia Kim, Nidhi Sathish, Maxine Ancheta, Sophia Levin
My Role?
UX Designer / Researcher + visual design, branding, design systems, prototyping
UX Designer for Adidas and PacSun brand profiles
Problem Statement
How can we better connect clothing brands with their audience and enable users to profit from their style and passion without needing to be social media personalities?
Haul Pass, a clothing website that aims to centralize key aspects of the clothing industry on one platform, currently faces significant usability issues and design inconsistencies on its website. The platform's primary goal is to connect clothing brands with their target audiences and empower individuals to monetize their style and passion for fashion without needing to become social media personalities. A unique feature of Haul Pass is the Feed and Closet, which continuously offers users a curated selection of clothing to browse, save, or purchase, enhancing their personal style.
However, the existing website's shortcomings hinder user engagement and satisfaction, preventing the platform from effectively achieving its objectives and differentiating itself from competitors. Addressing these usability and design challenges is crucial to providing a seamless, enjoyable user experience and fulfilling the company's mission.
Who is this helping?
Clothing brands who use the platform to reach more customers. Regular users who want to profit off their style and passion for clothes without the need of being a social media personality. Selling their clothing whether it’s second-hand apparel or their custom clothing outfits and designs.
Client Standups
During our initial meetings, the client emphasized the importance of:
• More efficient user systems and page designs
• Page completion for the brand web interface
• Multiple iterations, new designs and colors
• Designs for two types of users: Brand + Stylist/shopper
• Use original Haul Pass logo and icon
• Haul Pass was a previous client with Iter8
Challenges
Client — Adapting to the client's needs was challenging due to their constantly evolving branding ideas.
Figma Font Issues — Our header font was not consistently available in Figma, despite the team's efforts to install it, resulting in inconsistencies in text styles.
Research
Since Haul Pass is a previous Iter8 client, our team was tasked to focus on the UI redesign and branding, as they already had the user research data. Therefore, we prioritized comprehensive research into branding, emphasizing competitive and market analysis to identify current trends.
We analyzed potential competitors for Haul Pass, such as the popular platforms Depop and Poshmark, to identify opportunities for enhancing their UI/UX design and differentiate them in the market.
Design System
Our design decisions, informed by current trends in the clothing market, are tailored to appeal to the younger generation.
Logo Haul Pass provided our team with their previous logo icon but were open to a redesign. They requested a new logo featuring only typography, without any icons.
Color Palette Opted for a color scheme of black, white, and a muted accent color, aiming for a sleek and clean palette for their branding. The client requested black and white to be the primary colors.
Typefaces After careful consideration of various typefaces for our branding, we selected Normalidad Wide Bold for headers and Bio Sans for body text and buttons.
As a team, we compiled potential fonts and styles to incorporate into the design system based off the current trends in the clothing market and adhering to a younger generation. We selected the final fonts based off a voting system as a team.
Unlike Depop, Haul Pass caters to both well-known clothing brands and individual users (stylists and shoppers). Integrating features that create custom outfits tailored to the individual user. This functionality will eventually be integrated with AI technology.
Designed low and mid-fidelity wireframes to layout our initial ideas and content.
Ideation + Implementation
Designed an interactive scrolling closet for showcasing clothing items. Implemented our design system, refined layouts and components, inputed imagery, and prototyped the feed, cart, and buttons.
Final Designs
Brand profiles for Adidas and PacSun
Home, Feed, and Cart Section
Viewing similar brands
From a brand's profile, users can click the 'Similar Brands' button to access a dropdown list of other brands on Haul Pass.
In this case, our design prototypes from Adidas to PacSun.
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View similar brands by clicking the ‘Similar Brands’ drop-down button
Challenges & Lessons
One of the significant challenges faced during the development of the Haul Pass website was ensuring consistency across all pages. Each team member had ownership of specific pages, leading to variations in design elements, layout styles, and components. Standardizing the design and establishing clear guidelines were crucial steps in overcoming these challenges and ensuring a consistent and professional presentation across the platform.
What’s Next
Conduct comprehensive usability testing to gather feedback from a diverse group of users. This will help identify any remaining issues and areas for improvement in the website's functionality and design. Based on the feedback from usability testing, iteratively refine and enhance the website. Focus on addressing any usability issues, design inconsistencies, and other pain points that users encounter. Our client has taken over the usability testing with our guidance.
We're excited about the future of Haul Pass and the positive impact it will have on clothing brands and individuals entering the fashion industry. Thank you for joining us on this journey.
Cal Poly Iter8 | Haul Pass Team | Spring 2024
Links
Figma - Prototype
*Stay tuned for Haul Pass case study
Thanks for checking out Haul Pass!
Please get in contact if you have any questions or would like to learn more about this project!