Fils
Impacte real, decisions conscients.
01. The Problem & Context
The fashion industry is experiencing a radical transformation. Fast fashion drives massive overconsumption, while sustainable alternatives struggle to reach the mainstream due to a lack of clear, accessible information.
The Hypothesis: Consumers care about sustainability, but finding reliable data on carbon footprint, materials, and labor conditions is too difficult. If we give them a frictionless tool to scan and understand their clothes, they will make more conscious purchasing decisions.
02. Research & Benchmarking
To understand the landscape, we conducted a rigorous benchmark analysis of existing solutions like Good On You, Done Good, and Clear Fashion. While these tools offer valuable ratings, they often lack personalization, gamification, and a seamless in-store scanning experience.
We validated our assumptions through a mixed-methods approach: quantitative surveys (28 participants) and deep qualitative interviews (10 diverse profiles).
03. Defining the User
Based on our research, we synthesized our findings into three core personas that represent different stages of sustainable awareness and vastly different technological needs.
Olívia (The Conscious Educator)
"I want to transmit the importance of building a fairer world to my students, starting with my own actions."
Olívia is highly motivated by ethics. She needs an app that centralizes data on Planet, People, and Animal impact so she doesn't have to spend hours researching brands online before going shopping.
Aleix (The Pragmatic Student)
"Now that I live alone, I want to build my own style—but my budget is very tight."
Aleix buys fast fashion out of economic necessity. He needs a frictionless scanning feature while in the store to quickly compare garments. If the app is too complex, he won't use it.
Marta (The Busy Parent)
"My goal is the best quality of life for my family. Sustainability is a nice-to-have, but not my daily focus."
Marta prioritizes convenience. She needs gamification ("competitions" with friends) and push notifications to keep sustainability top-of-mind without feeling like a chore.
04. Branding & Design System
The name Fils (Catalan for "threads") represents the fabric of the industry and the connection between consumers and producers.
To avoid the cliché "green/eco" aesthetic, we opted for a highly modern, tech-forward palette centered around Blau Vibrant (`#5778F0`). This establishes Fils as a premium, reliable utility rather than just a niche blog. The tone of voice was defined as Educational, Empathetic, and Transparent—never condescending.
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05. The Final Prototype
Onboarding & Core Scanning Flow
The primary user journey is entirely frictionless. The camera UI provides a guiding frame to scan physical tags. An interactive overlay immediately identifies the garment and allows the user to dive deep into four categories: Planeta, Persones, Animals, and Salut.
Gamification: "Els meus fils" & "Picoteja i guanya"
To address the retention drop-off seen in competitor apps, we built a robust user profile. It tracks the user's estimated CO2 savings, their "clean wardrobe" (saved products), and a point-based gamification system ("Picoteja i guanya") where users complete sustainability quizzes and challenges to climb community leaderboards.
Brand Directory & Educational Hub
For users looking to discover new sustainable alternatives, the app offers a searchable directory scoring brands out of 100 based on transparency and supply chain ethics. An Educational section provides byte-sized articles on microplastics and labor conditions to continuously build awareness.
06. Viability & Conclusion
For Fils to succeed, the product operates on a Freemium B2C model to build a massive user base and trust. Revenue streams are projected through strategic B2B partnerships—selling anonymized, aggregated consumer trend data to fashion brands, and offering consulting services to help them improve their sustainability scores.
The Result: User testing confirmed that the visual clarity of the impact scoring and the engaging nature of the gamified profiles successfully bridged the gap between passive interest and active, conscious consumption. Fils proves that complex environmental data can be beautiful, accessible, and actionable.