JUAN CAMILO HERNANDEZ CANTOR ©️
how might we empower the purchasing journey of the online ethical fashion industry?
GOOD ON YOU
ETHICAL FASHION
Area
Ethical Fashion
Team
x4 - visual designer - Consumer Expert Behaviour - Physiologist
Mentorship
Onur Ekinci ( uX Harness project advisor) & Ben Posseti ( Head of product good on you)
Year
2022
Location
Melbourne - Sydney ( remote ) - Australia 🐨 🦘
Tags
UX-UI Design
Sustainable Fashion
Data informed Design
Learning Systems
Conscious Consumer Behaviour
Good On You set out to make ethical fashion decisions effortless and informed. In an industry where sustainability often feels abstract, the challenge was to create a digital experience that bridges responsibility - intention and action.
Through research, user testing, and system thinking, we designed a concept that helps people collect, compare, and evaluate brands with confidence - turning data into trust and ethics into everyday choice.
ABOUT
Good on you is a world-leading source of trusted brand ratings, articles and expertise on ethical and sustainable fashion. They rate thousands of fashion brands, all assessed against their robust rating system for their impact on people, the planet and animals.
METHODOLOGY APPROACH
The team adopted the Triple Diamond methodology to structure the research, ideation, and development phases of the project. Building upon the Double Diamond model , this expanded framework introduced a third stage focused on implementation and long-term experience design.
Inspired by human-conscious design principles, the process explored how empathy and awareness can influence ethical decision-making. This approach draws from behavioural design and systems thinking, recognising that lasting impact happens when people not only act differently, but think and feel differently about their choices.
Norman, D. A. (2013). The Design of Everyday Things
Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving Decisions About Health, Wealth, and Happiness.
JOURNEY MAP ON STEROIDS
(JUST LITERALLY)
INSIGHTS
The link between Good On You and brands feels unclear and disconnected.
Users doubt whether sustainability data is real or trustworthy.
Finding basic ethical information takes too long.
Too much effort to compare brands leads to decision fatigue.
IDEATION OF THE NEW EXPERIENCE
This stage was where strategy met creativity- a space to connect insights, uncover opportunities, and turn complexity into clarity. Using design thinking methods such as affinity mapping and card sorting, we identified patterns that shaped the foundation of the concept.
Through information architecture, we designed a system that became the project’s spine - enabling users to effortlessly collect, compare, and save essential sustainability data throughout their purchasing journey.
THE CATALYST OF THE PROJECT
How might we provide Good On You users, with a simple and innovative way to collect and save key & crucial data in their purchasing journey?
CONCEPT HIGHLIGHTS
+20 prototype screens designed to test user flow and hierarchy clarity.
+50 interactive components built for scalability and consistent design system behaviour.
10 remote usability tests conducted with participants through online feedback sessions.
75% of users reported improved understanding of ethical data and navigation after testing.
Cool shoes :)
9 items
Skate style
10 items
Casual - relax
15 items
Office
5 items
Simple save cards allow users to store and keep track of their favourite collections - a feature inspired by Pinterest’s intuitive and visual saving format.
IMPACT
The minimalist and intuitive layout of the concept received positive feedback overall.
During testing sessions ( AB testing) 7 out of 10 participants reported gaining a clearer understanding of the platform and felt more confident navigating the website after testing the prototype.
DATA THAT MATTERS
Decision-making became a key area for improvement, leading to the integration of responsive and scalable components within the design system. We focused on interactivity and immediate visual feedback, ensuring that each UI element could adapt seamlessly across different contexts and devices. These enhancements strengthened both usability and sustainability — creating a consistent, accessible experience that grows with user needs.
Done
- Melbourne
- Sydney
- Brisbane
- Perth
- Canberra
- Adelaide
- Towomba
- Noosa
- Gold coast
- Lorne
- Bright
- Australia
- New Zeland
- USA
- Colombia
- Italy
- Iceland
- Argentina
- Germany
- Spain
- Peru
- Bright
Fair trade
Organic
Vegan
Second hand
How important is the rating of the brands?
Which items do you value more?
Where are you currently based on?
How important is the following aspects ( click to select )
- Top
- bottoms
- Jackets
- Hoodies
- Overalls
- Shorts
- Sweaters
- Underwear
- Vest
- Shoes
- Accesories
Select what of the following options you care the most
Your current location
Berlin - Germany
Subscriptions
Hiking - 10 items
Casual - 10 items
Skate - 10 items
Office - 3 items
Party - 3 items
Sport - 3 items
Hiking - 10 items
( scroll right to see more )
Profile sum up
Top categories
Outerwear
Activewear
Denim
Shoes
Macpac
The
north face
Patagonia
Saving curated clothing palettes can elevate the experience to a more personal and symbolic level, allowing users to connect emotionally with their choices.
Responsive components received highly positive reactions, proving to be a valuable UI variable during testing. 75% of participants approved the aesthetics and interactivity of these features throughout validation sessions.
AMPLIFYING THE DESIGN SYSTEM
The ability to understand our audience through meaningful metadata insights empowers the platform with information that drives smarter, more human-centred design decisions.
Home
Moodboards
Save items
Subscriptions
Compare
brands
Compare
brands
Coming
soon
Home
To Home
Going Home
Moodboards
To Moodboards
Moodboards
Save items
To items
Save items
Subscriptions
To Subscriptions
Subscriptions
Experience the interactive concept → here
LESSONS
CHALLENGES
During feedback sessions it was uncovered issues related to navigation, readability, and accessibility for users with disabilities. Despite is a desirable feature still on a grey space unfortunately .
WORKING WITH META-DATA
We identify that key information need well curated information to avoid misleading facts and poor reception by audience, user research methodologies still have a old and non innovative approach, causing that content has not key understanding when using the digital platforms
LONG-TERM SCALABILITY
Working within a large institutional ecosystem are always complex, the myths for German institutions in this case are true. However, with an structured plan and clear miles stones and time execution goals become feasible in time and ambiguity is turned into real call of action.
COMPARING FEATURES TO HAVE A BETTER INFORMED DECISION
During usability testing, we found that more than 7 of 10 participants approve how the iconography ease the journey in the platform, where compare items was a awesome feature that they would love to see in action.
Compare
brands
Like what you’re reading? Curious to know more about this or other projects?Let’s connect and explore future collaborations.
A virtual or in-person coffee could be the beginning.
EXPLORE +
→ TO PROJECTS
JUAN CAMILO
HERNANDEZ CANTOR
Strategic - Social & Future Oriented Designer
All rights reserved 2025 ©️
JUAN CAMILO HERNANDEZ CANTOR ©️
how might we empower the purchasing journey of the online ethical fashion industry?
GOOD ON YOU
ETHICAL FASHION
Area
Ethical Fashion
Team
x4 - visual designer - Consumer Expert Behaviour - Physiologist
Mentorship
Onur Ekinci ( uX Harness project advisor) & Ben Posseti ( Head of product good on you)
Year
2022
Location
Melbourne - Sydney ( remote ) - Australia 🐨 🦘
Tags
UX-UI Design
Sustainable Fashion
Data informed Design
Learning Systems
Conscious Consumer Behaviour
Good On You set out to make ethical fashion decisions effortless and informed. In an industry where sustainability often feels abstract, the challenge was to create a digital experience that bridges responsibility - intention and action.
Through research, user testing, and system thinking, we designed a concept that helps people collect, compare, and evaluate brands with confidence - turning data into trust and ethics into everyday choice.
ABOUT
Good on you is a world-leading source of trusted brand ratings, articles and expertise on ethical and sustainable fashion. They rate thousands of fashion brands, all assessed against their robust rating system for their impact on people, the planet and animals.
METHODOLOGY APPROACH
The team adopted the Triple Diamond methodology to structure the research, ideation, and development phases of the project. Building upon the Double Diamond model , this expanded framework introduced a third stage focused on implementation and long-term experience design.
Inspired by human-conscious design principles, the process explored how empathy and awareness can influence ethical decision-making. This approach draws from behavioural design and systems thinking, recognising that lasting impact happens when people not only act differently, but think and feel differently about their choices.
Norman, D. A. (2013). The Design of Everyday Things
Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving Decisions About Health, Wealth, and Happiness.
JOURNEY MAP ON STEROIDS
(JUST LITERALLY)
INSIGHTS
The link between Good On You and brands feels unclear and disconnected.
Users doubt whether sustainability data is real or trustworthy.
Finding basic ethical information takes too long.
Too much effort to compare brands leads to decision fatigue.
IDEATION OF THE NEW EXPERIENCE
This stage was where strategy met creativity- a space to connect insights, uncover opportunities, and turn complexity into clarity. Using design thinking methods such as affinity mapping and card sorting, we identified patterns that shaped the foundation of the concept.
Through information architecture, we designed a system that became the project’s spine - enabling users to effortlessly collect, compare, and save essential sustainability data throughout their purchasing journey.
THE CATALYST OF THE PROJECT
How might we provide Good On You users, with a simple and innovative way to collect and save key & crucial data in their purchasing journey?
INFORMATION ARCHITECTURE
CONCEPT HIGHLIGHTS
My moodboard
Share
Save items
Edit
Cool shoes :)
9 items
Skate style
10 items
Casual - relax
15 items
Office
5 items
Simple save cards allow users to store and keep track of their favourite collections - a feature inspired by Pinterest’s intuitive and visual saving format.
IMPACT
The minimalist and intuitive layout of the concept received positive feedback overall.
During testing sessions ( AB testing) 7 out of 10 participants reported gaining a clearer understanding of the platform and felt more confident navigating the website after testing the prototype.
Editing
Delete
Share with others
Description
Add a description here.
Hiking....
Edit your board
Blank board templates allow users to personalise their selections based on individual clothing preferences and needs.
DATA THAT MATTERS
Decision-making became a key area for improvement, leading to the integration of responsive and scalable components within the design system. We focused on interactivity and immediate visual feedback, ensuring that each UI element could adapt seamlessly across different contexts and devices. These enhancements strengthened both usability and sustainability — creating a consistent, accessible experience that grows with user needs.
Done
- Melbourne
- Sydney
- Brisbane
- Perth
- Canberra
- Adelaide
- Towomba
- Noosa
- Gold coast
- Lorne
- Bright
- Australia
- New Zeland
- USA
- Colombia
- Italy
- Iceland
- Argentina
- Germany
- Spain
- Peru
- Bright
Fair trade
Organic
Vegan
Second hand
How important is the rating of the brands?
Which items do you value more?
Where are you currently based on?
How important is the following aspects ( click to select )
- Top
- bottoms
- Jackets
- Hoodies
- Overalls
- Shorts
- Sweaters
- Underwear
- Vest
- Shoes
- Accesories
Select what of the following options you care the most
Your current location
Berlin - Germany
Subscriptions
Hiking - 10 items
Casual - 10 items
Skate - 10 items
Office - 3 items
Party - 3 items
Sport - 3 items
Hiking - 10 items
( scroll right to see more )
Profile sum up
Top categories
Outerwear
Activewear
Denim
Shoes
Macpac
The
north face
Patagonia
Macpac
Best use for : Hiking - outdoors
90% of matching
Rating by users
Explore
Patagonia
Best use for : Hiking - outdoor
80% of matching
Rating by users
Explore
Saving curated clothing palettes can elevate the experience to a more personal and symbolic level, allowing users to connect emotionally with their choices.
Responsive components received highly positive reactions, proving to be a valuable UI variable during testing. 75% of participants approved the aesthetics and interactivity of these features throughout validation sessions.
AMPLIFYING THE DESIGN SYSTEM
The ability to understand our audience through meaningful metadata insights empowers the platform with information that drives smarter, more human-centred design decisions.
Home
Moodboards
Save items
Subscriptions
Compare
brands
Compare
brands
Coming
soon
Home
To Home
Going Home
Moodboards
To Moodboards
Moodboards
Save items
To items
Save items
Subscriptions
To Subscriptions
Subscriptions
Experience the interactive concept → here
LESSONS
CHALLENGES
During feedback sessions it was uncovered issues related to navigation, readability, and accessibility for users with disabilities. Despite is a desirable feature still on a grey space unfortunately .
WORKING WITH META-DATA
We identify that key information need well curated information to avoid misleading facts and poor reception by audience, user research methodologies still have a old and non innovative approach, causing that content has not key understanding when using the digital platforms
LONG-TERM SCALABILITY
Working within a large institutional ecosystem are always complex, the myths for German institutions in this case are true. However, with an structured plan and clear miles stones and time execution goals become feasible in time and ambiguity is turned into real call of action.
COMPARING FEATURES TO HAVE A BETTER INFORMED DECISION
During usability testing, we found that more than 7 of 10 participants approve how the iconography ease the journey in the platform, where compare items was a awesome feature that they would love to see in action.
Compare
brands
Like what you’re reading? Curious to know more about this or other projects?Let’s connect and explore future collaborations.
A virtual or in-person coffee could be the beginning.
EXPLORE +
→ TO PROJECTS
JUAN CAMILO HERNANDEZ CANTOR
Strategic - Social & Future Oriented Designer
All rights reserved 2025 ©️