Jeans Laundry Research
The purpose of this project was to adopt qualitative design research and analysis methods to identify a design opportunity related to sustainable laundry practices among a chosen sample group.
7 weeks - Solo
2023
UX
Jeans Laundry Research
The purpose of this project was to adopt qualitative design research and analysis methods to identify a design opportunity related to sustainable laundry practices among a chosen sample group.
7 weeks - Solo
2023
UX
Jeans Laundry Research
The purpose of this project was to adopt qualitative design research and analysis methods to identify a design opportunity related to sustainable laundry practices among a chosen sample group.
7 weeks - Solo
2023
UX
My Role:
Researcher (solo project)
Researcher (solo project)
Researcher (solo project)
My Deliverables:
Desk research, Semi-structures interviews, Ethnography, Observations, HMWs, Evaluation Matrix
Desk research, Semi-structures interviews, Ethnography, Observations, HMWs, Evaluation Matrix
Desk research, Semi-structures interviews, Ethnography, Observations, HMWs, Evaluation Matrix
Personal Challenges
Considering my limited network in Loughborough, it was difficult to recruit participants that fit my inclusion criteria. However, I leveraged snowball sampling where other participants and fellow students assisted me in identifying other potential subjects. One of the three participants was recruited through snowball sampling.
Considering my limited network in Loughborough, it was difficult to recruit participants that fit my inclusion criteria. However, I leveraged snowball sampling where other participants and fellow students assisted me in identifying other potential subjects. One of the three participants was recruited through snowball sampling.
Considering my limited network in Loughborough, it was difficult to recruit participants that fit my inclusion criteria. However, I leveraged snowball sampling where other participants and fellow students assisted me in identifying other potential subjects. One of the three participants was recruited through snowball sampling.
Hunt statement Development:
Hunt statement Development:
Hunt statement Development:
“ I’m going to research the process and routines for Jeans laundry among Asian, male, postgraduate students, living in the UK for the first time in a shared accommodation.
So that I can identify opportunities for a solution that improves the sustainability of jeans laundry.”
“ I’m going to research the process and routines for Jeans laundry among Asian, male, postgraduate students, living in the UK for the first time in a shared accommodation.
So that I can identify opportunities for a solution that improves the sustainability of jeans laundry.”
“ I’m going to research the process and routines for Jeans laundry among Asian, male, postgraduate students, living in the UK for the first time in a shared accommodation.
So that I can identify opportunities for a solution that improves the sustainability of jeans laundry.”
5W1H method
5W1H method
5W1H method
The hunt statement was developed using the exploration method 5W1H which allowed a deeper analysis of various aspects of laundry practises and behaviours.
The hunt statement was developed using the exploration method 5W1H which allowed a deeper analysis of various aspects of laundry practises and behaviours.
The hunt statement was developed using the exploration method 5W1H which allowed a deeper analysis of various aspects of laundry practises and behaviours.
Desk Research
Desk Research
Desk Research
What is the environmental impact
What is the
environmental impact
What is the environmental impact
Highest CO2 emission in consumer care
Reduce 75% of water consumption by wearing 10x more before wash
Highest CO2 emission in consumer care
Reduce 75% of water consumption by wearing 10x more before wash
Highest CO2 emission in consumer care
Reduce 75% of water consumption by wearing 10x more before wash
When to wash Jeans?
When to wash Jeans?
When to wash Jeans?
👃🏻 Determine through a "Sniff Test"
👀 🫳🏻 Use other sensory cues
👍🏻 The rule of thumb is every 2 months
👃🏻 Determine through a "Sniff Test"
👀 🫳🏻 Use other sensory cues
👍🏻 The rule of thumb is every 2 months
👃🏻 Determine through a "Sniff Test"
👀 🫳🏻 Use other sensory cues
👍🏻 The rule of thumb is every 2 months
How to wash jeans?
How to wash jeans?
How to wash jeans?
Spot cleaning, airing, freezing?
Dabb with clothes, wash after purchase for longevity
Spot cleaning, airing, freezing?
Dabb with clothes, wash after purchase for longevity
Spot cleaning, airing, freezing?
Dabb with clothes, wash after purchase for longevity
Why Washing Jeans?
Why Washing Jeans?
Why Washing Jeans?
Who or What influences Jeans washing?
Who or What influences
Jeans washing?
Who or What influences Jeans washing?
Family members, often a female role model
Level of conveniencee
Environment
Family members, often a female role model
Level of conveniencee Environment
Family members, often a female role model
Level of conveniencee
Environment
Definition of Jeans
Definition of Jeans
“Trousers made of denim (= strong blue cotton cloth) that are worn informally”.
Definition of Jeans
“Trousers made of denim (= strong blue cotton cloth) that are worn informally”.
Participants
Participants
Participants
P1
P1
Male/25
Male/25
🇮🇳
🇮🇳
Living on-campus in a private shared flat (shared bathroom) with 5 other flatmates with a shared laundry room in a separate building.
Living on-campus in a private shared flat (shared bathroom) with 5 other flatmates with a shared laundry room in a separate building.
P1
Male/25
🇮🇳
Living on-campus in a private shared flat (shared bathroom) with 5 other flatmates with a shared laundry room in a separate building.
P2
P2
Male/25
Male/25
🇮🇳
🇮🇳
Living off-campus in a private shared flat (shared bathroom) with 4 other flatmates with a washing machine in the kitchen.
Living off-campus in a private shared flat (shared bathroom) with 4 other flatmates with a washing machine in the kitchen.
P2
Male/25
🇮🇳
Living off-campus in a private shared flat (shared bathroom) with 4 other flatmates with a washing machine in the kitchen.
P3
P3
Male/36
Male/36
🇮🇳
🇮🇳
Living off-campus in a private shared flat (en-suite) with 1 other flatmate with shared laundry room in the same building.
Living off-campus in a private shared flat (en-suite) with 1 other flatmate with shared laundry room in the same building.
P3
Male/36
🇮🇳
Living off-campus in a private shared flat (en-suite) with 1 other flatmate with shared laundry room in the same building.
Data Collection
Data Collection
Data Collection
Semi-structured Interviews
Semi-structured Interviews
Semi-structured Interviews
👩🏻✈️ Pilot Interview
👩🏻✈️ Pilot Interview
Pilot
Interview
🔎 Review & Amend
🔎 Review & Amend
🔎 Review & Amend
Semi-structured interview
Semi-structured interview
Semi-structured interview
📚 Directed Story-Telling
📚 Directed Story-Telling
📚 Directed Story-Telling
🔥 Warm-up
🔥 Warm-up
🔥 Warm-up
🪜 Laddering
🪜 Laddering
🪜 Laddering
" Tell me a story about when you last did your jeans laundry at home in your home country. "
" Tell me a story about when you last did your jeans laundry at home in your home country. "
How frequently do you wash your jeans? Why?
How frequently do you wash your jeans? Why?
What are some of the emotions you have felt associated with doing your (jeans) Laundry:
What are some of the emotions you have felt associated with doing your (jeans) Laundry:
" Tell me a story about when you last did your jeans laundry at home in your home country. "
How frequently do you wash your jeans? Why?
What are some of the emotions you have felt associated with doing your (jeans) Laundry:
Lack of Resources
"Here, I have to work with what I got. Washing jeans is not as convenient as at home"
Lack of Resources
"Here, I have to work with what I got. Washing jeans is not as convenient as at home"
Lack of Resources
"Here, I have to work with what I got. Washing jeans is not as convenient as at home"
Observe what others' are using
"I have seen other students use washing pods which is really convinent, I have never seen this being used at home
Observe what others' are using
"I have seen other students use washing pods which is really convinent, I have never seen this being used at home
Observe what others' are using
"I have seen other students use washing pods which is really convinent, I have never seen this being used at home
Cost dictate decision making
it’s costly. I want to save upon a bit/.../ for one wash it's £2.8 and then for drying after I pay like £1.5”.
Cost dictate decision making
it’s costly. I want to save upon a bit/.../ for one wash it's £2.8 and then for drying after I pay like £1.5”.
Cost dictate decision making
it’s costly. I want to save upon a bit/.../ for one wash it's £2.8 and then for drying after I pay like £1.5”.
Design Ethnography
Design Ethnography
Design Ethnography
To extract tacit knowledge and address value-action gaps.
To extract tacit knowledge and address value-action gaps.
To extract tacit knowledge and address value-action gaps.
" The Charity Jeans Re-enactment exercise "
" The Charity Jeans Re-enactment exercise "
" The Charity Jeans Re-enactment exercise "
Some participants reported before the observations that they were uncertain as to whether they would have a pair of jeans to wash by the time of the observation, which was critical to the investigation.
Some participants reported before the observations that they were uncertain as to whether they would have a pair of jeans to wash by the time of the observation, which was critical to the investigation.
I acquired a pair of unwanted jeans from a charity shop in town. The intention is to return the jeans to a charity by the end of this study.
Some participants reported before the observations that they were uncertain as to whether they would have a pair of jeans to wash by the time of the observation, which was critical to the investigation.
I acquired a pair of unwanted jeans from a charity shop in town. The intention is to return the jeans to a charity by the end of this study.
Different observational methods
Different observational methods
Different observational methods
👥 Shadowing
👥 Shadowing
👥 Shadowing
👍 Allows participants to carry out their natural activities without interference.
👍 Allows participants to carry out their natural activities without interference.
👍 Allows participants to carry out their natural activities without interference.
👎 Questions aroused during the observations may not all be addressed immediately.
👎 Questions aroused during the observations may not all be addressed immediately.
👎 Questions aroused during the observations may not all be addressed immediately.
➡️ Re-enactment
➡️ Re-enactment
➡️ Re-enactment
👍 Does not require an in-person scenario, suitable for complex nature.
👍 Does not require an in-person scenario, suitable for complex nature.
👍 Does not require an in-person scenario, suitable for complex nature.
👎 Unable to observe interactions with the environment and the instant emotions.
👎 Unable to observe interactions with the environment and the instant emotions.
👎 Unable to observe interactions with the environment and the instant emotions.
AEOUI
AEOUI
AEOUI
The AEIOU visualises and organises the data collected during participant observation based on pre-set guiding taxonomies: Activities, Environments, Interactions, Objects, and Users.
The AEIOU visualises and organises the data collected during participant observation based on pre-set guiding taxonomies: Activities, Environments, Interactions, Objects, and Users.
AEIOU visualised and organised the data collected during participant observation based on pre-set guiding taxonomies: Activities, Environments, Interactions, Objects, and Users.
Participant Observation P2:
Participant Observation P2:
Participant observation 1:
P2 made most of the space he had in his bedroom to air-dry his clothes, hanging them on the bookshelf, and in his wardrobe.
P2 made most of the space he had in his bedroom to air-dry his clothes, hanging them on the bookshelf, and in his wardrobe.
P2 made most of the space he had in his bedroom to air-dry his clothes, hanging them on the bookshelf, and in his wardrobe.
Participant Observation P3:
Participant Observation P3:
Participant observation 2:
While P3 was missing tools like the brush from home in India, he has started to use new products in his laundry routine based on observation he has made of others.
While P3 was missing tools like the brush from home in India, he has started to use new products in his laundry routine based on observation he has made of others.
While P3 was missing tools like the brush from home in India, he has started to use new products in his laundry routine based on observations he has made of others.
Participant Observation (Ad-hoc) P1:
Participant observation 3:
Due to P1's busy schedule, the participant observation was instead conducted ad-hoc and video recorded by one of P1’s flatmates. After the recording was reviewed, a phone call was conducted where more specific questions referred to the video recording were asked about the P1’s laundry session.
Due to P1's busy schedule, the participant observation was instead conducted ad-hoc and video recorded by one of P1’s flatmates. After the recording was reviewed, a phone call was conducted where more specific questions referred to the video recording were asked about the P1’s laundry session.
Data analysis
Data analysis
Data analysis
Affinity Mapping
Affinity Mapping
Affinity Mapping
To extract meaningful findings and insights from the data collected, an affinity diagram was incorporated to synthesise what was seen, heard, and observed.
To extract meaningful findings and insights from the data collected, an affinity diagram was incorporated to synthesise what was seen, heard, and observed.
To extract meaningful findings and insights from the data collected, an affinity diagram was incorporated to synthesise what was seen, heard, and observed.
Participant observations or quotes
Participant observations or quotes
Header
Header
Themes
Themes
Overarching themes
Overarching themes
Affinity Mapping
Participant observations or quotes
Header
Themes
Overarching themes
Generating Insights
Generating Insights
The insights were clustered from a thorough examination of the findings (what was observed or heard), an inspection of their potential meanings, and then a reflection on the significance of each.
What it means: Interpreted about user behaviours and attitudes.
Why it matters: Inference made by the researcher regarding how it related to the hunt statement.
The insights were clustered from a thorough examination of the findings (what was observed or heard), an inspection of their potential meanings, and then a reflection on the significance of each.
What it means: Interpreted about user behaviours and attitudes.
Why it matters: Inference made by the researcher regarding how it related to the hunt statement.
Findings
What it means
Why it matters
Students gave up existing practices due to changes in external factors i.e. accommodation, weather & cost. As result, they adopted new practices.
Students gave up existing practices due to changes in external factors i.e. accommodation, weather & cost. As result, they adopted new practices.
Laundry practises & routines are heavily influenced by external factors such as weather, & accommodation layout leading participants to forgo existing sustainable routines due to inconvenience
Laundry practises & routines are heavily influenced by external factors such as weather, & accommodation layout leading participants to forgo existing sustainable routines due to inconvenience
Students observe what others in their surroundings are doing and adjust their practices accordingly to function in harmony with others
Students observe what others in their surroundings are doing and adjust their practices accordingly to function in harmony with others
The students desire to assimilate into the new environment and culture but do not safeguard themselves from others’ poor jeans laundry behaviour
The students desire to assimilate into the new environment and culture but do not safeguard themselves from others’ poor jeans laundry behaviour
Assumptions of cleanliness standards can be exaggerated due to participants’ knowledge gap and the fear of being perceived as unhygienic.
Assumptions of cleanliness standards can be exaggerated due to participants’ knowledge gap and the fear of being perceived as unhygienic.
Exaggerated cleanliness practices due to lack of laundry expertise lead to unnecessary resources being consumed
Exaggerated cleanliness practices due to lack of laundry expertise lead to unnecessary resources being consumed
Insights: Students tend to…
Insights: Students tend to…
Insights: Students tend to…
External factors
… forgo sustainable laundry practices due to external factors such as weather, and flat layout
Passive decision making
…restrict to previous, comfortable practices to mitigate the risk of trying new practises that may have a more positive environmental impact
Lack of agency
… perform poor laundry practices with a greater environmental footprint without reflection, agency or epistomology
Assimilate new environment
want to fit into the new environment and culture. Do not safeguard themselves from others' poor jeans laundry behaviours.
Poor judgement of cleanliness
be not discerning enough when judging the cleanliness of their jeans. Sensory cues fail to convey the complete picture, thus leading to more frequent washes and a greater impact on the environment.
Exaggerated washing due to social judgement
perform poor laundry practices with a greater environmental footprint without reflection, agency or epistemology
Frequent use = frequent wash
Jeans are students' favourite staple as it is suitable for UK weather they're washed more frequently due to high usage
Little interest in sustainability
be less open-minded and not actively seek information about best sustainable practises.
Passive
decision making
…restrict to previous, comfortable practices to mitigate the risk of trying new practises that may have a more positive environmental impact
Frequent use = frequent wash
Jeans are students' favourite staple as it is suitable for UK weather they're washed more frequently due to high usage
External factors
External factors
… forgo sustainable laundry practices due to external factors such as weather, and accommodation layout
… forgo sustainable laundry practices due to external factors such as weather, and accommodation layout
Poor judgement of cleanliness
be not discerning enough when judging the cleanliness of their jeans. Sensory cues fail to convey the complete picture, thus leading to more frequent washes and a greater impact on the environment.
Assimilate new environment
want to fit into the new environment and culture. Do not safeguard themselves from others' poor jeans laundry behaviours.
Lack of agency
Lack of agency
… perform poor laundry practices with a greater environmental footprint without reflection, agency or epistomology
… perform poor laundry practices with a greater environmental footprint without reflection, agency or epistomology
Exaggerated washing due to social judgement
perform poor laundry practices with a greater environmental footprint without reflection, agency or epistemology
Little interest in sustainability
be less open-minded and not actively seek information about best sustainable practises.
Passive
decision making
…restrict themselves to previous, comfortable practices to mitigate the risk of trying new practises that may have a more positive environmental impact
Frequent use = frequent wash
Jeans are students' favourite staple as it is suitable for UK weather they're washed more frequently due to high usage
Assimilate new environment
want to fit into the new environment and culture. Do not safeguard themselves from others' poor jeans laundry behaviours.
Little interest in sustainability
be less open-minded and do not actively seek information about sustainable best practises.
Poor judgement of cleanliness
be not discerning enough when judging the cleanliness of their jeans. Sensory cues fail to convey the complete picture, thus leading to more frequent washes and a greater impact on the environment.
be not discerning enough when judging the cleanliness of their jeans. Sensory cues fail to convey the complete picture, thus leading to more frequent washes and a greater impact on the environment.
Exaggerated washing due to social judgement
perform poor laundry practices with a greater environmental footprint without reflection, agency or epistemology
Prioritising the insights: Evaluation Matrix
Prioritising the insights: Evaluation Matrix
Prioritising the insights: Evaluation Matrix
Analogy to explain problematic behaviour
Analogy to explain problematic behaviour
Analogy to explain problematic behaviour
Have you walked across the road despite the traffic light being red simply because another person is doing so? Perhaps you thought the traffic light turned green and it was safe to go without checking the light yourself first. Many of our behaviours are motivated by social acceptance. Sometimes this desire can be so strong that the individual forgets the importance of critically assessing the new behaviour, perhaps it is safest to check the traffic light yourself instead of following suit.
Have you walked across the road despite the traffic light being red simply because another person is doing so? Perhaps you thought the traffic light turned green and it was safe to go without checking the light yourself first. Many of our behaviours are motivated by social acceptance. Sometimes this desire can be so strong that the individual forgets the importance of critically assessing the new behaviour, perhaps it is safest to check the traffic light yourself instead of following suit.
Have you walked across the road despite the traffic light being red simply because another person is doing so? Perhaps you thought the traffic light turned green and it was safe to go without checking the light yourself first. Many of our behaviours are motivated by social acceptance. Sometimes this desire can be so strong that the individual forgets the importance of critically assessing the new behaviour, perhaps it is safest to check the traffic light yourself instead of following suit.
Identify Opportunities
Identify Opportunities
Identify Opportunities
Design Opportunities using HMW
Design Opportunities using HMW
Design Opportunities using HMW
The following "How Might We's" were chosen as they focus on how cultures coming together can have a positive effect on laundry practices. One of the key issues identified was how cultural changes have the tendency to make the group that aspires to assimilate into the new culture forgo their existing practices to be accepted. However, the interaction between two cultures could perhaps yield solutions and foster behaviours in which best practices are formed based on both cultural diversity as well as environmental knowledge.
The following "How Might We's" were chosen as they focus on how cultures coming together can have a positive effect on laundry practices. One of the key issues identified was how cultural changes have the tendency to make the group that aspires to assimilate into the new culture forgo their existing practices to be accepted. However, the interaction between two cultures could perhaps yield solutions and foster behaviours in which best practices are formed based on both cultural diversity as well as environmental knowledge.
OPPORTUNITY
OPPORTUNITY
HMW make students feel comfortable with not washing jeans as often?
HMW make students feel comfortable with not washing jeans as often?
HMW make students feel comfortable with not washing jeans as often?
OPPORTUNITY
OPPORTUNITY
HMW make jeans laundry a more visible and interactive activity where students get to learn from each other?
HMW make jeans laundry a more visible and interactive activity where students get to learn from each other?
HMW make jeans laundry a more visible and interactive activity where students get to learn from each other?
OPPORTUNITY
OPPORTUNITY
HMW encourage international students to sustain and project their positive laundry behaviour to the wider UK community?
HMW encourage international students to sustain and project their positive laundry behaviour to the wider UK community?
HMW encourage international students to sustain and project their positive laundry behaviour to the wider UK community?
Prioritising the HMWs : Evaluation Matrix
Prioritising the HMWs : Evaluation Matrix
Prioritising the HMWs : Evaluation Matrix
Feedback
Feedback
Feedback
Module Leader
Lead UX Designer at SkySports
Module Leader
There is clear evidence of an iterative approach where you have used secondary research to inform your hunt statement, a pilot interview supported the final interview questions and you reviewed your interview findings in support of the ethnography.
There is clear evidence of an iterative approach where you have used secondary research to inform your hunt statement, a pilot interview supported the final interview questions and you reviewed your interview findings in support of the ethnography.
There is clear evidence of an iterative approach where you have used secondary research to inform your hunt statement, a pilot interview supported the final interview questions and you reviewed your interview findings in support of the ethnography.
💭 Reflections
💭 Reflections
💭 Reflections
Apart from learning various Design Research Methods from a theoretical standpoint, this module also taught me and allowed me to practise many techniques from a practical point of view. Coming from a business discipline, I saw this module as a great opportunity to go outside of my comfort zone and to challenge myself both in terms of the methods I incorporated as well as the sample group I was investigating.
Apart from learning various Design Research Methods from a theoretical standpoint, this module also taught me and allowed me to practise many techniques from a practical point of view. Coming from a business discipline, I saw this module as a great opportunity to go outside of my comfort zone and to challenge myself both in terms of the methods I incorporated as well as the sample group I was investigating.
Apart from learning various Design Research Methods from a theoretical standpoint, this module also taught me and allowed me to practise many techniques from a practical point of view. Coming from a business discipline, I saw this module as a great opportunity to go outside of my comfort zone and to challenge myself both in terms of the methods I incorporated as well as the sample group I was investigating.