THREADWISE

📍 Project Overview

Duration: Jan – Apr 2025
Type: College Capstone Project – Customer Driven Technical Innovation
Role: Product Strategist & Research Lead
Team: Julia Synn, Angeli Lu, Bharath Vittal
Tools: Figma, Canva, Google Forms, Excel, Typeform, PowerPoint

ThreadWise is a platform that helps conscious shoppers find well-fitting, high-quality, and affordable clothing from truly sustainable brands.

🧩 The Problem

Consumers today care about sustainability but feel overwhelmed and misled. Over 60% of clothing is plastic-based, greenwashing is rampant, and finding items that are both ethical and well-fitting is a frustrating experience.

🔍 Research & Discovery

• 63 survey responses via Google Forms

• 6 in-depth interviews

• Competitive analysis (Google Shopping, ShopStyle, Lyst, ThredUP)

💡 The Solution

• Filter by material composition

• Smart fit recommendations

• Price sorting and fast filters

• Brand transparency & exclusion options

• Educational prompts on sustainability

🧪 MVP Highlights

MVP 1.0: Google Form + Product Spreadsheet
Conversion Rate: 66.7%

MVP 2.0: Visual UI, smarter filters, multi-material selection, mobile-first design

💰 Business Model

Affiliate marketing with 15–20% commission on redirected purchases from brand websites. Customer acquisition through social media and targeted ads.

📊 Market & Financials

Initial TAM: $8.9B in the U.S. | Conversion-driven revenue model
Projected 2026 revenue: $198.9K from 13.3K orders

🤝 Competitive Advantage

• Verified material sourcing and transparency

• Fit personalization

• Excludes fast fashion sponsorships

• Educates while it sells

🧭 My Role

• Conducted interviews and user segmentation

• Led financial projections and cost structure modeling

• Delivered MVP features and usability

• Built investor pitch and business model

💭 What I Learned

Even when users care deeply about a cause, they won't act unless it's easy, transparent, and emotionally aligned. This project deepened my appreciation for usability, storytelling, and designing trust into digital experiences.