seamstra brand

Seamstra

Pockets

On-demand pockets for busy female professionals.

The current tailoring experience is old-fashioned, men-centered, and hardly accessible: 1 out of 2 women are not comfortable using a tailor because they cannot find consistent information online.

Because of that, we are more likely to replace our clothes instead of repairing and upcycling them. This wastes $400B worth of clothing every year that ends up filling landfills, instead of our closets.

If this wasn't enough, the gap between men's clothes, designed for utility, and women's, made for beauty, is still substantial in 2022.

Seamstra’s brand was born from the desire to redesign the tailoring experience and empower women to access the freedom, safety, and privacy of pockets.
UX Research
Identity
Web design
TOOLS
TYPE
DATE
Project for Selfmade Business accelerator
RESEARCH
Mar -June 2022
Sketch App, Figma, Notion
User Interviews
pockets

VISION

A world where every woman has access to the freedom, safety, and privacy of pockets

mission

Streamline the process of adding pockets to women’s clothing.

AT THE CORE

Seamstra stands for women who want to feel free, safe, and confident when carrying their belongings in their daily lives, and not always rely on a purse or their partner.

2 out of 3 women in our research mentioned the desire to have functional pockets on their dresses or pants.

BRAND IDENTITY

Seamstra's brand was designed for millennial female professionals who care about gender equality, sustainability, and are not satisfied with the status quo.

The results is an exciting and vibrant composition of simple shapes and bold lines.

LOGO

The brand exploration led to a logo representing both a pocket and a bird.

The bird is symbol of freedom and curiosity, sticking her beak into things to indicate the privacy of pockets.

WEBSITE

The Website was the MVP - the Minimum Viable Product to test the desirability of this service.

I wanted to keep it as simple as possible, as well as reflecting the creative nature of the brand with pocket-like shapes and vibrant colors.
Seamstra Website design

FINAL INSIGHTS

While the first round of User Research had shown some promise (explore the research insights here), the MVP test didn't reveal as much interest: the majority of potential customers didn't regard pockets as a great pain point, didn't feel comfortable risking altering their favorite clothes, or simply preferred buying new clothes that already had pockets.

The on-site research with tailors, however, revealed some interesting insight: 7/10 tailors interviewed in the city of Las Vegas didn't speak fluent English and none offered consistent pricing, making the conversation - or better, the negotiation - hard to navigate from both the consumer and the seamstress.

As a result, half of women are not comfortable using tailoring services and end up relying on a family member or a friend to repair or alter their clothes (or simply decide to get rid of them, worsening the impact on the environment).

This creates new opportunities for improving the tailoring experience for those who seek to tap into this fascinating and timeless industry.
unlock your free pocket banner

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