Joogee by Downy

A crowd-sourced, Downy-sponsored  online marketplace where parents can exchange children’s clothes using a unique currency called Downy Dollars. The original project brief was to show how Downy can help curb the current clothing waste. When concepting, I took this a step further and decided to focus on children's clothing since parents are forced to renew their child's entire wardrobe several times a year. For this project, I developed the initial concept as well as the art direction.

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Parents of growing children are as tech- and online shopping savvy as the typical millennial. And they care about the environment primarily because they want a cleaner, brighter future for their kids.

Joogee by Downy provides a place for them to "give new life" to clothes that their children will probably only use once, and to use those unwanted clothes to "buy" new fitting clothes for their children provided by other Joogee members.

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Step 1: Register

Users register to be part of the website. Registrants provide basic information about their children (so that Downy can push specific items of interest to them as they browse inventory) and specific information about Downy usage (so that they can later in Step 5 receive coupons or free samples).

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Step 2: Pack & SEND

Users pack unwanted (gently used) clothes to send to their regional Joogee Hub. They either pay for shipping, or use labels found on Downy packaging. Downy partners with USPS to receive discounts on labels and so that USPS branches serve as drop-off stations for Joogee boxes. 

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Step 3: Wash & PREP

Once clothes arrive at Joogee hub, they are:

  • Washed with Tide (fellow P&G brand) and Downy
  • Photographed
  • Determined value in Downy Dollars
  • Uploaded for sale

 

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Step 4: CREDIT & SWAP

Downy credits users based on predetermined values on typical items. Users then buy clothes of bigger or smaller sizes posted in the Virtual General Store with their Downy Dollars.

Users can also use their Downy Dollars on the site to:

  • Purchase Downy products 
  • Donate to participating children-focused NGOs
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Step 5: SHIP & SAVE

Users receive purchased clothing in the mail. Downy attaches appropriate promotions to all Joogee shipments based on the user’s opt-in information: samples for non-Downy users, and coupons/offers for Downy loyalists. 

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