The Approach
Double Diamond
What I found
The Eco-Compliance Gap
Top cycling brands (Rapha, PAS) face strict EU/UN carbon mandates. Scope 3 supply chain emissions exceeding 98%, while un-regulated regional competitors operate entirely without accountability.
Material Dead End
Primary personas (Emma & Robert) revealed a major lifecycle frustration: high-performance technical apparel is built from non-recyclable spandex, and riders have zero convenient avenues to dispose of worn gear.
The Resale Friction Barrier
Eco-conscious cyclists want to do the right thing, traditional second-hand platforms involve tedious photographing and buyer management, making current environmental disposal far too time-consuming for busy consumers.
How might we help time-poor cyclists recycle technical spandex apparel conveniently while driving customer retention, without forcing them onto fragmented third-party marketplaces?
The Systemic Solution
Leveraging the RCC App Architecture
Rather than building an isolated tool, the strategy integrates a circular end-of-life (EOL) system directly into Rapha’s existing digital and physical infrastructure.
Frictionless Drop-Offs
Eliminating independent shipping by using local clubhouses and partner nodes as drop-off points
The Value Loop
Earning loyalty points for future discounts or green shipping via instant drop-off QR scans
Gamified Retention & Route Creation
Gamifying compliance via social leaderboards, carbon tracking, and route challenges
Policy Compliance
Built-in QR tracking allows Rapha to log garment lifecycles transparently, meeting strict upcoming Scope 3 EU/UN sustainability mandates.
Academic Project
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2024
RCC: Re-Cycle
[UX Research] [Strategic Design]
Cycling Logistics in the Fashion industry is the most significant CO2 emission factor. Rapha Cycling plans to integrate digital technology to track garments from textile fibre to recycling end-of-life. Due to this, they integrate digital aspects into the actual fashion item. Now, they are searching for a secondary usage to increase customer loyalty by offering new services.
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*Brief defined by professor