Minimum

OVERVIEW

Minimum is a brand with the TENCEL Lyocell towel that uses 80% less water than cotton, helping consumers make better spending choices and save water.

This project was a group projected completed by myself a two of my classmates for the User Experience class.

ROLES

Researcher, Designer, Scribe

TOOLS

Figma, Miro, Adobe Photoshop

THE BRIEF

The client, Minderoo Foundation set the brief which focused on their flourishing oceans initiative, “What does a world-leading marine experience need to look like in 2026 to help visitors see, understand, and love for a flourishing ocean.

THE OUTCOME

With the question of ‘How might we make the ocean feel like family’, our group designed a brand ‘Minimum’ with the TENCEL Lyocell towel that uses 80% less water than cotton, helping consumers make better spending choices and save water.

THE SPARK

POV Statement: Anxious young adults need to feel like they have the power to create change because in the face of the seemingly insurmountable climate emergency, they enter flight mode.

PROCESS WORK

USER INTERVIEWS

We conducted multiple surveys on individuals’ shower habits and durations. The results indicated that people are generally unaware of their shower duration and often view the shower as a safe space for relaxation and reflection.

EMPATHY MAP & USER PERSONA

After conducting surveys and interviews with various customer segments, we focused on the “young experience seekers” category. Our data revealed that young adults have the desire to enact change but often feel overwhelmed or uncertain about how to do so, particularly in the face of numerous climate emergencies.

From this insight, we developed an empathy map and user persona centered around 20 year old ‘Alison’. She represents an anxious young adult who wants to make a difference but often feels paralyzed by the multitude of climate crises.

FORMUALTING THE ‘HOW MIGHT WE’ QUESTION

Through several rounds of ideation, we formulated the “How Might We” question: ‘How might we make the ocean feel like family?’ This question aims to address the need for individuals like Alison to make impactful changes from the comfort and convenience of their own space.

THE TOWEL CONCEPT

This was then how the brand ‘Minimum’ was created, with the TENCEL Lyocell towel that uses 80% less water than cotton. This was so that people like Alison can help make change using an everyday object with minimal effort and reduce water usage.